10 Common Social Customer Care Team Mistakes to Avoid

2016-1200_engagor_03-03_scc_mistakesWhile many brands have already taken on a social customer care program, it’s still easy to fall into the common pitfalls. Make sure your brand avoids these mistakes if you want to bear the fruits of a successful social customer care program.

1. A strategy without long-term vision. If you want to embark on a social customer care journey, you need to make sure your whole company is on the same page by identifying long-term goals. If you worry about not being able to make significant improvements in response times or meeting SLAs, you need to get this sorted out right away. In the most common case, an unclear strategy and ad-hoc activities (and in the worst case, even the lack of a strategy) will cause you to dramatically lag behind.

2. Impersonal responses, especially when under pressure. In the heat of the moment, when fighting your way out of a crisis or dealing with very disgruntled customers, it’s sometimes difficult to keep your cool. However, customers will appreciate if you respond in a human, personal way instead of using automated messages, even when times are tough. If that means calling on an extra pair of hands at those moments that truly matter, try and go the extra mile.

3. Customer care activities isolated from other departments. It’s very easy to find yourself working in silos and opposing cooperation (both intentionally and unintentionally) with other departments (e.g. PR, R&D, etc.) because you might feel they can sometimes slow things down. However, to quickly problem-solve inquiries and dramatically reduce response times, you need cooperation and buy-in from the entire company, including the individual departments. You can foster that close cooperation by hosting frequent, company-wide meetings.

4. More than two touch points for handling customer cases. Try to fix customers’ issues with only two touch points instead of going back-and-forth with your customers. It’s not a game of ping-pong! When resolving issues, ensure you limit the amount of touch points; first, you need to acknowledge the complaint or issue and ask the right questions. Secondly, get back to your customer with an appropriate solution and resolve their concerns. Obviously, some inquiries are more complex than others which requires you to get more into the nitty-gritty.

5. Not reporting on your activities. While you’re busy creating beautiful dashboards that display all of your KPIs and metrics at a glance, don’t forget to report on those numbers too! As part of your efforts to keep your superiors up-to-date and prove your efforts are paying off, make sure you report on your activities in order to safeguard your KPIs are still aligned with your strategy and goals.

6. Neglected customer feedback. With the wealth of information your customers share about your products and service on social, it would be a pity to let all if it go to waste. Don’t throw it away; make sure you close the loop with your customers and pass on the information to the right people. For example, if you notice customers keep complaining about payment issues during online check-out on social, escalate this issue to your eCommerce manager with a detailed report.

7. Lack of leadership over your social customer care team. Companies often get caught up figuring out which department should own social customer care. In addition, the social customer care team often lacks direction and the proper guidance which causes team members to feel demotivated. That’s where a social customer care team leader comes in! A successful manager claims ownership and is responsible for coaching and motivating social care agents, as well as looking at the numbers to make sure everyone’s on target.

8. You’re not active when your customers are. Companies are often clueless about when people are most frequently talking about their brand. Make sure you’re actively responding to questions when you need to be. Social customer care is not your average 9-to-5 job and requires a different mindset. For example, eCommerce websites are making huge numbers over the weekend which is when most customers are making online purchases. Determine your business hours based on your customers’ needs and adjust when necessary.

9. Success stories not shared with the entire company. We can’t emphasize enough how important it is to share success stories with the entire company. In addition to sending out reports and hosting frequent, company-wide meetings, why not make it a consistent effort to shine the light on your awesome customer care team? Typically, sharing success stories, even the smallest one, has a noticeable impact on employee engagement.

10. Social customer care program not maturing. As social customer care becomes more challenging, companies often prefer to stay in their comfort zone instead of taking it up a notch. If you want to truly gain an edge over competition, be bold and make more optimistic goals in terms of SLAs and response times.

Download our Building a Social Customer Care Team eBook to get you on your way to creating a successful social customer care team program.

The post 10 Common Social Customer Care Team Mistakes to Avoid appeared first on Engagor.

10 Common Social Customer Care Team Mistakes to Avoid

2016-1200_engagor_03-03_scc_mistakesWhile many brands have already taken on a social customer care program, it’s still easy to fall into the common pitfalls. Make sure your brand avoids these mistakes if you want to bear the fruits of a successful social customer care program.

