CHAPTER
6
Keeping Up with the Times:
Online and Social Media
Customer Service
SOCIAL MEDIA IS THE FUTURE OF CUSTOMER SERVICE
AND THE FUTURE IS NOW
Write down a typical customer contact that is reflective of your online or social media interactions:
Think about the scenario you created as you work through this chapter. Use it as the example when answering the Practice Lesson questions at the end of the chapter.
When the second edition of this book was published, online commerce was becoming an accepted means of conducting business. Fast-forward to today, and it is mind-boggling to realize how quickly we have moved from tiptoeing into shopping and doing business online to witnessing the stampede of the social media era. This opened up another customer service medium: providing customer and support service via social media outlets such as Twitter and Facebook. Customers often prefer the convenience of handling business matters online and through social media rather than driving to a business or wading through lengthy automated answering mazes. Businesses are quickly realizing the value of maintaining not only a website, but also a presence on the social media sites their customers are on.
CUSTOMER SERVICE IS ONLINE AND SOCIAL MEDIA CONTACTS
Consumers have come to rely on the Internet for their business and shopping experiences because it provides convenience and immediacy, both of which people appreciate. Responding quickly to online and social media queries and promptly fulfilling customer requests builds trust and establishes credibility.
As you can imagine, providing online and social media customer service requires yet another skill set. Written communication, your primary means of interacting with online customers, necessitates good writing skills and proper grammar usage. Special care must be taken to make sure that what you write is what you mean to write. Formulating your thoughts clearly and then conveying the correct message is an important skill to develop. Written communication also necessitates the ability to “listen” well. As in listening to an oral conversation, this may well be the most important component of online and social media customer service. When you cannot see or hear the person, your only means of discerning their message is through their written words, so it is vital that you are able to read between the lines, so to speak, to correctly understand the customer’s intent.
When you conduct business over the Internet and maintain a social media presence, you open your door to the world. Welcoming your customers into your business begins with maintaining an interesting website and social media presence. Responding quickly to customers’ comments, inquiries, and complaints and handling them properly shows that you care about maintaining relationships with them. Following up online to make sure your customers are satisfied with the outcomes of your interactions reflects positively on your professionalism and willingness to satisfy all your customers.
Before we go into online and social media customer service, let’s take a moment to focus on your company’s presence. While it most likely is not your job to design and maintain your website and social media pages, you know your customers best; therefore, it will be helpful if you understand how your company is portrayed to the public. And since you are your company’s chief communicator, it will also be helpful for you to provide feedback to your managers.
BRAINSTORM
As in any customer interaction, you make the best decisions when you know who your online audience is. You learned how to identify your customer base in Chapter 3 by asking: who are your customers, what do they expect from your business, and how do your products and services enhance their lives. Your online audience is your customer base and echoes the answers to these questions. As a group, review your website and discuss ways in which you can make it more visually appealing and easy to navigate.
People tend to prefer a lot of white space on pages when reading computer screens, so keep text to a minimum.
Photos or other graphics provide interest, as long as they do not slow down the operating speed.
Make sure the ordering process is easy by monitoring the product-information page, shopping cart, customer registration, billing information, and final checkout.
If appropriate, include warranty or guarantee information and information about technical support on your site, as that may increase customer trust.
Customers may learn about your company through a search engine, so select words and phrases for your title pages they are likely to use for keyword searches.
Include a “contact” button for easy emailing.
Link your website to your social media accounts.
Designate employees to monitor and reply to email requests.
If you offer live chat, respond quickly, handle requests correctly, and make sure the customer is satisfied before ending the chat.
As a group, review your social media pages and discuss ways in which you can make them more visually appealing to customers.
Choose attractive and relevant content.
Post pictures to build brand awareness, such as your company logo, products, or your support staff.
Post regular updates. Change pictures, share tips, showcase new products, or add photos of the customer-service staff in action.
Advertise specials, sales, or anything out of the ordinary.
Include status updates for announcements.
Offer your customers and potential customers something for free, such as providing tips, a link to your newsletter or blog, or contests and giveaways.
Ask for customer feedback.
