Ashley Frazier

A review of today’s social customer service standards

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Before the digital transformation era, word-of-mouth is what people relied on to make purchase decisions. Today, the term has taken on a whole new meaning through the ever-evolving world of social media.

According to Social Media Today, 1 in 3 social media users prefer social media customer care services to telephone or email, and an astounding 70 percent of consumers have said that they have used social media for issues to do with customer service on at least one occasion.

Surprisingly, many companies have failed to invest in a social media customer service. But based on consumer data, it’s obvious social media is where your customers want to meet and interact with your business.

With that in mind, let’s take a look at the following social customer service standards every company, small or large, should consider.

Social Media is Another Support Channel

Social media offers direct access to new and existing customers. Platforms such as Twitter and Facebook have evolved to become much more than just communication platforms. Users take to social media to receive instant customer service, forcing companies to evaluate how to best leverage their company’s social accounts.

Remember that your social customer service support plan should solve customer problems and complaints, proactively provide customer assistance and encourage a cohesive customer experience.

Meet Your Customers Where They’re Socializing

One of the main challenges for companies providing social care is knowing where their customers are.

According to the Institute of Customer Service, one in every three customers turn to social media to seek advice or to communicate with your business. So it’s important to be where customers are already socializing.

One way to tackle the social customer service landscape is to provide a callback option via your social channels. A callback provides yet another path for your customers to connect with your business and builds a meaningful relationship through their preferred channel.

Social Media Doesn’t Have to Be a Dead-End

Many companies still haven’t figured out what is the ideal mix of channels to engage with their customers. Many times as soon as you become comfortable with supporting a dedicated customer channel, a new social media platform appears.

But before jumping in and learning how the latest social platforms work, determine if your user base is there. Only if your customers want you on a given platform should you move forward and expand your customer service team.

The reason being is to ensure that customers can reach you and they don’t encounter dead-ends on their customer journey. For social media, one of the best ways to prevent dead-ends is to provide customers a social callback, which allows your customers the ability to request an agent callback from your social pages.

Social Customer Service Must Be Consistent

The quality of your social customer care efforts should be consistent with the quality offered through your other digital and voice channels. And that starts with the agents. Your customer service agents must be knowledgeable and equipped to handle customer issues or questions coming through social.

By introducing regular training sessions and QA procedures, you’ll be confident that all your customer service agents will be successful, no matter the channel they work.

With more and more customers turning to social media for their customer service needs, it’s in your company’s best interest to implement a social strategy. By learning what channels your customers use, ramping your agents up to provide stellar social customer service and offering a CX solution like social callback, you’ll begin to see happier customers and higher brand loyalty.


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