The Customer Service Experience and The Real ROI

There I was surfing around my personal Facebook account, catching up with friends and family, seeing what everyone was up to this weekend, checking out some local news items, and then I read something that just stopped me in my tracks.

“I’m going to admit that customer service is NOT my forte…I am too emotionally attached to my business too. I am one of the owners and the other owners are [family]…so way too invested in it to offer anyone my time to listen to their incessant complaining or hear about what is going on in their ‘me’ universe…”.

I’m not a customer, but I wonder how their customers would feel if they saw this comment. Which then made me wonder if this is how many small business owners feel? Is this how the big brands feel?

Companies are still trying to wrap their profit mindset around using integrated social media strategy to promote, educate, and build relationships with their customers when they can’t measure a bottom dollar increase(ROI-Return On Investment).  I think the opinion expressed in the quote above demonstrates why relationship building, particularly through the use of social media, is a business imperative today.

First, I can’t imagine being a customer and coming across those thoughts and not immediately taking my business elsewhere. It doesn’t matter just how unique your product/service is, I bet there is someone, somewhere, just as willing to take my money and do so with a smile on their face.

Second, I’d probably broadcast my discontent all over every social media channel I’m connected to. Facebook & Twitter spread good reviews & bad in the time it takes to hit “Post”.  How much does a bad review cost a company?

Social media can’t necessarily change your opinions of customer service, but it can change the way you address it.

One way is to THINK before you post anything.

Is it True? Is it Helpful? Will it be Inspiring? Is it Necessary? Is it Kind?

You may not like having to deal with customer service issues, but stepping back from your emotions, putting yourself in the customer’s shoes, and really addressing the issues in the manner listed above, will put you one step closer to developing a customer relationship that is worthy of future business and positive referral. Your customers are your business’ lifeline. If you can’t deal with them, think about hiring someone who is less emotionally invested.

Relationship building takes time. You have to be committed to your customer audience to provide what they want and respond to the good and the bad. Proving the ROI of using social media in the company marketing strategy isn’t like pouring water on oatmeal. It’s not instant.

However, negative responses are. A healthy social media strategy that builds customer relationships is going to include open communication, positive resolutions, personal attention, and interaction.

If you want to increase your ROI, then increase your customer service and relationships.

Be Well. Be Present. Be Social.

~Theresa

Related articles

• 10 Steps To Social Customer Service Success [Infographic] (business2community.com)
• The Art of Customer Service (domo.com)
• 8 Ways To Use Social Media For Customer Service (business2community.com)
• Searching for Social ROI? Talk to Ted (socialmediatoday.com)