Customer service on social media: why it’s important and why not

Every company wants the best for their customers. But customers’ expectations have changed throughout the years. They expect to interact with a brand in multiple ways, via their social media channels. Lately, we have seen that companies use their social media channels for customer service more often, and sometimes it has become their primary means of interrupting with their customers. However, many challenges still exist. So, why is digital customer service important? And why not?

What is customer service on social media?

Customer service on social media is granting a service to customers via social media channels, such as Facebook and Twitter, and now even platforms like WhatsApp. According to an investigation, 69% of the customers think that a quick solution is crucial for good service. You can help customers quickly via social media, and this is ideal for your customer support. Social media platforms offer a variety of solutions for businesses to respond to their customers. This can be privately via direct messages, public posts, and even AI Bots.


No time like the present…

It wasn’t long ago that a lot of companies weren’t familiar with social media. Companies clocks your inbox with emails about the newest trends, newsletters and discounts. Social media was not a way to promote your business.

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But nowadays, it’s almost impossible to not use social media to promote your brand. According to research from Sprout Social Index, 90% of the customers used social media to communicate with a brand in 2016. 34,5% preferred to use social media instead of the traditional ways, such as a phone call or sending an email. Consumers want to receive information within a few minutes, but they rarely receive a quick response by email.


Why is it important?

Businesses are focusing on digital customer service experience to achieve business goals. How you respond to your customers is a good indicator of a long-term success of your business. More people will shop online, and they want to have the opportunity to ask their questions immediately. It’s important to make sure your customers are getting their requirements addressed as swiftly as possible. Here are a few reasons why it’s important to use customer service on social media:

  • You can help your customers faster

  • You will reach a wider target audience

  • It will give you the opportunity to have a positive effect on your sales and customer loyalty

  • The expectations of customer service increase every year, so using social media is indispensable

  • You will grow your following, improve your audience engagement, and keep your customers satisfied


Why is it not important?

Not everyone is a fan of digital customer service and prefer the traditional ways. According to a report from Sykes, 46% of consumers in the U.S. want to use email to resolve issues they might have. This means that almost half of consumers prefer to use the traditional ways.

Other reasons why not everyone is a fan of digital customer service are:

  • It’s can be less personal

  • It’s more difficult to track customer engagements across multiple platforms

  • It doesn’t necessarily direct traffic to your website

  • Phone numbers and email address are often easier to find on websites

All in all, customer service on social media has become more important these days and the expectations will increase every year. People shop more online and they want to get help and advice immediately. However, not everyone is a fan of this and prefer to keep continuing the traditional ways. To find out if customer service on social media will work for you: try it. Have a look at the effects on your customers and see what works best for you. But most importantly, let your customers choose how they want to interact with you.




Sources: https://www.zendesk.nl/resources/customer-service-through-social-media/ / https://acquire.io/blog/digital-customer-service/ / https://smallbiztrends.com/2019/04/customer-service-channels.html