**This is part 3 in a 5-part series which will help readers understand where their brand falls on the Social Maturity Index and how they can ascend to leadership. To start at the beginning, click here.**
Let’s look more closely at the characteristics of socially Conservative brands.
Here’s the Social Maturity Index once more:
Conservative organizations typically have many layers of process management which can restrict their agents from providing effective social service. Even if armed with the correct tools, their templated responses can ring hollow and customers will grate under their unwillingness to innovate and help them find resolution. It also, more often than not, leads to the customer being diverted to a traditional channel to seek full issue resolution. Not great for the consumer or the business, especially when McKinsey found that customers who start and end their service journey on social have a satisfaction rate 15 percentage points higher than those that are deflected to traditional from social channels.
Large organizations are typically more risk averse and thus disinclined to provide the type of personalized social media engagement that their customers crave. Legalese and technical language creep into Conservative support team parlance and agents have a difficult time breaking out of their formal personalities. Yet, break out they must, for consumers expect brands to show some personality on social. Good social service is emphatic, whilst still remaining efficient in resolving the customer's issue. Less is often more, but the tone in which you say it is important.
At Conservative brands, marketing teams often still control social media tools. Where they own these tools, they’re often shackled by legacy systems that require complex integrations which are owned by many business units and operated and budgeted by IT organizations. At telecommunications companies, for example, there can be many different CRM systems for various wired and wireless product lines; at financial services companies like banks, information security requirements may weigh down the speed of resolution.
They key for Conservative care teams is to secure executive interest in social care solutions. It’s with top-down support that they’ll be able to clear out layers of bureaucracy and successfully partner with other business units to define their holistic social care approach.
Social maturity within Conservative organizations requires a mindset shift which opens the doors to innovation. Teams, managers, and tools must undergo reorganization to make social care faster and filled with personality, and it takes executive sponsorship to effect this change. Those executives will need to align with their peers to rewrite rules to allow restricted agents to offer customers more creative, personable, and social-friendly resolutions, and to partition social care agents off into a dedicated team.
This is one case where process can be used to fight process. Unshackle social care agents from their formal personalities with a social care playbook written in tandem with the Marketing and PR teams. This document should identify a clear brand personality, outline the nuances of different social media platforms, and define terms like ‘resolution’ as well as various social-focused key-performance-indicators (KPIs). These KPIs are key to building a case for the ROI of social care.
Social care is measured in minutes, not hours and agents can’t wait for laggy, back-end systems. Invest more heavily in a social care solution with a robust API that can integrate with many different systems in real time. Authenticating customers in-channel is a step in the right direction to solving channel deflection. At Conversocial this capability is called Social Bind. Social Bind offers a way to authenticate customers through private social channels without ever having the customer’s PII (Personally Identifiable Information) pass through the social network.
Conservative organizations can ascend to #SocialFirst leadership if they can eliminate internal barriers to innovation. This means finding sponsorship from executives who understand the value of social care, by defining new brand guidelines and metrics to measure success on social care, and by pushing through the necessary technology hurdles to make the social care system work at scale.
Conservatives who make it through this gauntlet will find themselves among the Contenders in social maturity, but the journey doesn’t end there—Leaders face their own, unique set of hurdles. To start your social journey today get in contact with Conversocial here.
Next up in this series is Part 4: How Contenders can evolve into Leaders