Automotive Marketing Professional Community for Car Dealers and their Managers
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.