Social Customer Service is Now a 2-Headed Monster

February 13th, 2013

The Baer Facts Social Media Controversies

Social Media Controversies Addressed, Fresh Each Week

badge-baer-facts
In this edition of The Baer Facts, I talk with Kyle Lacy of ExactTarget about customers using Facebook more and more as a customer service channel.

Interesting new research from Social Bakers uncovers an important finding:

The volume of questions posted on Facebook has increased 26% in 6 months. (tweet this)

Historically, brands have put more customer service eggs in the Twitter basket, and many noteworthy companies have Twitter programs that are managed (or partially so) by customer care teams, while Facebook and other channels are more often overseen by marketing and communications personnel. This must change.

As Facebook becomes (due to its much larger user base vs. Twitter) a more and more convenient customer service outlet for consumers, brands must break down internal, channel-oriented silos. Customers don’t care about your social silos and internal turf wars.

You must unify your social customer service processes and personnel to provide a consistent experience, regardless of channel. Not doing so is disrespectful of customers, and dramatically increases risk of social missteps resulting in crises. Let’s remember that as you wrestle with these questions of governance and staffing, customer expectations for social customer service continue to escalate. As we uncovered in The Social Habit research:

42% of consumers who have complained in social expect a response within 60 minutes (more details) (tweet this)

Want more great content like this?

A weekly dose of the trends and insights you need to keep you ON top, from Jay Baer at Convince & Convert. In each week’s email, Jay will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

Subscribe to our Newsletter

Or are you looking to subscribe to one of our podcasts

Comments

Close