It’s impossible to deny the critical role social media plays in business strategy. Although social media is now widely accepted as a marketing channel, businesses still struggle to leverage their full potential for customer service.
ICMI research suggests that more than two-thirds of contact centers believe that social media customer service is vital to leverage, but only 41% of contact centers currently offer social media support.
In recent research conducted by Harris Interactive, 69% of customers said they are willing to pay extra for a product or service with a respectable customer service reputation, while 86% expect companies to let them choose follow-up or proactive communication options.
Offering efficient social media customer service is a must to remain competitive in today’s ever-evolving digital markets.
Social Media in Contact Centers
It’s essential to strike a healthy balance between sales and service. In a similar study, 80% of customers reported that they think companies put more effort into selling product or services than offering good customer service.
Suppose you are using social media simply to promote your business but cannot offer customers the support they need. In this case, your social media strategy is not benefiting your business the way that it should.
Why cross-channel views of the customer are critical.
Have you even called a contact center and had to repeat the same information over and over again? Hate the feeling? So do your customers. If you are not leveraging the data available to you on social media to better the experience your customers have with you, you are putting your agents at a disadvantage; empowering employees with 360-degree customer data creates seamless and personal customer experiences.
Social Media as a Customer Service Channel
Contact centers that want to use social media as a customer service resource should ask and answer a few basic questions to guide them through these strategic steps.
WHERE?
Certain types of people gravitate toward particular social networks – a business must discover their customers’ preferred social media platforms. Run surveys, do research and investigate the most used communication channels to focus on in your contact center.
WHEN?
Analysis of social media platforms and customer demographics will reveal the days and times when your contact center is buzzing from social media requests. Leverage this data to ensure agents are ready during peak times.
WHO?
Responding quickly to inquiries and properly prioritizing customers and their concerns. Even customers who leave a positive comment should receive a prompt “thank you” to acknowledge them.
Bringing it all together
Offering customer service via social media is no longer negotiable, and bringing social into the contact center allows for more personalized, seamless service.