What’s The Recipe For AmazingSocial Customer Service?

These Are 15 Ingredients You Are Going To Need

Aligning With Other Customer Strategies We have a social customer service strategy that fits into a broader service strategy and social media strategy

Sample ObjectiveTo share our social customer service strategy with other relevant strategy owners in order to align our organisation’s overall approach to and delivery of social engagement. This will have been completed before xxx

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Investing In The Right Leadership StyleWe have the right leadership and development model that optimises our impact in social customer serviceSample ObjectiveTo transition operational management of social customer service from Marketing to Customer Services. Also set up a new customer engagement team to co-ordinate the management of all types of social interactions, in particular assessing ongoing opportunities to promote service successes. This team will be recruited and fully functional by xxx

Mastering Social Media MonitoringWe have an effective way of listening to social mentions of our brand and can accurately categorise those that need a responseSample ObjectiveTo have assessed the suitability of the current monitoring solution for Customer Services purposes (currently run by Marketing) in order to select the best solution going forward. Then optimise the search, routing and escalation workflows to achieve our upgraded social SLAs . Assessment will be done by xx. Selection by xx. Optimisation by xx

Recruiting, Training And Managing Social TeamsWe know how to recruit, train and manage social customer service teams

Sample ObjectiveTo have benchmarked advisor/team leader profiles, competencies and packages against top performing social brands before revising recruitment, learning and management approaches for social customer service. These will also need integrating into the existing career paths. This needs to be achieved before the new team is in place before xxx

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Maintaining Operational AlignmentWe have aligned our social customer service competencies with traditional ones e.g. culture, induction, colleague profile, management, policy, infrastructure, SLAs etc

Sample ObjectiveTo have re-assessed our main customer service operation in the light of the communication style and operational culture that social interaction has introduced and make recommendations on where they should converge and remain distinctive by xxx

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Mapping Social Customer JourneysWe have clearly mapped customer journeys for social Customer Service based on their priorities

Sample Objective To have gathered sufficient customer feedback allowing us to map the key customer journeys that involve use of social channels. This should be compared against the internal processes we use to deliver social customer service to ensure they meet customer priorities. Mapped, compared and upgraded by xxx

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Analysing The Right Channel MixWe have identified our platform & channel mix for social Customer Service that works for the customer market(s) we operate inSample ObjectiveTo have translated our listening audit of where customer and prospect are socially active into a social channel strategy that fits into our broader cross channel needs based on our analysis of customer journeys. This is then evolved into a business needs analysis to guide vendor selection for a technology solution. Timings: Social channel strategy by xx. Integrated cross channel strategy by xx. Business needs by xx RPF out by xx. Vendor selected by xx

Integrating Social And Existing InfrastructuresIntegration between social & traditional CS infrastructure supports effective operational management & our intended customer experienceSample ObjectiveTo have found integration solutions based on a reassessment of customer journeys (those starting on social) which enable our SCS team to provide customers with easy transfer between public and private communication channels (includes CRM and service knowledge integration). These will be prioritised for rollout between xx and year end xx

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Using Knowledge EffectivelyWe are using socially sourced knowledge effectively and have access to relevant customer service knowledgeSample ObjectiveTo have assessed the value of the service knowledge being generated by customers in our peer to peer community. We will have developed a re-use strategy based on tagging, SEO and federated search for our self service customers and an ongoing transfer strategy for our contact centre advisors to benefit from. We will measure its impact on improving first time resolution and customer effort. In place by xx

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Gathering And Using Social Customer DataWe are able to build and access social interaction history as needed

Sample ObjectiveTo have integrated the interaction history collected from social customer service with our main CRM system. As part of that we will have developed an affordable approach to capturing and integrating people’s social ID with their CRM profiles. Achieved by xx

Dealing With Traffic Bursts & Social CrisesWe are ready for unexpected volumes of 'social' traffic: resourcing, escalation, house style

Sample ObjectiveTo have developed an organisational capability for managing traffic surges including social media crises that require the use of the social customer service team. This includes roles, competencies, workflow, triage, engagement policies and rehearsal schedules. In place by xx

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Developing The Right Mix Of MetricsWe have the right balance of metrics that reflect both the customers' priorities & those of operational management

Sample ObjectiveTo have evolved our customer service metrics over social channels. Key inputs include feedback on customer priorities and benchmarking social customer service leaders. In place by xx

Charting A Course To Having The Best SLAsOur SLAs for serving customers via social channels outperform competition

Sample ObjectiveTo have developed an approach to regularly re-assessing customer and market expectations for SLA performance in terms of responsiveness, availability and resolution. From which we can reset our own SLAs to remain competitive. In place by xx

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Adapting Voice Of The Customer For SocialWe have a sufficiently detailed understanding from customer feedback to know what does/ doesn’t work about our social channelsSample ObjectiveTo have implemented a way of understanding what customers expect from us over social channels and how well we do. This will include immediate post interaction feedback and occasional in depth surveys from which we can analyse our strengths and weaknesses. In place by xx

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Becoming Fanatical About Service FailuresWe are able to learn from social interactions and track improvements

Sample ObjectiveUsing inputs from both the adapted Voice of the Customer programme and the analysis of issues using our monitoring solution, we will have developed a cross functional capability to eliminate service failure, feeding them back into a ‘good news’ messaging strategy for Marketing to promote. In place by xx

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Social Customer Service Excellence