Many companies are “pretty much kind of OK-ish” at responding to customers’ questions or complaints in social media. They do respond to customers’ social posts, and they reply pretty quickly. Some companies are doing darn well at digital customer care. A few are good. A handful are excellent.
But most companies can do better—a LOT better. Their replies aren’t complete, helpful or friendly enough. Yes, they do answer customers, but their replies are the Twitter version of answering the 1-800 number by saying, “Um, yeah. Hi. What do you want?”
Twitter has been around since 2006, which means most brands have more than a decade of experience providing customer service in this channel. It’s time for companies to recognize the 10 common customer service mistakes I’ve listed in this article and commit to writing better—much better—responses.
Now, before we get started, here’s a great big disclaimer. As you’ll soon see, I’ve illustrated my suggestions by using tweets from @Safeway. While it’s true that these tweets fit into the “not very good” category, @Safeway often writes very good tweets to customers. I have cherry-picked tweets that needed work, but there were many tweets in @Safeway’s feed that didn’t need any work and were, in fact, great models of how to respond. So, I’m not “picking on” @Safeway; I am using a familiar, strong brand and showing how small changes could make their social customer care responses much better.
Writing Better Tweets Brings Sweet Rewards
I hope you’ll agree that writing much better tweets to customers isn’t going to be a ton more work. Yes, it’s a little more work—I’ll give you that—but the rewards are sweet indeed. Your customers will be less likely to tweet you the same question twice, and the general tone of your Twitter feed will be one of sincerity and connection. And no one wants to be in the business of providing “pretty much kind of OK-ish” customer care, right?