Welcome back! After reading the first post of this blog series on how to convince stakeholders that social service is essential, you are ready for the next step. How do you implement social customer service both culturally and structurally throughout your organization? Social service is not just a new trend to be on the lookout for, it is a vital tenet of the modern business. Check out these guidelines for enabling your organization to make the shift towards social service:
For all departments in an organization, providing good customer service should be one of the most important, overarching goals. Functions across marketing, customer service, PR and sales are all potentially impacted by the brand's social presence. Not only will social affect each business unit, it provides an excellent opportunity for collaboration to solve or even prevent issues.
How you set up your social service team depends on how your company is currently structured. If headcount is a problem, and you don't have room to hire new employees, consider plucking dedicated social service handlers from the current customer service team. From what we have learned, it does not really matter where the social service team sits within the organization. Communication is what is most important: all employees should understand brand tone and response style when interacting with customers and prospects. Collaborating through idea sharing, campaign launches, potential crisis situations and customer feedback will set your social customer service task force on the path to success.
Your brand's tone and reputation is at stake when you unleash your social service agents on the beautiful world wide web. While social provides amazing opportunities, it can be a tricky beast to harness. Be cautious who you place in these public facing positions.
One of the most frustrating experiences a consumer can have is encountering varying responses and different levels of treatment from different departments within the same company. The representatives that communicate with customers over social must have the same approach and information that any other department would have. How can you make sure this happens? Give everyone access to the same knowledge bases.
If your staff doesn’t believe in the product or service your brand is touting, how can they truly provide authentic, helpful social customer service? Make sure you are listening to each team and their respective concerns. Support them in any way you can to foster a healthy and happy culture. Brand advocacy will follow naturally.
A substantial cultural and structural change is not going to happen overnight. While we believe investing in social service is an imperative, brands might have to wait a bit to see the results. It's much better to implement than ignore and be left behind. It will be worth the wait!
Stay tuned for the next post in this series, which will discuss customer expectations in social service.