Social Customer Care Experts Share Their Top Tips
November 5, 2015
Last week, 300 social customer care and customer experience (CX) professionals joined us in London for our inaugural C3 Europe event, held together with Clarabridge. We had a wide range of presentations, with inspiring case studies from Airbnb, JUST EAT, Traffic Scotland, E.ON, ADP, and B&Q.
Here are a few of the key takeaways and best practices our social media and social customer service professionals shared:
For Global Brands, It’s All About Prioritizing Social Messages
- Response time is a key indicator of how well you’re delivering customer service. Usually, only 20% of Twitter mentions about your brand need a response. If you’re dealing with a large influx of social media messages, wading through social media noise is a waste of time and money. To gauge the level of urgency for each mention (for example, if it relates to a real issue or you find yourself dealing with an influencer), you need to have the right context available in an instant. To track the mentions you need and respond only to those that matter, structure your data using labels.
- To scale your social media efforts and provide the best possible customer experience on social, take a close look at the volume of messages you’re tracking. Make sure you’re replying to everything that needs a response (and ignoring those that don’t).
To Prove the Value of Your Social Media Efforts Internally, Tell A Story
- One of the hardest things to get right as a social media team is reporting. In order to get your message across the company, prove the return on your social investment, and get everyone on the same page, use ‘internal storytelling’. This means that you prove the value of your efforts to your internal community. Tell that complex data story by using the right graphs that show what is meaningful for your brand. It’s guaranteed to bring instant excitement for your social media efforts across your company.
- Share your efforts by bringing your marketing and customer care team closer together. Avoid working in silos and organize regular meetings to touch base on your activities. If you want to build a comprehensive experience, you need to make sure both the social media team and the marketing team use the same tone of voice.
When Engaging With Your Customers on Social, Be Consistent
- The way you interact with your customers speaks volumes about your brand’s personality. To ensure a consistent message and make sure you deliver on the same experience, you can use response templates as a foundation to provide quick replies.
- With the right tone of voice and a clear engagement strategy to fall back on, you can turn any negative situation into a positive one. However, this doesn’t mean brands should play it safe. Although there are certain rules of engagement, simply being a “nice person” when engaging with customers isn’t going to cut it anymore. People don’t remember you for being nice, they remember exceptional experiences. The challenge for your brand is to maintain that balance between using a consistent and confident message, while standing out at the same time. Don’t be afraid to explore. Use social media analytics to determine what resonates with your audience.
Finding the right strategy to deliver social customer service is still a work in progress for many brands. The best way to approach this is to listen to your customers and find out what resonates the most. What stood out from all of the C3 Europe presentations is that you need to be bold, and make smart decisions. It’s okay to make mistakes along the way, as long as you learn from them. We hope you can join us next time for this outstanding event!