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Building an Engagement Machine - 3 Social Customer Service Processes

By Rachel Tran on Jul 30, 2013 12:41:00 PM

We’ve taken you through all the steps you need to set up a Social Engagement Hub, but how much do you know about the underlying foundations of a Social Customer Service program?

Building an Engagement Machine - 3 Social Customer Service Processes

Developing a customer service program for your social media channels has numerous unique requirements. Many of these aren’t encountered in traditional customer service settings and having a good understanding of the differences and what is needed on social as opposed to traditional channels is essential for you to run a smooth operation. So, what are the three main Social Customer Service processes?


As beneficial as using social for customer service can be, there is also the downside of the amount of noise it can bring to your inboxes – how are you going to separate this from urgent customer service queries?

A study of retailers using Conversocial found that only around 50% of social media messages merited an agent’s attention, and only 10% of these required a response. There’s a big chunk of messages to go through before you unearth the ones which needs to be replied to but, with the right tools and framework in place, the most important messages can be prioritized easily. Define a criteria for what your team needs to give their attention to first and the type of messages which warrant a response. Every company is different, but below is a framework you could use to help you identify what counts:


Resolving issues should be at the top of your list of priorities when dealing with customer service queries on social media, 30% of customers expect a response on Twitter within 1 hour. When resolution happens quickly and on the original channel of the message you will help ensure a positive customer experience.

Firstly, know who you are talking to. When customers come to you on social media they want to carry on their existing conversations with you, not start afresh. This is a big challenge in a multi-channel customer service world, but when you get it right you will be amongst the few companies who offer top level customer experience. Secondly, try and avoid redirecting customers off social channels. They usually choose to speak to you on social channels because they have exhausted all your other channels, the last thing they want is a response telling them to repeat themselves over the phone or with an email. If you are able to resolve the issue online, take up the opportunity to do it. Not only will you get to publically display your great customer service but any thanks given from your customers will also be visible for all to see.


As much as redirecting customers should be kept to a minimum, sometimes it is necessary when dealing with more sensitive issues. For sensitive or detailed customer issues that require escalation to another team member, it’s important to have clear processes in place so that your agents can easily handle incoming messages without confusion or delay. It might be helpful for your business to develop an escalation map that provides clear guidelines regarding which messages agents can respond to, which types of messages agents can’t immediately respond to and the methods in place for escalating messages. Your escalation map could look something similar to this:

Be sure to download part four of your free Quick Guide to Social Customer Service for a more indepth look at Building an Engagement Machine.

Topics: Customer Service

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