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How to Master Online Customer Service

As sales increasingly move online, it’s more vital than ever for your company to have stellar online customer service. Your web presence, including social media, online chat, and even forums, is your customers’ gateway into your brand. At Leverage Marketing, we know how necessary online customer support is, and have the online customer service tips you need for success. These brands go above and beyond when interacting with their clients, creating an accessible and fun web reputation.

Even just a decade or two ago, people would use BBB (the Better Business Bureau) and services like Angie’s List to find the best business for the job. Today, we use Facebook, Twitter, review sites like Yelp, and Google searches to find the best company. A brand with the best online customer service stands out and encourages using them time and time again.

Here are some of our tips for online customer service:

Why is Customer Service Important?

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You might be asking why customer service is important in the digital age. After all, we interact face-to-face less than ever before. Customer service is important because it can be a critical step on the way to purchase or as a way to resolve an issue with an order. First impressions are important, and you want to make sure to get it right. Well-educated customer service representatives can help potential customers problem-solve and avoid negative reactions to your company. Most importantly, online customer support provides an easy and convenient way for your customers to interact with you. It goes both ways—you learn from current and potential clients, and they can have their questions and concerns addressed.

How Should My Company Engage with Our Customers?

In today’s constantly-on environment, it’s important to have multiple avenues of customer service for your clients to engage with you. While the basics are important—phone, email, and web chat– going beyond those are essential for creating the best online customer service. Being accessible to your customers and engaging with them helps make your company feel relatable. Determine which social media networks are useful for communicating your brand message, including Twitter, Facebook, Instagram, and even Pinterest. Twitter and Facebook are most commonly used for complaints (and positive reviews), so responding to customer comments can be a key part of your engagement strategy.

Social media is a key part of developing your brand voice: you can decide to be snarky, always positive, or have a specific sense of humor. Wendy’s Twitter account has been making waves with their hilarious and often mean @replies, which can work for some brands, but not for all. Developing your brand identity through social media is key because it’s often your customers’ first look into your product or service. Help make potential clients feel comfortable engaging by responding to comments, using emojis and GIFs to create a casual atmosphere.

Companies Known for Great Customer Service

Here at Leverage, we know about the best online customer service. We work with companies every day that utilize our online customer support tips to help their clients and develop better relationships with their customer base.  These are some outstanding examples of companies with great customer service:

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JetBlue- While it’s certainly not the largest U.S. airline, JetBlue knows how to engage with its customers. Their customer service team realizes the importance of interacting not only with satisfied flyers but also with those who had bad experiences. They’re extremely active on Twitter, responding to @mentions as well as brand mentions. JetBlue’s commitment to customers is evident in its Customer Bill of Rights: “JetBlue Airways is dedicated to bringing humanity back to air travel. We strive to make every part of your experience a

s simple and as pleasant as possible.” With many forms of support, including phone, email, an online knowledge base, text updates, and a smartphone app, JetBlue has customer service covered. From in-person to online customer service, JetBlue takes care of its customers, leading to people using the airline again and again.

Zappos- Although Amazon now owns them, Zappos disrupted an industry (shoes) and has some of the best online customer service out there. They offer fast, free shipping and free returns for a year. Zappos puts their customers first—their company motto is that they’re a “service company that happens to sell shoes. And handbags. And more….” This attitude has helped Zappos succeed in a big way. The company puts its representatives through its School of WOW to inspire its leaders and teach them the best customer service philosophy. Most importantly, for an all-online company, Zappos puts its customers first. Whether a customer calls in, chats, or uses social media, Zappos is right there to help them whatever their concern.

How Can My Company Master Online Customer Support?

To become a company known for great customer service, you need to start with a customer-first philosophy. Leverage Marketing offers web design services and social media management services that support your customer service efforts. Contact us today to develop a strategy and get the tips you need for success.

Reuven Shechter

Reuven Shechter

Digital Content Specialist at Leverage Marketing
Reuven is a content specialist at Leverage Marketing in Austin, TX. After graduating from Washington University in St. Louis with his B.A. in English and Women and Gender Studies, Reuven spent some time in I.T. before moving to Austin and starting his career in content marketing. When he’s not working, Reuven cooks, takes his dog all over Austin, reads voraciously, and is an avid watcher of odd TV
Reuven Shechter
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