Social Customer Excellence starts with C

Amelia Hernandez

25 January 2018

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The internet is buzzing with talk of the latest chatbot and the growing presence of voice assistants. While the technology is indeed fascinating, what is even more relevant is how this has positioned the Customer Service Area at the core of the Customer Experience. Let us not get distracted by new gadgets lest we forget that these new possibilities must be integrated into topline business strategy.

In our latest Rebel Thinking study, we present a framework, a scorecard and some specific cases for developing a Social Customer Service strategy. We share our experience working with 3 very different clients: Toyota, IKEA and L’Oréal, who are using social care to engage clients, drive sales and improve brand perception.

How do you build an effective Social Customer Care strategy?

In the era of Human- Centered organizations, the answer begins with Culture of course. By this we are referring to the mindset that impacts customer experience along with the capabilities and communication flows within the corresponding teams.

Customer Service has long been dominated by outsourced call centers or long waiting lines. The advent of Interactive Voice Response (the automated voice attendant or phone tree) has allowed companies to save on costs and supposedly provide a more personalized experience, but who hasn’t entered their information or specified the purpose of their call only to have to repeat the same information when you are finally connected to a representative?

Whether it be via bot or human, any interaction with consumers has a direct impact on brand perception and ultimately, sales. It’s time for companies to rethink the role of tending to consumer questions and complaints and see them not as simple tasks to be outsourced, but as opportunities to develop brand advocacy.


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The 5C Framework for Social Customer Care

  • Culture: It is important that Social Customer Service be reflected in the overarching strategic excellence plan, with metrics forming part of business KPIs.
  • Coordination: In order to facilitate the strategy, a robust governance infrastructure must be in place to manage processes and collaboration. Capabilities must be aligned with best in class tools and technology.
  • Channels: While it’s tempting to open a channel on all social networks or jump to integrate with Alexa, a deep understanding of the customer journey will determine which channels are most appropriate for your brand.
    • Content: Content is King, but it must be nourished by content that facilitates the decision making process. Insights from customer service are key to creating useful content and proactively driving the consumer relationship.
  • Cost Efficiency: Effective resolution of customer queries result in up to 20% higher spending and increased loyalty. Incorporating social into the CRM provides even more data to support the business case for this important part of the omnichannel experience.

How are you currently managing your customer experience in social media?

Download the study on Social Customer Service and learn how to apply this framework to have a real impact on both your company’s bottom line and brand power.