Final Individual research paper
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Communications
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Feb 20, 2024
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Running Head: CUSTOMER SERVICE – SOCIAL MEDIA CUSTOMER SERVICE – SOCIAL MEDIA
Mothesheen Khatoon
Final Individual Research Paper
Master of Science in Information Technology, California Lutheran University.
IT-500-02 – 23/SU/A: Foundation of Advanced Academic & Professional Practices.
CUSTOMER SERVICE – SOCIAL MEDIA
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Introduction
In recent years, the use of social media as a platform for customer service has become
increasingly prevalent among companies. Unlike traditional call centers, where customer
prioritization may be based on expected business value, the principles guiding differential
customer service on social media remain unclear due to limited theoretical and empirical
research on this emerging phenomenon. This paper is pioneering in exploring the existence and
underlying factors influencing differential treatment in social media customer service. The
implications of these findings are expected to be significant for companies, customers, and
regulators alike, as they provide valuable insights into the dynamics of customer interactions on
social media platforms. By shedding light on these phenomena, this research contributes to a
better understanding of customer service strategies in the digital age (Gunarathne et al., 2018). When customers are unhappy with online services and something goes wrong, they often express
their dissatisfaction on social media. This makes it important to understand why customers
decide to complain online. We carried out three studies to figure out how the type of problem,
what customers think caused it, how big the problem is, and how ready customers are to handle
it, all affect whether they complain about it publicly (on social media) or privately. We found out
that Our discovery that the way customers decide to complain online can tell us about what
caused the service problem has implications for companies when they try to fix issues from the
customers' point of view. (Xu et al., 2020).
CUSTOMER SERVICE – SOCIAL MEDIA
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Challenges
Understanding Customer Intentions
Understanding the customer's identity and preferences is crucial when engaging with them on
social media platforms. Companies should prioritize interaction and feedback over one-way
broadcasting of messages (Smith, 2023). However, many organizations fail to effectively use the
wealth of customer information they possess, often focusing on broadcasting rather than
comprehending customer needs and desires.
Managing High Service Demand
Dealing with the sheer volume of customer messages and inquiries on social media can be
challenging for companies. Distilling meaningful information from comments, messages, and
feedback requires skilled personnel to prioritize and address customer needs appropriately.
Failure to handle the influx of messages can result in unattended customer queries and incorrect
decision-making (Martins, 2015).
Crafting Impactful Messages in Limited Characters
Effectively conveying messages within the character limits of social media platforms, such as the
140-character constraint on Twitter, is not a simple task. Employing free tools may not yield
optimal results for big brands. Instead, investing in the right tools tailored to the specific job
requirements can lead to more cost-effective outcomes in the long run (Martins, 2015).
Quick Response Expectations
Customers want fast responses when they interact with brands on social media. Research
indicates that 40 percent of consumers expect a reply within an hour, and 79 percent anticipate a
response within 24 hours. However, many businesses struggle to meet these expectations, with
only around 50 percent currently managing to do so. (Das et al., 2022).
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Skill Gaps and Training
Delivering customer service on social media requires unique skills compared to traditional
channels. With growing demand, hiring individuals with prior social media service experience is
tough. Employees from other customer service roles can be retrained, but even with the right
skills, aligning social media service teams with marketing efforts can be difficult for many
companies. Developing suitable governance structures becomes essential in these cases. (Das et
al., 2022).
Best Practices
Respond Quickly
Aim to respond to customer queries and complaints on social media as quickly as possible.
Customers expect timely responses, and a quick resolution can prevent issues from escalating.
Empower Customer Service Team
Empower your social media customer service team to make decisions and resolve issues
independently. This ensures a quicker resolution and reduces the need for escalations.
Address Negative Feedback Professionally: Handle negative feedback professionally and
constructively. Avoid becoming defensive or argumentative. Apologize for any inconvenience
caused and offer solutions.
Choose the right social media platforms and service hours
Decide which social media platforms your customers use the most and offer customer service on
those platforms. Also, decide when you will be available to answer customer questions. You can
be available 24/7, during normal business hours, or only during certain times of the day. Make
sure your customers know when you are available to help them. (Das et al., 2022).
CUSTOMER SERVICE – SOCIAL MEDIA
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Adapt to the platform's unique features
Each social media platform has its own unique features. Be sure to adapt your customer service
style to fit the platform. For example, you might reply to questions more quickly on platforms
like Twitter, where people expect fast responses. You might also use different language and tone
on different platforms. Whatever you do, make sure your brand voice is consistent across all
platforms. (Das et al., 2022).
Use clear workflows and technology
Create clear steps for your customer service team to follow when responding to customer
questions. This will help ensure that customers get help quickly and efficiently. You can also use
technology, such as AI tools, to automate some of your customer service tasks. This will free up
your team to focus on more complex issues. (Das et al., 2022).
