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Amazon has done exceptionally well when it comes to customer service. Jeff Bezos, founder of Amazon, has said: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
He’s saying that effectively he’s inviting his customers to a party, and he’s trying to throw a party as part of his service, as part of the value that he’s delivering to his customers. That’s a really interesting mindset shift that is probably one of the sort of fundamental reasons behind Amazon’s success.
Obviously, Amazon have amazing systems in place. They have an amazing platform. They do very well on their pricing. They’re tough bargainers and they manage to get very good prices for their customers. That’s all part of their strategy. But at the end of the day, those things are aspects of a business that can be quite easily replicated. What they’ve been able to do is add a service layer on top of that, that makes Amazon a preferred place for people to go.
Outstanding social customer service involves:
In the US, the UK, and a lot of the western world, Facebook, Twitter, and LinkedIn are commonly leveraged for customer service. Facebook, in particular, has been at the forefront of this. They have been investing quite heavily in getting companies to use Facebook as a platform for engaging with customers. They’ve realized the value for customers in being able to engage directly with a company. And companies see the value too, because it puts a human face on the business.
It’s not just Facebook, LinkedIn, and Twitter: there are different players in different markets. For example, Qzone, WeChat, and Ren Ren in China; and Vkontakte and Odnoklassniki in Russia.
Companies face challenges with social media customer service, including:
There are three models for how your company could own customer service within the business:
Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the concept of social customer service and highlights the social channels that are most often leveraged for this activity. It provides you with best practices you can follow to create and implement a robust social customer service strategy – and to manage it effectively. It also provides best practices for measuring customer satisfaction with the social customer service they receive, and for training social customer service agents. Finally, you learn how to build, grow, and maintain online support communities.