Posted: 10th September 2013

Is social media the customer feedback channel of last resort?

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We’ve all seen (or been) unhappy customers online. It can seem like an impossible problem; close yourself off from social media and be seen by customers as unresponsive and inaccessable, or engage and be drawn in to public complaint handling.

What we do know is that customers often only take to social media after having tried and failed to resolve their problem through traditional channels – by phone, email or even by post.

When customers understand that social media is the only sure way to get a prioritised response, the problem of public complaints only becomes worse. Companies must move to ensure that the experiences of their customers are managed appropriately and that queries are resolved to the satisfaction of everyone involved – at the first opportunity.

As Jeff Bezos, founder of Amazon says:

“If you make customers unhappy in the physical world they might each tell six friends. If you make customers unhappy on the internet they can each tell 6000 friends.”

A closed loop approach to customer feedback is now recognised as an essential aspect of customer service operations by business leaders.

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