Social customer care: what it is and why it is important

For some time now, social media is no longer simply a virtual meeting place for users, but a real marketing and communication tool for companies and brands. In this context, social customer care was born, which differs from traditional customer assistance precisely because of its "social" character.

Before understanding what social customer care is, it is appropriate to analyze the exponential growth of social networks. Facebook boasts over 2 billion users, Instagram has tripled its number of subscribers in recent years, and Whatsapp and Messenger have recorded an unparalleled rate of growth.

By analyzing consumer behavior, companies can obtain valuable information for their marketing campaigns, but can also provide a social media customer care service tailored to the needs of their customers.

To request information or support on a product or service, over 60% of users rely on the social pages of a brand.

Do you want to understand how to make your company "social" ? Contact us! Here at We Are Fiber, we have developed social customer care strategies that are perfectly suited to every need.

The definition of social customer care

social customer care

Social customer care can be considered as a customer service provided on social networks, such as Facebook, Instagram and Twitter, where the brand is present. All the social media customer care "best practices" are therefore relevant, such as managing requests and questions from users.

It differs from traditional assistance, based mainly on the collection and management of consumer data, as it offers a further flow of more updated and detailed information coming from social networks.

Where and how to provide customer care services on social networks

A large part of online commerce passes through social networks, where being present is equivalent to being visible. It would be preferable to have a company profile on each social network, but this is not always possible, especially for small brands and companies.

To provide a satisfactory social media customer care service, it is therefore advisable to employ those platforms most used by your customers, so as to optimize internal resources. Better to be present on one or two social networks, but to guarantee an effective and proactive assistance service, than being present on numerous social networks, but without being able to answer customer questions effectively.

If a brand is present on social media, consumers expect to be able to interface with the company to ask questions, solve problems and satisfy curiosity at any time.

KPIs of customer care in social media marketing

Social network customer care is of fundamental importance for a company, but it is advisable to know the KPIs (key performance indicators) that determine the success or, on the contrary, the failure of the service offered. There are three fundamental criteria to be met: speed, familiarity and resolution. If customer care via social media is not guaranteed, it risks turning into a boomerang.

Modern users want everything immediately, so when they turn to a brand on social media, they expect a comprehensive and relevant response within 60 minutes. Companies must therefore organize themselves to guarantee feedback and responses in a short space of time, using modern technology that includes chatbots and social customer care software, capable of independently managing each request.

Secondly, users don't like to be treated as numbers and, specifically, they don't want standard answers. Instead, they like personalized answers based on the specific needs of the moment. The presence of a trained and professional staff of dedicated operators is therefore required, able to bring out the human component of the company.

The last point concerns the resolution of issues. Customers not only want quick and immediate answers, but also definitive ones, that is where the business is capable of solving the problem once and for all. For this reason, it is important to keep track of the most frequent critical issues, in order to remedy them without having to deal with them periodically.

Social media and customer care: the strategies to be adopted

Each company must draw up a personalized strategy, including the tools to be used to respond to customers and a plan to manage all moments of crisis.

As mentioned, staff must be suitably trained and prepared to better manage the service and understand the company protocols, so as to provide adequate and structured answers.

Negative comments and complaints do not necessarily have to be viewed in a negative light. However, on social networks it is preferable to move communication to private channels, such as chat, email or telephone, to try to solve problems. In this way, customers appreciate the care and attention that the company pays them and are more prone to become loyal.

At We Are Fiber, we have implemented and optimized performing solutions for every need when it comes to social customer care.

Contact us!

Related Posts

Why outsource data entry?

Data entry is a rather complex and even diversified process that risks taking away a great deal of...

CONTINUE READING

How to conduct automated document processing in the health sector and why you need outsourcing!

For years now, the healthcare sector has seen an exponential growth in the amount of data generated...

CONTINUE READING

Back office customer service: who it is and what it does

Today, the customer is the center around which every business activity revolves, and within this...

CONTINUE READING