A Guide to Social Customer Service

By: The Clarabridge Team

November 9, 2017

Tags:
Clarabridge Engage
Digital Customer Service
Marketing
Social Media
Social Customer Service

We’ve spent a lot of time talking about the evolution of customer service models and what that meant for both contact center agents and social media team members. While few can argue that the expertise and cost-savings of fielding customer service requests through social media aren’t needed- the execution of this initiative can throw off even the most seasoned operational experts, making it incredibly hard to let go and empower their teams to make the right calls. While every team is set up a bit differently, these are a few steps to help you loosen up the reigns for a seamless social customer service experience:

Step 1- Realizing you have the need

The first step is acknowledging that your customers and prospects are indeed relying on social media to address their concerns or inquiries. That said, not every social media team has the subject matter expertise or the bandwidth to assist customers in that regard. On the other hand, customer service agents may have to handle irritated customers who attempted to reach out on social and either was ignored or given the wrong information.

Step 2- Assessing your resources

Take a look at your state of your social media team. Are they able to address technical issues and concerns that aren’t on your company’s FAQ page? If so, are they equipped to do so in a timely fashion?

Step 3- Getting buy-in

If your social media team is seeing an influx of customer service inquiries, chances are your customer service team is also working overtime to field and address customer needs.  This is where the two team managers need to work closely together to clearly define how they can combine efforts and reduce costs. For instance – should the social media team be trained on common customer service issues? On the other hand, would customer service agents benefit from being able to help out customers via social media?

Step 4- Set them up for victory

Getting everyone on the same page is key for setting your team up for success. First, you need to define roles and how they may evolve or shift as a result of a social customer service initiative. Along with defining swim lanes, anyone engaging with customers on a public platform should always take into account your company’s voice and tone guidelines. This will ensure that no matter who is talking to the customer, they main standards.

Step 5- Benchmark for success

After your team is aligned on voice and tone, workflows, and other operational concerns – they need to have a clear idea of expectations. Whether increased CSAT scores or reducing response rates are key drivers in the success of your employees, these numbers should be based on facts. With the right tools, you’ll be able to measure customer sentiment along with employee efficiency to set the right goals for your team.

Pushing out the right content is a great start, but taking those conversations to the next level is crucial. Your team needs to be able to engage, listen and analyze customer needs for a seamless experience- both on and offline. If you’re ready to give efficient engagement and simplified social media a try, request a demo today.