How Social Media Can Help Provide Stellar Customer Service

Outline for Research Paper: Identifying Cost-Effective Strategies to Improve Customer Service

I. Introduction

During a period in America’s history when so-called “quiet quitting” is replacing pride in workmanship and organizational loyalty in the workplace, it is not surprising that customer service has been adversely affected in the process. In response, a growing number of companies are seeking to identify cost-effective strategies that can be used to improve customer service (Gurnani et al., 2022). Because there are a number of different types of customer service strategies available and each has its respective strengths and weaknesses, it is important to determine which strategy or combination of customer service strategies are best suited to a given organization’s customer service needs.

A. Thesis: The purpose of this paper is to identify cost-effective strategies that can be used by organizations of all sizes and types in order to improve their customer service function.

II. Definition of Customer Service

Although there is no universally accepted definition of customer service, most consumers readily recognize when they have been treated appropriately by companies, especially when things go wrong. Indeed, it is reasonable to posit that virtually all consumers have been forced to deal with customer service for a constellation of varied reasons, and these experiences can have a profound effect on customer loyalty and brand reputation. Therefore, it is critically important to develop a comprehensive understanding concerning the construct of customer service that is involved. A useful working definition of customer service that will be used in the final version of this study is “the support you offer your customers — both before and after they buy and use your products or services — that helps them have an easy, enjoyable experience with your brand” (Why customer service is important, 2022, para. 3).

1. Explanation

The “before and after” aspects of customer service are a common theme in many definitions of customer service which reinforces the importance of ensuring that follow-up support is provided for all products and services. Moreover, there is a growing recognition among business leaders in all industries and sectors that customer service is more than just a way to resolve consumers’ problems. In this regard, Grant et al. provide some additional definitional clarity to the construct by advising, “Customer service is the interaction between the buyer of a product and the company that sells it. Recent innovations have focused on automating customer service systems but the human element is, in some cases, indispensable” (Grant et al., 2022, para. 4).

2. What is this important?

In sum, customer service is an integral part of any competitive business model, but there are also a number of different types of customer service that can be used as discussed further below.

III. Types of Customer Service

Most consumers intuitively understand what good customer service means, especially when they fail to receive it. Dissatisfied consumers are also the most likely to take to the social media platforms to complain loudly about their experiences (Naidu & Reich, 2018). Fortunately, companies today have a wide range of customer service types available to them that can be used to help them improve their relations with their consumers, including the ten most commonly used strategies listed below.

1. Traditional walk-in customer service;

2. Telephone support;

3. Self-service customer support;

4. Email support;

5. Live chat customer service;

6. Chatbots;

7. Social media customer service;

8. Interactive voice response customer service;

9. On-site customer service; and,

10. Customer-focused communities and forums (Willis, 2022).

1. Explanation

While conventional brick-and-mortar retail stores may continue elect to use traditional walk-in customer service, they may also incorporate one or more of the other types listed above to maximize the effectiveness of this function. In addition, companies may need to change the types of customer service they provide as their offerings change over time, so it is essential to determine the optimal mix at any given point in time as well as to plan for future customer service needs as discussed further below.

2. Why is this important?

Selecting the most appropriate type of customer service strategy is essential in order to ensure customer satisfaction with their purchase, build brand loyalty and build a company’s business in an increasingly competitive marketplace. In fact, optimized customer service can help companies achieve and sustain a competitive advantage over their counterparts that fail to provide these services efficiently.

IV. Identifying Cost-Effective Customer Service Strategies

In this context, “cost-effective” means achieving the most effective customer service for the resources that are invested in the function. For example, it would make little sense for a small, home-based company with few employees serving international customers to offer walk-in customer service just as it would be ineffective for them to provide a combination of customer service types that are redundant. A growing number of companies of all sizes, however, have found that providing customer service through various social media platforms which can deliver real-time assistance is among the most cost-effective strategies that are available (Gunarathne et al., 2018).

1. Explanation

Although providing customer services using social media platforms requires staff to monitor these sites continuously in order to provide timely information and assistance, many consumers are already members of these platforms and are comfortable using them for various purposes, including obtaining customer service when they experience problems with products or services. Because social media platforms provide a way for companies to offer customer service by live humans, it is a superior strategy compared to other, more costly alternatives.

2. What is this important?

Few companies enjoy the deep pockets that are needed to offer extraneous customer service types, and it is reasonable to posit that the vast majority of companies fine-tune their customer service offerings to match demand and inquiry types. Such fine-tuning requires eliminating ineffective customer services and adding others when the situation demands it.