Social Media is not
only for marketing, customer engagement and corporate communication but also is
very effective in customer service. Social Media platform like Facebook and
Twitter are being widely used by companies to provide customer services. Customer
service or after sales service is an essential component of overall customer
satisfaction and it often plays a key role in retaining the customers and
increase customer loyalty. Automobile companies have embraced the social media
aggressively in the past few years and have been effectively using the various
social networking sites for brand promotion, customer engagement, product
launches, product innovation and last but not the least customer service. Twitter
provides the customers a platform wherein they can directly reach the company
for solving their complaints and problems. They can express their satisfaction
and dissatisfaction of the product and service immediately and companies can
respond to the issues fast and avoid further dissatisfaction. For Automobile
companies it is even more important as there is severe competition within the
industry and dissatisfied customer may even influence other customers including
the prospective customers through negative word of mouth. Automobile industry
had been going through its fair set of problems mostly related to vehicle
recalls due to safety concerns for the drivers by faulty parts and components,
product quality and performance issues, dealership issues and non-response of
dealers, etc.
Honda Motor America is
using twitter for customer service effectively for the past few years and is
helping the customers to solve their problems and issues. @HondaCustSVc is an
exclusive account for Honda Motors customers to complain about the company
products and services. This account is maintained by three exclusive personnel
of the company whose photographs are visible on the Twitter account page and
they are available Monday to Friday 07.30 hrs to 16.00 hrs PST for resolving
the customer complaints. The twitter page also provides the details of the toll
free phone number, contact postal address, fax number and customer website
address of Honda. There are close to 9,000 followers and close to 7,000 tweets
on this specific page and the customer service team are very prompt in
responding to the customer complaints. The response time is very fast and they
are either resolving the issues or guiding the customers to the relevant place
for resolving the issues. Some of the types of complaints on this site are they
are dissatisfied with products and services, lack of proper response from
dealers, vehicle recalls, schedules and letters and also queries relating to
the financing of the vehicles. Some of the tweets highlight severe
dissatisfaction of the product and services of Honda Motors and the customer
service team is efficiently handling the tweets and avoiding serious
repercussions. Twitter interactions of Honda customers are a proof that the
customer service through twitter is one of the most efficient ways in which the
customers can directly contact company customer service using their mobile
devices instantly without any problems and tweet directly with guarantee that
they will get the response as soon as possible. A dedicated customer service
team is responding to the customer tweets in matter of minutes and guiding
customers so that they can resolve their issues immediately. This is good case
study for customer service through twitter.
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