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A Corporate Perspective on Social Customer Service from Beyond the Rack

Harry Rollason
By Harry Rollason on Jan 9, 2014 4:46:00 AM

beyond_the_rackWith 2013 at an end we thought it would be a good time to get a corporate perspective on social customer service from one of our clients. So we asked Claudia D’Agostino, Social Media Representative at Beyond the Rack, five quick questions about their journey thus far using social media as a customer service tool.  

This is what Claudia had to say;

What was the biggest challenge you faced whilst implementing your social media customer service strategy? And how did you overcome this?

Given that social is such a time-sensitive channel, our greatest challenge was meeting that requirement, and doing so in an organized fashion while using the various native services. Adding Conversocial to our social toolkit gave us visibility on overall traffic, enabled us to respond quickly, and most-importantly, to resolve customer issues.

What kind of change in volume are you seeing in consumer outreach over social as a customer service too—if any?

In our case, volume has not changed, but the mix of topics has. As we’ve become more socially engaged, we’ve seen the mix evolve from primarily issue-based inquiries to more positive, brand-enhancing conversations. Integrating social into our customer service toolkit raised our profile, encouraged customers to engage with us, and generally lifted our brand visibility via a combination of volume and publically visible issue resolutions.

What do you feel will be the biggest change to social media customer service in 2014?

The appearance and growth of newer channels like Google+, Instagram, etc., means that the social world will continue to expand, raising the bar for those companies who choose to stay fully engaged and on the cutting edge. In terms of brand preparedness, that depends on the industry. Trendier/younger industries attract more engaged customers and so will naturally be more inclined to stay on top of social trends than other industries.

If you had to give your overarching best practice for brands starting their social media customer service journey what would that be?

Start by listening; figure out where people are talking about you, then get into the conversation, gracefully. Don’t ruin the party. Embrace all feedback—especially the negative, never be defensive, always remember to listen, don’t do social PR, and be there when they need you.

Last, and by no means least, how has Conversocial helped you on your social customer service journey?

Conversocial is amazing because it’s easy, straight-forward, and organized. Great analytics, not too much unnecessarily granular detail, and a reasonable price.


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