When a customer publicly posts a complaint, respond with an assurance that you want to resolve the issue and ask the customer to message the details. Then take the issue off-line.
Designate staff to monitor and respond to customers.
Provide the same level of service as you would for in-person or telephone customers.
If you are new to this arena, Facebook and Twitter may be your first choices for your social media presence, since those are currently two of the most utilized social media networks for businesses. Other sites such as Pinterest, Instagram, YouTube, and Tumblr may also prove to be advantageous to you. It will be most helpful for you to find out where your audience is and establish a presence. New sites are being created continuously, so it is essential to keep up to date on which ones are pertinent to your business. In addition, sites created specifically for customer reviews can help consumers make purchasing decisions. Some popular ones are Yelp, TripAdvisor, Angie’s List, and the Better Business Bureau. It is in every company’s best interest to manage review sites that are germane to their industry. Remember that while it may not be your job to establish a presence on these sites, it will be helpful to your company if you provide feedback on what you feel may be significant to your customers.
PICTURE THIS . . .
THE WRONG WAY TO HANDLE ONLINE
AND SOCIAL MEDIA CONTACTS
Ethan was hired for his first full-time job after graduating from college. Realizing that his wardrobe needed updating, he searched online and found a company that carried a brand of clothes he liked. He placed his order and, because he needed the items quickly, he upgraded the shipping option to two days, which would get the order to him by Wednesday, in plenty of time for his first day on Monday.
Wednesday morning Ethan checked the tracking, which showed delivery for the following Tuesday. He called the company and explained the situation. The employee apologized, explained that the expedited option had been overlooked, and unfortunately the order would not be delivered until Tuesday. There was nothing she could do because it had already been shipped, although she would credit the shipping rate back to the regular rate.
Ethan hung up, furious because he felt the employee did not understand the urgency of his situation. He felt that she could have offered to place a new order and ship it overnight. If that was not possible, at the very least she could have shown more empathy and credited the shipping to no charge. And she could have offered a discount coupon for a future order. He wrote a displeased comment on Twitter. @xyzcompany Worst customer service. Paid for 2-day shipping, did not happen. Employee did nothing to help.
He was not surprised when the company failed to respond.
What Went Wrong?
The employee apologized but did not offer any resolution other than to reduce the shipping rate. When he posted a negative comment on Twitter and the company failed to respond, Ethan vowed never to order from the company again.
How Did the Customer Feel?
Ethan had every right to be upset, especially because his perception was that the employee did not understand the urgency of the situation. He needed the clothes before Monday. He felt she could have done something more than just reduce the shipping charge. Ethan was so angered by the employee’s uncaring attitude that he posted a Twitter complaint, which made him even angrier when the company did not respond.
When you conduct online business, you open your door to customers around the globe. Consider that customers who transact business online put their blind faith in your company. When potential customers view your website, they have no idea what your brick-and-mortar business looks like. They have no idea if you even have a traditional brick-and-mortar business. They cannot tell if your company is a multimillion-dollar corporation, a small business run out of a strip-mall location, or a one-person operation based at home. Valuing your online customers and giving them exceptional service can develop into long-term relationships. Customers who interact with a business online deserve the same level of service as face-to-face and telephone customers. It does not matter how large or small your company is; what does matter is that you handle your online customers with professionalism and courtesy. Master the following steps and you will be able to handle these interactions successfully.
Step 1: Welcome Your Customers
Step 2: Find the Best Solutions
In Ethan’s situation, the employee could have offered some sort of compensation other than merely reducing the shipping rate. When Ethan posted a complaint on Twitter, the company should have responded and made restitution. Mistakes can happen. It is what a company does afterward that can make or break a relationship.
STEP 1
WELCOME YOUR CUSTOMERS
Welcoming your online customers into your business should be handled in the same manner in which you welcome in-person and telephone customers. Understanding what online customers expect will help you welcome them in. Inviting your potential customers to do business with you begins on your home page and social media accounts by providing pertinent information that is easy to read, easy to comprehend, and visually appealing. Welcoming customers by responding quickly to requests is essential if you want to satisfy online customers. And maintaining an updated, ongoing presence will keep your customers and potential customers interested in what you have to offer.
