Social media is a compelling channel for online retailers to drive growth, improve brand awareness, sustain high customer satisfaction levels and increase referrals and traffic streams. And, there’s no doubt that visual content is one of the most important engagement power tools in the retailer kitbag to inspire customers on Instagram, Pinterest et al. They’ve been doing this well for a few years now. Forward thinking businesses also understand how content can work at the centre of customer service strategies as well.
Social media has changed the boundary lines between marketing and customer service teams and retailers need to think in terms of a new customer experience constituency. Brands need to ensure there is a budget line for using visual content beyond ‘traditional’ marketing campaigns to provide customer service teams with links to share to make it easier for customers to find to the answers they need and encourage them to share experiences and try something new.
“Customer service on social is now much more than just customer service,” says Katy Howell, ceo of social media consultancy Immediate Future. “It is no longer enough to resolve issues on Twitter or Facebook. Smart brands are being predictive – thinking ahead. Creating video, gifs, images and polished responses to common issues, or pre-empting trends and developing mini campaigns to respond.”
With this in mind, we’ve put together a few dos and don’ts to consider when looking at visual integration and customer care.
Do encourage your support team to share YouTube videos. Customers won’t always think to look for more information on other channels. Here’s a great example from ASOS:
Don’t just reply or wait for questions. Get proactive and create useful visual content for your most common queries on Twitter, for example. The most effective social customer service teams have links to share. Your customers will have a quick solution and you won’t need to send several tweets to fully answer a question.
Do post how-to product tutorials, product demonstrations and visual FAQs. It’s much easier to engage and talk people through than ask them to read long, complicated instructions.
Don’t keep customers in the dark. Post service updates throughout any outage or crisis situation to keep your customers well informed. If an online service crashes, or planned maintenance overruns, one of the biggest complaints, and the reason most people send angry tweets, is a lack of real-time information on what is happening and when the service will be back on its feet.
Do make sure website information correlates with visual content and campaigns on social platforms. Boohoo has a good engagement opportunity here to quickly resolve any disconnect in information on different channels:
Do encourage agents to engage on positive feedback on visual campaigns. Simply Be has an opportunity to engage and build a relationship here:
Don’t keep insights to yourself. Schedule regular meetings for COOs to share content ideas from customer conversations with the marketing team.
If you found this helpful, check out our Social Customer Service Best Practices guide for more practical advice www.sentimentmetrics.com