How to Nail Social Customer Service – What You Need to Know

Dóra Rapcsák
August 30, 2018
August 30, 2018
6 min read
#Customer Experience

Customer service is the lifeblood of any business: in fact, the way you support your customers can make or break your business.

Over the last years the rise of social media platforms has completely changed the face of customer service, paving the way for social customer service. Indeed, customers today can contact customer service departments via social media platforms as well.

And as the growing popularity of social media seems unstoppable, relying on social customer service is not an option anymore; it’s a must for forward-thinking businesses.

Below we’ve outlined how your business can nail social customer service. Make sure to check it out and take a deep dive into the new opportunities created by social media!

Create dedicated accounts on your social media platforms

Promoting your services via social media by showing customers that you actually care for them is a great strategy, however, we believe it’s best to keep your marketing messages separated from your customer queries.

If you’re serious about leveraging social customer service, then it may be a good idea to create a dedicated social media account to handle customer queries. By doing this, you’ll be able to increase your reputation and help your customer service team better manage your incoming queries.

When creating a separate account for social customer service purposes, always make sure to use your main account to let customers know where they can ask for help.

Create a process and assign the right team

Social customer service may sound like a piece of cake, but in reality, you’ll need clear processes and a dedicated team to successfully handle your social queries.

First of all, you’ll need to define KPIs for your social customer service. There’s no doubt that the most important KPI you’ll need to set and measure is reaction time. Always bear in mind that on your social media platforms customers can see how much time it takes for your business to respond to queries. In fact, according to Social Business News, 81% of Twitter users expect a same-day response to their questions and complaints, so you better keep this number low.

Furthermore, as customer queries and responses are visible to everyone on social media, you’ll need to have a team of customer service representatives who can decide on which queries should be resolved in public or private.

Finally, make sure to assign customer service reps to your social media platforms who are able to find the correct tone of voice. Don’t forget that the language used on social media is usually informal so chances are your Gen Z’ers will totally nail your social customer service.

Listen to your customers – and not only to their problems

As already mentioned, customer service has changed a lot over the years. Amongst other things, customers now expect to be offered proactive support. Customers are more likely to come back to brands they can truly engage with, and luckily you can now rely on your social media platforms to start a conversation with them. 

The success of social customer service lies in listening to your customers – and not only when they’re experiencing an issue. You may not think so, but reaching out for your customers’ opinion and creating a conversation with them will greatly help you improve your product development process. After all, it is customers who use your services, so don’t miss out on this great opportunity!

Furthermore, by using social media channels to listen to your customers and proactively react to their opinions, you’ll be able to easily make them reassured that they’re valued by your company. We call that a win.

Leverage the power of humor with social customer service

As they say, when life gives you lemons, make lemonade.  

As we all know, conversations on social media channels are in the public domain but is it a blessing or a curse for businesses? Well, it can be both, depending on how you handle your channels.

Let’s admit it: however well-organized your business is, you’ll make mistakes every now and then. And if your business has a social media presence, chances are some of your mistakes will go viral.

Luckily, these awkward situations can be turned into success stories with some wit and humor (by making sure you are not crossing the line of professionality). In fact, going viral on social media especially with a success story is one of the best ways to boost your reputation.

If you’re still not convinced, check out these brilliant social customer service replies.

These days most businesses want to establish themselves as a playful brand, and it seems to be working fine. Resolving awkward social media situations with humor will really help you stand out from the crowd. Just make sure to team up with your communications team as they’ll be able to help you advise how to effectively handle such situations.

As you can see, social media is a playground for smart businesses. You’ll just need to learn the rules of the game. Make sure to follow our tips and start providing better support by leveraging social customer service.

Dóra Rapcsák
Dóra Rapcsák is Content Strategist and Copywriter at VCC Live®. As a Content Marketer and CX enthusiast, her aim is to discover and tell you about tomorrow’s ideas on Digital Marketing and Customer Experience.
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