The Impact of Social Media Customer Service on CX

Consumers have high expectations when it comes to response times from companies, and that's why social media customer service should be a priority for all small business owners who want to boost customer experience.

"Social media is central to top-quality customer care," says a blog by Sprout Social. "Providing support there means meeting them on their turf, making interactions more convenient and immediate."

According to Sprout Social, some 78 percent of consumers expect personalized responses from brands within 24 hours on social media and are willing to jump to a competitor brand if they don't get a positive customer experience. 

"This means the stakes are high for brands to address customer needs with a level of personalized customer care that exceeds expectations," explains Sprout Social, which provides social media management and analytics software to businesses of all sizes.

Social Media Customer Service. Social media customer service or social media customer care refers to the support you provide customers and potential customers on social media platforms, whether that's via DMs, review sites, or social posts. 

"The time it takes to triage that (social media) request and respond appropriately is what sets apart good from great social customer service," says a Sprout Social blog. "It involves not just answering queries, but actively listening and engaging with your audience."

Marketing and brand experts continue to emphasize that customer care, including on social media, should be viewed as more than transactional. It's not just what happens after purchases. 

"Providing stellar customer care is a marathon — not a sprint," notes Sprout Social. "But it's achievable and scalable, especially on social."

Social media presents the perfect opportunity for your business to deliver immediate responses and interactions involving your products, services, or company. After all, it's where your customers and potential customers are.

A survey by the customer service software firm Zendesk reports that 64 percent of consumers spend more when their issues are resolved in the same channels they used to reach out. 

"Enabling customers to contact you through their preferred channel can help improve customer satisfaction," says a post by Zendesk.

Digital marketing executive Rebecca Kowalewicz calls social media an indispensable tool in the customer service arsenal and essential for any business aiming to thrive and grow.  

"Its ability to provide immediate, transparent and personalized service aligns perfectly with customers' expectations," writes Kowalewicz, vice president of digital at Clearbridge Branding Agency, in a Forbes Agency Council blog.

"By effectively leveraging social media, you can resolve customer issues efficiently and build stronger, more loyal customer relationships."

Further, not answering a customer complaint on social media lowers consumer loyalty by as much as 50 percent, according to a Convince & Convert report cited by Zendesk.

"Social media customer service can help businesses engage with customers more personally, leading to increased customer loyalty and advocacy," adds the Zendesk post. 

Protocols and Training. The impact of social media care on customer experience makes it imperative for small businesses to effectively train employees on how to respond across channels, including providing protocols and templates.

Just like interactions by phone or email, Kowalwicz says, companies should develop templates for social media customer care responses for standard inquiries such as product costs and other protocols that can help guide employee responses for specific types of interactions.

"They should be adaptable to fit the specific context of each interaction," she writes in the Forbes blog. "In situations where a customer is upset or frustrated, a more personalized and empathetic approach is necessary." 

Also, businesses should be aware that there are times when a public response may not be the best route. 

"Not every social media interaction should be public," says Zendesk in a blog. "Customer support and social media teams must be skilled at deciding when to take a conversation private or off social media altogether."

For more social media tips for small business and proactive customer service advice, see these articles, Intro to Social Media and Customer Care, Tools to Improve Customer Service and How To Reach Beyond Social Media To Offer A Personal Touch.