Why Workflows Are the Foundation of an Excellent Social Customer Experience

By: Sofie De Beule

December 14, 2016

cross-functional collaboration
customer journey
issue resolution
social collaboration
social customer feedback
social customer service

Customers demand a reliable, seamless, and frictionless experience across all touchpoints. Because it’s still relatively new, social media can be a challenging point of contact in many ways. You need detailed workflows to help smooth up the process; they’re the starting point of building a world-class customer experience through your social channels.

Workflows come in many shapes. They allow you to organize and streamline your processes. Here’s how they add up to a better social customer experience:

Working towards a consolidated view of the customer.

First, see the bigger picture. Social media and social customer service rely on a myriad of departments. Organizations are often clueless what each department is doing, which can kill business growth. As a result, teams work in silos, and each department makes up its own set of priorities, often conflicting with one another.

Organizations start losing track of what’s most important: “How can we, as an organization, contribute and strive to better serve our customers?”

It all boils down to ownership. Businesses need to take control of their processes, get the right departments involved, and make sure workflows cater to every customer’s needs. To put the customer first, Sales, Marketing, Customer Service, R&D, and many more, need to get their heads together and create a consolidated view of their customer. Workflows come in handy to automate pushing information to your CRM system, keeping track of the customer journey, and gaining context for each conversation. As a nice little extra, getting these workflows in place will help motivate your team.

Collaboration to create a personalized service that outclasses expectations.

To provide a consistent customer experience on social, teamwork is critical. Businesses need to quickly pinpoint and troubleshoot (recurring) issues, and share feedback with relevant departments to enhance their product and service.

Sadly, in reality cross-functional collaboration is unusual. Social customer feedback rarely gets to the right departments, and social customer service is just run-of-the-mill. Typically, there are no workflows or processes in place to detect issues and actually follow through on them.

Customers don’t care what happens behind-the-scenes. They care for an easy service with a human approach. Workflows provide you with the processes to detect and solve any issue from A to Z, start to finish. What’s more, customers expect you to exceed their expectations, and reach out proactively once customer feedback is implemented.

Workflows can work wonders for your company – they allow you to empower your social customer service team and the relevant departments surrounding them to close the loop. From acknowledging an issue to getting the right people involved to help solve it, to looping back to your customer. Workflows are the basis of a social customer experience that goes the extra mile.

Sofie De Beule is Content Marketing Specialist at Clarabridge. She helps establish Clarabridge as a thought leader for Social Customer Service and Customer Experience. Sofie’s an Engagor expert, Clarabridge’s best-in-class social customer service solution, inspiring brands on how to manage and get their social customer service program off the ground. Sofie holds a bachelor’s degree in Public Relations & International Marketing from Artevelde University College Ghent. Read more from Sofie on Twitter @sofiedbeule.