How to Deliver High-Quality Social Customer Service (Report)

Better training processes, clear protocol and frequent feedback are ways to ensure that positive interactions remain at the core of any social customer-service strategy.

Earlier this week, we examined how consumer attitudes have changed when it comes to social customer service. However, businesses face significant challenges developing strategies for delivering the quality of service consumers expect. 

According to a report from Conversocial, customer-service requests have more than doubled on Twitter over the past two years. Additionally, Sprint saw a 31 percent increase in customer-service requests through Facebook Messenger as compared to public Facebook posts, so behaviors are clearly changing.

52 percent of customers have switched service providers within the past year because of poor customer service, and millennials are even more likely to switch to a competitor. This switching may be costing businesses up to $1.6 trillion. Customers are also more prone to sharing negative reviews than positive reviews—69 percent to 30 percent respectively.

Customer-service agents also face significant challenges. Social customer service can be noisy and require a lot of sorting through information. Providing a seamless experience across multiple channels, slow processes and the high stakes associated with timely service are also cited as major difficulties.

However, there are ways empower social customer-service agents in addition to providing superior software solutions. Better training processes, clear protocol and frequent feedback are ways to ensure positive interactions remain at the core of your social customer service strategy.

Responding proactively is an important part of delivering superior service. Not all of the consumers seeking service @mention the brand directly, so brand representatives should be on the lookout for opportunities to provide service. Conversocial also recommends that brands reach out to individuals with positive news with the intent to “surprise and delight” customers.

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