Is Your Social Customer Service Best-In-Class? Seven Questions To Ask

Whether we like it or not (no pun intended), social media has quickly become an integral part of customer service. However, studies continue to show that up to a third of consumers who contact a brand on social never even get a response.

It’s time to step up, meet those growing customer expectations and become a class leader in social customer service. Here are seven questions to ask to help evaluate your own social customer service programme:

Q: Why are your customers reaching out to you across social channels?

A: Customer channel preference often depends on the complexity and urgency of the situation. A quick tweet or post can sometimes resolve a simple issue, whereas customers may turn to alternate channels for complex or personal queries. Often, social channels are used as a ‘channel of last resort’, where other channels have already failed them. It is important to understand customer preferences and create an omni-channel strategy that works across your customer service provision.

Q: Are you really listening to your customers across social channels?

A: Brands must gain a solid understanding of the Voice of their Customer (VOC) across social media. What are the key conversations and the trending topics? What are your customers and influencers discussing about your brand, products and services in the public domain? Set up a social wallboard that highlights breaking customer issues to you in real time and use reporting to learn from historical social conversations.

Q: Can we cut through the noise and get to the most important mentions?

A: Part of the challenge with social media is the sheer volume of social ‘noise’ that can be created across channels like Twitter and Facebook. It is vitally important to be able to set up workflow that can identify specific types of mention and prioritise a response. Filters that remove noise and retweets can really help optimise your social engagement. Similarly, highlighting high authority mentions or identifying posts from key customers or top influencers will help you manage your social activity more effectively.

Q: Do you have a comprehensive set of social media engagement guidelines?

A: Engagement guidelines are essential to cover all types of social responses, for both positive and negative mentions. Do you have guidelines covering tone of voice across social channels? Do you have a supervisor approval process if agents want to ‘risk’ some humour or engage more personally with a customer? Automated responses can also be developed to save time and reduce risk for certain types of social interaction. Also, make sure you have a comprehensive audit trail of all mentions and replies for full accountability!

Q: Do you have full command and control over your social media team?

The majority of social media interactions are in the public domain. Do you have full control over your social customer service team? Make sure you are able to define a range of permissions for each social agent, including restrictions on access for any social platform you use. Ideally, get a supervisor dashboard that can highlight every agent interaction in real time and make use of supervisor approval loops. Various features are now available to give you full control over when and how your agents interact over social… make use of them!

Q: Are you monitoring and measuring the right KPIs across social media?

Forty-two percent of consumers expect a response from brands within an hour on social media. Are you measuring the percentage of mentions that you respond to and how long those responses take? When measuring performance, make sure you distinguish between time-to-answer ‘from published’ and ‘from assigned’. You can only really measure and compare agent performance from time assigned (not published). You should also be able to compare response times across channel and across different ‘types’ of social activity. If you really want to be best-in-class, make sure you measure resolutions and track customer satisfaction scores across social.

Q: Can you track the customer journey across all digital channels?

Statistics show that sixty one percent of customers have to interact with a company on more than one channel to get their issue resolved. Are you able to move seamlessly across channel and keep track of ‘threaded’ customer conversations? Best practice across social now involves moving customers from public to private channels, from within the same platform and within the same team. This enables you to keep track of the customer journey and provide the best level of customer service, across all digital channels. It also allows you to build digital customer profiles over social channels, email and web chat.

To understand more about how we can help you reach best-in-class customer service provision across social media, please use the contact form below to get in touch!

FCA Guidelines: How to Switch between Social Media and Email Effectively

We enjoyed reading this recent blog from eConsultancy, where they discussed the recent guidance provided by the Financial Conduct Authority (FCA) on how financial services should use social media.

The most pertinent part for us was where they outline the major challenges on social and specifically on how to deliver effective social customer service, whilst complying with the banking regulations.

This paragraph sums it up well:

“When it comes to customer service, banking or credit card companies cannot ask for account information on social, not even via private or direct messages. So customers have to be directed to a secure email channel. This is of course not inherently social, but it does mean that a customer can safely provide information that will give an advisor access to their account.”

So, the need to respond to customers in the public domain… but, with the ability to move seamlessly from public to private (or social to email) channels? This shouldn’t be a big problem. But, unfortunately, this often means redirecting social customers to a completely separate email team that has very different SLAs (Service Level Agreements).

Currently, what we’re seeing time and again is a pro-active social team, responding to social enquiries within minutes. But, then passing that customer to an email team that may have an SLA of 24 hours. This may be acceptable for a pure email channel, but it is definitely NOT acceptable for social customers to wait 24 hours for responses within that channel!

The solution is to equip your social agents with the means to quickly identify enquiries on social and then to enable that transition to email (or web chat) through the same platform, from within the same team. Immediately, you get a social team that can manage the conversation across all digital channels and resolve enquiries more quickly and more effectively.

In addition, you have the opportunity to keep track of the customer journey and maintain consistency for your social customers, across channel. An audit trail will provide complete accountability for ‘threaded conversations’, where an enquiry that started on social, moved to email and back to social can be tracked, with associated KPIs (Key Performance Indicators).

If you’re in the financial services sector and looking for the best way to comply with the new FCA Guidelines for Social Media, then please take a closer look at DigiDesk. Use the contact form below to arrange a quick demo and we look forward to discussing best practice in (financial) social customer service with you!

ECCCSA Finalists Demonstrate Real Innovation in Social Customer Service

ECCCSA Finalists Demonstrate Real Innovation in Social Customer Service

It was great to be a part of the judging panel for the annual European Contact Centre and Customer Service Awards (ECCCSA) last week. We were treated to four excellent presentations from finalists, spanning both public and private sectors and representing technology, retail and financial services.

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The 10 Commandments of Effective Social Media Management

The need for an effective social media management strategy is becoming more and more important for brands. It is now vital that any business provides a credible presence across social channels like Twitter, Facebook and LinkedIn.

But, how do we find relevant content to post and build up a following on Twitter? What are the new rules of engagement in managing your Social profiles? Here, we take a look at 10 best practice tips for social media management:

1. Create a Creditable Profile

Do personalise your profile page, with a nice design, imaging and description of your business.

2. Monitor for Relevant Content

Use a ‘listening tool’ to search for and identify posts that would interest your targeted audience.

3. Build a list of Influencers and Industry Sources

When these guys post, there’s good potential to share independent, best practice news and advice.

4. Regularly Share your own Content

Work on a ratio of around 1 in 10, to promote your own blogs. Don’t be afraid to share older content.

5. Use a Tool to Post Content

It’s much easier to use a publishing tool to create and schedule posts, potentially across multiple profiles.

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12 Key Social Media Challenges for the Contact Centre

Over the past 5 years we have seen a revolution in social media, with our customers now demanding customer service across social channels like Twitter and Facebook. More than that, their expectations are high:

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Managing Social Conversations Across Digital Channels

We all know that primarily social media is designed to enable conversations in the public domain and we all know that ideally you should interact with your customers in the channel of their choice. However, sometimes a conversation that starts on social needs to be taken across to a more private channel, where customer details can be exchanged and issues resolved. Here, we are looking at the most effective way to manage a social conversation across public and private channels, within the same team, using the same platform.

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