Dragon Says Social Networking Can Improve Customer Service
Dragons' Den doyen Duncan Bannatyne has advised businesses to take advantage of social
networking sites as they can help improve customer service.
The business impresario wrote in the Telegraph that an increasing number of firms are starting to see how websites such as Facebook and Twitter have the potential to assist communication with customers.
Facebook and Twitter have the power to reach millions of customers immediately and this can lead to significant savings on administration, bureaucracy and waste but it is crucial that organisations learn how to use the sites effectively.
Bannatyne pointed to Vodafone and Virgin Media who have already begun to utilise social networking sites as they have Twitter feeds, which have been created with the sole aim of fixing technical problems as soon as possible.
The Dragon said that the speed of communication afforded by the internet was preferable to more conventional methods such as the telephone, which can be slow and frustrate customers.
"If and when you are faced with a complaint, access and speed of response are vital. Too often customers are forced to wait on hold for ages as they try to speak to a human on a generic phone number," he said.
Bannatyne said that businesses can use social networking sites to deal with consumer complaints and this system of communication can save businesses time and improve customer service in the process.
"I think more businesses will use social networking rather than email as their preferred method of communication in the future - for interaction with staff and customers," he added.
Gatwick Airport appears to be following Bannatyne's advice as it is launching a pilot scheme which will invite passengers to place feedback about their customer service on Twitter.
Information screens will be placed around terminals complete with messages that prompt customers to comment on the levels of customer service provided by the airport through the micro-blogging site.
The monitors will display the message: "Are you on Twitter? Get in touch with us @gatwick_airport and let us know about your experience at Gatwick today."
Samantha Holgate, the head of airport communications, said: "We're running this as an initial pilot to gauge interest and to allow us to make the necessary changes to our customer service response and information programme."
Bannatyne predicts that social media will become more popular as people are accustomed to quick information and immediate interaction although the onus is on businesses to extend a personal touch via the sites.