Customer Service and Social Media: The World has Changed

Social Media has dramatically changed how we can do business, because it has changed how our customers interact, make decisions and ultimately decide to buy. Not realizing this could hurt you not help you. I once heard Tim Ferris of The Four Hour Work Week speak and he said if you are not interacting online you just have no clue what’s being said about you or your business.

  • How many of you believe you run or work for a company that’s doing a pretty darn good job?
  • How many of you realize that ALL companies big and small make mistakes?
  • How many of you realize that sometimes a customer needs help?

Here is the thing though: Now more than ever customers are making their decisions ONLINE.

If you are not managing your business online, you are loosing opportunity. Just like these two companies did. Don’t be that company. What will you do differently to engage your customers online?

 

Ann Evanston, MA, has been named by About.com as one of the Top Six Marketing Consultants, Feb 2011, and recognized in the Huffington Post for her unique approach in using Facebook to increase profits though giving. In October 2008 Ann created the Social Networking Coaching Club, a forum where you get personalized support to learn how to “discover your REAL edge” and make more online in less time with integrity.
  • http://twitter.com/Emily_S_Davis Emily Davis

    I think these points are so important. I do like to also have phone follow up for the au pair business since the service is really so personalized.

  • http://twitter.com/Emily_S_Davis Emily Davis

    I agree that we need to always stay on top of our online marketing and make sure our customers are getting what they need. I do like phone follow up for the au pair business also because the program is so tailored to individual needs.

  • Usama

    Excellent point. Social media is to connect with your customers. If you are not doing that, what's the purpose.
    Thanks.

  • http://home-decorating-makeovers.com/ Jennifer Duchene

    I love feisty Ann! Excellent message, Ann, the customer may not always be right but they definitely need to be able to communicate in the social media world if they are selling in that arena. I think you need to send this video to those two companies.

    Jen Duchene
    Lift Your Spirits Home Transformations
    The Home Makeover Mixtress Blending cool & cozy style

  • http://www.ourlittlebooks.com Candace C. Davenport

    Basically, if you are going to do anything, you might as do it well. Jumping on board just for the sake of going with the flow without understanding why you are doing it (and therefore the reasons why you would WANT to do it) doesn't work. It is a paradigm shift and businesses need to understand what is going on behind the scenes to make the best of it. Good reminder for us to do the same.

  • http://www.webenso.com KathyAlice

    To answer Darcie's question. If you are not “doing social media” but simply grabbed some social media real estate for branding reasons (which I do recommend), then you should do a few things with your facebook page: 1) don't make the wall your default tab, 2) on the default tab (usually info) have a pointer to the contact us channel (link / form / whatever it is) if it is not going to be facebook.

    BTW, if you want to have a giggle check out the facebook for dummies facebook page .. can we say sad …..

  • http://www.webenso.com KathyAlice

    Most companies are avoiding the social media space, pretty much entirely .. especially B to B. But many are realizing the need to manage the discussion online anyway. Eg. When the rabble rousers in the forums vent their angry at the company I worked for, we learned pretty quick that responding and acknowledging was crucial, ignoring was a really bad idea. But not all companies get this, and individuals that do .. are not encouraged at all to step up

  • http://www.raisingglobalkids.com Caitlin Knight

    Wow, how can these companies not know that they need to show up? The least they could do is find an intern, it doesn't even need to cost them a dime.

  • Jean Bentley

    AWESOME! Loved this and it is so true! I know several folks who are talking about getting a business FaceBook page, I have added this to my favorites so I can pass it on to them.

  • http://www.patzahn.com Pat Zahn

    Whew! I'm glad I'm not them… I do check my FB page everyday and at least check twitter for mentions, DM's, and RT's even if I don't have time to post. It is also annoying even when a company has a website and doesn't respond to a contact – why do you have a website?! Then on the other hand, there is the mega-big companies that make it nearly impossible for you to figure out how to contact them in any way, shape or form. Oh-oh, I feel a rant coming on.

  • http://www.cavittassociates.com Michael Cavitt

    Ann, I agree they have missed the paradigm shift. This is basic customer service. It's right up there with being ignored when trying to get help in a store. I would probably try again on the shopping cart issue because it might have gotten dropped but then I call in broken stop lights, etc.

