When it comes to customer care, social networks are taking a bigger and bigger slice of the pie compared to traditional channels like phone and email. Now that consumers have access to brands through these channels, they often receive faster responses. 40% of customers have made an inquiry through social networks in the hope of getting an answer in under an hour.
Although responsiveness is an important factor, there are other good practices you can adopt to keep your customers happy on these new channels. To inspire you to take your social media customer service game up a notch, here’s how 3 brands provide exemplary service to their customers through social media.
1/ Aviva: highly responsive all week long
Aviva’s very responsive social media customer service is exactly what the insurance company’s customers are looking for. During our test, we got a response on Twitter in 5 minutes!
Aviva provides customer support on social media 7 days a week with extended hours. The company publishes its business hours, which means users know exactly when they can expect a response. The hours are displayed in the company’s Twitter bio and on its Facebook page.
Representatives provide quality responses and use a friendly tone by using emojis and signing messages with their first names. This type of informal exchange humanizes the interactions.
On Facebook and Twitter, Aviva usually redirects customers to a private conversation (Messenger or Direct Messages) in order to keep exchanges confidential, particularly when personal data is being shared.
2/ Asos: bringing service to the customers
ASOS opted to open a Twitter account dedicated to customer service, @ASOS_HeretoHelp. This strategy allows the brand to handle the significant daily volume of customer interactions and to keep them separate from the company’s primary account, which is used for marketing.
ASOS uses a casual tone and shows its customers it’s available to answer any question, even if the initial issue has been resolved.
Thanks to this customer experience strategy of being present where its customers are, ASOS customers regularly share their experiences with the brand. ASOS responds or shares these comments, which encourages other customers to do the same.
3/ Tesco: local information, 24/7
Tesco provides 24/7 customer service and is exceptionally responsive. Because some Tesco stores are open 24/7, the extended hours allow the brand to provide customer support at any time, during or after purchase.
To efficiently route inquiries received by DM on Twitter, the brand uses a chatbot. This system redirects users to the best representatives, who then continue the conversation.
On its Facebook page, the brand lists all of its store locations, which allows customers with enabled location services to easily find the closest store.
On Twitter, representatives also provide local information, such as store hours and product availability.
Representatives are able to provide customers quick solutions to their problems. The brand resolves issues directly on Twitter without redirecting customers to another channel.
These 3 brands stand out primarily because they respond quickly to messages, adapt to the behaviors typical of each social network, and provide precise answers to their customers. They also show that it is possible to use a less formal tone while providing quality service.
These examples may guide you in setting up high-quality customer service best practices on social networks and in defining the voice you wish to use during your interactions with customers.
Originally published Apr 27, 2017, updated Oct 28, 2020