Online Customer Service and Public Relations - Essay Example

?A Report of Online Service contribution to Relationship management Lecturer: Contents Contents Introduction 2 The rise of social customer 3 Use of Social Media 4 How business can use Online Customer Service 5 Management Practices 6 Conclusion 12 Recommendation 13 Introduction The concept of customer relationship management is not a new one. The earliest businessmen practiced the idea of creating a good relationship with their customers so as to retain them. This was an easy thing to do during the first days of business, the workers were able to recognize each customer, and the sales representatives knew the preference of each customer and also would identify who would pay on time and who could not1. However, as the businesses grew, information regarding each customer became difficult as a result of customer growth base. To cope up with the growing customer bases, marketing segmentation and customer grouping was started, where customers were put in slots that could fit into their needs. Grouping of customers and putting them into slots enhanced the expectations of customers, but this also compromises some other desires of the customers since other services are tailor made to groups, not individuals2. In order to meet these challenges, relationship management begun to surface in 1980’s where this idea was to work efficiently with a direct relationship with the customer. Most of the firms realized that this could make them to know more about their customers and provide services that were tailor-made to match their desires. By doing this, firms were able to add value to their customers and themselves. Relationship Management is a group of terms and methodologies that illustrate how businesses should endeavor and strive for quality customer service, long term relationship with customers, and provision of quality goods and services. The argument behind good customer relationship include, sense of control, reduction of risks, provide more security, feeling a sense of control and reduction of costs of being a custo The rise of social customer The rise of customer requires that companies should change into a fully fledged social enterprise that values openness and succeeds on the collaboration with customers. The livelihood of the social business is a combination of consistent and immediate flow of information which involves every employee and spans every level of the company3. This means philosophically the customer’s needs at the heart of the vision of the company so as to equip the entire labor force with the right tools so as to ensure that there is customer satisfaction either directly or indirectly. This means operationally that there is an investment in systems, guidelines and training that will enhance immediate communication between the workers and customers. A social business will have to pay attention and engage a variety of media-email, telephone, mobile and web. Several customers are going for social media to research, rave and rant about their experiences. By amplifying and aggregating experiences of the customers, social media has the ability to either make or break the reputation of the company. Studies have indicated that over 40% of the adults use the web to share their complaints about the services and products. Social media has the ability to bring down the company into its knees if not well managed. Social media has pushed customer service to the front of tactical thinking. In order to stay in the competition, it is extremely beneficial for companies to know about the needs of a social customer. Use of Social Media Companies in the contemporary business environment are moving closer to its customers, and have taken some steps in resolving the problems encountered by its customers. There is a massive opportunities for various companies in the social web4. Removal of communication obstacles between a business and its customers, social web maintains one-on-one, small-scale relationship with the customers contrary to the setting of large-scale growth and efficiency. This comes as a result of the combination of collaboration, creativity, and community that has more serious organization principles that covers the imagination of several leaders in the business today. In order to successfully use social media, it requires an efficient strategy and sound approach that include the social media in the strategy of the business. The experience of social media has to be held responsible for the outcome, governed by guidelines and policies, optimized for effectiveness and fabricate into the system and process of the organization. The purpose of this guide is to ensure an organization embraces the importance of appealing the consumers through the use of social media and also come up with strategies that can add value to the business Customers are the determinants of your brand every day thus coming up with good strategies will enhance the performance of any business in the market. How business can use Online Customer Service Several businesses find that use of TV and radio advertisements can still assist them to reach more potential customers5. If any business wants to get more customers and earn more profits, it should come up with innovative strategies in using the social media in boosting their interests. T o get started, here are some of the ideas Use of photo contest to arouse interest of the customers The company can request the customers to submit their photos that show they had a vast experience while using their products. This will stimulate customers’ interest and act as a reminder to them on how much fun they experienced while getting new customers. Update facebook status to be more fascinating Several people have gotten tired of looking at unattractive business updates. Your fans will ignore your updates posted on the company’s wall no matter the number of posts unless there is an interesting story6. The company should use a lot of captivating facts and detailed updates. Formulate videos that potential customers can share with friends In order to acquire more from the social media, several people have to be involved i.e. releasing some contents which your followers could share with others. The company should exploit various avenues in ensuring that the targeted audience is motivated to use the company’s products Support charitable activities in the organization Several people choose companies that have a lot to do rather just making profits. The company should promote aggressively and support charitable programs on Twitter, Facebook, and other platforms of social media. Charitable issues should be the icon of the company’s updates, videos, and tweets7. Placing the company center-and-front makes customers be doubtful about the intentions of the company. It is extremely vital to maximize the use of social media as this can make the company very popular. Management Practices Steps to approach social media It is always easy to indulge in the game of social media without prior preparation. This is because much modern technological advancement is quite easy and free to use. In essence, there are five steps for effective social media practice. The steps above are aimed at strengthening the operation between the consumer and the seller. The use of social media in the daily operation is one of the ways that is necessary to maximize the worth of the initiatives of the social media. The approvals are based on the fact that its strategy entails individual approach, as opposed to expertise-centered approach. Nevertheless, human beings are dynamic creatures and make undue adjustments upon their daily needs. 