Of trolls and humans:
Customer Relationship in the Age of Social Media
“Hello, dear customer, your request is too stupid for us and you are certainly tattooed – that’s why we deleted it. We hope we have helped you.” This is how the Facebook profile “Customer Service” recently commented on user enquiries on the pinboards of large and small branded companies, dealers and service providers. Some users fall for it and take the customer service at face value, react disturbed, the discussion is additionally fueled and sometimes escalates.
The satire page, which has also generated great media interest, is representative of two things: the phenomenon of many consumers bringing the most banal “complaints” about social media to companies. And that many companies react too late or not at all when communication on their sites becomes independent. Customer service is holding companies up to the mirror and users increasingly feel that they are not being taken seriously. In addition, studies show that in recent times the assessment of service quality and service cases has had one of the largest shares of conversations in social media; at the same time, the negative tonality of dissatisfied people increases. Social media are the reservoir for those disappointed at other touchpoints – this can, when monitored and evaluated accordingly, also provide valuable insights for improving the company and its reputation as a whole. Social CRM can leverage potential if data and experience are used: Who are my fans really? What moves the community? Where are fundamental improvements necessary? Where can crises arise? In addition to the new negative customer power, there is also a significant positive power.
Shitstorms often arise from outside, for example through thoughtless statements by managers or through reports in the classic media about alleged grievances.
But even on your own pinboard in social networks at least a bush fire can ignite, if not a big wave of protest is started. If a discussion bulges in such a way or has a large number of users the feeling not to be taken seriously, the network effect sets fast in and by sharing, likening and recommending ever more so far uninvolved ones become attentive.
Therefore some tips for good Social Customer Relationship Management: