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Best Practice Webinar: The Evolution of Social Customer Service from Dollar Shave Club and Beyond the Rack

Harry Rollason
By Harry Rollason on Apr 7, 2014 3:28:00 PM


In our latest social customer service webinar, Conversocial CEO & Founder Joshua March presented a live debate on “The Evolution of Social Customer Service for E-commerce”. He was joined by Beyond the Rack's Vice President of Customer Experience Dave Farrant and Social Media Representative Claudia D’Agostino, as well as Dollar Shave Club's Senior Vice President of Member Services Janet Song and Member Services Manager Joshua Park.

During the 40 minute discussion, our panelists provided insight on the evolution of social customer service for the e-commerce industry, looking into the impact it has had––and will continue to have––on business operations. Additionally both presenters set out a clear strategy and process model on how to deal with social media in the call center, critical to brands looking to get ahead in 2014.

One of the many interesting points discussed centered around the need to have a separate Twitter handle for social customer service. Our panelists were split in their approach to this question, with Dollar Shave Club having a separate handle and Beyond the Rack not.

While both approaches have their advantages, we often find that engaging in customer support from the primary brand account usually results in a significant increase in follower growth rate. Each of these earned followers becomes a potential recipient of future outbound marketing and promotional communications. But, by dividing the ownership of your social media presence between Customer Service and Marketing you can utilize more efficiently based on function.

As well as shedding light on how to tackle this issue our panelists also discussed a number of other topics, including:

  • Who should own social customer service within the organization for long-term business success
  • What are the most important characteristics to look for when hiring social agents
  • The greatest challenge social customer service currently presents and how to overcome this
  • What KPIs/metrics are important when measuring the impact of social customer service

Listen to this interactive debate, full of corporate best practices below.

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