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Just when we thought we, as social media strategists and community managers, could take a break from the twists and turns of the last 18 months, the holiday season is upon us. I.
Seems like it could be a stupid one.
- Challenges in the global supply chain are causing significant inventory gaps for some.
- The tightening labor market causes delays, other shortages, or price increases.
- Some families are gathering for the first holiday in two years, and expectations are HIGH.
Raising customer expectations and consumer demand equates to a potential increase in service request rates. Sprout Social predicts a 44 % increase in messages on Instagram if last year's trend continues and 14 % increase in messages on Twitter.
Avoid the burnout of the social media customer service industry
With this challenge, of course, comes new opportunities to provide trust-building services to your potential and existing customers.
Before we move on to lobbying your company to provide exceptional social customer care, this is a great time to remind everyone reading that Social media community managers are grappling with burnout:
- The faucet never stops. You can set hours, scale teams, and set up processes, but the work never stops.
- Daily chores may include wade through countless hate comments especially on platforms like Twitter, which are filled with polarizing political scenes.
- Harder and harder to overcome and scored a significant creative win, especially when expected with a team of designers, video editors, copywriters, strategists, and customer service reps.
That brings us to our first recommendations for enabling great social customer experiences this holiday season:
Train your social care team
If your social media manager is the only person serving as your organization's social media customer service hub, you need to rethink your approach.
As demand grows, make sure you meet as a team and identify the resources you need to deliver the experience you want. Ideally, integrate your customer service team directly into your social listening inbox.
Train anyone involved in consumer feedback on social media, so they understand the context in which they're playing, how it differs from traditional customer service, and voice and tone on the brand's social network.
Establish guidelines that encourage maximum transparency (and Yes, even frustration!)
In this season, you may not have good news for all. But all complaints or questions need to be answered.
Decide now how you can be as transparent as possible in your response strategy, understanding that you don't always (and never will) SOLVE the problem, but you can ALWAYS hear the problem.
Edison Research found that failure to respond to complaints resulted in a 50 % reduction in advocacy. However, responding to a complaint resulted in a 25% Advocacy Increase. NOTE: that does not mean SOLVING the customer's problem. Only feedback will increase mobility.
Consider the following:
- What will you not respond to?
- How would you respond to positive comments?
- When do you respond with a complete answer versus a perceived simple answer?
- When would you move your chats “out of tune” and into a more private channel like DM?
Make sure your Community Management Team has the right software
If you don't have social listening tool in place, now might be the season to invest in a tool. Setting up your tools to easily identify, answer, and catalog customer inquiries saves a lot of time.
Nowadays, many tools like Sprout Social or Hootsuite which you might be using for posting has add-ons for listening. There are also standalone tools like Meltwater can provide an extra layer of support.
Make contacting customer service easy and accessible
In your social media bio, add other locations where customers can get service along with hours and contact information.
Use built-in social tools to respond and organize feedback
Each channel social has a set of tools that can help you provide information and organize your feedback.
Auto/Quick Answer Program for frequently asked questions. On Instagram, set up FAQ Markup to answer all frequently asked questions, so people don't have to leave the app when looking for answers.
If you don't use a social monitoring system, use the social media message status capabilities in your inbox, so you can filter based on messages that need a response.
May your social care be cheerful and prepared
The best thing leaders can do is equip their teams with the resources they need to smoothly scale their social media offerings. In the best case, you won't need them. But in reality, there will come a time when this preparation will ensure a better customer AND employee experience.
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