Design a Customer Service Strategy that Serves the Social Customer
Drive customer satisfaction & retention with social channels.
- Web 2.0 has added a new set of interaction channels, including social channels, that are strongly favored by customers. This requires organizations to revisit their customer service strategy.
- Organizations are exploiting new interaction channels for sales and marketing, but generally lag in merging these channels into their customer service strategy.
- Customer service organizations are unsure when and how to integrate social media into their customer service strategy.
Our Advice
Critical Insight
- Customers are rapidly adopting social channels for engaging suppliers, as well interacting among themselves. As a result, service strategies based on older Web 1.0 interaction channels are losing effectiveness.
- Most organizations have not integrated Web 2.0 channels with their customer service infrastructure, which prevents development of the most effective hybrid channel service strategy.
- Proactive monitoring of the social cloud for service opportunities is more effective at achieving service goals than simply adding social channels for customer-initiated inquiries.
Impact and Result
- Understand how customer service fits into the broader CRM picture to assess social media for customer service and update customer service strategies.
- Assess the value of new and old customer service channels to design an effective hybrid channel customer service strategy.
- Adopt best practices for service technology integration and customer service procedures to achieve customer service goals at the lowest cost-to-serve.
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