Dear @InsuranceCompany, I Need Help! Sincerely, Healthcare Consumers on Twitter
1995 called: It wants its customer service line back. I’m kidding. That’s an exaggeration, of course, tossed at you for comic effect. With so many changes in healthcare in recent months, customer service is more important than ever.
However, to provide the best customer service, insurers – just like financial institutions and retailers – need to think beyond the call center. Instead of customer service lines, think customer service channels. What are all the ways customers can reach you for assistance? Is Twitter on that list?
It is for many insurers, like Anthem Blue Cross in California, Blue Cross Blue Shield of Michigan, Cigna and Aetna, who say consumers are “turning to social media – Twitter in particular – to express their complaints and criticisms.” The team there primarily directs consumers to phone or email for assistance, a fairly common practice considering privacy concerns.
The important thing – though it sounds really basic – is to be prepared and have a plan. For example, publish your specific policy for handling customer service inquiries at each social media platform, and have an internal strategy that defines your approach. Will your responses be personable and have character? Or will they use standard language? In addition, be sure to have a team monitoring your social profiles so that your responses can be timely, and train all team members so their responses are effective and helpful.
Enthusiasm, as they say, is contagious – but so is displeasure, especially on social media. Customer service activity is a critical component of any social media marketing strategy. Do it well, and a feel-good vibe can spread. Do it poorly, and the negative effects can not only linger but spiral deep down into the depths where no brand wants to be.
Need help with your approach? Give us a holler – or tweet us (@medialogic), of course!
