Best Practices For Building A Social Customer Care Team

By: Sofie De Beule

February 2, 2016

community forum
Customer Feedback
manage customer complaints
online knowledge hub
second-line customer service
self-service customer support
social customer service goals
social customer service team
social media-savvy
workflow optimisation

Missing an angry customer’s tweets or taking too much time to respond to customers on social quickly turns into losing customers–and ruining your business. Unfortunately, many brands are still behind the curve when it comes to effectively managing questions and complaints.

To efficiently handle a large influx of social media messages and prioritize which ones need a reply (and which don’t), you need a team of social media superheroes.

What are some of the best practices for building a kick-ass social customer care team?

1. Align goals across the company. Don’t jump into social customer care too quickly. First, before you start building your social media team, make sure your goals are closely aligned with the entire organization. You won’t believe how much valuable know-how your colleagues from other departments will have to share! At a later stage, as you’re mastering social customer care, you can even think about providing your colleagues with access to your social customer care tool.

2. Recruit people internally. Don’t search too far for people to staff your social media team; look for social media-savvy employees in your company that already posses a level of product knowledge. In a later stage, you can expand your team and/or optimize workflows as your workload increases.

3. Divide and lighten your team’s workload. If you want to achieve immediate success and become highly cost-effective, make sure you divide and conquer the case load quickly. Depending on what’s most useful to your company, make the distinction between first and second-line social customer care. First-line social customer care agents have a general product knowledge. Second-line care agents process more technical background knowledge.

4. Identify & resolve pain points. Clearly communicate your team’s targets and be as transparent as possible on the goals each team member has to achieve. Document these goals (e.g. “What is the response time each team member should strive towards?”), and manage your team members’ expectations as you go to improve efficiency and ensure quality responses.

5. Implement customer feedback. Don’t just promise you will implement your customers’ feedback on social, prove you can act on it too! Close the loop with your customers. A good way to start is to build out your FAQ and online knowledge hub. Allow customers to help themselves out (or even help each other out with the help of a community forum) with self-service customer support–you will be amazed by how much this will lighten your load.

Your business can no longer afford to ignore social customer care. To build a winning social customer care team and achieve the most success, you need the right process, the right people, and the right products.

Download our new eBook, “Building A Social Customer Care Team” for even more tips on how to build social customer care teams who communicate meaningfully and engage confidently with customers.