Understand What Online Customers Expect
Customers want to know you are legitimate. You can demonstrate that by letting your visitors know that you stand behind your products by posting your product and service guarantees. Customers also want to know you are trustworthy. You can demonstrate that by promptly replying to email, social media, and live-chat queries, by processing requests quickly, and by following up to ensure satisfaction.
Invite Customers in to Your Business
When you open up your business to online customers, you do not know when they “come in” to your business. You do not have the option to smile and offer a friendly greeting. You do not have the option to speak in an upbeat, helpful tone of voice. So how do you invite customers in to your business? Review the tips in the brainstorm sidebar. Your website and social media home pages can invite customers in by being visually interesting through their pictures, graphics, and written content, and by offering customers a reason to want to “come in.” Update your pages frequently and include information that will interest your audience enough to make them want to do business with you.
Respond Quickly and Appropriately
You build credibility and establish trust by being responsive to both existing and potential customers. Give your online customers the same consideration as if they were there in person or speaking to you by telephone. When your means of interacting with customers is through the written word, remember to use the same words you would use if you were speaking directly to the person. Thank customers for their interest in your company and products. Anticipate questions they may have and address them in your emails and social media posts. Choose uplifting, constructive words. When a customer is upset, choose compassionate, caring words. Remember to use proper grammar and courteous words and phrases.
When someone posts a compliment on your Facebook page, reply with a positive comment: Thank you! We’re so glad you enjoyed your dinner last night. When someone asks a question, posting the answer online may answer the question for others: Thanks for asking about our turnaround time. We always strive to ship orders by the next business day. When someone complains online, assure the customer that you are going to help: I’m sorry you had trouble ordering the baseball bat. Please message me with details & contact number. I’ll check & call you back.
Maintain an Ongoing Presence
When you continually post new information, you keep your customers and potential customers interested. Think of ways in which your company can continually update its online accounts. Reach out to your audience and make it enjoyable for visitors to want to stay connected with your company.
PICTURE THIS . . .
THE RIGHT WAY TO WELCOME ONLINE
AND SOCIAL MEDIA CONTACTS
Ethan was hired for his first full-time job after graduating from college. Realizing that his wardrobe needed updating, he searched online and found a company that carried a brand of clothes he liked. He placed his order and, because he needed the items quickly, he upgraded the shipping option to two days, which would get the order to him by Wednesday, in plenty of time for his first day on Monday.
Wednesday morning, Ethan checked the tracking, which showed delivery for the following Tuesday. He called the company and explained the situation. The employee apologized and explained that the expedited option had been overlooked and the order would be delivered Tuesday. There was nothing she could do, although she would credit the shipping rate back to the regular rate.
Ethan hung up, furious because he felt the employee did not understand the urgency of his situation. He was so upset that he wrote a displeased comment on Twitter. @xyzcompany Worst customer service. Paid for 2-day shipping, did not happen. Employee did nothing to help.
He was not expecting a reply and was pleasantly surprised when he received the following response: I am sorry this happened. Please DM me with the details of your order & your contact number. I will look into this immediately.
How Did the Customer Feel?
Even though Ethan felt the person with whom he had spoken by telephone could have handled the problem better, he hoped the employee who responded to his Twitter complaint might be able to do something.
STEP 2
FIND THE BEST SOLUTIONS
The most important aspect for customers who connect with a company through email, live-chat, or social media channels is that they want to know they are interacting with a person who has understanding, compassion, enthusiasm, and concern: a real person with real feelings who will take care of their requests. Learning how to listen to what you are reading is possible when you learn to read every word and read without your own emotions or biases. Taking care of the issue in the same manner you would handle an in-person or telephone customer will build a trusting relationship. Being able to write as you would voice a message, and then reading your message before posting or hitting the SEND button will help you communicate the right message to customers. Finally, projecting soft skills shows that you are a real person with a real voice who understands and relates to your customers.
