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Sarah UKFast | Account Manager

Where Social Media and Customer Service Meet

6 October 2010 by Stephen McNamara

This week, my blog is being hijacked by members of the team eager to give their take on customer service. I’ve tried to stop them, but the floodgates have opened! So today, it’s Jonathan from the marketing team…

In the last few years, the popularity of social networking sites such as Twitter has been well documented by bloggers around the world and businesses have become more and more intrigued by the commercial potential of these websites.

Unfortunately, where a lot of businesses have gone wrong is that they fail to realise that these sites aren’t intended to be used by companies. Organisations have tried using the same marketing techniques that they apply to billboard advertising and have failed to truly listen to their audience or engage them.

The key to this post is in the word “listen”.

For a business to adopt social media successfully it must start off by listening, otherwise it’s simply jumping into the lions pit, putting itself at risk of being attacked and losing brand credibility online (think of the Greenpeace attack on Nestle earlier this year).

At UKFast, we see Twitter as a great communication channel and use it to engage with many clients. This week is “National Customer Service Week”, an event we are happy to promote as we believe the service we offer our customers is what sets us apart from our competition.

On this journey, we recognise that, much like Social Media, Customer Service begins with listening. It starts by understanding areas of your business that need improvement, areas where you excel and also discovering new opportunities that haven’t yet been explored.

I couldn’t agree more with Ross Keeping’s opening remark in his blog earlier this week: “It is not enough to have satisfied customers. At UKFast we want Raving Fans.” By ensuring our customers are so happy that they become our best advocates, we are allowing them to do a lot of the hard work for us, and on Social Media there is no more powerful tool than a big following of “Raving Fans”.

For more information regarding some of this week’s events, read our Head of Customer Service’s thoughts from earlier this week.

I look forward to hearing your thoughts on this subject.