More and more customer service inquiries are posed to brands through social media. Why, then, do 96% of brands focus solely on advertising and public relations with their social strategy?
The following thought starters will arm you with the ideas necessary to sell the idea of social-based customer care to your company’s decision makers.
Customer Care grounds social media in the most profitable phase of the purchase funnel. This is a key differentiator between the marketing or public relations functions, which only service the awareness / upper-funnel elements of the purchase process. The following article shows how all three elements are necessary to fully service social media – The Brand, The Agency, and The Brand Care Contact Center:
How the client, brand agency, and customer care center fit together to service consumers in social media.
Social Media Customer Care: Key Differentiators
Customer Care Focus- Who better to service the customer at 60-70 engagements per agent per hour than a full-time, dedicated customer service representative? These Brand Care Specialists can be specialized to both serve the inbound customer support needs of your brand pages, as well as proactively upsell and prospect for your brand with an outbound customer engagement mentality.
Key Differentiator: Advertising agencies focus on big-splashes, missing the boat on individual customer care solutions, and lacking the staffing, infrastructure, and know-how to fully engage the customer in a sustainable manner.
Brand Knowledge & Safety – A Social Media Customer Care campaign would commit to learning, living, and breathing your brand. All agent touch points fully represent your brand in the way that you want it represented. Also, internal teams are structured with the requisite tools and processes to prevent on-page slipups that can damage brand credibility.
Key Differentiator: Advertising agencies don’t perform the level of ongoing training needed to keep their interns up-to-speed on where your brand is headed. Most agencies just throw more interns at the problem, with no more structure than a basic knowledge of Facebook – which can lead to service level problems on your pages.