1. A strategy without long-term vision. If you want to embark on a social customer care journey, you need to make sure your whole company is on the same page by identifying long-term goals. If you worry about not being able to make significant improvements in response times or meeting SLAs, you need to get this sorted out right away. In the most common case, an unclear strategy and ad-hoc activities (and in the worst case, even the lack of a strategy) will cause you to dramatically lag behind.

2. Impersonal responses, especially when under pressure. In the heat of the moment, when fighting your way out of a crisis or dealing with very disgruntled customers, it’s sometimes difficult to keep your cool. However, customers will appreciate if you respond in a human, personal way instead of using automated messages, even when times are tough. If that means calling on an extra pair of hands at those moments that truly matter, try and go the extra mile.

3. Customer care activities isolated from other departments. It’s very easy to find yourself working in silos and opposing cooperation (both intentionally and unintentionally) with other departments (e.g. PR, R&D, etc.) because you might feel they can sometimes slow things down. However, to quickly problem-solve inquiries and dramatically reduce response times, you need cooperation and buy-in from the entire company, including the individual departments. You can foster that close cooperation by hosting frequent, company-wide meetings.

4. More than two touch points for handling customer cases. Try to fix customers’ issues with only two touch points instead of going back-and-forth with your customers. It’s not a game of ping-pong! When resolving issues, ensure you limit the amount of touch points; first, you need to acknowledge the complaint or issue and ask the right questions. Secondly, get back to your customer with an appropriate solution and resolve their concerns. Obviously, some inquiries are more complex than others which requires you to get more into the nitty-gritty.

5. Not reporting on your activities. While you’re busy creating beautiful dashboards that display all of your KPIs and metrics at a glance, don’t forget to report on those numbers too! As part of your efforts to keep your superiors up-to-date and prove your efforts are paying off, make sure you report on your activities in order to safeguard your KPIs are still aligned with your strategy and goals.

6. Neglected customer feedback. With the wealth of information your customers share about your products and service on social, it would be a pity to let all if it go to waste. Don’t throw it away; make sure you close the loop with your customers and pass on the information to the right people. For example, if you notice customers keep complaining about payment issues during online check-out on social, escalate this issue to your eCommerce manager with a detailed report.

7. Lack of leadership over your social customer care team. Companies often get caught up figuring out which department should own social customer care. In addition, the social customer care team often lacks direction and the proper guidance which causes team members to feel demotivated. That’s where a social customer care team leader comes in! A successful manager claims ownership and is responsible for coaching and motivating social care agents, as well as looking at the numbers to make sure everyone’s on target.

8. You’re not active when your customers are. Companies are often clueless about when people are most frequently talking about their brand. Make sure you’re actively responding to questions when you need to be. Social customer care is not your average 9-to-5 job and requires a different mindset. For example, eCommerce websites are making huge numbers over the weekend which is when most customers are making online purchases. Determine your business hours based on your customers’ needs and adjust when necessary.

9. Success stories not shared with the entire company. We can’t emphasize enough how important it is to share success stories with the entire company. In addition to sending out reports and hosting frequent, company-wide meetings, why not make it a consistent effort to shine the light on your awesome customer care team? Typically, sharing success stories, even the smallest one, has a noticeable impact on employee engagement.

10. Social customer care program not maturing. As social customer care becomes more challenging, companies often prefer to stay in their comfort zone instead of taking it up a notch. If you want to truly gain an edge over competition, be bold and make more optimistic goals in terms of SLAs and response times.

Download our Building a Social Customer Care Team eBook to get you on your way to creating a successful social customer care team program.

The post 10 Common Social Customer Care Team Mistakes to Avoid appeared first on Engagor.

The Ultimate Shift to the Social Contact Center

engagor_02-23_call-center_2016-1176Whereas customers used to call your helpdesk at your contact center, they can now easily tweet away or send a Facebook PM and get a response in literally just minutes. Whether or not your traditional contact center is here to stay, customers will no longer put up with long waiting times and an impersonal service through email or phone. With 50% of customers preferring social to reach out to brands over any other channel, that number is only expected to increase. Unfortunately, a lot of customers are still left in the dark with poor customer service.

Why should you make the shift to a social customer care center?

1. Complex inquiries get a straightforward, timely solution. No matter what the complexity of your customers’ issues might be, 72% of customers expect a response in under an hour. If your company wants to live up to those expectations, they need to be able to act fast and with confidence, without being overwhelmed by the massive, ever-growing volume on social. With social customer service, you can actually live up to those standards with the help of SLA alerts that notify you when there are mentions in your inbox older than an hour.

2. Your customers’ time is being valued. Instead of being redirected over and over through the call center to the person most equipped to answer a specific question, that behind-the-scenes work is no longer your customers’ concern. Customers shouldn’t be worried about how your business is organized. With intuitive social care workflows, assignments, and message approval processes, an incoming message gets routed to the right person in just seconds without having to go through too much legwork.

3. It’s incredibly cost-effective. Did you know that it costs 5 to 10 times less to resolve an issue with social customer care than with phone or email support? Also, during key moments of truth like crisis situations, you can escalate easily and get your customer care agents quickly up-to-date. Ultimately, this will allow you to resolve issues fast and manage customer sentiment in a much smarter way.

4. Self-service customer support. When customers reach out to you through social, every response is public. For some companies, that can cause more damage than harm. However, when businesses use it as an opportunity to show off their great customer care skills, other customers can even learn from your responses. You would be surprised by how much your customers can learn from each other! Also, it’s much easier to direct people to your FAQ and help pages instead of having to follow up through email.

It doesn’t matter which channel your customers use to reach out to you, it’s key to deliver a consistent experience across all customer touchpoints and in every step of the customer journey. What customers most value is convenience, which is why social is now their preferred go-to channel. If you haven’t made the switch to a social contact center, now’s the time to consider it.

The post The Ultimate Shift to the Social Contact Center appeared first on Engagor.

The Ultimate Shift to the Social Contact Center

engagor_02-23_call-center_2016-1176Whereas customers used to call your helpdesk at your contact center, they can now easily tweet away or send a Facebook PM and get a response in literally just minutes. Whether or not your traditional contact center is here to stay, customers will no longer put up with long waiting times and an impersonal service through email or phone. With 50% of customers preferring social to reach out to brands over any other channel, that number is only expected to increase. Unfortunately, a lot of customers are still left in the dark with poor customer service.

Why should you make the shift to a social customer care center?

1. Complex inquiries get a straightforward, timely solution. No matter what the complexity of your customers’ issues might be, 72% of customers expect a response in under an hour. If your company wants to live up to those expectations, they need to be able to act fast and with confidence, without being overwhelmed by the massive, ever-growing volume on social. With social customer service, you can actually live up to those standards with the help of SLA alerts that notify you when there are mentions in your inbox older than an hour.

2. Your customers’ time is being valued. Instead of being redirected over and over through the call center to the person most equipped to answer a specific question, that behind-the-scenes work is no longer your customers’ concern. Customers shouldn’t be worried about how your business is organized. With intuitive social care workflows, assignments, and message approval processes, an incoming message gets routed to the right person in just seconds without having to go through too much legwork.

3. It’s incredibly cost-effective. Did you know that it costs 5 to 10 times less to resolve an issue with social customer care than with phone or email support? Also, during key moments of truth like crisis situations, you can escalate easily and get your customer care agents quickly up-to-date. Ultimately, this will allow you to resolve issues fast and manage customer sentiment in a much smarter way.

4. Self-service customer support. When customers reach out to you through social, every response is public. For some companies, that can cause more damage than harm. However, when businesses use it as an opportunity to show off their great customer care skills, other customers can even learn from your responses. You would be surprised by how much your customers can learn from each other! Also, it’s much easier to direct people to your FAQ and help pages instead of having to follow up through email.

It doesn’t matter which channel your customers use to reach out to you, it’s key to deliver a consistent experience across all customer touchpoints and in every step of the customer journey. What customers most value is convenience, which is why social is now their preferred go-to channel. If you haven’t made the switch to a social contact center, now’s the time to consider it.

The post The Ultimate Shift to the Social Contact Center appeared first on Engagor.

Top 7 Widgets For Your Social Customer Care Dashboard

2016-1155_engagor_02-18_top_widgetsIf you want to stay at the top of your social customer care game, you need to keep a close eye on social customer care KPIs so you can report on them and share your success within your company. Creating a social customer care dashboard with an overview of the most relevant KPIs allows you to track the analytics that really matter and quickly trouble-shoot and problem-solve issues.

