Chapter 5: Creating a Social Customer Service Playbook

A social customer service playbook details processes for how different departments should transfer knowledge seamlessly to one another, and how social conversations should be engaged with securely by customer service agents. The playbook provides consistency across your team and creates processes that can be measured, refined and scaled. This playbook should be a go-to resource for agents, both trained and newly hired.

Checklist: What to include in a social customer service playbook

  • Why are you using social media and how does this tie into your company's goals?

Social customer service needs to align with your high level business goals and your playbook should explain that this initiative is an important one. Agents need to be trusted with flexibility to manage an ever-changing channel with limited time to act, but that doesn’t mean you shouldn’t provide guidance. Key motivators and priorities will help empower your team to make the best judgment while delivering fast service to your customers. 

  • Introduction to social platforms 

If you’re bringing in agents from other areas of the contact center, it is best to include details of your goals for the different platforms you are using and to explain how customer service over public channels differs from what they may be used to. 

  • Processes agents should be following

Clearly explain the steps for processing a customer message, including how to respond, what data to record such as sentiment and categories, and when to archive. Document response escalation and crisis processes so they are accessible to every agent.

  • Tone of voice

Describe the brand personality you’d like agents to convey during their engagement with customers to form a guiding principle. 

  • Do's and don'ts for engagement

Being explicit with examples of the responses that would and would not fit the brand is a good way to demonstrate tone of voice guidelines and avoid misinterpretation

  • Example resources

Providing example responses to common customer issues can help your team to understand how to craft their own. It is important that agents use these guides in conjunction with tone-of-voice guidelines, rather than templates to be copied directly. Due to the public nature of social, customers will notice if agents are copying and pasting their responses. Authenticity is essential for a good customer experience.

  • A list of resources to find support information

Your agents’ go-to resource should include anything from knowledge-base articles and how-to videos to solutions posted a branded community. Linking to this existing content can help your team shorten response times and remain relevant.

  • Contact details for relevant internal contacts 

Ensure that the playbook has a complete directory of stakeholders that may need to be involved in different customer service needs or social situations. 

Do Organizations Need a Separate Twitter Handle to Deliver Effective Social Customer Service?

A common debate amongst social customer service professionals is whether organizations should have a dedicated service handle, or if they should deliver customer service from their primary Twitter handle. Companies have been successful with both approaches, meaning that there is no clear-cut answer—but instead a series of pros and cons. Choose the approach that makes the most sense for your organization.

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