Social media has become an indispensable component of customer service, setting a new standard for how businesses interact with their clients. Regardless of whether companies have fully embraced this practice, the expectation for social media engagement is growing. This trend is similar in the real estate industry, where social media is an invaluable asset for connecting with clients, showcasing properties, and building a strong brand presence.

The extensive reach of social platforms offers numerous opportunities for positive interactions, from searching for product information to making purchases and providing services. However, the same visibility also amplifies negative reviews, which can quickly gain traction and impact a business’s reputation. Therefore, this article will thoroughly analyze key customer expectations and propose effective strategies for businesses to leverage social media in customer service.

The rise of Real-time Engagement

Consumer expectations have changed as a result of social media’s immediacy, with a growing desire for prompt responses. Given their large presence, these platforms have become a shopping medium in Vietnam since it’s easy for both merchants and consumers to interact and complete transactions. According to a survey conducted by market research firm Decision Lab and the non-profit trade association MMA Vietnam, 72% said they adopted social commerce because it’s “convenient” to use. Most customers are going to social media to inquire about products, request support with orders, and expect engagement at any time of the day, demanding a 24/7 service model.

Transparency and Visibility

Vietnamese customers frequently interact with brands on social media by sharing, liking, and commenting on posts, making customer service interactions highly visible to a broader audience. Thus, these platforms are a common place for them to leave reviews and feedback about products and services. The majority check business fan page reviews before placing a purchase; 68% go through customer reviews; 58% ask friends and relatives for recommendations; 50% chat with the owners; and 34% use a trial-and-error technique. Correspondingly, consumers feel heard, visible, and appreciated when the brand engages publicly. Also, they expect honest and clear communication.

Challenges and Opportunities

Although social media offers businesses a better approach to customers, it also increases customer standards about the service as well. Therefore, if the business doesn’t communicate well or does not respond to customer issues quickly, the customer will switch to a rival company with better care and support. Especially when social media can also be very tricky for consumers. There were cases where the products did not match the photos posted on the merchant’s social media account and trust became a big concern for customers. In short, a single negative comment or unresolved issue can quickly escalate, attract the attention of other customers, and even go viral.

Social media platforms and public interactions have emerged as critical components of customer care, revolutionizing the way businesses interact with their audience. To adapt to real-time communication expectations, businesses need to prioritize agility in their customer service operations, transparency, and proactive engagement, making sure to respond quickly and effectively to keep customers happy and loyal. For instance, establish of 24/7 customer support staff or leverage automated solutions such as chatbots to provide uninterrupted assistance and prompt responses.  

Particularly, in the real estate sector, where trust and accurate information are paramount, these strategies are especially critical to maintaining a competitive edge and ensuring customer satisfaction. Understanding customers’ insights and expectations, W Business Center always responds and updates customers to provide the best experience and service, and provides timely support, ensuring customer satisfaction.