If you ask me, social media is like a magnifying glass, or those 10x magnifying mirrors women use to apply makeup in the morning. If you’ve ever used one of these, you know that you might feel like you need a good therapy session afterward. Every problem, every blemish, everything that you’re already so self-critical of about yourself is made larger than life and reflected back at you.
Every flawed customer interaction can be magnified and served back to you as customer complaints on social media. And savvy executives are watching their own social spaces (go, you savvy execs out there!). This real-time access to customer experience and opinion is just what companies have needed. But, if you’re running customer care for these spaces, oh boy, get ready. The pressure is on to answer customer complaints, and fast.
Companies can rush to silence complaining customers by providing relief to just those customers that voice concern; however, without real change, those complaints will just continue to arrive on corporate social media properties.
So, how do you get to real change? Investigate, determine root cause, and correct. For example, if customers complain about products arriving late, certainly help those customers that complain first, but then also dig deep to find causes and find out how often it happens. Do you have a call center? Chat reps? Do they get the same complaints? How many? And for how long? Was a policy or process change enacted around the time that the complaints started? Or has the process always been this way? Is there a reason the process has to remain in its current form, or is there a potential change that could produce an improved customer experience?
All this investigation requires an organizational culture that can collaborate and is open to change. Launching social media was a pretty big change a few years ago, so if you’ve been around a while, chances are you have a culture that can withstand some policy investigation (I hope). All this detective work takes some time, usually on the part of your social customer support team. First, they have to dig to the root of the issue for the initial customer, and then, they have to ask for other departments to pitch in and provide data on past complaints. Some departments may not want to share that they’ve had a number of complaints on an issue, but if the culture is really about improving customer experience, and you approach the request right, you might be surprised to find that the department is glad someone else noticed there was an issue (“finally” might be a word you hear once or twice).
So, if you’re up for it, give it a try. Be nice (No finger-pointing. We’re all in this together!) and use all your social charm inside the company to see what you can get done. It feels really good when you know that future customers won’t have that same-old issue anymore now that you’ve used the data from social media to solve a nagging process issue.