Webcare guide to answering your customer’s questions right

avatar Simon Torenbeek
Angry customer

Webcare as a tool can no longer be ignored in current businesses. With social media, both companies and customers have found a new stage for their communications. Because of this public stage, a negative conversation on social media can have great negative consequences for your company. Webcare should help companies manage these message flows, but what do you have to keep in mind for a successful webcare?

Guidelines for webcare

According to a study on the current status of webcare, it was shown that the three most common reasons for customers to contact a company’s webcare team is to share a personal experience with a certain situation, to notify you of a problem or to hold you responsible for a certain situation. Based on an analysis of conversations between customers and Dutch public transportation companies, it’s important to have a quick response to negative messages. Most customers mainly wanted to be heard when they had a complaint.

Moreover, at the Dutch Social Service Congress 2016, it was stated that the beginning of a conversation with a dissatisfied customer is your best chance to change his sentiment. Unfortunately, a negative sentiment is more difficult to influence than a neutral one. Still, over 21% of the messages sent to webcare agents is negative. Therefore, webcare employees should be aware of the reason why customers reach out to them and know how to respond immediately. Guidelines may help employees formulate the right response to turn an angry customer into a happy customer. Even though these conversations can be rather complex, only 3 out of 4 companies have guidelines on how to handle different situations. Do you?

Know your customer

Besides guidelines, knowing your customer and having immediate insights into previous communications with your company may help you formulate the right response. In spite of this importance, only half of the customer conversations on social media are stored in the CRM. Surprisingly, only 26% of companies say they always consult existing data on the customer before sending a reply. Still, it’s important to know if the customer is addressing you with a recurring complaint.

However, as previously stated, responding in a timely manner is also of great importance. This might lead to the sense of time pressure, meaning customer care agents don’t want to waste precious time on a data hunt in their CRM. Nowadays this should no longer count as an excuse. Chatbots can help you gather all relevant data in a jiffy, providing you with all relevant background info you need to create a positive sentiment.
More about chatbots as a speech assistant >

Personal and public webcare

When dealing with a dissatisfied customer, it may feel more comfortable to deal with this customer in a private conversation like using Facebook Messenger. However, it is important to remember that every customer on social media has his own public stage. This means that if your private 1-on-1 conversation doesn’t end right, the customer can easily share the conversation with a larger audience. Therefore, make sure you choose your words carefully and have a friendly and understanding tone. This holds true for happy customers as well, of course.
More about customer care on Facebook Messenger >

Want to make sure you can offer all your customers the same attention and correct response? GIN’s customer contact dashboard with chatbot will help you make effective use of your time, collect all relevant data on who you’re chatting with and formulate the right reply for the best results in customer satisfaction. Want to know more? Please contact us for more information on the options available.

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