Social Customer Care Q&A with Ashley Verrill & Jonathan Russell

Q&A More than 68% of businesses say social is a necessary service channel, yet 60% of companies do not formally support social customer care (ICMI). With the amount of social chatter out there, social media can be a tough channel to manage. However, with the right tools and guidance, it is possible to utilize social media effectively to care for customers in this noisy, multi-channel, multi-media world. Experts Ashley Verrill of Software Advice and Jonathan Russell of Five9 provide guidance on common social customer care dilemmas: Are companies using social-only agents or blended multichannel agents? Jonathan's Answer: Both. Some of the biggest companies have agents dedicated solely to social media, and some have text-only agents responding to social, chat, email, SMS, and other text-based channels. Other companies don't get enough social mentions, so they have their agents on all channels, including phone. If a customer reaches out to your company with a problem, and the issue is resolved offline, should you go back to social and resolve it there too? Ashley's Answer: Absolutely! Make it publicly known that there was a resolution, even if it was resolved on another channel. What is the biggest challenge companies face with their social customer service strategies? Ashley's Answer: This biggest challenge I hear companies talking about is listening, knowing what to listen for and having the ability to pull out the messages that make sense to respond to. How long do you engage with a customer who continues to be negative? Jonathan's Answer: You don't want to go back and forth with someone who is consistently negative. You want to sound sincere through social - respond one or two times and if you cannot help them and they are persistently unconstructive, then you leave it. In terms of Twitter handles, should you have a handle that is specific to customer service - why or why not? Ashley's Answer: It can be positive if you want customers to engage with you in this way. Customers will engage on social either way, so having a dedicated channel shows them you're taking a proactive stance in the matter. Also, having a dedicated channel provides an effective means for trafficking these requests. The caveat is that customers will do what's easiest - they will just mention the brand handle rather than spend time finding out if there is a dedicated support handle. So, even if you have a specific customer service account, you need to monitor both handles. Looking for more social customer service advice? Download the Five9 Social Playbook here. Want to share this post? Click to Tweet: Social #CustServ Q&A with @CustomerServInv of @CRMAdvice & @JR1_Russell of @Five9 #SCRM

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