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Are you incorporating social media into your customer service strategy?

If you’re not doing so yet, your customers are already doing it for you. “Customers are turning to social media for customer service, whether you want them to or not,” cautions NM Incite’s 2012 State of Social Customer Service Report. Dubbed “social care,” this trend is escalating rapidly. 



What did this report reveal?

  • Nearly half (47 percent) of all consumers surveyed by NM Incite have used social care.

  • Although rates are highest among 18- to 24-year-olds, social care is pervading even the oldest generations, with some 30 percent of those over age 65 having used it.

  • One-third of customers would prefer to engage with customer service representatives via social media rather than by talking on the phone.

  • Of those who tap into social care, just 37 percent say their issue was resolved quickly. And 10 percent say they never get a response from companies at all.


Now, let’s take a look at some best practices for your dealership when implementing customer service on social media channels:

  • Presence: be there for the customers when they need you.

  • Discussion: provoke interactions and build relationships.

  • Responsiveness: don’t make people wait for each answer.

  • Honesty: acknowledge your mistakes, show you deserve to be trusted.


One negative comment about your dealership on social media wipes out the effect of previous positive comments. Make sure your social care is meeting your dealership’s customer service level standards. 

Views: 225

Tags: ,CRM, , CRM", Customer, Management, Relationship, Rise, Social, Social Care, Social Media

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Comment by Alexander Lau on February 15, 2013 at 7:50am

The demographics of Social Media users: http://pewinternet.org/Reports/2013/Social-media-users.aspx

Comment by Ketty Colom on February 12, 2013 at 8:45am

Chip,

I believe this report is on general social media customer service, like if a person has a complaint about a service they receive. (In a previous blog post I talked about how to handle a negative review: http://www.activengage.com/blog/bid/141412/How-to-Respond-to-Negati...)

As far as confirming appointments via social media, I don't think customers are looking for that on Facebook or Twitter, again they are looking for the solution to their negative review. They look for those things on your website and on live chat. 

For example, when I was comparing cable services I didn't go to their facebook or twitter account. I chatted with a representative and if I have the opportunity to chat with a representative and not pick up the phone, I will. 

Comment by Alexander Lau on February 12, 2013 at 8:23am

All very good points Chip!

Comment by Chip Dorman on February 12, 2013 at 8:08am

Really wish this had some more meat.

Exactly what do customers expect in terms of service via social media?

Confirming appointments, updating simple things like letting a customer know their car is done, etc. are fine, but how much heavy lifting can you really do?

Trying to explain something complicated with a keyboard, or worse, keypad, takes forever. It can be great to send/share images and documents, but real discussions of any depth just take too long.

And what about privacy?

Do customers really want their information and situation shared with other customers?

Comment by Ketty Colom on February 12, 2013 at 6:13am

Alex,

That's not good if you feel like a guinea pig! 

Comment by Alexander Lau on February 12, 2013 at 5:41am

I use SocialDealer.com, it has it's advantages and disadvantages. Great that it's dedicated to the needs of dealers and many of it's features are rock solid in terms of any social media and reputation media approach. However, and this is a big however, it has many bugs and I feel as if I'm beta-testing an unstable tool for a start-up venture.

Comment by Ralph Paglia on February 11, 2013 at 10:48pm

For years I have been touting the concept that Social Media class online systems have the potential to deliver on some of the failed promises made by CRM strategies and tools... Ketty Colom's post and the research she cites support the concept that the very best CRM tools a dealer can use today may actually be social networks via direct management, or middle-ware software systems like SocialDealer.com that streamline the process requirements.

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