Businesses with mature social customer service programs are moving beyond optimizing their team performance. They are now breaking down internal silos and have adopted a new mindset; they view interactions on social media as one of the many steps in a customer journey – for a better, more unified view of the customer.
The customer journey is the path journey a customer goes through from initial contact to (hopefully) the engagement of a long-term relationship with a business. Social is a key touchpoint across the entire customer journey.
However, because of its fast-paced, public nature, social can be the most challenging point of contact for many businesses across the globe. Let’s take a look at how you can streamline and optimize the customer journey with social customer service.
1. Automatically route messages to folders for a holistic view. With the surging volume of social messages, it’s tough to identify the context of each message–so they often fall through the cracks. By using software that identifies the type of message (e.g. after-sales support, reimbursement, etc.) you can automatically sort them into the right folder. This helps you triage, so nothing is missed. It also divides conversations based on the touchpoint along the customer journey.
To top it off, category models help you figure out the stage of a customer journey and can provide instant context to a conversation. These models help to filter, route, and analyze data more quickly and effectively. For example, they help you understand more about the website experience or can determine basic emotions in customer feedback such as anger, happiness, and surprise.
2. Personalize conversations with customer profile notes. Across the entire customer journey, customers can reach out to you with a variety of questions, or simply complain about your product or service. Each time you interact with customers you learn something new about them. It would be a shame to let that valuable information go to waste, so make it a habit to store it. You can make this a very simple process; just add a note to a customer profile or push this information through your CRM system. UK telecom operator Tesco Mobile uses notes to add relevant customer details such as preferred channel, interests, and previous interactions.
On another note, chances are high different agents will interact with a customer, especially if you’re global and you’re covering support in multiple time zones. Customer profile notes and a CRM integration are great ways to keep information streamlined and up-to-date at all times.
3. Tag messages for proactive outreach. Customers expect more from you than just reactive social customer service; they want a highly personalized and relevant experience. To put this into practice, proactive support throughout the entire customer journey is what will set you apart. For example, Tesco Mobile doesn’t limit their strategy to responding to messages directed to them or resolving issue. Each time a customer reaches out to them that would benefit from a follow-up response, they label that message. Tagging these mentions allows reach out to a customer when they least expect it.
The telco provider also reaches out proactively with new offerings or to promote their self-service tools. In addition, they provide helpful tips (e.g. to promote their mobile app) to ensure customers get the most out of Tesco Mobile.
If you want to gain a leg up on competition, start with maturing your organization’s mindset about social customer service. Adopt a view of social media as a valuable channel or customer touchpoint within the entire customer journey to streamline customer feedback across your entire business, and ultimately, to improve the customer experience.
Social media provides you with endless opportunities to actually make this work!