Social media listening plays a crucial role in customer service. Let’s read more about the importance of customer service today and then we’ll define how social media listening shapes customer service for businesses.

Importance of customer service in this rising age of social media

Customer service by far has been the biggest brand differentiator for businesses. It’s competing with product and pricing to prove its reliability in the buyer decision process. 

Additionally, we know how addictive social media is because of which close to 3.5 billion people have become active social media users. This means that a huge chunk of your customer base is constantly present on various social media channels.

social media listening for customer service

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They check-in at a new food outlet and share a post, put up an insta story after winning at a hackathon or tweet about the celebrity who fell off the stage during a Live performance. Different people, different experiences, all jotted down on social media.

In fact,

    1. We spend over 50 minutes to 2 hours scrolling through posts and news, uploading pictures and videos, commenting and liking and sharing our experiences.
    2. We have a tendency to retort to social media for empathy, support, approval, etc. That’s why 65% of consumers use social media for customer service and seeking solutions.
    3. Facebook alone reported that customers send 1 billion messages to businesses every year.
    4. Businesses expect high churn rates, close to 15%, if they don’t respond to customer messages, comments, or mentions.
    5. As a matter of fact, some customers don’t even mention the brands directly but they do expect the brand to address their grievance or concern.
    6. Lastly, close to 90% marketers believe that it is important to provide customer support through social channels.

So to emerge as a winner in this competition, what could be better than building your business social media handle as an enhanced platform for great customer experience?

Thanks to technology, social media listening and monitoring are helping businesses keep track of tags, mentions, trending keywords, relevant topics, and more.

Social listening and monitoring are solving more than just one purpose-

    1. Customers can now easily reach businesses and brands.
    2. Businesses can resolve customer issues and queries much faster.
    3. This is ensuring a continuous touch and seamless interactions between a brand and its customers.

There is a plethora of other ways in which social media listening impacts customer experience.

What is Social Media Listening? Click here to read more about it.

How social media listening improves customer service

Businesses survive and thrive when they put the needs of the customers in the centre. Social media is just another way to be available for their customers throughout. Even during off-business hours.

One. Track user generated content

Some businesses don’t realise how much content their users generate every day. This is the kind of content that they can reuse on their customers to attract them.

There have been multiple instances in which a brand didn’t realise how they can improve until they received customer feedback and reviewed their demand.

One of the McDonald’s sauce became so famous that the brand had to reintroduce it in the market to meet customer demand. They never realised the potential of their own creation until customers made them believe in it.

Similarly, customer feedback and response can help brands improve in so many ways. As a brand, you only have to be present. You have to listen. New ideas for improvements will keep flowing if you stay close to your customers and followers.

Two. Real-time analysis

People go crazy over trending hashtags, keywords and buzzwords. They want to show up first everytime something goes viral. In fact, they themselves want to participate in activities that go viral with quirky hashtags.

Photo by Allie Smith on Unsplash

In such situations, social media listening helps you keep a check on what’s new, what’s trending and what’s happening in and around your area through which you can attract user attention.

Real-time analysis lets you stay on top of matters so that you don’t miss out on any golden opportunity.

Three. Competitive analysis

With social listening you don’t just get to know when a user talks about you or your brand, you also get to know what they are saying about your competitors.

You can keep a constant track of how your competitors are performing socially and what is it that they are doing differently.

In fact, keeping a check on your competitors is one of the best strategies to beat them in their game.

Four. Identifying social influencers with social media listening

Imagine how well brands perform when they onboard a film star or a renowned personality as brand ambassadors to feature in their advertisements.

That’s why identifying influencers on social media channels is one of the biggest advantages that a brand can have.

It adds more weightage to your authority when a known personality talks about your brand. It shows trust because someone who is considered reliable is talking about you.

Social listening helps you identify such key personalities who can add value to your brand.

Five. Customer engagement and feedback

As we have already discussed, customers always choose the easiest and fastest channels through which they can interact with a brand. That’s why they pick social media.

Social listening notifies you immediately as and when someone talks about your brand or submits a comment on your social media handles.

Also, you get to know every time a customer leaves a feedback or a response. You can check it immediately and send an appropriate response so that the customer doesn’t feel lost or neglected.

Even though a negative feedback is 5 times worse than a positive comment, it is important to address both as quickly as possible. This is to increase user engagement and promote further positive word of mouth.

Six. Spot vulnerable customers

We as customers become highly emotional under certain circumstances. We have our own personal baggage that makes us sensitive towards certain situations.

That’s exactly how your customers feel and they like it when you show your support when a competitor brand can’t or doesn’t.

Social listening lets you spot such vulnerable customers and help them during situations when they need guidance and support.

With social listening, you can track the triggers using appropriate keywords and tags that direct you towards customers in need.

Seven. Proactive problem solving

This is the key speciality of social listening because it triggers immediate notifications every time a customer raises a query or concern.

In this age of technology and automation, we all expect things to happen fast. We like to have instant information, lightning fast delivery and everything quick. Same way it goes for problem solving as well.

Eight. Low operational cost

The world is on social media. Literally everyone prefers putting up a post, sharing a status, commenting, texting and interacting through messages. Mostly because it’s quick, easy and free. So, why not leverage social media platforms for customer support?

You don’t have to invest on expensive customer support agents, who demand leaves, breaks, hikes and might through tantrums every once in a while.

Providing a superior customer experience on social media is hassle-free and the easiest way to solve customer issues and address their concerns.

Numerous big brands like Zomato are sufficiently active on social media. Take a look at this for example-

Zomato Facebook Page

Here, a customer has directly responded to one of Zomato’s video posts on Facebook. It was easy for Zomato to track it and respond accordingly.

However, there are many cases in which customers share a personal feedback on their account or some other channel.

In fact, a single negative review is 5 times as bad as 1 positive review. It’s basically how our psychology works in which we tend to remember bad experiences over the good ones.

Instant food delivery operators cannot afford to let these matters go by without attending to them immediately. In fact, appointing an agent to solve these matters is time-consuming and not cost-efficient at all.

Social media listening and monitoring helps brands keep a track of it and handle the situation quite effectively.

Nine. Find out industry news and developing trends

It’s a good practice to stay on top of what’s trending. It may or may not be directly tagged to your brand but there’s no harm in being a know-it-all.

You can use a trending topic, keyword or a hashtag directly with your brand to show that you are involved. Your presence matters, it shows how active and informed you are.


Social media listening is the new marketing automation strategy and it is evolving with every passing day.

There’s so much you can learn from others on social media and use it to improve your customer service and experience.

Social media is a great way to look for fresh new ideas and implement it in your business. That’s what customers like, that’s what they want.

Even little things make your customers happy and you can definitely do it all for them through social media, because that’s where you will find them more often than not.

So, get started with social listening if you haven’t already!