Jump into Proactive Social Customer Service

By: Lisa Sigler

December 15, 2016

Social Customer Care
Social Engagement

Customer experience expert Blake Morgan recently published an article on Forbes.com called “Two Examples Of Proactive Social Customer Service.” In the piece, she writes about Tesco and Brooks Brothers, two brands with mature social customer care programs. But what if you are new to social customer care? Can you really provide proactive social customer service?

Maybe your marketing team is still trying to answer questions that come in on Twitter. Or if someone complains on your Facebook account, your social media manager scrambles to find someone to handle the issue. Perhaps you’re not using social to provide customer care at all. Reading about companies using social to proactively reach out to customers may leave you thinking, “We’re not ready for that!”

No kiddie pool

But if you want to do proactive social customer service, there’s no real benefit to taking baby steps. Jump right in so you can start getting the all the benefits:

  • Customer Satisfaction. Social is a fast, convenient way to communicate with customers, and to provide answers that help your whole customer community.
  • CX Insights. Your customers use social to talk to you and about you. Collecting and analyzing that feedback will give you a lot of information about how to make them happy.
  • Cost Savings. Customer service interactions over social channels cost around $1, versus $6 for a call through your call center.

Make a splash

You need to prepare your team if you are committed to proactive social customer service. They need to be trained on the tone of voice you expect, and the response times that are acceptable. You should develop workflows for transferring or escalating issues.

And, you need to give your social customer care agents the right tools. Social customer service platforms such as Clarabridge Engage help your team be proactive by helping them:

Find customers who are talking (all of them). Identify all conversations where your brand is being discussed—even if you aren’t specifically tagged. Then you can step in and make things right if there is a problem or concern.

Uncover relevant topics in the social feeds. If people are talking about topics related to your business, you can become part of that conversation even before they ask a question.

Engage with customers. Like the brands in Blake Morgan’s article, you can use social channels to check on your customers in near real-time. You’ll hear their honest, immediate reactions to their experience with you.

Define times for re-engagement or proactive outreach. You should follow up at the appropriate time with your customers, like Tesco and Brooks Brothers do. Your social customer service platform can even alert you when that follow-up is due.

Your customers will respond to a proactive social customer service strategy. Don’t just put your toe in the water with social customer service—go all in to save your company money and impress your customers.

Interested in more information on social customer service? Listen to our recent webinar with Forbes contributor Blake Morgan “Using Social Feedback to Improve the Customer Experience.”


Lisa Sigler is Senior Manager, Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. Today, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.