Are your customers reaching out to you on Twitter for support?
This is an example of how someone having a poor experience of your brand, product or service can lead them to Tweet a message which then can result in coverage in traditional media.
Of specific note – if you have a presence on social media then even if you had not planned to manage customer service issues, customers and consumers are expecting you to listen and respond.Issues can occur for customers over weekends or late at night and for people across different time zones, so how do you manage customer service outside the 9-5 traditional office hours? In the example below relating to Easyjet, they actually have a Twitter account called Easyjetcare, but as you will see from the screen shot, it has not been updated since November which is not a positive reflection on them as a company.
As I have written about before, when customers post a message to social media channels for support, they expect a fast response – research I reported on earlier this year referenced that 42% of customers expect a response in 60 minutes or less.
So if you have a Twitter account for your brand, product or service, what processes will you put in place to ensure that your reputation is enhanced rather than being negatively impacted as a result of your social customer relationship processes in 2012?