Customers often first make their customer service requests through social media. The problem is that either the response times are long, or they don’t get the customer service experience they’re looking for. Engagor suggests creating a customer engagement team.
As brands have grown into national or multinational businesses, customer service has become less personal. Engagor points out that social media can make interaction personal again, but brands aren’t capitalizing on this.
Fifty percent of consumers make social media contact rather than calling customer service. And these customers often spend 20 to 40 percent more money with the companies they’re contacting. So when 72 percent of consumers expect a response on Twitter within the hour, companies should focus on delivering.
Without good planning for social customer service, customers will likely end up contacting marketers when they need HR help, or talking to research and development staff. This leads to a number of problems, including an inconsistent brand experience and not getting relevant information.
Having a customer engagement team could enable each department to work effectively. Marketers can design the customer experience and boost the image of products; the social team can focus on interaction and real-time monitoring. The sales team will be able to generate leads through customers on social; HR can promote the company culture; R&D can take social feedback into account.
And with the right communication tools that allow each department access to the data generated by customers, companies can do a lot more than just solve customer service complaints.