The Business Case for Social Customer Service

By: Kate Zimmerman

August 10, 2016

Social Customer Care
Social Engagement
social listening
social media

We hear a lot about the importance of social customer service. Your customers are on social media and they aren’t afraid to share their feelings. There are countless stories of what can go wrong when a customer complaint on Twitter goes viral. But, there’s a lot more to social customer service than just responding to complaints.

Social customer service can be a key component of your organization-wide customer service and customer experience management programs. Here are 3 ways that it can help beyond your complainers.

1. Early Warning System

Using a social listening program, such as Engagor, you can track trends in your social media channels. One unhappy customer can be a nuisance, but if there is an underlying trend of consistently unhappy customers, social listening will identify it. You will be able to proactively address the problem instead of trying to retroactively resolve it.

For example, a couple of early adopters may express concerns about stability in a new shelf when you overload it. Identifying this early allows you to make adjustments or add warnings instead of waiting for an unsuspecting mother to rant on Facebook to her thousands of followers about a serious safety hazard. This type of early warning system can help save your company money and loyal users.

2. Create a Public Display of Resolution

Often times customers go to your social channels with a simple question. Answering this question publicly creates an example for others. When another customer comes to you with the same question, they will see your answer and prevent duplicate efforts. This also demonstrates to customers that you are responsive on social media, which encourages them to use social to contact you. You can prevent a costly call center resolution by substituting a social customer service one.

Additionally, if you see trends in the questions that you’re getting on social media, you can use them to guide your website’s Q&A section. There’s no better way to know what your customers want than to ask them directly, and social media is a great forum in which to do so.

3. Detect the Future

Using social listening in collaboration with your social customer efforts can also help your business detect future trends and business models. If your customers are making similar requests or commenting on one particular part of your business, this should help drive where your product or business is going.

For example, if a new salad marketed on your menu as locally sourced is garnering a lot of excitement on social media, you should look to expand your menu into more locally sourced items. Or, if customers love your latest smart phone but hate the battery life, your development team should already be hard at work to increase battery life in your next iteration.


Each of these benefits of social customer service will help increase the ROI that you are going to see from implementing a social customer service program. They will help save current customers, earn new ones, and make long term improvements to your business.

Want to make sure you can prove this success to your executive team? Check out this latest report from Constellation Research’s Dr. Natalie Petouhoff on the Economic Imperative of ROI for Social Customer Care.

Social Customer Service

Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.