Consumers expect a consistent, high-quality customer service experience (CX) no matter how they choose to connect. That means making sure agents can respond to any customer interaction in the same friendly, effective and efficient way, whether they’re answering a call or replying to a frustrated customer on Facebook.
That’s a high bar to clear, but one that offers impressive advantages: get your omni-channel care experience right, and you’re 22x more likely to retain your customers. You can also tap into the 56% of customers who report a strong connection to brands that engage them on social media.
Unfortunately, the reverse is also true: fail to meet customer service expectations, and your customers could join the 83% of consumers who say they’ve abandoned a brand over a single bad service experience.
But there’s a catch: social isn’t just an engagement channel you can shoehorn into your support or marketing strategy. You must plan for it and choose technology driven by your business objectives. Then, with the right solution in place, social has the power to be a low-cost, high-satisfaction support channel. And there’s more: social CX initiatives also receive the highest customer satisfaction (CSAT) and net promoter scores (NPS) of any channel.
What do you need to know to operationalize social care?
We’ve looked at the processes and practices across the biggest and best brands successfully serving customers on social today and have defined the 10 best practices that brands need to implement to maximize their social care advantage. From the processes you need to put in place and the technology you need to support it, putting your social care into daily, scalable responsive action takes careful planning and coordination.
Ready to learn how?
Download the eBook for a deep dive into the 10 best practices to put in practice today.
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@ClaudiusH you're correct, it will be interesting to see how this translate to overall customer satisfaction!
The custom profiles for each agent are enabled by Lithium within the brand's Twitter account and they only show for DMs today. Twitter does not allow for brands to use bots in the public forum, so as long as brands are abiding by Twitter's TOS, customers should always be interacting with humans in a public forum and there should be no confusion there.
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It’s no secret, chat bots are all the craze right now. And we’re seeing more and more brands provide great experiences through them, from allowing you to catch a Lyft to learning about world issues through humanitarian bot s - bots are here to stay. However, when it comes to contacting customer service, sometimes people just want to talk to a human.
In the customer service case, brands need to be careful how they use bots because the main purpose of bots, in general, should be to enhance the customer’s experience, not take away from it.
Brands should know that the rule of thumb for any customer service bot experience is:
Brands should make it crystal clear to customers whether they are talking to a bot or a human.
There are times when customers may prefer to talk to a bot because bots in customer service are quick, provide direct responses and are great for things like retrieving account status, making a standard purchase or checking into a flight. But, yet again, there are still times when customers just want to talk to a human.
How many times have we all wondered whether we’re talking to a human or a robot? Personally, when I have a specific problem, I want to explain it to a human all at once, so I can get in, get it solved, and move on with my day. I don’t want to follow some “bot flow” that most likely will end up sending me to a support agent anyway.
Luckily, Twitter has made this a problem of the past! Twitter announced yesterday that along with one of the top brands leading the charge on social customer service, they will be offering Custom Profiles for support agents.
What does that mean? Well, the new feature now allows brands to provide a more human digital experience by showing customers who exactly is engaging with them on Twitter.
This image was taken from the original post on Twitter.
Now, not only does a customer know they are talking to a human, they know who they are talking to. For instance, this customer is exchanging messages with Alissa Fast from T-Mobile and is getting personal one-to-one help from another human.
This really adds value to a customer’s experience with the brand, and gives customers the confidence that they are not talking to a machine. And, most importantly, a little less frustrated, since customers now know that they are talking to a happy, smiling, human.
According to Twitter’s blog, “personalized experiences with a human connection can create significant benefits for businesses. 77% of people are likely to recommend a brand following a personalized customer service interaction on Twitter. Additionally, people are 19% more likely to feel like they’ve reached a resolution and 22% more likely to be satisfied compared to those who had impersonal interactions with a business on Twitter.”
If you’re a business interested in enabling Custom Profiles in Direct Messages for your agents, please let Twitter know you’re interested here. As a Twitter Official Partner, Lithium can enable this functionality for you once you are approved by Twitter.
What do you think about the new Twitter Custom Profiles feature? Can you see your support team using it?
Let us know in the comments.
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Hey @samkirch, we're really sorry for the delay in our response to you! Through the Klout powered Data Driven Recommendations, Lithium Reach curates and surfaces content from external sources and makes it easy for marketers to quickly add the link to a social post for scheduling and publishing.
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We are trying to use LSW to reach out to some twitter users who have either entered a competition with us through a retweet or for influencer targetting. In both cases there are no previous conversation history to reply to. Does anyone know how to do this in LSW as a private message?
@SP_Gordon you can manually import a Tweet from the user, and reply privately to that tweet. If you do this and do not want it affecting response times, make sure the 'Manually Imported' tag is excluded from your Response Time calculations (or you could use a custom tag that you can have users manually apply to the conversation to track when they do these kind of responses).
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