Social networking has changed the way many businesses approach customer service. Complaints are now being broadcast online with potential and existing consumers able to view what has been said. Audiences from many different demographics are taking advantage of this opportunity to use social networks to directly contact businesses, knowing there is pressure on them to respond quickly.
While some companies, particularly those targeting an older demographic, may consider themselves safe from this form of complaints, evidence suggests consumers of all ages are beginning to embrace social customer service.
In fact, a poll by communications agency Fishburn Hedges and Echo Research found 36% of people had used a social media platform to contact a big company, including 27% of people aged over 55. This stresses the need for all companies to adapt their attitude towards social networks and how they communicate with customers, whoever they might be.
One way in which businesses can address dealing with social network interactions is through the use of technology that allows the company to track each consumer’s interactions across many different channels.
Being able to see where customers have engaged with the brand before can help tailor a suitable response and deliver a more personal level of service. This allows the business to maintain a quality level of rapid, effective responses, sending out a positive image to other consumers using the social networks.