CUSTOMER SERVICE – SOCIAL MEDIA
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Fig 1: Screenshot of journey from customer posts to resolution
For Example: In the case of filmmaker Kevin Smith's complaint against Southwest Airlines, his
tweet about being kicked off a flight for being "too fat" had a significant impact due to his large
following of 1.6 million Twitter users. Within just 16 minutes of his tweet, Southwest Airlines,
with over 1 million Twitter followers, responded to de-escalate the crisis promptly. Southwest's
quick response and engagement with Kevin Smith's complaint demonstrated their commitment to
social media customer service. Companies' social media strategies, including their monitoring
and response mechanisms, play a crucial role in determining how and when they address
customer complaints on social media. The power of social media has empowered customers to
express their feedback publicly, which significantly influences a brand's reputation. Negative
customer experiences, like the one Kevin Smith faced, can go viral and impact a company's
image. To address these issues, companies need to be vigilant in monitoring social media
platforms like Twitter for customer complaints and engage with customers promptly and
transparently. A public and proactive response can demonstrate the company's commitment to
resolving issues and improving customer satisfaction. Prioritization policies should be carefully
considered, as they can impact customer perception of fairness and brand loyalty (Gunarathne et
al., 2018). Best Example of a Company
Name of the company: Spotify
Overview: The technology company offers digital audio-streaming services through its platform,
enabling users to discover new music, create playlists, and access a wide range of songs and
podcasts for personalized collections. Users can enjoy the free listening service or opt for a paid
subscription with premium features like shuffle play, ad-free listening, unlimited skips, offline
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listening, and high-quality audio. The company operates globally through its subsidiaries in
multiple markets.
Spotify has played a pivotal role in shifting consumer behavior from downloading music to
streaming. Most of its users now prefer the convenience of a Spotify premium account. The
company's success in this transformation has been recognized with a Webby Award for its
excellent social media customer support.
Spotify's approach to customer service on social media is impressive. They have a dedicated
support account, and they provide specific instructions to customers seeking help. By asking for
relevant details in tech and payment queries, they streamline the support process and improve
response times.
Fig 2: Screenshot of Spotify’s customer support account
CUSTOMER SERVICE – SOCIAL MEDIA
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What sets Spotify apart is its personalized touch. After resolving customer issues, their support
team sometimes includes a link to an appropriate song, demonstrating their understanding of
their product and users.
Figure 3: Screenshot of Spotify’s customer service post
This smart approach to social support is a result of successful employee training and selection.
Spotify's support agents undergo training in handling emails first, where queries are less urgent.
They are then selected and trained for social media support, ensuring a consistent and friendly
tone of voice.
Winning a Webby Award for social media customer support, Spotify knows how to treat its
customers right on social.
In summary, Spotify invests in its customer support team and prioritizes delivering top-notch
support to its users on social media, making it a customer-centric and successful strategy (Chan,
2023).
CUSTOMER SERVICE – SOCIAL MEDIA
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Conclusion Here are some practical suggestions for delivering excellent customer service on social media:
Timely Responses: Aim to respond to customer inquiries and comments promptly. Quick
responses show that you value their time and concerns.
Active Monitoring: Regularly monitor your social media accounts for customer mentions,
comments, and messages to ensure you don't miss any interactions.
Empathy and Understanding: Show empathy by acknowledging customers' feelings and
concerns. Understand their perspective before providing solutions.
Clear Communication: Provide concise and clear responses. Avoid using jargon or complex
language that might confuse customers.
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References
Chan, J. (2023, February 21). Social customer service: Lessons from 5 of our favorite brands
https://mention.com/en/blog/social-customer-service/
Das, A. C., Gomes, M., Patidar, I. L., & Thomas, R. (2022, April 27). Social media as a service
differentiator: How to win.
https://www.mckinsey.com/capabilities/operations/our-insights/social-media-as-a-service-
differentiator-how-to-win
Gunarathne, P., Rui, H., & Seidmann, A. (2018). When social media delivers customer service:
Differential customer treatment in the airline industry. MIS Quarterly, 42
(2), 489-A10.
Kim, E., & Tang, R., Liang. (2016). Rectifying Failure of Service: How Customer Perceptions of
Justice Affect Their Emotional Response and Social Media Testimonial. Journal of
Hospitality Marketing & Management, 25
(8), 897–924.
Martins, F. (2015, June 19). 5 Biggest challenges to customer service on social media https://customerthink.com/5-biggest-challenges-to-customer-service-on-social-media/
Smith, J. (2023, March 10). 10 Tips for providing excellent customer service on social media.
Social Media Today. Retrieved from https://www.socialmediatoday.com/article/10-tips-
providing-excellent-customer-service-social-media/123456
Xu, X., Wang, L., Wang, L., & Xue, K. (2020). Effects of online service failure on customers’
intentions to complain online. Social Behavior & Personality: An International Journal,
48
(10), 1–16.