Social Care: The Future of Customer Service

By: Susan Ganeshan

January 20, 2017

Clarabridge Engage
Customer Experience
Digital Customer Service
Social Media
Customer Engagement
Social Customer Service
Social Media Engagement
Social Media Management

Last year Clarabridge published this blog on critical statistics you should know about social customer service. Because service managers and social media managers like you are so hungry for information, this became one of our best-performing blogs. Clearly, social care is the future of customer service.

But still, I find daily that large popular brands aren’t doing social customer service—and if they are, they aren’t doing it right.

For example, the other day I went to MGM’s Facebook page to tell them I was disappointed by my interaction with staff at the new MGM Hotel and Casino at National Harbor. To my surprise, instead of talking with me on that channel, they provided me with an email address and asked me to email them.

Guess what? They lost me. I have feedback but I’m not desperate to share if it’s going to take more of my time.

How many customers have you lost because you asked them to channel-hop?  Most customers don’t care about what makes things easier for you—and they don’t want to be inconvenienced. So, in 2017, you should make a pledge: no more channel-hopping.  If a customer asks for support on Twitter, provide support on Twitter, either openly or by moving to direct message.  The same for Facebook, Instagram, and other platforms.

Channel-hopping is not the only problem. Another challenge most organization still face is that they don’t know how to build and expand their social team.  We can get you started with that project.

Keep in mind you’ll need a tool to help the team succeed.  We see many organizations start out with Hootsuite, but you’ll find you quickly outgrow it.  If you are going to embrace social as the future of customer service, you need a tool that does the following:

  • Finds every mention of your brand and your products
  • Routes traffic to people best able to handle the situation at hand
  • Monitors the support team success and helps them with alerts and reminders on when follow ups are due

Seems simple but there is a key to making this work.  Routing the traffic to the right person on the team takes proven, accurate natural language processing that supports the nuances of social media and the nuances of your business.

If you are reading this blog, then it’s pretty likely that the future of customer service in your company rides with you.  You have the ability to provide great service to customers at a fraction of the cost of phone based support.  So go out there and find the right tool for social customer care,  change your processes, and reduce costs.  Start today.

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