Effectively managing social media at your contact centre could deliver 360-degree cx
Social media is rapidly becoming the go-to channel not just for product exploration and research, but also to complete an end-to-end purchase. Research indicates that at least 18.7% of customers in the US, conduct their entire shopping experience on a social media application, right from exploration to checkout. So, it makes sense that they would refer customers to service options on the same application, without having to switch platforms.
The ability to effectively manage social media at your contact centre means you can deliver a 360-degree customer experience entirely via social channels, targeting a growing part of the revenue pie. What’s more, over 50% of customers leaving feedback on social media feel that it is very or extremely important to receive a response. More than a quarter have unfollowed a brand’s profile page due to a lack of response to support queries.
Social media is typically viewed as a part of top-of-the-funnel marketing, increasing awareness and raising interest, instead of resolving doubts or engaging in a two-way interaction. However, your customers don’t see social media as a passive activity. They are eager to leverage social channels (both public forums and messaging apps) to share their opinion, send queries, receive answers, and complete tasks. This can be achieved by:
One of the key best practices to remember when delivering support via social media is response time. Apart from this, make sure to acknowledge and appreciate any feedback/mentions, even if there is no direct actionable. Finally, collaborate with the sales and marketing team on the overall social media strategy to perfectly intersect top-of-the-funnel content with pre-and post-purchase service delivery.