The link between customer service and lead generation has featured highly in my digital PR life this week. Having read some excerpts from the American Express 2011 Global Customer Service Barometer, the power of effective customer service and the importance of social media within that was evident.
According to the report, 91% of consumers recommend a brand or retailer to friends after great customer service. A third of those did so via a social network.
It is therefore amazing that so many brands and companies miss this wonderful opportunity. Whilst they have a presence on Facebook, Twitter and many of the other social media channels, they do not embrace the chance to reach out to happy – and more importantly unhappy – customers. Being at the party is not enough, you’ve got to stand up and engage with timely and effective communication.
Yes, this does take an investment of resource: time, money, knowledge – but it pays dividends. The facts speak for themselves.
And there is no harm in reaching out proactively either. By going out and asking for feedback, a wealth of knowledge and goodwill can be released. Social media also provides brands, as well as their existing customers, a chance to help iron out issues or simple queries from new or potential customers.
If the stats above aren’t enough, the fact that the same report found that 68% of consumers would spend more to ensure good customer service should seal the deal as well as the investment!
