Social media has become the go-to channel to interact—both positively and negatively—with brands. In fact, according to Social Media Today, 67% of customers use social media to resolve issues with brands.
But social customer service isn’t only about responding to and resolving customer issues via social media channels. It’s also about proactively engaging customers through social listening and working to achieve a single view of the customer to better understand their behaviors and needs.
Setting your brand up for social customer service success isn’t as easy as flipping a switch. Your customers expect a timely response, which puts pressure on your brand to handle social conversations quickly and effectively.
However, with more and more customers abandoning email and phone calls for their customer service needs, social media provides a cheaper and more scalable method of engagement. You’ll be able to engage with a higher volume of conversations, handle open comments faster, and give internal teams across your organization visibility into the status of responses.
So, it’s vital to have a strategy that allows you to meet your customers in their moment of need and on the channel of their choosing.
Our guide, 4 Steps to Social Customer Service, is designed to provide you with everything you need to know to implement a successful social customer service strategy. You’ll learn about the trends shaping the industry, technology that’s enabling effective customer service via social media, and four actionable steps for building a social customer service program for your brand.
Social customer service trends
Consumers continue to use social media for more and different types of interactions. And there’s no question that societal events, like the coronavirus pandemic, have only served to increase our reliance on digital channels and platforms. Additionally, there are several trends driving increased brand interest in social customer service.
- Growth in social media usage
Worldwide, there are more than 4.57 billion active social media users, according to Smart Insights. And those active social media users are now spending an average of two hours and 24 minutes per day multi-networking across an average of eight different social networks and messaging apps. Clearly social media is everywhere. And it’s becoming more integrated in our daily lives.
- Growth of ecommerce, especially social commerce
Delivering a great customer experience is all about meeting customers at the moment of need in their channel of choice. The popularity of social media means there is a huge potential audience for shopping via social platforms. And while social channels have long been a resource for consumers to learn about products and brands, now more of those consumers are shopping via social media as businesses integrate their social channels with ecommerce platforms and take the friction out of the purchasing process.According to Smart Insights, 87% of ecommerce shoppers believe social media helps them make a shopping decision and 30% of consumers say they would make purchases directly through social media platforms.
- Acceptance of artificial intelligence and automation
Artificial intelligence and automation are already working to optimize the ecommerce process. According to the International Data Corporation, companies are expected to spend $79.2 billion on AI systems by 2022.As technologies like chatbots and voice-enabled search have become more prevalent, consumers have become more accepting of interacting with automated systems due to the convenience and ability to get a quick response to their questions.
Social customer service is more relevant than ever in today’s digital-first world, delivering myriad benefits. For your customers, it enhances their overall experience with your brand and provides them with faster responses in the channels they prefer. Customer service teams are able to respond quickly and resolve cases faster. And it also plays a valuable role in protecting and enhancing your brand reputation, increasing your customers’ satisfaction with your brand.
Solving an issue on social media is 83% cheaper than resolving it through a call center interaction, according to Social Media Today.
If you’re ready to develop a social customer service strategy, download our free ebook, 4 Steps to Social Customer Service for more insights and actionable steps to get started.