  • http://www.thereflectivewriter.com/blog/ Judy Stone-Goldman

    Yes yes yes! Get the word out to companies doing anything online: the only response is a fast response. And of course if companies are not doing business online…well, that's another century. I recently tried to contact a vendor online and got no response. Was able to kill the order by contacting the billing source–but only via phone. The whole thing was very suspicious to me and I will make sure to steer clear of that vendor (and possibly that billing source).

  • Peggy Maffeo

    I so agree Ann, thanks for this post.

  • http://www.mywealthspa.com Darcie Newton

    I completely agree with your point that if you are going to be online, then you should be able to handle issues online. And as small business owners we all face the same dilemmas of managing cash flow, capital and time. This type of bad customer service and bad online behavior should give you a great sense of security…there are so many out there that need your services.

    Just so you know…I had to play devil's advocate cause I can be feisty too at times.

  • Donna McCord

    As always, Love your passion, Ann! And I totally agree that there is nothing more frustrating than not getting a response to a question online or anywhere for that matter. When it comes to our business, we do not sell online, but we do sometimes get questions online, and most often we can only answer once we have looked at their vehicle and seen first hand what is going on. But we do check our Facebook page and email (through Demand Force) every day. My challenge is getting more people to our Facebook page to ask questions!

  • http://www.warrior-preneur.com Ann Evanston

    No, the company who asked me to call was a different question, about a PROBLEM with their shopping cart. They should have fixed it and responded to let me know it was fixed, not ask me to call. AND the bulk question I have had answered online MANY times (I ask it a ton), it may be via email, which is fine, but those companies understand their buyers. I won't call you to buy, and I am actually starting to become the majority of shoppers now. The world is changing, which is my point.

  • cindy

    Five days is too long. Not getting back with a potential customer is unacceptable. I would like to play devils advocate for the company that asked you to call. I am not sure what your question was. If it was a simple question about the product and not about pricing they should have answered it. If it was in reference to a bulk purchase and a possible discount it is pretty standard for a larger company to ask you to call. When they offer unusual discounts they usually want to do it on the phone and not in writing for legal reasons.

  • http://www.warrior-preneur.com Ann Evanston

    I'm sorry Darcie- but that is, to this warrior just weak and sorry excuses. If you are TOO busy to check it you are bringing in enough to hire a $10 an hour person to check those sites for you everyday and flag inquiries to you. And if you are not, you have serious infrastructure issues for growth and your company will go into the toilet anyway. Hell, go find an intern at a college for jeez sake! Becasue what they did to me turned off the revenue spigot, and most people will name the company which means their friends know and won't buy there either. #FeistyAnn could not stay out of that one!

  • http://www.mywealthspa.com Darcie Newton

    I've been thinking about this topic a lot lately while I've been building my online presence. I absolutely agree with you about follow up and that these two companies have 'missed the point'…and just to play devil's advocate for a moment…

    What would you recommend they do if the reason they are not responding to your inquiries is that they are crazy busy but don't have the revenue yet to hire more staff. From a business perspective, if they kill their online presence because they can't answer all the questions that come in and turn off the revenue spigot this would likely shut them down…then how do they recover and reopen? What online strategies would you recommend that would keep the doors open, address their limitations and solve their customer service issues?

  • ireneturner

    YES…I have the same gripe…makes me crazy when companies do not respond to serious questions, and yes, it makes me never want to buy from them, ever. Good reminder for when I start selling on line, although with your help… doubt I'll fall into that trap! tweeted this out. Thanks Ann for once again passing on great internet tips

  • http://www.billbrowning.com Bill Browning

    I tell my clients that everything they do is marketing (aka building relationships). Providing excellent customer service is a great way to build those relationships and social media allows you to do it effectively and inexpensively. Thanks Ann.

  • http://louiseedington.wordpress.com Louise Edington

    Hear hear! They would have lost my business and yes – I show up – obsessively :) I ALWAYS answer messages and emails quickly and would not do business with someone who did not. What am I doing differently – well all of it's fairly new to me online since your bootcamp Ann but I don't think I could show up more – I am 'on it' but also in following up with contact afterwards is something I am making even more important right now.
    You are so right though – no point at all being on social media if you don't show up!