Listen Carefully
People may write in a way that makes it difficult for you to understand the message when you first read it. Someone for whom English is not the first language may write in a way that impedes your ability to decipher the message correctly. You may also read with preconceived biases, read judgmentally, or jump to conclusions before finishing the entire message. When reading any message, it will be helpful to read word for word and keep your emotions out of it. Read the entire message before deciding on your course of action. If you are unsure, read the message a second time. If you are still unsure, ask for a clarification. For example: Thank you for your inquiry. I want to make sure I understand correctly that you would like to know the cost for shipping twenty gadgets. Now the customer can confirm or clarify before you proceed.
Handle the Issue Quickly and Correctly
When customers do business online, they want to know that their requests will be handled right away. Customers appreciate efficiency and effectiveness; handle all requests in the same manner you handle your face-to-face and telephone customers. When communicating through writing, tell your customer exactly what you have done or will do to take care of the request and when it will be completed. Think of what information your customer needs to know and answer the questions: who (will take care of it), what (will be done), when (will it be done), where (if applicable), and how (if applicable). Ms. Elliott, thank you for taking the time to contact us about your bill. I apologize that you were incorrectly charged for a second service call. I have credited the $15.00, which will be reflected on your next bill.
Write Carefully
Effective communication is the same whether you speak or write your message. Customers will find it easier to understand when you get in the habit of using correct grammar and courtesy words and phrases every time you speak and write. Remember to avoid the use of jargon, company terms, and slang, because your customers are not likely to understand them.
When responding to email, social media, or live-chat queries, interject the same phrases of assurance and appreciation that you would use when verbally communicating with a customer: I’ll be happy to take care of your billing inquiry; or Yes, we have that in stock and can ship it to you today; or I’ve placed the order for you: The order number is ____. Keep your messages short and to the point. When customers see a long block of text, chances are they are going to skip over parts of the message.
TIP
We live in a world made up of many cultures, customs, and languages. Even though we may appear to be different from each other, many communication skills are universal. Basic courtesies, respect, willingness to help, compassion, and a positive attitude communicate worldwide, even without being able to understand a particular language. When writing to a person from another culture, write in your words rather than trying to mimic their manner of writing. Write in your normal voice and always be professional in your responses.
Always treat other people as you want to be treated. Did you know there is a version of the Golden Rule in every culture? The words, depending on the origin, are different from those you may have learned, but the meaning is the same in every culture. When you treat others with respect, consideration, courtesy, compassion, and kindness, you will be able to effectively work through any language, cultural, or other barriers.
Show Your Soft Side
Your online and social customers are like any other customers. When people send a written message, they want to know they are dealing with a human being. Always put your personal touch in your writing and project your personality in your replies. Picture yourself as communicating with a customer who is in your business. Let your personality come through in your written messages by being responsive, friendly, and professional at all times. It helps to write as you would say it. If you are unsure of your wording, read the message out loud to hear how it sounds. Does it sound the same as though you were speaking the words?
Work on relationship building with your online customers by thanking them for their interest in your company. Use your social media networks effectively by continually posting helpful information about sales, discounts, or new products. Send emails to your repeat customers to let them know about upcoming events and updates about your company. Keeping your company’s name in customers’ minds can result in loyalty, and it tells all your customers that you value their business.
TIP
If you are not accessible 24/7, let your audience know when you are open. If you are closed weekends, specify this on your website and social media pages so those who contact you on Friday evening will not look for a reply throughout the weekend.
PICTURE THIS . . .
THE RIGHT WAY TO HANDLE CUSTOMER REQUESTS BY FINDING THE BEST SOLUTIONS
Ethan wrote the following direct message: re: order number 1384572. I am starting a new job next Monday and needed new work clothes. I placed an order on Monday and opted for two-day delivery. I expected the order to be delivered on Wednesday. When I checked the tracking info, it showed delivery for next Tuesday. I called the 800 number and the employee I spoke to told me that unfortunately the expedited shipping had been overlooked and the order was shipped normal with a delivery for next Tuesday. She said she would adjust the shipping charge back to the regular rate. I told her that Tuesday is too late and she should just cancel the order. She said she couldn’t do that. This situation is unacceptable. I need the items before I start my new job. Now I have to go out looking for new work clothes when I expected to receive them from a company I have always liked. He reread his message and sent it.
