Linking social customer care to CX
August 26, 2016
Many businesses now use their social media channels to provide customer service. They have to—customers have realized that it is quick, easy, and public to reach out via Twitter or other social channels when they have a complaint. And when they do reach out, they expect an answer. But businesses may not recognize how closely linked social customer care is to the overall customer experience.
Social customer care builds relationships.
Social media is, at heart, a conversation. It provides a way for customers to interact with you. When you react quickly and authentically, it builds a real bond between your brand and your customers. It creates loyalty, encourages word-of-mouth promotion, and improves your brand reputation.
On the other hand, people who otherwise love your business may sour on you if they have a bad social experience. Customers don’t care that your billing department and your social customer care team are different parts of your org chart, after all. Every interaction is part of one customer experience for them.
Social customer care supplies a rich source of data.
The Forrester Research report, “Build Customer Relationships with Social Customer Care,” states that “Data from customer service can offer many insights, including the adoption of products and services.” You can use the data you capture from social media conversations with sales numbers, demographic data, and more to give you a better view of your business. Based on this information, you can improve your business. You can make changes to your products, services, or processes to provide an even better customer experience.
In addition, complaints coming through social can tip you off early to problems with your products, potentially saving you money in terms of recalls, fines, and even litigation.
Social customer care ties to business metrics.
Retention, churn, revenue, and brand recognition numbers can all be influenced by your social activities. You can look at the engagement rates across social channels to understand the customer journey. In addition, you can use reactions to your social interactions to drive changes to your training and staffing. In this way, social customer care can impact both your operational and strategic customer experience management.
Social customer care is not just a “nice-to-have.” It is a key component of your overall customer experience. The customer service you provide over your social channels must be thoughtfully planned and strategically implemented.
Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. She currently 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.