Integrating Social Media Monitoring with Business Functions:Customer Service
Effective social media monitoring can redefine how consumers buy products, services and get customerservice from a company. Many brands today are actively trying out social media monitoring tools to
support these objectives. When it comes to customer care, it’s important to remember that consumers
often have strong feelings about various brands, and that they expect companies to respond quicklyand appropriately. More than ever, consumers today are airing their comments and complaints via
social media tools. Thus it’s critical for organizations to establish an appropriate strategy, and
effectively integrate those
strategies and processes into customer service operations. Tracking what’s
being said online about the company becomes an important first step.The challenge today is not finding consumer discussions of a brand, but sifting the relevant andinsightful comments from useless chatter and turning the findings into valuable business insights. In ourlast article, SocialMedia Content Overload
team at Position² addressed the issue of filtering out relevant data from “noise” on
social media channels. In this article, we discuss how brands can integrate social media monitoring intocustomer service operations to enrich customer experiences, reduce customer service costs, andtransform their businesses by using monitoring tools.
Why Should Companies Listen to their Customers?
For the most part, the only way companies knowthat customers have questions, comments, orconcerns is if they contact customer service, makethe news, form a public group, or if buyingpatterns, stock value, and sales trends suddenlyshift. For every inbound customer inquiry, there isa significant percentage of existing and potentialcustomers actively discussing the same topic out inthe open, simply looking for guidance, opinions,acknowledgment and/or information. Thesediscussions usually transpire without companyparticipation, leaving people to resolve issues andquestions on their own. This leaves the door openfor the competition to enter the conversation andsteer customers in their direction.Social Media monitoring helps companies track andrespond to these real-time conversations that impact their brand. To maximize its potential, it is
important to leverage it strategically and treat it as an integral part of a company’s overall customer
service strategy. Some businesses have gone a step further and assist customers with issues via socialnetworks. This practice can save businesses time and money.
Benefits of Integrating Social Media Monitoring into Customer Support Operations
Used correctly and consistently, social media monitoring helps companies offer a low-cost way todeliver services, and to gather important data on market trends, product feedback, brand perceptionand customers. Recently Gartner questioned 250 customer service executives, and found that only 15%had a Twitter strategy for customer services. This indicates that companies still have a long way to gobefore grasping this new technology.