How hhgregg and T-Mobile Netherlands have built Successful Social Service Teams
April 5, 2016
For larger companies, having one person manually go through all your social feedback and comments is a death wish. It simply doesn’t work – one person is unable to manually read through everything, figure out what to respond to, and then, effectively manage questions and complaints, responding and resolving issues in a timely manner. Many businesses realize this, and know they need a social care team to efficiently manage a large influx of social media messages and prioritize which messages need a reply.
The most successful teams are ones that help improve customer engagement, deliver a better customer experience, and allow their organization to meet their Service Level Agreements. Below we discuss the key roles of successful social care teams and show how two of our Clarabridge Engagor customers, hhgregg and T-Mobile Netherlands, have used social customer service to help meet their goals.
Manage social effectively: A dedicated team ensures social feedback and comments are routed to the right person to take immediate action, flagging high-priority messages. In 2015, hhgregg began looking for a technology platform that could act as a central hub for social customer service. They evaluated six tools and chose Engagor because of its real-time monitoring, publishing, and reporting capabilities, excellent customer support, competitive analysis capabilities, and user-friendly interface.
The team now uses Engagor to monitor and engage with customers across Facebook, Twitter, Instagram, and YouTube. The brand has about 8000 mentions each week, and with Engagor, they are able to filter out the spam and non-actionable posts, leaving them with around 500 posts that need to be responded to and acted on each week.
Communicate meaningfully: Use an authentic voice that resonates with your brand image, customers, and wider community. When T-Mobile Netherlands built their social customer service team, they took great care to find the right people for their social media team; a good social media agent must have an affinity for social media, the right tone of voice, and understand the rules of the game. Remember, you can’t simply pluck someone from customer support and expect them to be the perfect social media agent.
T-Mobile Netherlands looked both within and outside the company to get a good balance of skills for their new social team. They recruited people from their technical departments, who have a deep understanding of how their products work, and also hired new employees who were experienced in creating social personas.
Engage confidently: Be proactive and reactive, confident of your ability to create a positive, lasting impression on your customers. Before hhgregg built out their own internal social customer service team, they worked with an external agency to run their social care program. The agency manually scrolled through the brand’s social pages and picked out individual posts to respond to. They then took a screenshot of the post, emailed it over to the customer services team at hhgregg, and waited till they received an email reply detailing the appropriate resolution. The agency would then reach back out to the customer via social with an updated response on behalf of hhgregg.
This process wasn’t a sustainable solution for responding to increasing volumes of social feedback, didn’t allow the teams to respond back to the customer in a timely manner, didn’t empower the team to track trends and proactively respond to customer, and also meant the hhgregg team was removed from the customer and their community. With Engagor, hhgregg has been able to access one single hub to handle all social media complaints and positive comments, allowing the team to improve their average response times by 250%.
Measure intelligently: The right social customer service metrics will empower and motivate relevant stakeholders, but will also provide insight into what drives customer loyalty, spend, and engagement. hhgregg uses Engagor to create reports detailing metrics such as:
- How many customer service issues come through each month, along with their level of severity, the type of issue, and the type of follow-up action taken
- Average time to reply to a customer
- The number of unique customers who come through into social customer services
- The number of customer service mentions and what the biggest issues are
The insights team also uses Engagor to conduct competitive analysis and industry benchmarking. The team sends these reports to executive management to make sure that customer service is an exec-backed, company-wide program. The customer insights team also uses the reports to help improve services and performance of their warranty companies, delivery teams, and training programs.
Being able to quickly solve issues and respond to customers who are dissatisfied with a service or product makes or breaks your business. When customer complaints remain unanswered, the likelihood of churn increases, particularly when competitors are more receptive than you are to customer needs. Help your organization to realize the value of social customer service and build a successful team that helps to improve customer loyalty and satisfaction as part of your customer experience management program.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani