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Social Customer Service: How to be Responsible, Resourceful & Ready in Real-time

A recent Infographic got me thinking about what has and hasn’t changed in customer service thanks to social media. In fact I should have said what has still not changed and MUST change in the very near future.

If you feel that you haven’t made all the necessary changes to meet the challenges of the new social customers and their dem ands, then read on for four actions you should be taking to improve your customer service.

#1. Responsibility

Marketing, Sales and Customer Service all have contact with customers and therefore also responsibility for them. Today these departments must work more closely together to provide a seamless connection with the customer. They need to build on each other’s efforts to satisfy the customer, so that each customer perceives that there is one company working to delight him and that he is really important to them.

Action: Employees from all customer-facing departments need to meet regularly, at least monthly, to exchange and share their latest experiences and learnings. What are customers talking about, complaining about or dreaming of? What new opportunities are there to get ahead of competition in better satisfying these current or latent needs? Organise regular exchanges or “lunch & learn” sessions and if you work in the USA recognise your most active employees by signing them up in the “Most Engaged Employee Contest”.

#2. Resources

Most organisations underst and the importance of their customer, and we all know they are more than ever in control thanks to social media. However, few companies are investing in developing their customer centricity and keeping their customer database current. Business needs to start walking the talk so their customers notice and feel a difference in how they are being treated, listened to and satisfied.

Action: Did you know it costs about 8 times as much to acquire a new customer as it does to retain a current one? Review how you collect and store your customer information. Have you verified their details in the last year? Most companies have upwards of 28% of their database which is out-of-date; when did you last check your own level? Is data stored by br and or business unit? Integrate the information, so the connection with your customer is seamless, more intimate, knowledgeable and fulfilling for you both.

#3. Ready

Social Media connections are growing exponentially but is your organisation staying ahead of the curve?. Recent figures from the latest Burson Marsteller Global Social Media Check-up 2012 suggest there are more than 10 million references to major global companies on social media every month and more than half of these are are on Twitter. Companies need to be following these discussions in addition to responding to customers in the usual way through call centers, email or postal mail.

Action: Review and revise your care center resources and training. Ensure you have a sufficiently growing number of trained staff to be available when the customer most needs to contact you. Provide the customer service agents with the knowledge, information and authority to respond to customers on social media as well as over traditional contact means. Remember that nothing disappears on the web, so written responses need to be accurate, precise and appropriate. If not you may fall into a PR disaster similar to the one Nestlé found itself in on its Facebook page in early 2010.

#4. Real-time

Did you know that customers expect a more rapid response to queries than they are used to getting? This is driving them to non-traditional methods of interacting with customer service agents such as chat and social media. According to the latest State of the Industry report from Acxiom and Digiday 74% of companies cannot respond to customers in real-time. How have you changed your care centres to respond to this dem and?

Action: Review your current customer service practices to ensure you are responding to your customers’ dem ands in real-time or at least offering a short-term solution. Have you made your agents available 24/7 or found a way to propose an alternative solution to customers who might contact outside normal working hours but when they are most likely to need help with your product or service? Customers expect answers within one to four hours these days.

These are the four essential steps that most organisations have still not taken to respond to the new social customer and their increased dem ands. What are you waiting for?

If you have taken other steps to optimise your organisations customer centricity to respond to the dem ands of the social customer then please share them here.

For more information on customer connection, please check out our website: https://www.c3centricity.com/home/engage/

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