Within thirty minutes, he received the following reply: My name is Melissa and I am going to take care of this for you. I apologize that your order was not shipped to arrive by Wednesday. I completely understand how frustrating this has been since you are starting a new job and need these items. Here is what I can do for you: I can reorder the items to be shipped overnight and I will waive the shipping charge. I can reroute the order that has already been shipped back to us and credit you for that order. If this is satisfactory, please reply so that we have adequate time to fulfill the order and get the order shipped out today. Again, please accept my apology on behalf of our company.
Ethan responded with a huge thank-you and confirmation that he would like the order shipped overnight.
How Did the Customer Feel?
Ethan not only appreciated the quick response, he appreciated Melissa’s thoughtful and personal response in understanding how important this order was since he was starting a new job. It no longer mattered that the telephone employee had not given him a satisfactory resolution. He was happy that his Twitter complaint was read, an employee responded, assured him she was going to help, and told him exactly what she could do. Ethan felt confident that Melissa would rectify the situation satisfactorily.
STEP 3
SHOW APPRECIATION
Ending a written interaction is the same as saying goodbye to a face-to-face or telephone customer. Recap what you have done—or will do—to handle the query. Make sure the customer agrees with your course of action. Find out if you can help with anything else. Thank the customer. It’s that simple. And you have an advantage. Because you are writing rather than speaking, you have backspace and delete keys. You have the ability to read and revise before sending. You have the ability to end your written interactions in a manner that leaves your customers satisfied.
Explain What Actions You Are Taking
When you take the time to recap, your customers know exactly what you have done or plan to do. This gives customers the opportunity to tell you if you understand their requests correctly. For example, you write Mrs. Hall, I will note your account that you are returning the thingamabob. We will credit your credit card as soon as we receive it.
Give the Customer a Chance to Agree or Disagree
By taking the time to recap your actions, the customer will let you know if she agrees or not. Mrs. Hall may either reply: Excellent. Thank you. or No, I’m not returning it. I want to exchange it for a silver one. Now you know how to reply. My mistake. I will note your account that you want to exchange the copper thingamabob for one in silver. As soon as we receive it, we will send out a silver one to you. Wait for the customer’s acknowledgement before proceeding. Yes, that’s right. I’ll send the copper one back today in exchange for the silver. Now it is your turn to acknowledge the agreement. Great. I’ve noted your account. It is always better to be a little wordy rather than act on assumptions.
Always Ask if You Can Help with Anything Else
This is a common courtesy. It gives the customer the opportunity to think if he needs to ask you something else. Yes, thanks for asking. I almost forgot. I’d like to request a catalog. You respond: I’ve ordered our new Fall catalog sent to you. You should receive it within a week. Offer a closing statement. My name is Connor. Please don’t hesitate to contact me if you have any other questions.
End the Contact on a Positive Note
Write something to show that you appreciate the customer. I’m glad I was able to assist you, and I hope you have a wonderful rest of your day. Not only does this add a personal touch, it reflects positively on your company as well.
PICTURE THIS . . .
SHOW APPRECIATION
Melissa explained what actions she was going to take. I will reorder the five items to be shipped overnight and billed to the credit card on file. I am waiving the shipping charge. I rerouted the existing order back to our warehouse and credited your account for that order in the amount of $257.34. I will message you with the UPS tracking number shortly.
Because he knew exactly what she planned to do, Ethan had the opportunity to agree or clear up any misunderstandings. Yes, that’s great. Thank you!
Melissa acknowledged his agreement. You’re welcome. Is there anything else I can do for you today?
Ethan was more than pleased. I appreciate all your help and I look forward to receiving my order tomorrow.
Melissa ended the interaction. I’m so glad I was able to help. I will send you the tracking number shortly and I will follow up to make sure your order arrives tomorrow. Have a terrific afternoon.
The next day, Melissa sent another direct message. Hi, Ethan. I just checked and saw that we delivered your order. Best of luck in your new job!
How Did the Customer Feel?
Because she took the time to recap her proposed actions, Ethan knew exactly what she was going to do. Melissa communicated effectively throughout this contact and gave him the opportunity to agree before she proceeded. Ethan appreciated that she asked if she could do anything else, and he was pleasantly surprised that she took the time the following day to wish him luck in his new job.
