Consumers are purposefully shaming brands on social media in order to get good customer service.
The scenario goes like this. A guy is moving across country and the van doesn’t show up on time. He calls his account rep. No answer. He sends an email. No answer. After an hour, he posts a “very direct” comment on the company’s Facebook page. He gets a quick response and the move is back on schedule.
I bet next time he has a customer service issue with any company he will post on social media first. And, his comments may not be all that polite, because he has learned that an angry post gets a quick response.
This is not an isolated incident. Most people have a similar story.
In their efforts to be responsive on social media and keep conversations positive, brands are focused on social customer service. Sometimes they do so at the expense of other channels.
That’s a huge mistake. Brands are training their customers to post negative, emotion-filled rants on social media — because that is the best way to get a fast reply. Wouldn’t everyone be happier if companies responded with the same urgency to phone and email requests for service?
What are the implications for your business?
- How many negative comments on your social media are the result of consumers not getting answers via other channels?
- Are you tracking the response time in all your customer service channels, not just social channels?