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Unlock the voice of your customers

Pillars of Social Media Customer Service

Proc
ess
Timeliness
Following Up
Training
Social CS
Team
Feedback
Mechanism
Sticking to the
right channel
Make use of

Quality of
Response
Humanizing
the
responses
Acknowledg
ing
Mistakes
Tone of
Voice
Empathizing
with

Empowering
Social
Media
Agents
Reactive CRM
enrichment
Proactive
CRM
enrichment

Best Practices Process

Process - Timeliness
Customers judge a brand on the
timeliness of their response on
Social Media

53% of customers who ask a


brand a question on social media
expect a response within 1 hour
regardless of when they posted

This percentage rises to 72% if


its a
complaint.

Source : https://www.brandwatch.com/2015/02/marketing-provide-greatcustomer-service-via- social/

Process Follow up
Good practice to follow up
with the customer postresolution

Shows that the brand cares about


customer
issues being actually
resolved rather than just their own
TATs and SLAs

If the customer is happy post


resolution, may also write positive
things about the brand in response

Process Training Social CS Team


Social Media CS representatives are
the face of the brand not just to one
customer but thousands of existing
and probable customers
Social CS reps should be trained as
much as on-field CS reps if not
more
Training helps in the CS team
imbibing the culture of putting
customer first always!

Key things to train Social


CS team on

Communicat
ion Skills
Verbal and
Written

Custom
er
Centrici
ty
Ability to
Personalit
asses
y
individuals
developm
and
ent
situations
Internal
Process
es
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Process Feedback Mechanism


Proactively gathering feedback about customers interaction on social
media can reveal
some key insights
Feedback from social media interactions can be integrated with
centralized feedback
system to have a holistic view

Email
Surveys

SMS
Receipt
Surveys Surveys

Tablet
Mobile
Surveys Feedback

Call
Center

Website
IVR
Intercepts Feedback

QR
Codes

Soci
al
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Process Making use of knowledge base


Pointing the customers to the right
resources (FAQs etc.) can help save
time for both brands and customers
In a survey by Coleman Parkes, an
overwhelming 91% wanted to use
an online knowledge base if it
were available and tailored to
their needs
It can help you cut down on support
tickets, deliver faster customer
service and make your customers

Process Sticking to same channel


Customer has opted to reach out
to brand on a particular channel
for a reason (ease, perception
etc.). Try and stick to the same
channel as far as possible.
For eg. If the customer has made a
FB post, taking the conversation to
DM is fine but asking him/her to
email might frustrate him more.
Post resolution, follow-up on the
same channel (on FB post for
above example). This will let others

Best Practices Quality of Response

Quality of Response Humanizing the responses


(1/2)
People tend to favour dealing
with other people rather than
with companies
An automated reply means you
havent taken time to understand
the issue and dont value the
customers input
It's also easy for customers to rant
at what they perceive to be a
faceless online entity
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Quality of Response Humanizing the responses


(2/2)
Humanize the responses by using
customer names, signatures/names
of customer service representatives
etc.)
Give a feeling that customer is
talking to a human and not a bot by
replacing We by I and using
words such as Personally
Some young brands have also
started using relevant (mostly
funny) GIFs to get the message

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Quality of Response Acknowledging Mistakes


Apologizing for mistakes shows that
you take ownership and prevents
the customer from continuing to
blame brand for the issue
Apologies need to be genuine.
People are quick to highlight
apologies that appear to have been
copied and pasted from a script or
that lack emotion
Be creative while apologizing
(depending on the severity of the
issue) to show the customer that it

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Quality of Response Tone of Voice


Tone of Voice depends on the kind
of image the Brand wants to
maintain on social media. The key
is to strike a right balance between
being overly formal and overly
friendly
A good approach would be to
match customers tone of
voice
There are a few easy cues you can
practice spotting in any social
media message
Does the customer use emoticons, exclamation points,
hashtags and slang? (This is a green light for you to

When
customer is
frustrated,
brand takes a
formal and
an
empathetic
tone
When
customer is
happy but
not supercasual,
brand
reciprocates
When
customer is
casual,
brand
resorts1 to a
funky 4

Quality of Response Empathizing with customers


Empathizing goes a long way in
pacifying angry customers
Usage of words like feel, felt,
found etc. is a proven model to
convey understanding and empathy
to customers.
A few Phrases That Convey
Empathy to
Customers
I can understand how frustrating it is when your Widget
breaks down.
I realize how complicated it is to
I cannot imagine how upsetting it is to
I know how confusing it must be when
We want to get to the bottom of this just as much as you

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Quality of Response A few other tips


Wherever possible, try and provide
a rough timeline to the customer as
to when can they hear back from
you (not necessarily with a
resolution). This will prevent
customers from writing back again
and again.

A few Brands known for their


Customer Service

Try and maintain the same brand


persona across channels
Do not hide messages
Respond to all the conversation

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Best Practices Empowering Social CS Team

Empowering Social CS Teams CRM Enrichment


Allows your CRM to seamlessly talk to OneDirect.
Social media agents can check existing SRs for the
same customer
Equips agents with a lot of context and avoids bland
first responses asking for details.
Allows agents to create SRs on CRM through OneDirect
eliminating duplication of efforts and enabling faster
resolution through CRMs escalation matrix

Reduced query turnover times (TATs) on


social media

Translat
es
to

Better customer experience

Reactive CRM
Enrichment

Proactive CRM
Enrichment

Run your all your customer email IDs/Phone


nos through OneDirect Social Persona API to
know the social profiles of these customers
Store customers social personal details
(twitter handle, facebook profile etc. in your
CRM)
Next time this customer connects with you,
identify your
customer instantly without asking for any
details

Reduced length of conversation threads

Integrate your CRM with


OneDirect
Next time this customer writes to you on social
media, store his or her details in the CRM
Give access regarding all of customers interaction
with the brand (irrespective of channels) to the
social media customer representative through
OneDirect and help the representative understand
customer better

Other examples of Brands nailing customer


service through social media

Netflix deals with an angry customer in its own way


The
Tweet

The
Result

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0

The reason why Amazons CS is so famous

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