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The Customer Service Paradox: Why You Should Want More Complaints on Social

Lia Winograd
By Lia Winograd on Dec 20, 2016 2:04:37 PM

Brands have so much to gain from engaging with customers on social media: more cost effective customer service operations, access to valuable customers, and the opportunity to improve customer satisfaction and brand loyalty on an effortless channel.

“Customers are increasingly turning to social channels for care because of how easy it is to use—so shifting care volume from high-effort channels like phone or email towards social care will have a substantial positive impact on loyalty.”

—Joshua March, Conversocial CEO

So why haven’t some brands stepped up their social presence and began to engage consumers across these effortless channels?

Ironically, some brands still don’t experience enough volume on social to justify a noteworthy investment. Those brands that perceive this as a barrier, however, are missing out on the long-term benefits of shifting away large chunks of service volumes from the call center to a channel that permits faster, more human and more effective end-to-end customer service resolution.

At first glance increasing volume on a channel that your brand has to commit to servicing sounds like a paradox, but it ends up being a blessing in disguise for both brands and customers.

Have you done these 3 things to increase your social media customer service volume?

1) Baby Steps Go a Long Way: Create Dedicated "Help" Pages

Sounds simple, but creating dedicated “Help” handles on Twitter is a smart move for brands looking to be #SocialFirst and stand out from those companies that use social as a purely marketing and awareness driver. Not only do “Help” pages prevent dilution of messages to main accounts, but they also enable brands to go above and beyond for customers by segmenting the important, time-sensitive support issues from the general chatter.

A study by Simply Measured found that 99% of brands are on Twitter, but only 30% of them have a dedicated customer service handle. This study suggests that in January 2014, the dedicated support handles of brands on Twitter received more than 95,600 mentions, a 44% increase year-over-year, proving the increasing importance of effortless social customer service.

Quick tip: Despite your best efforts to promote support channels, customers might still share their thoughts on your main pages. Here is a great example of how American Express routes customers back to their primary support handle:

American Express Primary Support Handle

2) Visibility Pays Off: Market Your #SocialFirst Pages 

To maximize the use of your support handle, market it on your main Twitter handle to increase awareness, and insert your social media buttons on your corporate webpage. This will show customers that you are actually invested in social care and will facilitate their journey to reach you on social.

A couple of months ago Twitter released a “Click To Direct Message” button, making it significantly easier to turn a tweet private from a public. Twitter's new deep link to initiate a private conversation can be used anywhere—including on your webiste. 


This button that we’ve designed can be downloaded and used on your own site (Twitter's logo is subject to Twitter's branding guidelines). If you’d like use it on your own contact us page, download the file here. To create the link, just use: https://twitter.com/messages/compose?recipient_id={your_twitter_user_id}

For more detailed instructions, go to Twitter’s help center article on it here.

3) Transparency Is Key: Set the Right Expectations

KLM Social Customer Service Average Response Time

KLM is a great example of a brand that elevates its customer care team’s profile by posting their response time on their Twitter cover image even on their main handle, @KLM. Although it’s difficult to staff 24/7 support systems without having a large team all over the globe, brands that offer experiences inherently tied to stressful situations for customers -- such as airlines or travel companies -- should consider offering this type of service as well as keeping low response times.

But even if you don’t experience enough volume to justify 24/7 support, brands should communicate clearly when they’ll be able to help. This will also help managers adhere to the SLAs that they've defined for their team.

More Volume Drives More Experiences

Creating positive customer experiences on social can be a huge differentiator between companies that are building brand loyalty and those that are lagging behind. Brands that are holding themselves back because of low volumes haven’t fully grasped that creating these effortless experiences for customers will in turn have substantial positive impact on loyalty and retention.

For more information about Social Customer Service, contact us on socialfirst@conversocial.com or request a demo below.

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Topics: Best Practices, Customer Experience

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