Here’s the thing. I do believe in treating social customer support as an escalation path. I know, there are many people that gasp and say we’re training customers to do the wrong thing. People say we are teaching customers to contact us through public social channels first because they will be satisfied more quickly there. And they say that this is bad, because people will flock to the channel for special attention. But I disagree. Under one condition.
I think the social customer support department has to have a direct line into all departments that can make things happen. Yep. That’s what I said. That’s tricky, and it requires a certain corporate culture.
If you can take a social inquiry and get it to the front of the line where it can be immediately solved, that looks great. But the power behind that, the part that’s real, is being able to reach deep down into that issue and solve for root cause. I mean, while you’re in there, fix it for the 1000+ people who felt the same but didn’t complain, right? And then the actual benefit to the organization is the fact that you saved calls into your call centers and improved customer experience by eliminating the problem entirely. Social bubbles up so quickly that you can be made aware of a problem, size it, troubleshoot it and solve it in a fraction of the time it takes the traditional call center path to ignite.
But I’m not sure you can do that without direct links into each business area. And creating those relationships takes a lot of outreach, charisma, and daring. Other business units may not appreciate the value of social customer care, and may feel threatened by the exposure social customer care brings. Let’s face it, social care is scary at first. So, I’d say there’s work to be done there. But to be truly impactful to customers, and by extension, your shareholders, I’m thinking it requires taking the plunge to forge relationships, start discussions, provide education and information on the benefits that customer support on social media can provide.
The standard point of view is that people are already out there complaining about you in social. We’re still trying to get used to the idea of publicly admitting fault or error, and so the whole concept is daunting. But if you’re not a part of the conversation, you can’t add your point of view. And if your part of the conversation doesn’t add real value, it’s just fluff. Solving a single customer problem, then learning from it and removing it from your entire customer base is, well… that’s kind of impressive, right? As a customer, I’m impressed by that.