#1 Average Response Time Per Day of the Week/Hour of the Day

Without a doubt, one of the most important KPIs in the social customer care space is response time. Getting a fast response means the world to your customer. To track response time in a relevant way, break it down into two widgets:

  • Average response time per day of the week
  • Average response time per hour of the day

Noticing Wednesday is typically the busiest day of the week? Consider adding an extra care agent on that day. Moreover, if you can spot your response time is dropping a few stitches at a particular hour throughout the day (e.g. if you only have one agent working from 6pm to 9pm which gets your response time up to 2 hours), consider adding an extra shift to fill in the gaps and make sure your response time is consistent.

#2 Activity Per Hour of the Day

To grasp the workload, add a widget to your dashboard that gives you an overview of the activity for each hour of they day, depending on what your business hours are. If you notice the workload is remarkably higher during specific hours of the day, you can adjust or add in extra shifts, or even decide to build out a care team on another continent!

#3 SLAs On A Daily/Monthly Basis

As social customer care becomes mature, many companies commit to responding to questions and complaints under an hour (some even commit to responding under 30 minutes) to manage their customers’ expectations.

Measure how well you’re meeting your SLAs on a daily basis by adding SLA widgets to your dashboard that monitor how many messages you replied to, for example, in under 30, 60, or 120 minutes. The specific target time will depend on your business goals or what you consider to be the industry norm. Create a widget with yesterday’s or last month’s SLA KPIs to keep track of the progress.

Schermafbeelding 2016-02-18 om 12.57.06

Important note: if you’re working with multiple care teams across the globe, split up your SLA widgets for each individual team (e.g. US team, UK team, French team, etc.). See that a team is underperforming? Raise the level a few notches or drill down into your data and identify other possible glitches. In addition, you can also use widgets to track SLAs for each specific channel (e.g. Facebook, Twitter, etc.).

#4 Average Time to First Action

It’s extremely important to acknowledge a question or complaint so your customers know their voice is being heard. Even if you don’t know the answer straight away! Care agents are only human, so responding initially with, “I’m very sorry for the issue, we will look into it and get back to you asap!” is totally fine as long as you deliver on that promise.

Sometimes, people ask a more complex question that needs some more legwork before it gets to the person within your team who’s most knowledgeable to respond. That’s why it’s valuable to keep track of your “Average time to first action” to make sure you treat every customer equally, no matter how complex the question or complaint might be.

#5 Inbox Widget: Stream of Real-Time Messages

inbox widget

When a customer care team deals with a lot of incoming volume, it’s important to stay in touch with what customers are talking or complaining about at this very instant. That’s where the Inbox widget comes in. By displaying a list of the most recent, incoming mentions, this widget allows Customer Care Team Leaders to grasp what’s landing in your inbox in real-time so they can keep an eye on incoming data at all times.

#6 Unique Users Serviced

Benefit from the ‘Unique Users Serviced’ widget to give you an idea of how many unique customers you were able to help out over a certain period of time. These are important numbers to share with your superiors to give them an idea how many unique customer cases you’re dealing with.

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It’s also possible to calculate how many unique users each customer care agent has serviced individually to see how many unique cases they’ve resolved over a certain period of time. This way you’re able to divide the workload more easily.

#7 Total Mentions With Actions

By keeping track of how many mentions required an action with the ‘Total Mentions with Actions’ widget, you can grasp how many mentions actually require an action. Take it up a notch and identify topics that repeatedly require similar actions. For example, if people keep complaining about password resets try and solve those problems: make the resetting process a little easier or create a step-by-step guide in your FAQ.

To optimize your social customer care performance, identify which metrics truly matter. Creating your own, tailored social customer care dashboard is a perfect way to start. If you want to share your success and prove your efforts are paying off, determine your optimal flow to consistently report on your KPIs.

The post Top 7 Widgets For Your Social Customer Care Dashboard appeared first on Engagor.

6 New Engagor Features You Can Benefit From Today

In our continuous effort to keep our platform state-of-the-art, we have added new, optimized features you can start benefitting from today.

