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Secure and Seamless Social Customer Service Training: Approval, Escalation & Response Maps

Marie Rose
By Marie Rose on Aug 17, 2012 3:08:00 PM

Bitesize - The Definitive Guide to Social Customer Service: Part 8/10


Here's part eight from the series of bitesize posts from our 'Definitive Guide to Social Customer Service', a practical handbook for executing a Social Customer Service program from the ground up. You can download the guide in full 
here.

Last week we looked at how to prepare your social media agents and mold them into a competent social customer service team. For these new teams, it will also be important to set up a process for approving outgoing messages and to give them the tools they need to make decisions on customer issues, before they become experts at delivering social customer service.

Establish an Approval Process Before “Going Live”

Like anything, becoming a social customer service expert takes time! So when new agents come on board, managers should set up a system to approve a new agent’s messages before they go public. How long this approval process goes on for is up to the discretion of the company, but a few weeks is usually suffice.

Create a Checklist For Crafting Responses

New social customer service agents can benefit greatly from a checklist of things to consider before posting a reply to a customer. A checklist can also help new agents to feel confident that they’ve covered all bases possible. When creating your list, consider the following checks:

  1. Think first before hitting reply!
  2. Solve issues in as few messages as possible.
  3. Keep communication public, unless discussing personal information.
  4. Mirror the positive enthusiasm of a customer, and show empathy when receiving a negative comment.
  5. Try and end all interactions on a positive note.
Formalize a Process For Escalating Problematic Messages

It’s important for a company to develop a plan for determining how different messages should be handled Sometimes messages will pop up that need to go straight to the Customer Service Manager. If a message could spark a public relations crisis, it will need to be brought to that team. A comprehensive plan will help to make all of these instances clear.

Given the extremely wide range of messages that come through social media, both immediate responses and escalation routes can be complicated, but everything you need to consider can be pulled together into a response map to help organize decision making. Altimeter has created a great example that you can base your own response map on:

Missed the last Bitesize post on Hiring and Training Your Social Customer Service Team? Check out Part 7/10. Or, move to Part 9/10 on How to Set (and Achieve) Your Social Customer Service Targets.

What kind of messages do you think deserve escalation? How do you think the approvals process should work? We’re interested to hear your opinions in the comments below.

Got any suggestions for what you’d like to hear from us? Send your thoughts to marie@conversocial.com or @Conversocial. We’re always looking for new ideas.

Topics: Best Practices, Customer Service, Crisis management

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