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Social Customer Service is Now a 2-Headed Monster

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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)

Related
  • http://scottmonty.com scottmonty

    I’d argue that it’s more than two-headed; it’s a Hydra. A study just released yesterday by Digital Roots and Execs In the Know (at the Customer Response Summit) indicated that in addition to Facebook and Twitter, companies are splitting their time between forums, blogs, YouTube(!), LinkedIn, Q&A sites and Google+. Boards and forums are the most overlooked area, yet contain some of the richest information and questions.

    • http://www.convinceandconvert.com/ jaybaer

      Customer service via YouTube comments? Heaven help us all. Thanks for the comment Scott, and for stopping by. Always appreciated.

  • Graciousstore

    It is essential to unify the social media, otherwise one can be over stretching oneself in attempt to attend to all the demands of each social media

  • JamesChong

    Great video, Jay! What do you think about having separate social accounts for brand and customer service? I think it makes sense on Twitter but on Facebook, I don’t think it does because it has different dynamics with its threaded conversation format. If a customer posts a service question onto a brand Facebook page, he/she should get a response from the brand account, not the brand’s customer service account, right?