With more and more people adding to the post to voice their bad experiences, it’s attracting further attention and damaging the brand reputation. Sometimes this can also lead to unwanted media attention.Social media has completely reinvented the way that consumers can interact with brands, and social channels now play a fundamental role in helping businesses to communicate with their customers as well as respond to their queries. Brands across various sectors such as Tesco, McDonalds, Netflix and River Island now have dedicated social channels to address customer service problems. However, the nature of social media, means customers’ complaints are publically visible – providing a much louder voice for customers than they’ve had before. When a customer takes to social media to vent, the comments expressed can often leave other customers with a whole new perception of a brand. Escalated situations like these can cause damage to a brand’s reputation, popularity and overall consumer trust. However, when used correctly, social media is one of the most effective and beneficial customer service tools available. For customers, it is a quick and convenient means of expressing a concern or requesting information. For many, it’s a place where most feel comfortable communicating already. And for businesses, it provides a much more transparent approach to customer service and also enables them to deal with simple enquiries quickly. With this in mind, it’s concerning when you consider Twitter data demonstrating that nearly 40 per cent of customer tweets never get a response from the company. The use of social media should be a customer service priority. Brands must better prepare their frontline staff to deal with a disgruntled customer on social media and, most importantly, do so before it escalates into a larger issue.
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When it comes to management of angry customers, Missguided’s method was like waving a red rag to a bull.
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