This post is next in our series on social media customer service. There’s plenty of online chatter about the need for companies to provide customer service on social media channels. There are also many case studies showing a positive return on investment for social customer service. The overall agreement is that social customer service is not a choice but necessity.
Over 44% of adults now use the web to share grievances about products, with companies expected to interact with companies online and get a speedy response. [Source: The Rise Of The Social Customer]
However many companies are still struggling with the planning and execution of social customer service. Why is that? There are multiple reasons but one of the key reality is that providing good customer service on social channels has a unique set of challenges which makes it far more difficult than passive social listening or social marketing with light engagement.
To understand the challenges of customer service on social, you need to consider these factors.
Our recommendation is for you to start with your business needs and goals and work on a plan which includes the right metrics, product and team. Calibrate the plan based on your goals, scale, budget and social media maturity.
As you can see, many of the stand-alone social monitoring or social media management products simply do not have what it takes to tackle social customer service.
In our next post, we will talk about a checklist to help you with the operational and product needs for social customer service.
Image Credit: Jason Davies