To deliver a socially mature customer care strategy, there must be both Investment and Innovation. This chapter focuses on insights and practical tools you can use to demonstrate social care ROI and build the business case you need to propel your efforts to the next level.
Today’s customer has greater choice and voice than ever before. With low barriers to switch, fickle loyalties and eroding margins, many companies are recognizing that customer experience is a powerful and effective brand differentiator. Social has become a channel of choice for customers to connect on, and for brands to nurture customer relationships. It’s where businesses, large and small, can begin to build trust, innovate and revisit their humanity.
You have ambitious plans for how your brand can more conveniently engage with your mobile customers on social. You’re forward thinking, and recognize that the company needs to move as fast as the speed of digital to catch up. Your social engagement team may have started to make a tangible impact, but there’s more that can be done, and you need the resources to do it.
True success in social media customer service requires not only financial ‘buy-in’, but also dedicated time, human-power and executive leadership support. To determine what Investment you might need, take a moment to answer: