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Social can learn from traditional customer service
Social can learn from traditional customer service
1. Right mention to the right agent
Traditional customer service is adept at directing queries to the right team or individual. Social platforms can also use automation by analysing keywords and phrases
55% of customers feel frustration when having to repeat the same information to multiple customer reps. or across multiple channels
2. Managing spikes
To help manage spikes contact centres use call caps, queues and overflow to an outsourcer. In social we can bring in back-up staff from other teams. We can also use automation to tag and remove ‘noise’ from the customer service queue.
3. 24/7 Support
Most traditional support is offered during limited hours, but some larger companies are able to offer round-the-clock support. They have staff on hand at all hour responding to urgent queries from any channel, including social media.
4. Last agent routing
With voice, if a customer calls back we would try to route them to the same agent they spoke to last time. Social tools can automatically assign tweets this way.
5. Supervisor visibility and monitoring In voice, supervisors can listen to live calls. In social, you can set up Supervisor Dashboards that show the volume of mentions coming in, the number assigned to each agent, average handling time and more.
6. Command and control
Contact centres keep close control of their agents using scripts for voice or template responses for email and webchat. On social, there are a number of options for keeping close control or offering creative freedom:
7. Measurement of customer
satisfaction Across other channels, we use measures such as Net Promoter Score or Customer Effort Score to measure performance. In social we have more options available – including sentiment, social NPS or a gratitude index.
8. Disaster recovery & business
continuity plans Every major business has a Disaster Recovery plans for traditional channels. We should replicate this for social using pre-defined business continuity plans – giving us the ability to switch to an alternate plan in real time, as and when a scenario arises.
Simulations are a great way to get brilliant insights.
You can use a virtual on-the-spot customer service
9. Cli Recognition in voice
We’re able to identify callers using their phone number and provide personalised routing, such as moving important customers to the front of the queue. On social we can replicate this by storing Twitter usernames and routing based on their importance to the company, as well as their social influence.
10. Networked experts
We’re able to route calls and emails to the person with the right technical knowledge. On social, we can do the same by identifying keywords – e.g. ‘casino games’. The expert doesn’t even need to sit within the contact centre.
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