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Spotlight: The Importance of Proactive Social Customer Service

Harry Rollason
By Harry Rollason on Aug 22, 2016 5:33:00 PM

Drizzle, cool wind and dark clouds, just the height of another British summer. On this day, whilst in London for a week of meetings, I turned to Twitter for digital solace, moaning about the low temperatures and the persistent dampness. It was a throwaway message, I didn't expect anything more than a favorite, or maybe an acknowledgement from a fellow suffering Londoner/colleague. Instead I received a sympathetic tweet from unlikely source - a high street coffee chain. I was neither following them nor had any previous Twitter engagement with their handle, but the response welcomed and brightened my mood. They offered a voucher for a warm beverage of my choice. The gesture endeared me to the brand while subconsciously making me more likely to buy from them in the future. I didn’t realize it at the time but my Tweet was scooped up by a proactive search and recognized by that brand as an opportunity for customer engagement.

As social customer care grows and matures, many organizations are looking beyond delivering reactive customer services and looking to be proactive. This has the ability to enhance the customer experience, as well as getting you to the Holy Grail of social care, ROI. But there is a fine line to tread.

Read on for the transcript, or watch the video below. 

Harry:

Hi, guys. My name is Harry Rollason and I'm the Marketing Manager here at Conversocial. I'm joined today by Tamar Frumkin Brand and Content Manager, and we're going to talk to you a little bit about proactive social customer services.

 

So, one of the main features of customer service is the insight which you gain of your customers online. So this allows you to proactively engage and serve them on channels of their choice, like Facebook, Twitter, Instagram ...

Tamar:

You know, Harry, the other day I was on your Instagram and I noticed you had this really cute meme about a bagel. So, I also really love bagels, so I happened to pick up your favorite. This is a plain bagel, slightly toasted and a little scooped with plain cream cheese.

Harry:

Wow, Tamar, that's great. Thank you very much. Uh, yeah, I, really appreciate that.

Tamar:

Enjoy.

Harry:

So, anyway, where was I?

Tamar:

Uh, we were talking about the importance of proactive customer service on Facebook and Instagram ...

Harry:

That's right. So, yes, as I was saying, brands that proactively engage their customers on social media channels, have the ability to surprise and delight, but this goes a little bit further than just direct mentions. Brands can look for geo tags and various other options around it.

Tamar:

You know, Harry. I was also on Twitter, I have to say, and I saw that you were trying to get tickets to the Mets game that's coming up, but you were having issues with your internet. Long story short, I called your internet provider and sorted things out.

Harry:

Wow. Ok. 

Tamar:

I hope you don't mind sitting behind the dugout.

Harry:

That's amazing, Tamar. I mean, thank you so much, but how did you get that information about me?

Tamar:

Don't worry about it. Just say thank you.

Harry:

Okay, thank you. Um, so, as I was saying,  did you know that 37% of all messages on Twitter are customer service based, but only 3% of them are directed at the brand?

Tamar:

Harry, are you thirsty? You look a little dry.

Harry:

I mean yeah, sure, definitely.

Tamar:

All right, you drink up. Go on, I'll take this next part. So, one of the most important parts of proactive customer service is that when you have a problem or when there's a crisis, you can let your customers and your audience know what's going on. You can let them know that everything's taken care of and you'll let them know as soon as everything is better.

 

Oh, oish, Harry. Hey, everyone, we have a little schmear situation over here, but don't worry, I'm going to get it taken care of. Everything will be better. Oh, man, what a mess. Ah, right here.

Harry:

Ah, no. I think we're done here. 

Tamar:

But, Harry, you barely ate anything. Aren't you hungry? You're so thin.

Harry:

No, no, no, no, no, we're done.

 

 

Topics: Social Leaders, Customer Experience

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