The Importance of Social Media in Customer Service Management

In today’s fast-paced world, customer experience plays a significant role in an organization’s success. How customers view an organization depends a lot on its ability to identify customer pain points and resolve them in a timely manner. 

But taking a reactive approach to customer service management is not enough. Companies have to move beyond setting up customer service desks where customers can log their complaints or voice their concerns is not enough. They need to have a mechanism in place where they can proactively capture customer issues and address them – before they impact satisfaction levels or brand reputation. 

Why Customer Service Management matters

As the business landscape gets increasingly competitive, achieving differentiation just by delivering high-quality products is not sufficient to drive revenue and maintain competitiveness. 

What organizations need is a robust Customer Service Management strategy that helps them get insight into customer issues and take proactive steps in overcoming them. However, many employ aging and outdated Customer Service Management operations where customer issues are resolved one at a time, case information is manually entered into disconnected systems, and agents have limited customer experience capabilities. 

In an era where customer-centricity has become so important, such an outdated strategy might lead to customer service agents not being engaged in the customer life cycle.  Conversely, as customer expectations skyrocket, failure to adjust to these expectations can jeopardize organizational profitability, customer satisfaction, and loyalty. Retaining customers and driving healthy customer satisfaction results require businesses to improve the effectiveness of their customer service organization. 

A modern Customer Service Management platform like ServiceNow CSM can deliver C-level executives with the opportunity to achieve high levels of customer satisfaction. 

By providing personalized experiences that exceed customer expectations consistently, it can help them –

  • Understand customer pain points and quickly getting them to an appropriate resolution. 
  • Offer robust self-service options, so customers can resolve minor issues themselves – without having to depend on agents. 
  • Create multiple contact center channels and focus on maximum speed to resolution.
  • Gather business insights across the full customer life-cycle and diagnose the root causes of issues for improved satisfaction. 

Using Social Media for Customer Service Management

In the past decade or so, social media has become an indispensable part of human lives. What began as a medium for personal communication soon escalated into a platform for advertising and marketing, allowing businesses to reach out to customers with targeted offers and promotions. 

Today, it has also become an important platform to drive exceptional Customer Service Management outcomes. 

47% of US consumers view a brand more favorably when it responds to customer service questions or complaints on social media, and 50% of consumers won’t hesitate to boycott a brand because of poor response on social media. 

Integrating social media with Customer Service Management strategy has become a requisite to

  • Set the foundation for proactive customer service management: Using social media in Customer Service Management can help organizations proactively capture and manage customer issues using popular social media platforms. Instead of just resolving issues in a reactive manner, social media can help organizations anticipate customer needs or concerns and reach out to them much before they even realize issues themselves. 
  • Analyze past social media behavior and curate personalized experiences: Social media integration can help a great deal in analyzing past behavior, including demands, expectations, and pain points and concerns. With such valuable insights, organizations can drive efforts in evaluating social interactions, establishing the right communication channels, and curating personalized experiences for improved satisfaction. 
  • Build long-lasting relationships with customers: Organizations can also use social media to positively influence sales and build long-lasting relations with customers. Using popular social channels, they can reach out to a much wider audience, empower customers to interact directly with the brand, and allow them to connect with the brand at a personal level. 

XcelSocial – Your Social Media Integration Tool

In a world where social media has a great impact on how a business is viewed, XcelSocial, a solution designed specially to identify customer issues and sentiments quickly, can help enterprises drive the highest customer satisfaction rates. Through seamless integration with the ServiceNow Customer Service Management platform, XcelSocial enables Customer Service agents to quickly lookup customers’ social profiles, validate requests, and communicate with them to resolve issues – without leaving the ServiceNow platform. 

Using XcelSocial, organizations can drive flawless omnichannel customer service experiences, efficiently manage social customers, proactively identify potentially dissatisfied customers, and get visibility into customer needs and issues as they happen. Organizations can also demonstrate responsiveness to resolve issues quickly and dazzle customers for improved business outcomes. 

Social customer care is here to stay. Social media might be one of the many channels for customer care, but your modern, socially savvy customer may use it more often since it is more accessible and immediate. If you want to truly connect with your customers and want to deliver truly top-notch customer service, you need to have a strong social customer care strategy.

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