The explosion of social media has changed the business-to-consumer landscape. A couple of points will elucidate this fact. 34% bloggers post opinions on brands and products on their blogs and 78% consumers believe them. It’s a fact that Facebook knows more about your customers than you do.
So, what are you doing about it? If customers are talking about your brand on social networks, shouldn’t you be listening to them carefully?
Customer support management in the new age is all about being proactive and creating cases for quick resolution. There are four clear steps for proactive online social customer support.
1. Keep an ear to the ground and listen to what they say and wherever they say.
2. Address customer’s problems using the data captured and collected through various sources and analyze it using data analytics techniques. Salesforce.com CRM provides resources like dashboards and real time service reports which provide these insights.
3. Identify if the problem is regarding the product, service or end user support.
4. Act, if possibly, real time and through the social networking medium of the customer’s preference.
Salesforce for Twitter and Force.com for Facebook simplifies integration across social media platforms. Salesforce.com CRM ‘web to case’ capabilities help generate cases from these sites using pre-defined keywords. Organizations can keep a finger on the pulse of customers’ conversations through tools like Salesforce.com’s Chatter tool, an enterprise Facebook which enables collaboration across all employees and applications, organization wide.
Wipro’s solution can be deployed for proactive customer support even before a customer detects and reports a problem. Customer support representative logs into Salesforce and runs a massive automated scheduled search into public tweets using intelligent selection of buzz words and phrases. The search result shows, in order of significance, which are the potential tweets where a customer has expressed concern. Salesforce workflows are configured to automatically create cases out of the tweets and assign them to appropriate support representative. Escalation rules can also be configured to track the adherence of SLAs and ensure someone from the organization contacts the concerned user and addresses his/ her concern within a very short duration when the person has tweeted and the customer support representative has contacted.
Social media offers the opportunity to get unfiltered feedback from customers. The onus now lies with organizations to capitalize on it.