Over 1 million people view tweets about customer service every week and roughly 80% of them are negative. Additionally, 81% of shoppers conduct online research about large products and services before purchasing. What type of presence do you want to have for potential customers on social media?
Having a positive presence across the web is important to the success of your organization, but it is impossible to control every conversation that happens. This is especially true with negative comments.
67% of customers stop using a product due to a bad customer experience, but only 1 out of 26 unhappy customers even bother to say anything. While the 1 negative online review can hurt a brand’s image, the 25 other customers are hurting the bottom line directly. It is that silent majority that has given rise to customer success.
Over 1 million people view tweets about customer service every week and roughly 80% are negative.
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What is customer success?
Customer success is the proactive version of customer service, alleviating pain points and improving the customer experience before an issue ever arises. A strong social media success strategy not only stops negative comments before they become a thought in your customer’s mind, but also provides resources and information — which the silent majority needs to find success with your product and remain a customer.
It starts with customer onboarding
Social media is a place where people gather to connect and discuss topics important to them. Why not begin nurturing a customer relationship where online relationships thrive the most in the digital age? Start by building a social media customer success plan.
If you have a user onboarding email campaign in place, leverage your social accounts to complement and reinforce that message in a more engaging way. When a customer registers, gather his/her Twitter handle, LinkedIn profile, or other relevant social account and send a welcome message via their most active channel. This message can encompass any number of items, such as:
A link to helpful resources like webinars, guides, your blog, or FAQs
A question to strike up a conversation and make the customer comfortable asking for help down the road
A customer success program you developed, sharing a post-click landing page to register for it
Or, keep it simple by just saying hello and that you’re excited to have them as a customer
If you have a social account that is dedicated to customer service, such as Twitter or Facebook Page, be sure your newest customers know about it. Send a quick tweet to new customers pointing them to the customer service account and reduce the number of times you need to direct them to that account later.