By Amanda Lima
In the digital environment, the concept of Customer Service has taken an up-to-now unknown proportion. As everything concerning the operation of enterprises in social network, experimenting, testing formats and strategies to understand how these new platforms would work was needed. The term Costumer Service 2.0 is nothing more than customer service for digital channels, with a difference that I consider to be primordial compared to the traditional model: on the web, impersonal and institutional discourse does not have so much space. You have to take on the first person.
Costumer Service 2.0, the model of customer interaction in social media, requires the creation of a persona that suggests a real conversation with users. Therefore, it is mandatory to assume another type of language, which represents the voice of the company in a personalized way and that is aligned with the realities of those who consume the content disclosed in the profiles of the brand – watching out for the trending topics of the internet is essential to speak as an equal with the fans.
Another key element is frequency: interacting as much as possible is indicated not only to increase awareness and to strengthen brand identity, but also to promote a closer relationship with consumers if they have complaints or problems with particular products.
In this scenario, when it comes to a small business, with a smaller geographic reach, it is easier to standardize communication and come up with a more humanized, personalized and close costumer service. However, when it comes to market giants, it is necessary that the entire team in charge of the company’s digital communication is aligned and speaking the same language.
With that in mind, I highlight below three brands that stood out as I evaluated how they interact with their fan base:
Pepsi
When I think about brands that I admire for the quality of the interaction with the audience on social media, one of the first that come to mind is Pepsi. In December 2018, I was impacted a few times by publications of their official page, thanks to the Street Rock Festival, event sponsored by the company and disclosed on social media.
Although the Pepsi fanpage has a low frequency of publications – which fails to take advantage of the huge fanbase the profile has, with more than 37 million likes – the language adopted by the company in Costumer Service 2.0 represents very well the brand identity. On copy – the text that follows the post -, emojis, abbreviated words for internet language, hashtags, the latest memes and also a text description to make the content accessible to the visually impaired, with the hashtag #PraCegoVer (#ForBlindsToSee).
Despite using a current outfit, this persona that interacts with fans uses the same DNA Pepsi used on television ads from when Pepsi Twist was released, for example, and that was almost twenty years ago (yes, time goes by much too fast).
But we were talking about Costumer Service 2.0. In the post above, besides being present all the mentioned elements, it is possible to observe a little of how the company responds to comments. Benchmarking wins.
Nubank
I could easily make a post exclusively on Nubank’s (a digital Brazilian bank) omnichannel strategy. The fintech, that was recently voted by Fast Company Magazine the most innovative company in Latin America, has integrated service channels and puts into practice the full recipe for caring and humanized treatment that certainly boosts its engagement rates in social networks.
In the interactions, GIFs, purple heart emojis and a lot of good mood. The publication below is just an example, but it is worth browsing the page and getting to know the company strategy closely.
Netflix
Last but not least: Netflix, perhaps the most obvious choice to figure in a discussion like this. Every communication professional and / or TV series lover has had some kind of admiration for the way the company takes advantage of the potential of social networks to promote the brand.
The identification of the fans with the company’s persona is so strong that most of the comments left by the users are already aimed to this virtual entity that interacts with the publications. In this case, the adaptation to the language of the public is the great differential.
The bottom line is that, as important as producing interesting and quality content, Costumer Service 2.0 represents a central strategy to keep the user engaged and identified with a particular company or the concepts it seeks to promote.
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