1. Custom User Roles: Define Access to Specific Mailboxes & Tags

With Smart Folders and advanced filtering options, we provide companies with the ability to take full control over the way they organize the inflow of mentions to provide faster replies. Moreover, with Custom User Roles, you have the ability to put together a unique set of responsibilities for each individual user, depending on their role within the organization (e.g. Customer Care Team Leader, Marketing Manager, Care Agent, etc.). We have also added a new responsibility for Custom User Roles that simplifies the setup of the Inbox even more. By restricting the access to specific Mailboxes, agents are able to focus more on those mentions that need their full attention.

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In addition, by restricting the number of labels agents can use to tag certain mentions (e.g. to use for reporting purposes in later stage/route mentions to a specific Smart Folder/etc.) companies are able to keep their data “clean” and gain control over it. Oftentimes, too many ill-used tags simply clutter up your Inbox. The overload of tags can cause confusion in a later stage.

2. New Inbox Update: Canned Responses Now Work As Snippets

From now on you can use Canned Responses to add snippets (i.e. extra text) to your replies in our new Inbox. Use this new feature to quickly add in relevant information to complete your reply such as a bit.ly link to your support page, your web support number, or an email address.

Not familiar with the new Inbox yet? Catch up on all the features here.

3. Updated Inbox Widget: Slimmed View of Stream of Real-Time Messages

A lot of our users use the dashboard feature for adding in widgets that allow them to see only the dataset that’s relevant for them, especially for reporting purposes. We have now launched a useful update of the Inbox widget that displays a list of the most recent mentions (i.e. a column that updates in real-time) in a slimmed view. This can be useful to monitor in real-time what’s landing in your Inbox and, for example, in your contact center so that Customer Care Team Leaders can keep an eye on incoming data at all times.

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Two important changes have been made to the Inbox widget:

  • You’re able to adjust the layout of the widget to showcase your data in a way that you can scroll endlessly.
  • The widget can be configured to automatically load new incoming messages so you can get a grip, at a glance, on the most recent mentions and understand what’s being said about your brand at this very instant.

Just created a really cool widget you want to add to another dashboard? You can now copy widgets to another dashboard. To do so, simply click on the drop-down menu in the widget and select ‘copy’ and the dashboard you want to copy it to.

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4. You Can Now Add Customers to Twitter Lists Within Engagor

You can use the Twitter List feature to group certain people and categorize them. For example, you can create lists for topics like ‘Influencers,’ ‘CX Experts,’ ‘Tech Companies,’ etc. to help organize all the Twitter profiles you’re following. Companies also use Twitter lists to group their own social profiles. As of now, you can add people to a specific Twitter list straight from within the Engagor platform.

5. Filter on ‘Top Replies’ In Our Insights

In the Engagor Insights in the ‘Posts & Engagement’ section, you can now see which replies and comments received the most engagement by selecting ‘Top Replies’ (in addition to filtering on ‘Top Posts’ and ‘Profile Posts’) and analyze which content resonates with your community.

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6. Set Yourself ‘Available/Unavailable’ Button

When people are working within the Inbox responding to messages, agents can assign mentions to each other and help each other out. For example, you can assign a message to someone if that person is more suited to answer a specific question or case. When someone is assigned to handle a message, every new, incoming mention from that same customer will automatically be assigned to the person that handled the initial message.

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With the new Available/Unavailable Button, each time an agent takes a break or is unable to respond, they can set themselves ‘unavailable’. This way, new, incoming mentions will not be assigned to someone who isn’t able to respond at that specific moment. This ensures faster response times. When someone sets himself unavailable, handle time will obviously not be taken into account.

Do you have other, great ideas on how we can improve our product? We really value your feedback as a user of Engagor so don’t hesitate to let us know on Engagor Ideas!

The post 6 New Engagor Features You Can Benefit From Today appeared first on Engagor.

Are you ready to make the jump to social customer care?

2016-1096_engagor_02-8_social_customer_careJust a few years back, there was only a select group of forward-thinking companies (the KLMs, Zappos and Kate Spades of the world) that decided to take on social customer care. Their plunge into providing quality service through social media was seen as visionary and cutting-edge among industry leaders. Nowadays, a lot of businesses have jumped on the social customer care bandwagon as it has become a standard. However, even today it can take a critical event to trigger a company to get fully on board.

When do companies usually notice the importance of social customer care?

