Social media platforms may have begun as a way for friends and family members to connect over the Web, but as e-commerce operations have evolved, resources such as Facebook, Twitter and LinkedIn have developed into valuable customer service arenas.
Many experts, including management thought leader Christopher Campbell, have even stated that social media support is a vital part of the modern customer support equation, pointing to its power as a brand development tool. Simply put, your contact center must have a proactive social media presence to complete your omnichannel strategy.
Of course, navigating the social media environment may not be intuitive in a customer service context, especially if you’re new to this part of brand management. Here are three key elements of social media service that will help your contact center build a stronger, more comprehensive support experience:
“Your contact center must have a proactive social media presence to complete your omnichannel strategy.”
- Monitor from every angle: Customer complaints, compliments and brand mentions are a everywhere in the social media landscape, and it’s up to you to pick out the tweets, posts and conversations that matter to your brand if you want to take full advantage of these outlets. This means that you must dedicate a portion of your contact center to continuously monitor these channels– an area in which, according to Forbes, many organizations fall short. For example, the source noted that only 29 percent of the top 50 retailers use Twitter to engage with their customers.Also keep in mind that new social media platforms are popping up every day, and consumers are shifting their preferences at a moment’s notice to keep up with the trends. Be sure to keep your brand on the cutting edge by developing a presence on Pinterest, Instagram and other outlets showing greater popularity.
- Connect across channels: Remember that although social media support is vital, it’s still only a part of the big picture when leading customers through their questions and concerns. You’ll be at an advantage if you can seamlessly bridge the gap between the social sphere and private lines of communication such as email or outbound phone calls, as this will surprise and please even the most critical social media users. As Forbes pointed out, the public nature of Facebook and Twitter can also serve to strengthen your brand image if satisfied customers post about their positive experiences.”In most cases, social media for retail companies should be considered a customer service communication tool, especially since a phone call is a one-to-one conversation, but social media creates a one-to-many conversation that everyone sees,” said Brian Chandler, president of Commonwealth Public Relations, according to the source
- Develop tech and training: While it may appear that social media service does not require the same level of investment as demanded by other, traditional support channels, don’t underestimate the power of extra technology and agent training resources – especially when diving into unexplored customer service territory. TechTarget pointed to DMG Consulting Research revealing that 80 percent of companies will underinvest in formal social media servicing capabilities for their contact centers in the years to come. Set yourself apart and strengthen your omnichannel approach through social media customer care.