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Chapter 3

The Challenges of Social Customer Service


While the opportunities in social customer service are tremendous, it also presents new challenges for brands.

Customer expectations have increased

Customer Service over Twitter has grown 2.5x in the last two years (Twitter Research). Also, brands who are early adopters such as Sprint, one of America’s largest telcos, saw a steady rise in volumes on Messenger with a corresponding decrease in volumes for Facebook posts—a 31% increase on engagements on private channel Messenger in comparison to the public postings on Facebook, to be exact.

Your Customers are Changing:

The barriers in the marketplace don’t exist anymore—the internet haschanged everything.

  • 52% of consumers have switched providers in the past year due to poor customer service (Accenture).

  • The estimated cost of customers switching due to poor service is $1.6 trillion (Accenture).

They are more connected than ever before.

  • The average US consumer spends 50 minutes on Facebook per day (Facebook).

  • The average user logs 1.72 hours per day on social platforms, which represents about 28 percent of all online activity (Adweek).

  • 30% of customers share positive reviews on social media and 69% share negative reviews on social media (Zendesk).

Customers demand more speed and simplicity.

  • 71% of consumers say that valuing their time is the most important thing a company can do to provide them with good service (Forrester).

Your Customers are Changing

Agents Face Challenges in Delivering the Best Social Customer Service

Noisy: Unlike other channels, agents must sift through a lot of content in order to identify customer service issues on social.

Confusing: Multiple public and private messages from a single customer are hard to track, and can get lost between agents.

Slow processes: Lack of efficient approval workflows mean slow, rigid and manual process with extra complexity when resolving an issue that requires involvement from other departments.

High stakes: A single error can result in a full-blown social media crisis.

Train your agents to be an extension of your brand’s voice.

Managers struggle to track KPIs or resource properly

  • Social customer care teams are getting bigger, but managers are stuck with slow and laborious processes to understand team performance.

  • Systems that focus on individual messages rather than the full conversation make ticket-based analytics impossible. Metrics including First Response Time, Customer Satisfaction Scores and Average Handling Time are essential for resource planning and team management.

  • Lack of security and approval tools require agents to slow down in order to follow inefficient reporting processes—such as tracking all activities in spreadsheets—negatively impacts SLAs and reduces quality of care.

  • Social agents are able to handle four to eight times more issues per hour than phone agents (Gartner)

  • Social costs less than $1 per interaction, compared to $6 per call for phone and $2.50 to $5 per email (NM Incite)

Busy? Take the Guide on the Go.