This week in the third and final part of my 20 learnings from the frontline of social customer service, I share insights 15-20 (part 1 and part 2 here).
15. Build lines of communication across the business: Great social customer service can’t work in isolation. They need a two-way dialogue with other departments, for example, with product or marketing teams to understand when new launches or campaigns go out, so that the social servicing team is ready and prepared and also briefed to share feedback and insight. Consider how your teams collaborate internally and share learning; do you need to bring in a collaboration tool like Yammer, what MI needs to be shared, who needs to meet and when?
16. Don’t silo social from digital: I can’t stress this enough, social and digital journeys should be fluid and should inform each other if you are going to deliver a truly seamless experience. Consider the whole customer experience and look to innovate your multi-channel journeys across social and digital, not as separate touchpoints.
17. Measure your activity: Go back to your business objectives and your social customer service strategy and set measurements that reflect the outcomes you want to see. Understand what your social customer service delivers for your customers and for your business. Use your metrics to build a culture of continuous improvement; check for quality and customer satisfaction and then review your results, what could be improved? Action your insights and feed them back into the business to inform product design, operations, innovation, marketing and other areas of the business that can benefit from real-time customer insight.
18. Make your social customer service activity visible across business: Get screens put up around the building (and especially in the CEO’s office) to show your social feeds and your key metrics. Demonstrate the importance and value of what you do and make the customer voice heard by all.
19. Work your community: If you have a community look at how it can work to support your social media servicing or work harder more generally for your business? For example, could you use an advocate program? Or could your community be leveraged to provide peer-to-peer support? Revisit your strategy and consider the role the community could plat in helping to deliver against this.
20. Keep improving and innovating your social and digital servicing: Keep fixing customer pain points and seek to add value through digital and self serve tools but keep a human option there for those who need it. Stay abreast of your customers’ needs and expectations so you can offer support where and when they need it and look for opportunities to make it evermore, relevant, proactive and personal.
I hope you enjoyed this series and have found it useful. If you have any comments or feedback I’d love to hear from you.[Photo credit: Paul Bica]