A Quick Guide to Social Customer Service: Making The Case
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Transcript of A Quick Guide to Social Customer Service: Making The Case
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A Quick Guide to Social Customer Service: Making The Case
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In the last few years, social communication has been a major marketing trend, but how do you leverage it as a customer service channel for your business? In the first of our series of 5 Quick Guides we explain how Social Customer Service is vital to success across multiple areas of your business. We explore how both you and your customers can benefit from a new style of customer care over social media.
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Making the Case for Social Customer Service
Social Customer Service is now fully established as a consumer requirement; millions of people are taking service issues to social channels as their preferred communication route. These questions and complaints are public, and the only real option available for businesses is how, not if, they will respond. The idea of one-way social marketing has become antiquated,
1. You can’t ignore Social Customer Servicebut despite this many businesses still fail to understand just how critical a serious Social Customer Service program has become. Listening is no longer an end, but rather a means to evaluating where you need to engage. If you find yourself justifying the cause for good social care, the best arguments come from your customers.
The first and absolutely most important thing you should do in social media is listen to your consumers/custom-
ers and answer their questions. You should work out how to do this before you figure out how to drive ‘likes’ on
Facebook, what content to produce or how to measure engagement. Because if you do this, consumers will
‘like’ the brand, rather than just the Facebook page
- Richard Stacy, Social Media Trainer, Social Media Architecture
“ “
Consumers Demand Social Customer Service
Social customer careusers who engage
every day
People who think socialmedia will become the next
tier of customer service
People who thinkcompanies should offercustomer support on their profiles
“I want to speak with a real person”
“We want to engage with you on the go”
#listentome
01 04
02 05
03 06
18-24 year olds who use social media for customer care
Social media users whoprefer to reach out to a
brand for customer serviceover social channels
Social customer careusers who engage severaltimes a month
59% 1/3
51%
78%63%
9%
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Due to the public nature of questions and complaints on social media, fear about brand damage and PR crises is one of the primary drivers for the creation of Social Customer Service teams. Social media demands a new approach to crisis, where corporate silence or PR statements fail to satisfy expectations
2. Your Reputation Depends on Social Customer Servicefor social brands. Delivering a high level of personalized engagement is the best way to combat negativity online, which ultimately affects the bottom line. Your social reputation is worth a great deal to your customers, and can affect how much they are worth to you.
Consumers that are affected by other customers’ comments on your page
1 negative customermessage in public can wipe
out the effect of up to 5positive ones
83%
88%
The Consequenses Of Ignoring Social Customer Service
01 04
02 05
06
96.5%
03Consumers who will beless likely to buy from you after seeing unanswered questions
Customers experiencingpositive social care are 4xmore likely to endorse you
than those who don’t
The biggest cause of1 decade of social media
crises was poor customerexperiences shared online
Social media users whohave abandoned a purchaseafter poor customer service
Sources:
NM Incite Report – The State of SocialCustomer Service
Zendesk – Complaining Ain’t Easy
Infosys – Power to The People
Conversocial - The Consequences of Ignoring Your Customers, A Survey of Consumer Expectations for Customer Service
on Social Media Platforms
Clickfox - Social Media as an Emerging Customer Service Channel
Altimeter - Social Readiness: How Advanced Companies Prepare
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Social Customer Service pays off. Satisfied social customers are more loyal to your brand, increasing lifetime customer value. By managing customers’ issues publicly on social channels, you can expand the reach of your team and reduce your cost to serve. On social media, agents can handle more queries, more rapidly, and customers can find solutions shared with others before they need to ask.
3. Your Customer Relationships will Benefit from Social Customer Service
Social is more efficientEncouraging customers to use social channels for customer care by offering a better experience can help reduce the cost to serve. 70% of consumers who use social media for customer service are likely to do so again if they are satisfied with their experience. But for those who try and have an unsatisfactory experience, only 41% will try again.*
According to a recent report from Gartner, the social CRM agent can manage four to eight times more high-value interactions, compared with a traditional, voice-based contact center agent.**
Sources:
* http://nmincite.com/wp-content/uploads/2012/10/NM-Incite-Report-The-State-of-Social-Customer-Service-2012.pdf
** Use This Beginner’s Guide to Outsourcing Social CRM
† Bain and Company, American Express
http://about.americanexpress.com/news/docs/2012x/AMEX_Service_Infographic.pdf
http://www.social-exposure.com/engaged-customer-spend-more-and-are-more-loyal/
Social increases customer valueCustomers who engage with your company on social channels are likely to spend 20-40% more than those who don’t.† Quality interaction is a major differentiator for most industries, and can set your offering apart from your competitors. While robust social customer care takes hold as the industry norm, companies have a major opportunity to stand out as customer-centric.
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Where are you now?
Elementary Explorer Advocate
Marketing
Inactive
No Resolution
Customer Service
Reactive
First Contact Resolution
Social Engagement Hub
Proactive
Pre-contact Resolution
We developed the Definitive Guide to Social Customer Service to help take your program to Advocate status, no matter where you fall on the maturity scale.
What do the experts say?
Source:
Altimeter: The Evolution of Social Business
The Six Stages of SocialBusiness Transformation.
PlanningListen &
Learn
Understand how customers use social
channels
Prioritize strategic goals where social can have
most impact
PresenceStake our
claim
Amplify existing marketing e�orts
Encourage sharing
EngagementDialog Deepens
Relationships
Drive consideration to
purchase
Provide direct support
Internal employee engagement
ConvergedBusinessis Social
Social drives transformation
Integrates social philosophy into all
aspects of the enterprise
FormalizedOrganiseFor Scale
Set governacefor social
Create discipline& process
Strategic businessgoals
StrategicBecome A
Social Business
Scale across business units
Moves into HR, Sales, Finance & Supply Chain
C-level Involvement
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You can download the complete Definitive Guide to Social Customer Service at: www.conversocial.com/social-customer-service
To find out more about how Conversocial can help you to deliver first-class Social Customer Service, get in touch with: [email protected]