final project - creating a social media campaign strategy pitch for a brand of your choosing
Week 10: Customer Care
Reasons Brands should (and do) invest in social customer care
54% of customers prefer social media for customer service over phone or email. (Conversocial) 🙅
40% of consumers expect brands to respond within the first hour of reaching out on social media, while 79% expect a response in the first 24 hours. (Sprout Social)
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�� If you don't respond to comments on social media, it can lead to a 15% increase in churn rate. (Gartner)
It is 83% cheaper to solve an issue via social media vs through a call center (Go Globe)💰
This is how quickly it can go bad..
Social Customer Care
First touch
PR team
Product team
Technical support team
Complaint 1. Placate/Deescalate 2. Solve if FAQ 3. Get info for triage
Constant updates on product status, Approved content, support FAQs
Product feature announcement s, Product FAQs,
Official response to newsmaking events about or related to your brand, Brand
FAQs
Technical Support Cases Insights, early warning of brand crisis
Product Feedback
Content
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Elements of Brand Customer Care
Tier 1 Basic Support & Triage
→ FAQs or escalate
Tier 2 Advanced Support
→ Diagnostic & solve or escalate
Tier 3 Specialist Support → Provide answer
if it exists
Core Elements of a Customer Care Strategy 1. Content to address Tier 1 issues 2. Clear role definitions- who do you hand it off to and how quickly should they
follow-up? 3. If the problem doesn’t have an immediate solution, how are you going to keep your
customer in the loop? 4. Who do you need to notify if you start to notice an unusual volume of complaints?
What if the customer wants a feature that you don’t have?
When there’s a big issue- Use your handle to keep customers updated as you resolve issues
Caring beyond your current customers