Whether you are responding via email, a social media post, or live-chat, the right combination to satisfying your online customers is by demonstrating that you are trustworthy; by being accessible; by responding quickly; and by communicating effectively with your online customers.
PICTURE THIS . . .
PUTTING IT ALL TOGETHER
Ethan was hired for his first full-time job after graduating from college. Realizing that his wardrobe needed updating, he searched online and found a company that carried a brand of clothes he liked. He placed his order and, because he needed the items quickly, he upgraded the shipping option to two days, which would get the order to him by Wednesday, in plenty of time for his first day on Monday.
Wednesday morning, Ethan checked the tracking, which showed delivery for the following Tuesday. He called the company and explained the situation. The employee apologized and explained that the expedited option had been overlooked and the order would be delivered Tuesday. There was nothing she could do, although she would credit the shipping rate back to the regular rate.
Ethan hung up, furious because he felt the employee did not understand the urgency of his situation. He was so upset that he wrote a displeased comment on Twitter. @xyzcompany Worst customer service. Paid for 2-day shipping. Did not happen. Employee did nothing to help. He was not expecting a reply and was pleasantly surprised when he received the following reply: I am sorry this happened. Please DM me with the details of your order & your contact number. I will look into this immediately.
Ethan wrote the following direct message: re: order number 1384572. I am starting a new job next Monday and needed new work clothes. I placed an order on Monday and opted for two-day delivery. I expected the order to be delivered on Wednesday. When I checked the tracking info, it showed delivery for next Tuesday. I called the 800 number and the employee I spoke to told me that unfortunately the expedited shipping had been overlooked and the order was shipped regular with a delivery for next Tuesday. She said she would adjust the shipping charge back to the regular rate. I told her that Tuesday is too late and she should just cancel the order. She said she couldn’t do that. This situation is unacceptable. I need the items before I start my new job. Now I have to go out looking for new work clothes when I expected to receive them from a company I have always liked. He reread his message and sent it.
Within thirty minutes, he received the following reply: My name is Melissa and I am going to take care of this for you. I apologize that your order was not shipped to arrive by Wednesday. I completely understand how frustrating this has been since you are starting a new job and need these items. Here is what I can do for you: I can reorder the items to be shipped overnight, and I will waive the shipping charge. I can reroute the order that has already been shipped back to us and credit you for that order. If this is satisfactory, please reply so that we have adequate time to fulfill the order and get the order shipped out today. Again, please accept my apology on behalf of our company.
Ethan responded with a huge thank-you and confirmation that he would like the order shipped overnight.
Melissa explained what actions she was going to take. I will reorder the five items to be shipped overnight and billed to the credit card on file. I am waiving the shipping charge. I rerouted the existing order back to our warehouse and credited your account for that order in the amount of $257.34. I will message you with the UPS tracking number shortly.
Because he knew exactly what she planned to do, Ethan had the opportunity to agree or clear up any misunderstandings. Yes, that’s great. Thank you!
Melissa acknowledged his agreement. You’re welcome. Is there anything else I can do for you today?
Ethan was more than pleased. I appreciate all your help and I look forward to receiving my order tomorrow.
Melissa ended the interaction. I’m so glad I was able to help. I will send you the tracking number shortly, and I will follow up to make sure your order arrives tomorrow. Have a terrific afternoon.
The next day Melissa sent another direct message. Hi Ethan. I just checked and saw that we delivered your order. Best of luck in your new job!
BUSINESS
NOT
AS USUAL
Social Media Is the Future of Customer Service, and the Future Is Now
Many experts believe that social media truly is the future of customer service. Keep in mind that no matter the venue for customer contact, customers will always want to know they are communicating with a person. When you interact through the written word, you have the benefit of making sure that you write exactly what you mean to write. You also have the opportunity to add a personal touch to your writing.
When you make the commitment to communicate with your customers through email, social media posts, or live-chat, you can develop a loyal customer base by giving your online customers the same level of service you give to your local customers.
