We often hear how important it is to truly understand the customer journey with our organizations. You know, how it’s very important to put ourselves in our customers shoes. I fully agree that is the best way to empathize and remove obstacles to positive outcomes.
Here’s something we may not hear as much about, and I’m inclined to write about it today. I think it is just as important to take some time to truly understand our social media customer support reps and the journey they face every day. If you’ve ever been a customer support rep of any kind, whether on the phone, in a retail setting, e-care or social, you know that the day can be grueling. Even the best representative that truly wants an exceptional customer experience can finish the day ragged from all of the challenges. That rep comes in full of company love and hope, but as the day wears on, a person can grow weary under the pressure coming from customers and from leaders.
Because of this, I think we need to keep the kudos. Every tweet, email, positive comment or great outcome that occurred because that customer support rep went the distance to make something big happen should be forwarded, printed out, pasted up, and put in some review somewhere. I explained to the team I work with that the social customer care position is not for the weak; every statement you make out their in public is open for review, suggestion, comment and, well, scrutiny, really. The channel is quite public, and any mistake made is visible to anyone that happens across the comments. So, imagine the pressure.
There are great things happening in organizations today because of work done by social customer support reps that dig deep to unearth policies that could use updating or can reach out to connect customers to the right sources to solve problems. This movement of using social media for customer support could not come at a better time, especially as we see the shift in power from corporations to customers, and customers voting on experiences with their feet and their dollars. Customer care is proving to be a product differentiator more than just an expense companies are forced to deal with. And that customer support rep with the right attitude and motivation is at the heart of that movement, that change that causes customers to stay or go.
So every post I see, every compliment I receive on a social customer care rep is being saved, forwarded, talked about, and praised. More than that, I’m asking the reps to send me anything they find that shows customers are excited about the attention and service we are providing. If you worked hard to put together a great team of customer support reps for social media, and they’re doing a great job for you and customers are noticing, I encourage you to do the same. Just like with our customers, let’s tell our reps how great they are while we have them, and tell them how much we appreciate the work they do, in the moment, to help one more customer have a great experience.