In our previous blog post, in preparation for next weeks's Social Customer Service Summit, we looked at insight gained from the Top 10 Tweets at last year’s event.
In addition to sharing best practice, many brands also detailed how they personally deliver social care. Below we’ve outlined some great examples:
Comcast: Respond to Every Customer Equally
Last year, Kip Wetzel made it clear that Comcast’s approach is to deal with every actionable customer service issue equally, regardless of Klout score or any other indicator of influence. In fact, the general consensus was that Klout, and other numerical indicators of influence, are not useful for prioritizing service issues.
Zappos: Quick Response Time is Key
With expectations of a speedy response via social media, it’s no surprise that response times are a key priority for brands. Last year, Zappos outlined their SLA that, if met, would satisfy 67% of consumer response time expectations.
Internal goal of Zappos social customer service team is to reply <4 hrs. They also strive to provide replies in real-time. #csmcs— Bianca Buckridee (@blatantlybianca) October 23, 2012
Aero Mexico: Not Every Tweet is a Customer Service Issue
Recognizing that every Tweet does not require a response is key to providing effective social customer service. Brands can make use of features such as Conversocial’s priority inbox to identify actionable content and to ensure that customer service issues are resolved in a timely manner.
"Sometimes the best response is no response. You have to have the courage to make that call." #csmcs— Trish Allen (@TweetsR4Trish) October 23, 2012
Flight Center: Customers Appreciate Honesty
In the event of a social media crisis or a PR sensitive issue, customers really appreciate brands that are responsive, informative and honest.
An apology can often help avoid alienating customers further.
Media Temple: Social Service is Cheaper
Research has previously shown that traditional channels, such as telephone support, are often one of the most expensive channels for customer service.
It is therefore positive that brands such as Media Temple are achieving cost savings of up to 50% by handling customer service queries over Twitter.
General Motors: Volumes on Social Media are Significant
Last year General Motors reported that they were receiving up to 9,000 customer engagements per month, representing 5% of all customer service interactions, illustrating that social media as a preferred channel is growing.
Conversocial customer JackThreads has also seen high numbers of customer service interactions via social media, with over 10% of their customer service volumes being received on Facebook or Twitter.
General motors - 8-9k social media customer engagements a month which constitutes 5% of their customer interaction. #csmcs— Melissa King (@MelJKing) October 24, 2012
Are you attending this year’s Social Media for Customer Service Summit?
If so, let us know which brands you’re looking forward to hearing speak at the summit in the comments below and be sure to stop by the Conversocial stand on the day.