While the opportunities in social customer service are tremendous, there are also significant new challenges for brands.
Customer expectations have increased.
Customers have embraced social as a communication channel and brought it to companies along with their expectations for its use in customer service. Their first expectation is that companies should recognize their preference for engagement over social media and act accordingly. And, there is a growing force of numbers behind that expectation. Research from Forrester Consulting shows that between 2009 and 2014 the number of customers using Twitter for customer service has doubled from 11% to 22% (Forrester 2014) .
Social media customer service, and the new customer expectations that accompany it, have brought about a distinct shift in the balance of power between brands and their customers. Customers are more in control of the customer service process now than at any time before. But, there’s far more behind this power shift than customers’ demand that brands recognize their preference for social.
Your representatives face challenges delivering the best social customer service.
Living on social media is second nature for most of us now; it’s so easy and enjoyable that it’s often the first place we go to share news, views and information. Unfortunately, providing effective and efficient customer service via social poses new challenges both for agents, who must deal with customers in a new and more intimate manner, and managers, who must balance resources, costs and corporate goals.
For your team, social is:
Managers struggle to track KPIs & resource properly.
Managers bear responsibility for the entire customer service operation and must satisfy a number of competing goals and interests. These challenges are primarily technological and operational. Here are the most important ones:
But done correctly, social can be highly efficient and cost effective.
4-8x: Social agents are able to handle four to eight times more issues per hour than phone agents (Gartner)
The answer is a #SocialFirst approach.
We define our approach to social customer service as #SocialFirst. And, as the name suggests, it places social media at the center of customer engagement as both its foundation and its architecture.
#SocialFirst is about adopting social customer service and adapting to its culture with confidence and at scale to meet your customers where they are, on the channel they own. With a #SocialFirst strategy, brands can fully engage with their customers, provide fast and meaningful service, and gain a powerful differentiator that can result in a competitive advantage over their competitors.
#SocialFirst is more than a concept. It is a set of concrete and achievable goals that can guide brands toward social customer service success. We call those goals the Five Pillars of #SocialFirst.
The Five Pillars of #SocialFirst:
In the following sections, we explain processes and strategies that will help you build an effective and efficient social customer service operation—one that puts #SocialFirst