1. They have their own moment of crisis. Unfortunately, many businesses only fully understand the importance of social customer care when it’s already too late. There is an old business expression: “It takes years to build a strong, confident image, and just minutes (or even seconds) to destroy it.” In social media’s public eye, the impact of a crisis has quadrupled that effect.

Countless businesses across the globe can attest to the fact that disgruntled customers are merciless when you ignore their complaints on social. When a crisis catches them off guard, they quickly drum up the resources and tools to help support their efforts out of fear of causing more damage.

2. A competitor deals with a crisis that disrupts their business. Another key motivator that usually wins companies over is when a competitor deals with a huge crisis. Let’s take the example of the recent Volkswagen falsified emissions scandal: for the automotive industry, the scandal has been a huge trigger to leverage social media to manage customer sentiment.

Handling a crisis is not about pulling out the big guns, it’s those small actions and one-on-one conversations that prove you’re willing to go the extra mile for each customer. When businesses notice competitors are lagging behind, alarms bells go off and they no longer neglect the power of using social customer care to gain an edge over competition.

3. They want to prepare for when a crisis strikes. Luckily, there are companies that don’t need a wake-up call in the form of a worst case scenario turned into reality to help recognise the importance. Beyond using social to handle customer queries and complaints, they acknowledge the value of social media to provide customers with real-time information during a moment of crisis.

For those companies, instead of having one specific trigger, it’s usually a mix of elements (e.g. large inflow of mentions, heavy competition, likelihood to churn, etc.) that gets them on board.

Don’t wait until it’s too late to start allocating resources and building a social customer care team. To take the leap, make sure you’re calling the shots instead of having a crisis become the trigger.

The post Are you ready to make the jump to social customer care? appeared first on Engagor.

Are you ready to make the jump to social customer care?

2016-1096_engagor_02-8_social_customer_careJust a few years back, there was only a select group of forward-thinking companies (the KLMs, Zappos and Kate Spades of the world) that decided to take on social customer care. Their plunge into providing quality service through social media was seen as visionary and cutting-edge among industry leaders. Nowadays, a lot of businesses have jumped on the social customer care bandwagon as it has become a standard. However, even today it can take a critical event to trigger a company to get fully on board.

When do companies usually notice the importance of social customer care?

1. They have their own moment of crisis. Unfortunately, many businesses only fully understand the importance of social customer care when it’s already too late. There is an old business expression: “It takes years to build a strong, confident image, and just minutes (or even seconds) to destroy it.” In social media’s public eye, the impact of a crisis has quadrupled that effect.

Countless businesses across the globe can attest to the fact that disgruntled customers are merciless when you ignore their complaints on social. When a crisis catches them off guard, they quickly drum up the resources and tools to help support their efforts out of fear of causing more damage.

2. A competitor deals with a crisis that disrupts their business. Another key motivator that usually wins companies over is when a competitor deals with a huge crisis. Let’s take the example of the recent Volkswagen falsified emissions scandal: for the automotive industry, the scandal has been a huge trigger to leverage social media to manage customer sentiment.

Handling a crisis is not about pulling out the big guns, it’s those small actions and one-on-one conversations that prove you’re willing to go the extra mile for each customer. When businesses notice competitors are lagging behind, alarms bells go off and they no longer neglect the power of using social customer care to gain an edge over competition.

3. They want to prepare for when a crisis strikes. Luckily, there are companies that don’t need a wake-up call in the form of a worst case scenario turned into reality to help recognise the importance. Beyond using social to handle customer queries and complaints, they acknowledge the value of social media to provide customers with real-time information during a moment of crisis.

For those companies, instead of having one specific trigger, it’s usually a mix of elements (e.g. large inflow of mentions, heavy competition, likelihood to churn, etc.) that gets them on board.

Don’t wait until it’s too late to start allocating resources and building a social customer care team. To take the leap, make sure you’re calling the shots instead of having a crisis become the trigger.

The post Are you ready to make the jump to social customer care? appeared first on Engagor.

Are you ready to make the jump to social customer care?

