Imagine returning home from a long day at work, sinking into your couch and preparing to stream your favorite show when an error message appears. The situation is not quite as dramatic as the plot of the drama you were planning to watch, but what happens next determines how long this cliffhanger will last. Luckily, like in the show, help is on the way.
Social customer service messages requiring a response in the first quarter of 2016 increased 18 percent YoY.
We love when our popular culture includes unlikely heroes that swoop in and save the day: superheroes, rogue detectives, unfortunate protagonists in the wrong place at the wrong time. For brands like a popular subscription TV streaming service company, these underappreciated and overlooked heroes often take the form of their customer service teams, quickly resolving issues, answering questions, and putting out fires wherever (and whenever) they arise. They are “The Problem Solvers.” Coming soon to a device near you.
Social media has changed the way these problem solvers operate. When trouble jumps out of the shadows in the form of technology difficulties or other issues, customers now have the power to voice their frustrations on social media — in addition to over the phone — and in turn expect an immediate response. Research shows that customers are using this new power, as the average number of social customer service messages requiring a response in the first quarter of 2016 increased 18 percent year over year. The brand knew this trend provided an opportunity to meet customers in their moment of need, and in the channel of their choosing, to enhance the overall customer experience and resolve cases faster.
Like all heroes, these customer service teams need the right tools to help them succeed. The company sought to give its teams an advantage by effectively strengthening its bat signal, cutting ties with its previous social management tool and leveraging the power of Salesforce for its customer service management needs. The brand needed a resolution that offered both robust features and transparency to ensure its customer service, social customer service, and social media marketing teams could all work together. To make all of this happen, DEG worked with the company to develop a plan to solve this complex challenge.