Customer Service in a Social Media World
February 12, 2019
Social media has undoubtedly transformed the way brands serve and interact with customers. According to a recent infographic by GO-Glove, 90% of businesses will use social media for customer service by 2020. While it’s become the norm for consumers to reach out to brands for help via Twitter, Facebook, Instagram, etc., it’s not often you can say a brand really takes it to the next level. After all, good customer service is table stakes (or at least it should be).
What do I mean by next level? It’s the perfect combination of rapid response, informative content, genuine care, and a little humor thrown in for good measure.
Take HiSmile for example. The company offers consumers a variety of dental products including teeth whitening, toothpaste, mouthwash, etc. Pretty standard stuff, right? I first came across the company on Facebook while aimlessly scrolling through my feed. The sheer amount of comments on a recent post made me stop to take a closer look. So what’s their secret to success? In addition to quickly responding to customer questions, the team often uses fun GIFs to inject personality and humor into its responses. Customers even state that they are checking out HiSmile products because of the fun the team infuses into interactions with customers. If you want a good laugh, and whiter teeth, check out HiSmile.
Another example shared by one of my colleagues is Wendy’s, best known for its made-to-order square hamburgers. The company hits a home run with its Twitter account which frequently confronts haters, replies with puns, and trolls other hamburger and fast food joints. This approach not only brings the company’s personality to life, but it sends a signal that Wendy’s is listening, actively engaged and ready to interact with customers. Their descriptor on Twitter says it all – “We like our tweets the same way we like to make hamburgers: better than anyone expects from a fast food joint.” Follow @wendys.
Growing up, I always associated brands like Nordstrom with exceptional customer service. With the rise of social media, more brands have been able to create this same reputation, many even surpassing tried and true brands on this front in the eyes of the consumer. So bring on customer service via social – I’ll be watching for a bit of humor with a quick response.