Ever feel slighted, ignored, disenfranchised, “sold to”, taken for granted, or just plain commoditized? For many prospects, these feelings are what prevent a sale from taking place. They prevent repeat sales, prevent referrals, and encourage negative word-of-mouth.

Clearly, great customer service – supported by great training and great management – are fundamental, but how do the digital platforms, such as Facebook, Twitter, YouTube, and TikTok be used to improve the experience?

Before the sale:

• Set expectations about the customer experience
• Provide access to support forums and other customer-only tools
• Curate and encourage interested bloggers and a “fan” community

At point of sale:

• Orient the customer about YouTube how-to’s and peer support forums.
• Create a “quick-start” page where veteran customers can add their ideas, videos, photos, etc.

After the sale:

• Use surveys to uncover latent service requirements, and use this information to create service content
• Implement online monitoring tools to identify hot spots – and opportunities. At the very least free tools such as Google Alerts and Hootsuite.
• Staff up for direct-to-customer triage on Twitter to address issues on a quick-response basis. Empower these front-line workers to actually resolve issues – not merely empathize and apologize.
• Reward customers who provide peer-based support with status, early information on what’s new, product samples, etc.
• Beyond posting static manuals, allow the customer community to comment on each page, add their own content, and share.
• Make it mobile: Convert the existing static content into a mobile friendly format, with one click telephone support.  No PDFs!
• Automate the collection of testimonials and case studies. After the sale, auto-send a request that would generate feedback that can be used in a social setting.

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