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3 Steps to Secure Executive Support for Social Care

Jaclyn Fu
By Jaclyn Fu on Mar 16, 2017 2:08:09 PM

When it comes to getting raises, budget, and buying new social customer care platforms, numbers speak for themselves. If you want to bring your customer service organization into the 21st century, you’ll have to justify it with a very strong case.

Why? 

Because while to you may realize that it’s a no-brainer (the numbers don’t lie: Conversocial can deliver a 272% social care ROI), your executives may have different priorities. They may not share your urgency or understand why more investment needs to be made.

That’s why today, we’ll help you build a business case that snags their attention and gets you what you need. 


3 Steps to Get Executive Support for Social Customer Care: 


1. Put your sales hat on


Create a compelling argument for why you need social customer care that appeals to your executives, not just to you. A useful acronym to help you think in terms of what they want is the sales acronym WIIFM, or “what’s in it for me?”

That’s the question that your executives will be asking themselves when you propose a new idea or solution, and your argument needs to answer it directly. How do they stand to benefit from social care? How will it help them accomplish their own objectives? How will it make them look good? 

Take whatever it is that’s plaguing your organization - declining support metrics, outdated technology, and high-turnover - and apply it to something they care about.  

2. Grab their attention 

Next, tailor your message to your executive sponsor or budget-holder’s role. How you sell them on the idea of social care will vary. For example, the heads of success, sales, marketing, and finance all care about revenue, but in different ways, and with different terminology:

Chief Customer Officer / Head of Success: Likely, their priorities are in-line with yours: they want to decrease churn and increase renewals and revenue. Talk about how social customer care makes agents more effective and boosts positive outcomes, and how customer service is shifting towards social and away from legacy channels like voice and email: 

  • 37% of all Twitter mentions are customer service related yet only 3% are directed at brands - Conversocial
  • Customer service interactions over Twitter have increased 250% over the past two years - Conversocial
  • Social care agents are 167% more efficient than voice agents - TEI of Conversocial by Forrester Consulting
  • 32% of customers think voice is the most annoying form of customer service - Conversocial

Chief Revenue Officer: The chief revenue officer wants to increase sales, referrals, up-sells, cross-sells, as well as decrease churn. Share how social customer care increases customer satisfaction which makes them want to buy more and boost average revenue per customer (ARPU). 

  • Companies using social care see an estimated increase of $945,000+ in additional sales, retention, and brand value - Forrester
  • Customers are willing to pay more for services after receiving positive social care - Twitter
    • Airline customers: 3%
    • Food delivery customers: 20%
    • Telecommunication customers: 10%

Chief Marketing Officer: More and more marketing organizations are ROI-driven these days and making the case that social customer care reduces churn and thus decreases the amount that they must spend on acquiring new customers is a sure win. For example: 

  • It costs 7x more to acquire a new customer than to retain an existing one - Kapost
  • Social customer care increases retention by 7.5% - Forbes

Chief Financial Officer: The chief financial officer is interested in profitability. They’re often more risk-averse than the other officers, and look to protect revenue growth. She wants to hear about how social customer care is the future and how customers are abandoning organizations who don’t provide it: 

  • 54% of millennials, 50% of Gen-Xers, and 52% of baby boomers said that they stopped doing business because of poor customer service – Conversocial
  • Social care is 63% cheaper than phone support - Forrester

3. Make your case

Now that you have something to grab their attention, figure out how social care should be deployed in your organization. What training, headcount, or changes will need to be applied to make this actionable? Peruse the Definitive Guide to Social Customer Care and come up with a rough outline of what you’re proposing that’ll survive the first volley of questions, such as:

  • What are the risks? 

A: The risk of a social media blow-up is low for organizations that deploy with a social care playbook

  • What happens if we don’t do this? 

A: Our customers will continue to move to social media and messaging apps, our success teams’ effectiveness will decline, and we’ll see a negative revenue impact. 

  • What will it cost?

A: This is something that we’re going to have to explore, but solutions like Conversocial can deliver a 272% ROI according to Forrester's Total Economic Impact study of Conversocial and many organizations don’t need to deploy additional headcount to do this. Plus, it can be tested and then scaled up if it’s successful. 

Are you feeling convinced? We are, and we think your executives will be as well. There’s nothing left to do but get some time on their calendar and make your case.

Social customer care is the future for success organizations and there’s no path to becoming a high-performing #SocialFirst brand without being the squeaky wheel that asks for a little grease!

For a KO punch to your social customer service argument, down our our Total Economic Impact of Conversocial which was conducted by Forrester Consulting. Download report now. 
(Hint: Our customers are experiencing upwards of 272% ROI.) 

Topics: Best Practices, Thought Leadership

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