Tagged 'customer service'

3 Spectacular Ways to Create Customer Service Disasters

Posted by Jeannie Walters on June 9th, 2015 at 8:08 am

Life can be full of disappointment.
As humans, we disappoint each other all the time! We let people down when we skip someone's big event, or when we do show up at an intimate dinner party without an invitation. We disappoint each other by offering unwanted advice or by keeping our helpful insights to ourselves. It's tricky, this human experience of ours!
It comes down to one thing: expectations.
What expectations are you setting for customers? If you don't deliver on them, you will most certainly disappointing customers. And with social media, they will share their disappointment in places you never imagined.
If you'd like a guide, here are three ways to make sure you disappoint your customers.
1. Set unrealistic expectations in your marketing campaigns.
We call this the Sea Monkey Syndrome.
Remember your expectations set by the cartoons of blissful humanoids frolicking in a tiny kingdom? The expressive creatures wore crowns and even sported jewelry! And then...you received the dehydrated packet of brine shrimp. They didn't have faces or seem to interact socially. They were ugly and boring. There was no way to construct a crown small enough for their tiny heads. Bummer.
Businesses of all types inflict customers with Sea Monkey Syndrome. We are promised... Read more

How Customer Education is Vital to Your Marketing Strategy

Posted by Jeannie Walters on February 24th, 2015 at 7:33 am

Marketers have enjoyed a long love affair with lingo and inside speak.
It's easy to throw around terms like PPC in meetings and assume, typically correctly, most in the meeting will understand.
But customers are now seeking guidance on everything from data privacy to the Internet of Things (IoT) and it may be up to marketers to help them understand.
It's easy to fall into the trap of speaking as we speak to one another, instead of really articulating what the customer or prospect needs to understand in order to not only consider a brand's offer, but to eventually gain long-term loyalty.
What does this mean for marketers?
Marketing starts way before it used to, and prospects often discover brands in ways we can't track, such as word-of-mouth referrals or the scary-sounding "dark web." People are seeking information on how to solve issues, understand what's happening next or just what their friend is posting about on social media.
Education about products should be in the greater scheme of a customer's life. This means marketers must understand not only who their customers are but how they travel through the customer journey. Mapping the customer journey is a start, but marketers have to work across functions and... Read more

Elevating the Customer Experience Through Email and Social Channels

Posted by Willie Pena on February 20th, 2015 at 12:56 pm

While 92% of annual customer service interactions are phone-based, more and more customers are choosing to contact customer service over e-mail and social media channels. With over 3.9 billion active email accounts at the end of 2013, and another billion predicted by 2017, it’s no wonder that 60% of consumers prefer to contact customer service over email. Similarly, 99% of brands have a Twitter account, and 72% of customers expect a response to complaints within the hour.
It’s clear that companies need to step up their email and social customer service channels in order to reach their customers in their customers’ preferred manner- West Interactive lays out how to do it.
First, build a custom contact form that allows your customer to click specific concerns so that their questions will be filtered according to subject matter. One in four email customer service inquires receive a misleading answer, so work with a copywriter to make sure that your answers are clear, professional, and in your brand’s tone. An ambiguous answer can make your customer confused and frustrated.
You should also set up an automatic reply or confirmation email that acknowledges that your customer’s inquiry has been received; in this message, be clear about your... Read more

Recover From Your Own Butt Fumble on Social Media

Posted by Tara Meehan on September 4th, 2013 at 3:50 pm

Hi, my name is Tara and I’m a New York Jets fan. As I write this, I’m imagining you saying ‘Hi’ back. To borrow from AA, admitting your faults is the first step toward recovery. This is true unless, of course, you are a New York Jets fan. Gang Green is a franchise that can actually inspire die hard followers to root for an onset of gangrene; anything to keep from watching another red zone misfire; anything to erase the memory of the “Butt Fumble”.
Anyone with ESPN knows what I’m talking about. If you don’t, Google it. Try to resist watching it over and over. It’s sad to think that this play could end up being the defining moment of Mark Sanchez’s career. But lest you snicker too much Patriots Nation for whom amongst us hasn’t had a variation of the Butt Fumble – especially on social media? The trick is to get up off the grass, dust off, rebound and re-brand. Here are 3 ways to go from butt fumble to winning touchdown on social media:
Admit Your Mistake – Fumbles almost always go viral so don’t pretend it didn’t happen. Stay in the pocket and take the hit. Apologize... Read more

Never Say You're Sorry In Social

Posted by Michael Leis on March 25th, 2013 at 12:53 pm

In this latest era of social media, many brand presences have either been originating from, or spanning to include the customer service department. On the surface, it makes sense: this is the department of the company that handles communication with individuals.
In practice, though, it's usually a shortcut that lacks a real content strategy for social media, leaving the brand open to all kinds of liability instead. How? Because of a simple turn of phrase used on the phone all the time: starting out by saying your sorry.