Providing customer service on social media is an absolute must for any business that wants to survive the fierce competition. Why? Because 1 in every 3 customers prefer to turn to social media to seek advice or communicate with a business. It’s no surprise that most contact centers have already incorporated social media into their channels of communication.
And while most businesses manage
to communicate with their customers through social media, they often miss out
on establishing a conversation with them.
Having a conversation will allow
you to truly understand how your customers perceive your brand and therefore enable
you to offer them a personalized solution.
Let’s see how you can nail
two-way social media conversations in your contact center!
Step one: Create a Strategy
There are several social media channels out there, but it’s not likely that you need to be present on all of them. Remember, sometimes less is more: instead of trying to provide customer service on all the social channels out there, try and concentrate on providing quality service only on the channels your customers are actually using.
Consider the following things
before you launch your social customer service:
- Which channels are your customers’ preferences?
- When will you provide social service for them? During
business hours? 24/7? Make sure to decide on one option, and clearly communicate
it to your customers! A little this and that will not work out in the long run.
- Define service level: how quickly will your respond to your
customers’ queries? Which queries will be the most urgent to take care of? How
will you prioritize them?
These are all important
questions that you need to create a process for before launching your social
service in case you want it to work smoothly in the long run.
Step Two: Plan Workforce
Once you established the basics
for your social service, let’s focus on what’s the most important: two-way
social media conversations.
In order to establish valuable
conversations with your customers, you need to put the right people there to
take care of your social queries. The best is if you hire a specific workforce
who only deal with social media conversations. Otherwise, your operators might
prioritize other types of contacts (for example phone calls) over social media
Also, provide your agents with
all the necessary information on customers and products they need in order to
do their job effectively. Consider to create a knowledge base and guidelines
and make it easily accessible to agents so that they can reply in no time.
But, as we already said, replying
won’t be enough, you’ll also need to listen to what they say. Listening to your
customers’ opinions on social sites will provide you with some of the most
important information, particularly in terms of product development. After all,
it is customers who use your services.
Step Three: Choose the Right Tool
Another important rule of effective two-way social service is to
choose and use the right tool. First of all, tracking and monitoring the volume
of your incoming queries is essential, as it will not only allow you to manage
them in a timely manner but also help you plan your staffing responsible for
social media messages.
You can easily keep track of your social inquiries by relying on contact center software that can be integrated with your social media channels. Our system, VCC Live, can be integrated with Facebook Messenger, the world’s most used social network, with only one click. This way, your agents will be able to handle your customers’ Facebook messages directly in your customer service system. As simple as that!
Hopefully, this article helped you start establishing two-way
social media conversations, and you’ve managed to pick up some essential
strategies for providing efficient support your channels! Good luck!