Great Online Customer Service Tips From Companies That Do It Well

The impression that people have of your business happens a few ways: through traditional advertising, through word of mouth, and through digital media.

The last item on the list is the newest -- and many would agree the most important. It's crucial to know what people are saying about your business online.

Check your yelp page

If you have the kind of business focused on food, retail, and other customer oriented services, it's probably the place that comes up in Google search when people are contemplating spending their money with you. Four stars? They'll stop in. One star and a bevy of complaints? They're more than likely passing you by.

Create a presence on Twitter and Facebook

That's not just the place where you promote your message and brand, it's also the place where your customers are talking to you. People aren't just dialing the phone anymore to ask questions and issue complaints -- and praise. They're leaving it out there in the open for all to see.

Talk back

On that note, realize that you have to respond to all feedback, both positive and negative, that's in the public sphere. Leaving it out there with no response creates the impression that you don't care.

But you do care. So keep reading.

Follow the example of retailers like Target, which never lets a comment go unanswered. Sometimes, they even respond in Spanish. Nordstrom and Macy's also top the list of businesses with effective use of social media.

Kill with kindness

The knee jerk response when someone fires unfair accusations at you, your staff, your product or your business practices is to fight fire with fire. Ignore that impulse. Instead, calmly respond to every criticism, no matter how off base it is. Apologize, even if it's not your fault. Explain the circumstances in a rational way.

Best case scenario, your fans will rush to your defense. Worst case scenario, you'll resonate as a responsive and compassionate brand, which is especially important to millennials. You don't want to be perceived as an impassive business facade.

Hire the best

Don't just hire people who are good at their job, hire people who understand how to treat customers well. "It's about embedding a customer service mentality throughout your organization. Many of today's most successful companies have figured out how to make their customers elated—and keep them coming back for more," according to AmericanExpress.com.

Other tips include: continuous training of employees on best practices, creating a culture so great inside the organization that bleeds into every interaction with the outside, reward people for great customer service, and

CLICK HERE for even more tips on creating and maintaining a successful customer service culture.