Optimize Your Contact Center via Social Media
July 10, 2014
How do you deliver exceptional customer care? Do you ensure that no customer waits on hold longer than five minutes? Do you allow your agents to adjust the script so as to better address customer issues? Do you enforce a “customer first” policy that puts their priorities above all others? For a number of call center services, it’s these things and more that lead to the optimal experience.
With the introduction of social media, however, the game has changed in call center services. It’s no longer enough to offer your customers the opportunity to call in with a problem or concern. They must have access to multiple channels, including social media, and they must receive immediate or near-immediate responses.
Now that you’re offering interactions across multiple platforms, how do you ensure the right approach to quality care? Fortunately, the Business Insider has the scoop on how you can be successful in this area.
Speed – It’s everything when it comes to social media. Who hasn’t posted a problem on Twitter (News - Alert) when the hold time was too long in the call center? When this happens, customers want an immediate response.
Care – Speed has the potential to lead to missed opportunity. Take care in the responses you provide on social media channels so that they support your brand in both character and personality.
Issue – It’s easy to get caught up on the message you want to communicate to the audience instead of listening to the issue. There’s a reason they are reaching out to you – be sure to pay attention and address it.
Direction – When an issue comes in via social media that can’t be addressed in just a few words, it’s important to send the customer to the right destination. Make sure they can get resolution at that location so they only have to click through one time.
Success – When you have happy customers who share success on social media, shout it from the rooftops and share it as much as possible.
Advocates – Happy customers are your best advertisers, so invite them to be advocates for your brand. One of the best ways to do so is to reach out when they have something great to say about you. People love this kind of acknowledgement and will seek it time and again.
Accuracy – Social media posts are often quick, which means it’s easy to make a spelling or grammar error. Your brand and the competency of your staff will be judged by posts, so apply accordingly.
It’s easy to assume that social media is simply a marketing tool, ignoring the important role it plays in call center services. Companies like inContact make it a point to provide you with the tools necessary to integrate all of these channels for a reason – they are all part of the customer experience. If your goal is to reach the point of excellence, it’s time to make these elements a priority in your customer care.
Edited by Rory J. Thompson