The way that Blair Stover sees it, who better to consult when honing your marketing plan than your very own customers? Leading customer support solution provider Freshdesk recently analyzed data gathered from 6,000 customers to see what customers really think about marketing techniques.
What did Freshdesk find? It turns out that customers prefer to be contacted via email rather than customer support social media channels, such as Twitter and Facebook. Many businesses offer dedicated customer support pages on Facebook and Twitter accounts. While customers prefer personal conversations to email conversations, email is a more preferred channel than social media outlets when dealing with customers.
When it comes to Twitter versus Facebook, it seems that most customers prefer dealing with Twitter for customer support issues, as Twitter offers an expansive search function. What’s more, customers are more likely to tweet about product problems or issues than post their grievances on Facebook. Twitter collates all tweets related to a specific issue and displays those results on one page, which enables businesses to quickly gauge brand image, move forward with appropriate marketing, and respond to complaints, all from one place.
It’s no secret that businesses want to have more control over shaping the public’s conception of a brand or product. Customer support is often the best way to shape public perception, so many companies set up social media pages as dedicated support channels. Freshdesk found that companies are generally twice as fast to respond to customer support requests on social media pages as compared to email requests or questions.
In hopes of avoiding those dreaded long call wait times, customers are looking for new places for support. Many companies are taking advantage of social media channels and pages to post solutions to common problems, so customers can hopefully find solutions in a quicker and easier manner. As the reports suggest, however, email may also be a vital place to consider placing your customer support team as well.