What are the ingredients of social customer service that actually services, and satisfies, customers? Like many brands, General Motors found itself faced with that question after taking a second look at how current practices would (or wouldn’t) hold up post-social revolution.
And it’s an increasingly important thing to get right. A BI Intelligence report says social customer management doubles the percentage of sales leads that result in actual sales, relative to traditional CRM approaches. McKinsey says 71% of consumers who received good social service are likely to recommend the brand to others.
In a newly released Oracle Social video, Reggie Bradford chatted with GM’s Rebecca Harris about the challenges that were seen, what needed fixing, and what kind of people and processes were brought in to fix it. Among Rebecca’s points:
How close are you getting to your customers? How much control over the individual interactions does your brand have? In the age of relationship marketing, the person you have representing you on the front lines of customer service is a make-or-break player.
We invite you to watch the full video, as Reggie covers several social topics with Rebecca and GM’s North American Customer Experience Executive Director David Mingle.