The Ultimate Guide to Customer Service on Social Media:
Why defining the ‘right relationship’ for your brand sits at the heart of your social media strategy.
Your customers expect excellent service on social media, but does your organisation have the correct processes in place to manage social customer service efficiently, whilst delivering a first class experience?
In this first chapter of an exciting series focusing on customer service on social media we explore the basics, to find out what it takes to fulfil your customers expectations.
Six reasons customers spend more if they are satisfied with customer service delivery on social media
Harvard Business Review recently reported that companies who developed social care capabilities improved year-on-year revenue per contact by 6.7%. In the same report entitled ‘Your Company Should Be Helping Customers on Social’ they found that at the opposite end of the scale, those that didn’t embrace social care saw a 12.1% decline – a compelling argument for biting the bullet and committing wholeheartedly to investing in social media channels and social customer service.
In this second chapter of our Ultimate Guide to Customer Service on Social Media we explore the importance of getting your social customer service right, to avoid impacts on your organisation’s bottom line.
Overcoming the barriers to deliver enterprise social customer service
Any discussion on counting the cost of failure in customer service and the impact of social media is likely to start with a song! A very specific song, written by Dave Carroll (now legendary) called “United breaks guitars”.
The Country and Western singer single handedly wiped $180million off the value of United Airlines when he escalated his customer service complaint – a broken guitar, to YouTube in the form of an engaging and bespoke piece of content targeted at the jugular of the airline brand.
In this third chapter of our Ultimate Guide to Customer Service on Social Media we explore the 5 key threats which could impact your social customer service delivery and ultimately have a negative effect on customer satisfaction.
How to develop and deliver a strategic roadmap for social customer care
Today, social media plays a critical role in the delivery of a coherent and successful customer service programme of activity. Jo Causon CEO of the Institute of Customer Service goes as far as stating “We have reached a point where social media is not just a necessary component of a credible customer service strategy but one which offers powerful insights that drive better innovation, co-creation and collaboration. To make this a reality social media needs to be a central part of a coherent, sustained and long-term focus on customer service strategy, something that many organisations are yet to do.”
In chapter 4 of the Ultimate Guide to Customer Service on Social Media we discuss how a roadmap can create a long-term focus to ensure your social media is a central and coherent part of your customer service delivery.
The five critical steps every successful customer service director should consider before giving your customer service social media delivery the green light
You understand the social media landscape…
You have assessed the nancial impact of your customer service approach…
You are aware of the risks of social media…
You have your strategic roadmap in place…
You are working hard to engrain social media into the DNA of your organisation….
…so now what?
It’s time to concentrate your efforts on making the plan a reality and managing the process to achieve your objectives to successfully deliver value for your business, organisation or brand. Managing social media requires diligence and attention to detail. It needs a exible approach to respond to the analytics and performance indicators that act as your compass for doing more of the same or changing your approach all together.
How to choose the right social media management tool for your organisation’s social customer care delivery
Social media is becoming one of the fastest growing channels for customer service delivery. Whilst the stats vary depending on which analyst’s report you read, they collectively show that contact centres are experiencing a growth in social media activity, ranging from 38-44% demonstrating the considerable evolution of social customer care.
In chapter 6 of the Ultimate Guide to Customer Service on Social Media we discuss the key considerations that need to be taken into account when selected a social media management tool for your organisation.
Within this guide you will find: