Responding to inquiries, quelling customer fears, and addressing complaints on social media has increasingly become the norm for brands. Although most brands may chalk this up to social media management, these tasks specifically fall into the category of Social Customer Service. Social Customer Service is basically extending your business’s traditional support avenue to social media. Customer service is no longer just one-on-one dialogue between an agent and a customer- it’s now a conversation that happens publicly- – either between one company and thousands of customers, or customers relying on each other for assistance.
While some companies excel at social customer service, others are doing themselves a major disservice by falling into these all too common pitfalls.
You’re not listening
Social listening is the process of understanding the online conversation about a company or brand, as well as its products and services. Most companies aren’t listening simply because they don’t know what to listen for. They find a few comments and base their entire strategy moving forward off of a one-off comment. Most companies also do what I call “backward listening” where they think they know what to listen for, so they create their own restrictions and skewed data. Instead, the approach should be to listen to everything within social conversations and find trending insights from that to determine what exactly your team should be paying attention to.
You’re not analyzing
Most brands on social media just go through the motions, answering questions as fast as they can and pushing content here and there. To be truly successful at social customer service, your brand needs to be able to assess trending issues to mitigate them. You should also be able to see how quickly those issues are being responded to and resolved. Also, by understanding metrics such as peak times, or common issues, you can anticipate increased volume, helping you to schedule staff appropriately.
You’re not acting
Metrics mean nothing if there’s no action behind them. Many companies use shiny charts and graphs to see where they are, but don’t do anything that reaps real impact. Going deep into your data can uncover operational issues within your business. Don’t underestimate the types of conversations that people are having about your business online. You may find product issues, or shipping issues that can be easily remedied, resulting in happy customers, and higher ROI.
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