Engaging in a social customer service strategy

Companies are now faced with the challenge of developing a social customer service strategy or abandoning consumers where they go to engage.

Companies are now faced with the challenge of developing a social customer service strategy or abandoning consumers where they go to engage. A study by DMG Consulting found that two-thirds of enterprises worldwide are using social networks for customer service efforts, according to Destination CRM.

The gaining popularity could be the result of brands realizing the potential of the "beautiful partnership" David Gutelius writes about in Forbes. There is a prime opportunity for customer satisfaction and loyalty in social efforts that combine the personal touch of representatives and technology that makes it convenient.

Social customer service pairs the best aspects of humans and technology and transcends the limitations of both, Gutelius says. However, brands should develop a coherent approach to their new efforts before they jump in, warns Econsultancy.  

There are number of things to consider when implementing a social customer service strategy, including how the company plans to listen, how to engage and respond, how to empower a customer service team and how to measure the success of the efforts, the source reports. Additionally, they should decide whether efforts should be focused globally or locally, if they will participate in multiple channels and operate 24 hours a day or only perform customer service tasks during normal business operations.