Magazine article CRM Magazine

Customer Service Gets Social

Magazine article CRM Magazine

Customer Service Gets Social

Article excerpt

YOUR CUSTOMERS' SOCIAL EXPECTATIONS

Customers today demand service the way they want it--through all channels, including social. Social media is a service channel built by customers on their terms.

Delighting customers via social channels means being able to forge a proactive relationship with them, where you listen, acknowledge, show empathy and are transparent.

WHAT YOU CAN EXPECT

When service inquiries are handled via social media, improvements are seen across service KPIs (2):

* Customer satisfaction: 14%

* Loyalty: 10%

* Likelihood to recommend: 13%

A SOUND STRATEGY STARTS WITH VISION

A key step in executing an effective social media strategy is to start with your vision for social customer service. Ask yourself and your team a few questions:

1. Where are we today with social customer service?

* Inactive

* Reactive

* Responsive

* Proactive

2. How far do we want to take our social customer service?

* Now

* Six months from now

* One year from now

3. How will we work across the organization to manage social customer service?

* Marketing

* Customer service

* A hybrid team

AVOID CRISIS THROUGH EARLY WARNING

Beyond improving your customer service metrics, there is additional value in social customer service. One of those benefits is leveraging social media as a way to see service storms rising and get ahead of them before they turn into a crisis. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.