1. Understanding the Organization This is the first step to learn from the web and plays a key role in the legitimacy. You should talk with your customers with courtesy and giving them an opportunity to express themselves and be open minded to accommodate their failures. However, you cannot be legitimate if you are not sure of yourself. First and foremost, begin by carrying out the survey of what you have at hand in the form of initiatives of social media, the owner and those who might be the victims. Also check on what gain you might have from the experience of the past. Indeed, having knowledge of whom you are helps the organization to give you enough attention on various situations. It is very awkward to clash with your customers in public let your claims be aired out through the media as this would attract criticism and conflict8. In order to know your organization very well, it is worth answering some questions: i. Who uses the social media most (Departments, partners or employees ) For what reason? ii. Of late, who is the owner of the media initiatives? iii. What is the lesson on the past failures and successes? iv. Who are the directors? 2. Understanding the customer There has been a change in power that has given favor to the consumers. Currently, they are active recipients in the market. They assist in shaping the organizational brands and any interaction with them finally affects your income. Therefore, it is upon you to find suitable ways to talk with them correctly9. First begin by paying attention and putting down short notes. Keep watch on how they converse relating to the social media e.g. you tube, twitter and face book. Should you do this for some time, you will realize the need of doing it and the reason. It is possible not to realize any activity taking place outside especially on organizations that are not aligned to business to consumer. However, this information is very beneficial in creating an effective strategy for social media. I.e. To know your customers better, begin by answering these questions: i. What is the demographic target of your customers? ii. Do the graphical representations of the social media tally with the intended market? iii. Have the products of your organization been mentioned anywhere? If yes, match the positive and the negative mentions. iv. Where has your organization, products, or services been mentioned? Keep a list of all the sites and a running tally of conversations noted on each. v. What is the overview of the response on the organization? vi. Who influences most your industry and your products? To what extent do these affect the social networks vii. What are the needs of your consumers? Be keen on their views and grievances. 3. Setting a goal Should you need your business to gain from the social media, you should be aware of what you want to get10. The solution is to begin low maintaining a steady focus on the particular objective. Begin by choosing the most critical objective basing on your understanding on the organization and customers thereafter mark the areas of great importance. For instance, if your intention is to advance the customer fulfillment, then you need to begin by addressing the issues relating to their satisfaction as indicated in the table below For an effective achievement of the goals, one should answer this: Which opportunities do you find from the social media? This will assist in isolating the key goals that can be easily achieved. 4. Formation of a team of the social web For an effective market strategy, both the marketing team and the social media should give the same message. This is because the customers outside are following keenly hence the message should be legitimate and reliable11. To evade from this, a team of personnel should take charge of all initiatives of social media as shown below. Indeed, the main role of the group is to take the center stage and may carry out the following duties12: 1. Guiding the continuing social web initiatives 2. Ensuring that the plans and initiatives are well staffed 3. Developing guidelines and policies governing the employees 4. Keeping employees records and training 5. Advising on marketing especially on the social web. When there is a stand-by team, it is easy to plan for the social web initiatives within the organization13. 5. Mapping out Upon the integration of people across the social media, there is a need to maintain a good relationship so as to live to the expectation. It is worth building the test, response, cycles of iterations so that you can boost your esteem. You can begin to map out the first four months giving room for any alterations. How to develop a social media policy The crucial role in building appropriate policy is mainly to adapt to the procedure so as to cater for the organization needs. The employee will be guided by a well established policy through several ways they indulge in social conversations. The most appropriate approach demands the organization to allocate a lot of time, efforts and resources to assist in building and planning an effective policy which can give powers to the organization, permit employees to know the importance of social media and even promote their participations14. The most appropriate media policy should have the following steps: 1. Looking for a title holder to head the group and take all the management functions from the start till the end. 2. Building an alliance of expertise that will aid in managing the affairs of the employees. 3. Auditing so as to assess the state at stake of the social web as well as standardizing regulations and procedures of the social media 4. Promoting the communication. 5. To cover the participation of employees 6. To consider crucial areas within the policy especially on management of accounts and security matters. 7. Taking part in the introduction of members and leaders to the policy so that they can assess its usefulness. It is very vital that procedure continues nonstop through all the social web planning. This will assist in its implementation Conclusion After all said and done, social media plays a major role in the daily lives. For effective implementation, an organization should employ the five key practices i.e. understanding the nature of the organization, have knowledge on the potential customers, setting SMART goals, formation of well established social team and implementing the whole project. In the implementation process, the organization should follow the laid down policies15. Recommendation Companies should develop a social media plan for customer service and response map to assist them to deal with communication of customer service and online enquiries. Developing a response map should help representatives from the customer service to respond to social media communications on time without having to discuss masses of red tape and compliance group. It is always difficult to know how to respond to public criticisms, but staying silent can bring more damages to your brand or organization16. Have online contact with the Connect with customers online and ensure that they are satisfied totally with the products or services of your organization Works Cited Breakenridge, Deirdre K. Online Customer Service and Public Relations: Eight New Practices for the PR Professional. London: FT Press, 2012. Bryman, A. Customer Service Methods. Oxford University Press, 2012. Garber, Michelle Brooks. Social Media Policy on Campus. Atlanta: Mercer University, 2011. McHale, Robert. Navigating Social Media Legal Risks: Safeguarding Your Business. Que Publishing, 2012. Mergel, Ines. Online Customer Service in the Public Sector: A Guide to Participation, Collaboration and Transparency in The Networked World. John Wiley & Sons, 2012. Steiner, Sarah K. Strategic planning for Onlone Services in libraries. NY: American Library Association, 2012. Stewart, Daxton. Social Media and the Law: A Guidebook for Communication Students and Professionals. Routledge, 2013. Read More