2016-1096_engagor_02-8_social_customer_careJust a few years back, there was only a select group of forward-thinking companies (the KLMs, Zappos and Kate Spades of the world) that decided to take on social customer care. Their plunge into providing quality service through social media was seen as visionary and cutting-edge among industry leaders. Nowadays, a lot of businesses have jumped on the social customer care bandwagon as it has become a standard. However, even today it can take a critical event to trigger a company to get fully on board.

When do companies usually notice the importance of social customer care?

1. They have their own moment of crisis. Unfortunately, many businesses only fully understand the importance of social customer care when it’s already too late. There is an old business expression: “It takes years to build a strong, confident image, and just minutes (or even seconds) to destroy it.” In social media’s public eye, the impact of a crisis has quadrupled that effect.

Countless businesses across the globe can attest to the fact that disgruntled customers are merciless when you ignore their complaints on social. When a crisis catches them off guard, they quickly drum up the resources and tools to help support their efforts out of fear of causing more damage.

2. A competitor deals with a crisis that disrupts their business. Another key motivator that usually wins companies over is when a competitor deals with a huge crisis. Let’s take the example of the recent Volkswagen falsified emissions scandal: for the automotive industry, the scandal has been a huge trigger to leverage social media to manage customer sentiment.

Handling a crisis is not about pulling out the big guns, it’s those small actions and one-on-one conversations that prove you’re willing to go the extra mile for each customer. When businesses notice competitors are lagging behind, alarms bells go off and they no longer neglect the power of using social customer care to gain an edge over competition.

3. They want to prepare for when a crisis strikes. Luckily, there are companies that don’t need a wake-up call in the form of a worst case scenario turned into reality to help recognise the importance. Beyond using social to handle customer queries and complaints, they acknowledge the value of social media to provide customers with real-time information during a moment of crisis.

For those companies, instead of having one specific trigger, it’s usually a mix of elements (e.g. large inflow of mentions, heavy competition, likelihood to churn, etc.) that gets them on board.

Don’t wait until it’s too late to start allocating resources and building a social customer care team. To take the leap, make sure you’re calling the shots instead of having a crisis become the trigger.

The post Are you ready to make the jump to social customer care? appeared first on Engagor.

Are you ready to make the jump to social customer care?

2016-1096_engagor_02-8_social_customer_careJust a few years back, there was only a select group of forward-thinking companies (the KLMs, Zappos and Kate Spades of the world) that decided to take on social customer care. Their plunge into providing quality service through social media was seen as visionary and cutting-edge among industry leaders. Nowadays, a lot of businesses have jumped on the social customer care bandwagon as it has become a standard. However, even today it can take a critical event to trigger a company to get fully on board.

When do companies usually notice the importance of social customer care?

1. They have their own moment of crisis. Unfortunately, many businesses only fully understand the importance of social customer care when it’s already too late. There is an old business expression: “It takes years to build a strong, confident image, and just minutes (or even seconds) to destroy it.” In social media’s public eye, the impact of a crisis has quadrupled that effect.

Countless businesses across the globe can attest to the fact that disgruntled customers are merciless when you ignore their complaints on social. When a crisis catches them off guard, they quickly drum up the resources and tools to help support their efforts out of fear of causing more damage.

2. A competitor deals with a crisis that disrupts their business. Another key motivator that usually wins companies over is when a competitor deals with a huge crisis. Let’s take the example of the recent Volkswagen falsified emissions scandal: for the automotive industry, the scandal has been a huge trigger to leverage social media to manage customer sentiment.

Handling a crisis is not about pulling out the big guns, it’s those small actions and one-on-one conversations that prove you’re willing to go the extra mile for each customer. When businesses notice competitors are lagging behind, alarms bells go off and they no longer neglect the power of using social customer care to gain an edge over competition.

3. They want to prepare for when a crisis strikes. Luckily, there are companies that don’t need a wake-up call in the form of a worst case scenario turned into reality to help recognise the importance. Beyond using social to handle customer queries and complaints, they acknowledge the value of social media to provide customers with real-time information during a moment of crisis.

For those companies, instead of having one specific trigger, it’s usually a mix of elements (e.g. large inflow of mentions, heavy competition, likelihood to churn, etc.) that gets them on board.

Don’t wait until it’s too late to start allocating resources and building a social customer care team. To take the leap, make sure you’re calling the shots instead of having a crisis become the trigger.

The post Are you ready to make the jump to social customer care? appeared first on Engagor.

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