Social Media is not only for marketing, customer engagement and corporate communication but also is very effective in customer service. Social Media platform like Facebook and Twitter are being widely used by companies to provide customer services. Customer service or after sales service is an essential component of overall customer satisfaction and it often plays a key role in retaining the customers and increase customer loyalty. Automobile companies have embraced the social media aggressively in the past few years and have been effectively using the various social networking sites for brand promotion, customer engagement, product launches, product innovation and last but not the least customer service. Twitter provides the customers a platform wherein they can directly reach the company for solving their complaints and problems. They can express their satisfaction and dissatisfaction of the product and service immediately and companies can respond to the issues fast and avoid further dissatisfaction. For Automobile companies it is even more important as there is severe competition within the industry and dissatisfied customer may even influence other customers including the prospective customers through negative word of mouth. Automobile industry had been going through its fair set of problems mostly related to vehicle recalls due to safety concerns for the drivers by faulty parts and components, product quality and performance issues, dealership issues and non-response of dealers, etc.
Honda Motor America is using twitter for customer service effectively for the past few years and is helping the customers to solve their problems and issues. @HondaCustSVc is an exclusive account for Honda Motors customers to complain about the company products and services. This account is maintained by three exclusive personnel of the company whose photographs are visible on the Twitter account page and they are available Monday to Friday 07.30 hrs to 16.00 hrs PST for resolving the customer complaints. The twitter page also provides the details of the toll free phone number, contact postal address, fax number and customer website address of Honda. There are close to 9,000 followers and close to 7,000 tweets on this specific page and the customer service team are very prompt in responding to the customer complaints. The response time is very fast and they are either resolving the issues or guiding the customers to the relevant place for resolving the issues. Some of the types of complaints on this site are they are dissatisfied with products and services, lack of proper response from dealers, vehicle recalls, schedules and letters and also queries relating to the financing of the vehicles. Some of the tweets highlight severe dissatisfaction of the product and services of Honda Motors and the customer service team is efficiently handling the tweets and avoiding serious repercussions. Twitter interactions of Honda customers are a proof that the customer service through twitter is one of the most efficient ways in which the customers can directly contact company customer service using their mobile devices instantly without any problems and tweet directly with guarantee that they will get the response as soon as possible. A dedicated customer service team is responding to the customer tweets in matter of minutes and guiding customers so that they can resolve their issues immediately. This is good case study for customer service through twitter.
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