How to articles often sprinkle, or sometimes spread thick with a trowel, the words “quickly” and “easily”. I often wonder if our desire to do EVERYTHING quickly and easily will at some point create a quality crux that damages our brand or business.
At least once a week, it seems, if not more often, we see a story go viral about how a brand or business managed to mess up via social media. Fairly often the uproar has been caused by the reaction or lack of reaction to a customer service issue. Outages and issues arise, especially in digital business and how we handle those outages and disruptions requires that we remain in tune with our audience.
I often find that the hustle to get out a message quickly, without the proper care to actually answering the questions in the complaints, can cause more problems than it manages to alleviate.
Consider this, you’re dealing with an already upset customer or client. If you don’t carefully craft your response, you have the potential for further damage to a relationship that’s already teetering on the brink of disaster. Speak too quickly, without the proper empathy and without a real answer or solution and you’re responding only to respond, rather than to aid in a real and positive result.
Canned responses or even in-real-time responses that sound canned aren’t social. They’re a rote response, not a service or product provider working to aid a client in need.
Quickly can be effective, but it can’t be by rote or canned. It has to be catered specifically to the consumer and the specific issue. While our clients and followers expect a reply within what they consider to be a “realistic” time frame (and this varies from person to person), it’s harder to deal with the backlash of a less than stellar quickie response than it is to take the time to craft a response that actually assists those dealing with the pain point that caused the complaint or query.
It’s a quality over quantity thing. Social media marketing is all about quality. Broadcasting or firehosing is about quantity. Which will you choose in the future?