It’s impossible to deny the critical role social media plays in business strategy. While social media is now widely accepted as marketing channel, brands still grapple with the best way to leverage its full potential for customer service. ICMI research indicates that more than two-thirds of center leaders believe social media customer service is important, yet only 41% of contact centers currently offer social media support. Why the gap, and what are the long-term implications?
Countless brands simply don’t know where or how to start, and the lack of action could be driving customers to the competition. 2015 Harris Interactive research revealed that 69% of customers are willing to pay more for a product or service with a respectable customer service reputation. Even more staggering—86% of customers expect …show more content…
Before you dive in, consider these ten keys.
1. Customers: What are their preferences? What are they saying about your brand? What are they saying about your competition?
2. Contact types: Why will customers reach out you via social media? (To provide feedback/complaints, to check on product or delivery updates, etc.)
3. Access alternatives: Other than social, where will customers be able to reach you? How will you let them know?
4. Hours of response: Will you offer social service from 9am-5pm, 7am-7pm, or 24/7? Consider which hours make sense for your business and customers, and clearly communicate those hours to your customers.
5. Service level objectives: During those established hours, how quickly will you respond to customers? Do certain types of inquiries require a more urgent response? How will you prioritize?
6. Routing: What tools and processes do you need to identify, prioritize, and deliver customer questions and mentions to the appropriate team
Countless brands simply don’t know where or how to start, and the lack of action could be driving customers to the competition. 2015 Harris Interactive research revealed that 69% of customers are willing to pay more for a product or service with a respectable customer service reputation. Even more staggering—86% of customers expect …show more content…
Before you dive in, consider these ten keys.
1. Customers: What are their preferences? What are they saying about your brand? What are they saying about your competition?
2. Contact types: Why will customers reach out you via social media? (To provide feedback/complaints, to check on product or delivery updates, etc.)
3. Access alternatives: Other than social, where will customers be able to reach you? How will you let them know?
4. Hours of response: Will you offer social service from 9am-5pm, 7am-7pm, or 24/7? Consider which hours make sense for your business and customers, and clearly communicate those hours to your customers.
5. Service level objectives: During those established hours, how quickly will you respond to customers? Do certain types of inquiries require a more urgent response? How will you prioritize?
6. Routing: What tools and processes do you need to identify, prioritize, and deliver customer questions and mentions to the appropriate team