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Social Strategy Series | 7 social service tips


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7 semi-random tips about doing social customer service right.

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Social Strategy Series | 7 social service tips

  1. 1. #socialstrategy series | “7 SOCIAL SERVICE TIPS” an enterprise perspective
  2. 2. 1. strategy social what? A social media strategy is not about figuring out whether to use Twitter or Facebook.
  3. 3. 2. great service don’t serve me bro! The best service type you can possibly provide is no service at all.Your stuff “just works”. The phones don’t ring. Customers don’t appreciate or need interruption in their work. Customers don’t feel giddy about “doing social” with you. They want a working product or service. Having to contact you, whether through Phone, email or Twitter, isn’t their idea of a productive time.They’re not amused.
  4. 4. 3. contact points within the flow If you do have to provide service and support, the best contact point is deep within the customer’s existing work stream to minimize the interruption and maximize delivery speed. So striving to be everything to everyone on every channel at every time of day and night is not a strategy. It’s wishful thinking.
  5. 5. 4. Service@Scale what you can’t scale There’s two types of service and support. The kind only your company can provide, and the sort customers can provide to one another within a compelling community. Strategize towards the latter.The former cannot scale.
  6. 6. 5. one-click service the mayday button Short of in-product referencing, the vast majority of customers will reach your support lines and content via Google. How many clicks does it take them from the Google home page to a resolution? Part of your social support strategy should be to bring those down to one.They have one-click shopping.Why not one-click service?
  7. 7. 6. humanize it social = human One powerful aspect of social service is its uncanny ability to “broadcast your humanity” throughout. And showcase it to the world in the process. Or not. Strategize to humanize your brand as part of social service. Otherwise you’re missing half the benefit. And half the loyalty.
  8. 8. 7. network it dark fiber Social service can only succeed as an enterprise-wide effort. It’s not about a “customer service department” that happens to be “social”. It’s about assembling an internal social business network built around what matters to customers (see slide #2). Customer support may or may not lead the charge. As one ex boss of mine likes to say “it’s about lighting up the dark fiber”.