Welcoming your customers by offering an easy-to-navigate website or social media page, responding quickly to queries, and handling requests expeditiously keep the conversation in real time and will increase your chance of online success. Frequently updating your site pages will keep your customers interested in your company. Welcoming every opportunity to build your business will help you keep pace with ever-changing technology.
Continually look for new social media sites that are of interest to your customers.
Demonstrate to your online customers that you are trustworthy and credible by handling requests quickly and correctly.
Go the extra mile for your online customers by following up to make sure they are satisfied with the outcome of your conversation.
Remember that each of your customers is the reason you have a job, whether you can see them or not.
KEY POINTS
Step 1: Welcome Your Customers
Understand what online customers expect.
Invite customers in to your business.
Respond quickly and appropriately.
Maintain an ongoing presence.
Step 2: Find the Best Solutions
Listen carefully.
Handle the issue quickly and correctly.
Write carefully.
Show your soft side.
Explain what actions you are taking.
Give the customer a chance to agree or disagree.
Always ask if you can help with anything else.
End the contact on a positive note.
PRACTICE LESSON
Refer to the customer contact example you wrote down at the beginning of the chapter.
Step 1: Welcome Your Customers
Write down your opening statement.
Step 2: Find the Best Solutions
Write a sentence to explain your proposed solution. Include a statement to show your soft side.
Step 3: Show Appreciation
Assuming the customer has agreed, write a closing.
DOING IT RIGHT!
Promoting products and services on popular sites such as Facebook and Twitter has provided companies with another outlet to reach customers and potential customers. Donsuemor Bakery, based in Alameda, California, is an example of a company that has mastered social media. While visiting my family in California, I stumbled upon the bakery’s prepackaged madeleines in a coffee shop. From the first bite, I was hooked. When I returned home, I visited the website and was disappointed to read that the products aren’t available in stores on the East Coast where I live. The website was visually appealing, the product pages were clear and informative, and the order process was easy. Since placing that first online order, I have become a huge fan of Donsuemor baked goods.
When I saw the social media links on the Donsuemor website, I began following the bakery on Facebook. To say that it has mastered the art of promotion and communication through social media is really an understatement. The bakery posts a daily update. It might be a recipe idea for one of the products, a video clip of an employee, an announcement of a new product, a description of a product, an advertisement about where to purchase, a request for customer input, or . . . I could go on and on about the interesting daily posts that always include a mouthwatering picture. My personal favorite is the random “giveaway Friday” drawings. Tell us what you like most about ___ for a chance to win a box of ___. I look forward to looking at the daily pictures and reading the posts. I really get excited when it’s a giveaway day! I even won one time.
The most important key to using social media effectively is not to bombard your audience with useless information. Post applicable, interesting, and timely information. This is what Donsuemor does best. The bakery posts once a day, and the posts are always noteworthy. Baked goods eye candy!
What I appreciate most is that someone at Donsuemor regularly monitors and responds to customers. Post a compliment and an employee is likely to offer a heartfelt thank-you. When the company asks for customer feedback on a product, it responds to customers’ input. I’ve never read an online complaint about Donsuemor, but I would be willing to say without a doubt it will respond to and rectify any problem.
Here is a company that I regularly do business with, yet I have never been to the store. I don’t even know where Alameda, California is. I saw the madeleines in a coffee shop and decided to try them. Of course, the first step in building a successful business is to offer great products. The madeleines are that and more. Since I began following the bakery on Facebook, I am reminded daily how much I love its products. When Donsuemor announces a new product, I usually go right to their website to see if I can order online.
If your company hasn’t yet established a social media presence, why wait? Find out which networks your audience is likely to visit. Set up an account. Ask your employees for input. Learn from other companies that have figured out how to successfully market on social media. Then figure out the best ways to promote your products and services. Always monitor and respond. At first it may be trial and error, but for the long term it sure can’t hurt.
HOW DO IMEASURE UP?
1.How well do we create a vision of our company on our social media sites?
2.Do we regularly post information that will be helpful and interesting to our customers? What are some things we can do that we aren’t doing?
3.How accessible are we to our social-media customers? Do we respond quickly and process requests promptly? What can we do to improve?