Art of Customer Engagement

Enhanced Service Through Social Media

The cornerstone of excellent customer service is a high degree of trust that fosters a quality relationship. No matter how good the newest widget, it is only a tool to help develop a simpler way to maintain a good relationship with clients.  Whether we are talking CRM software or the newest mobile application, the tool is only as good as the trust and relationship building skills of the company liaisons.

It always comes down to the relationship and trust that has been built between a company and their clients.  There are three fundamental pillars for establishing trust with a client:

  • Integrity: This part of the equation is based on behavior and is driven by a company’s consistency and transparency in relationship to their business and clients.  It has never been more important to be consistent since with social media any bad news travels fast via social media channels.  Any one can have an off day, but what happens the remainder of the year is what counts.  When a company gets bad press or has a customer service challenge, they need to respond quickly, address the situation calmly and honestly, acknowledge it, make it right and move on.
  • Ability: This is based on the quality of a product plus customer service and is judged by demonstrable results in the consumer arena.  Poor customer service can undermine the best of products and eventually the clients trust.
  • Behavior: Clients look for congruent behavior with implicit and explicit brand and business values; and responsiveness to the client based on those values.  Incongruities between behavior and values erodes trust and the relationships that a company has worked hard to build with clients.

Both TOMS Shoes and Zappos are great examples of these principles in action. Both companies focus on their culture, consistency and keeping values and goals in sync with both management and their employees.  Also both companies have broken many traditional business rules, but have risen to the top through their united values and their commitment to providing excellent customer service. Toms and Zappos are great examples of company outreach through social media. See some wonderful examples of corporate social media outreach: Twitter-Zappos, Twitter-Toms-Shoes, Facebook-Zappos, Facebook-Toms-Shoes

Social networking can accelerate your business growth and your customer service engagement.

Next week we will explore customer service enhancement with social media tools.