7 Steps to Manage Social Customer Feedback

By: Sofie De Beule

September 14, 2016

Tags:
customer feedback management
customer service FAQ
internal feedback management
issue resolution
self-service customer support
social customer data
social media volume

The most interesting (and equally overwhelming) part of social media is the potential to learn first-hand what customers are struggling with and complaining about. Social media teams usually are the first ones to pick up on pressing, urgent issues such as product or website fails.

It’s pivotal to immediately implement customer feedback–make sure you have a sound internal feedback management and improvement process in place to take the necessary steps and make significant changes to your business.

Below you can find the 7 crucial steps you need to go through to turn customer feedback into action items to reduce the volume of incoming social media mentions and improve your business.

1. Inform and educate internal stakeholders on the importance. When it comes to internal feedback management, make sure you get every department on the same page. Getting buy-in from higher management is key to make sure issues are being resolved in a timely manner.

2. Determine the type of issue and level of importance. Analyze which type of customer feedback needs to go to which department to make make sure the right person is able to easily follow up on it. For example, make an agreement that complex billing issues need to go to your financial department. Make sure you also determine the level of urgency. So for each type of feedback, create labels such a “major”, “average”, “minor” to assess the level of importance.

3. Identify most recurring issues. Create a dashboard that labels your most recurring tags (e.g. such as billing issues, network fails, product deficiencies, etc.). Draw up a list of your top 10 questions on a weekly basis.

4. Measure the number of people complaining about each individual issue. Make an effort to label mentions about a specific issue to ensure you have a realistic overview of your current issues and even detect underlying ones. In some cases social media can be a true whistleblower.

5. Consistently adjust your FAQs. Add recurring questions that require a straightforward answer in your FAQs. It’s vital to continue to update your online knowledge hub so you can easily direct your customers to it with links. In case of a recurring issue that customers continue to complain about, think about creating a specific marketing campaign to help relieve some of those frustrations. For example, if you’ve dealt with quite a few complaints about billing issues, make sure that (once the process of invoicing has become a lot smoother) you promote this in a marketing campaign.

6. Escalate large issues immediately. In case of any larger issues, which are usually picked up by second-line customer support, escalate this to the relevant department. Major issues such as mistakes in manuals, production errors, etc. should be flagged immediately. They can often cause serious damage to how your customers perceive your business. In case urgent issues are being raised that require immediate follow-up, make sure you communicate these specific complaints to the person in the company who is most equipped to solve them.

7. Proactively ask for internal feedback. Hold regular meetings and proactively ask for company-wide feedback and ideas from any department or level of employee in the company.

Close the loop with your customers and make sure you actively implement feedback to improve your business and reduce the number of complaints and issues.


Sofie De Beule is Content Marketing Specialist at Clarabridge. She helps establish Clarabridge as a thought leader for Social Customer Service and Customer Experience. Sofie’s an Engagor expert, Clarabridge’s best-in-class social customer service solution, inspiring brands on how to manage and get their social customer service program off the ground. Sofie holds a bachelor’s degree in Public Relations & International Marketing from Artevelde University College Ghent. Read more from Sofie on Twitter @sofiedbeule.

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