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!