Twitter is the most interactive Social Network, with the fastest flow of information, this characteristic makes it extremely viral and allows it to convey brand messages to a very high number of actual or potential customers, particularly those who visit Social Networks via mobile devices. It is also a very effective communication channel with brand users. All this makes it highly recommended to be used by different kinds of companies. On this post I will explain some steps for an effective Customer Service on Twitter:
There are many posts where bloggers recommend a maximum elapsed time for a customer tweet to be replied as a fixed rule. Nevertheless I would say that it depends on what’s the business about, on the urgency of each request and on how valuable that customer is for the brand. We could talk in any case of a maximum of 5 hours and that the shorter the term, the better the perception of the brand image. That period should be shorter in B2C services like banking, tourism or medical care than in manufacturers, but there can also be emergencies in this sector, consider the case of a factory that requires an urgent piece so it can continue to operate its assembly line. Similarly, the VIP customers should have priority and even an alternative channel only for them.
2.-Synthetic but effective messages :
Tweets are characterized by their brevity because we have to convey in 140 characters all the information our customers need and that we want to transmit as part of our brand strategy.
3.-Etiquette and Know-how :
Always be cautious when writing (a message can sometimes be interpreted in a different way than what you wanted it to express) Thank customers for their feedback. Whenever possible, make a follow-up to clients after some days, this is something that will positively surprise them, it will make your brand be well valued and consequently facilitate their engagement.
4.-Fix the problem if possible by the same channel (Twitter) :
If a customer contacts us through Twitter, it is because he/she expects a response through the same channel. If necessary refer the client to continue interacting via DM, provided it doesn’t generate any mistrust on him/her or the rest of your community. Only in cases where for whatever reason it becomes essential to continue the communication by phone or mail, they must be used. It is also recommended that customers are treated by the same person from start to finish of the conversation.
5.-Use a tool to help you schedule messages at specific times :
The most used are: Hootsuite and Buffer. They are very useful for you to planify when to post in your promotional marketing strategy, so once filled up you have plenty of time to be used for your relational marketing.
6.-Create a channel for Social Customer Service only :
For large companies and as far as possible it is recommended that you have different channels for SCS and for promos. Nevertheless, the Twitter account for Customer Service can insert a promotional message about service improvements to create a positive image and help reducing any negative comment that you may receive as a brand. Promote this channel everywhere and of course on your Facebook or other Social Networks fanpage.
7.-Monitor your performance :
In terms of satisfaction level obtained by clients and response times. Compare them with your competition.
8.-Information on the account :
On your brand’s Twitter profile it must be clearly indicated information such as operation hours, communication language used, links to the company website and Facebook or other Social Networks accounts. It must obviously be done in a visually attractive way with the official brand logo and slogan.
9.-Create separate accounts for different languages :
Particularly in large companies it is recommended to create separate accounts for each language you need to use to communicate with your customer. It avoids creating a perception of “Social Babel” in your readers.
10.-Do not use Twitter to ask for personal information or bank data :
Or any other Social Network. Use other more private channels such as mail, phone or fax.