I’ve run many social customer care workshops over the years in the UK, USA, Middle East and Asia. I’ve run social customer care workshops for companies transitioning from an outsourced model to an inhouse one, from a marketing-owned function to a customer service-driven one, from telco to retail, insurance to aviation.
At those social customer care workshops, I’ve shared my insights about:
- what technology exists
- how responding is a two-step process
- the different criteria for removing a post
- how to put an SLA together
- the principles of writing on social
- social media crisis situations
- the different ways organisations set-up their social customer care operations
- the different performance metrics that can be used
- the use of YouTube as a social customer care channel
- social customer care operating models
- quality assurance
- social media guidelines
The one thing I can’t teach you though, and it’s the most important aspect of social customer care, is, how to: think…
How to – think…is up to you.
How to – think – in that moment just before you reply to your customer on Twitter, Facebook or Instagram.
How to – think – in that moment when you ask yourself: Have I done everything I can for this customer? Have I responded as if I’m responding to my own Tweet or Facebook post? Or does my response simply reflect my company’s policies and processes, my corporate habits and assumptions, my lack of thinking, my lack of empathy…
How to – think… it’s not easy. It’s a waypoint along the way. It’s a waypoint that you need to arrive at by yourself.
I can see when it happens. I can see when you get it. You know when you’ve got to your waypoint. I can try to create the conditions for it to happen. But I can’t make it happen.
Companies like @O2, @TDBank_US, @ING_Aust, @AirAsiaSupport, @AlaskaAir, @MaxisListens, @AskAmex or @HPSupport seem to have reached their waypoint. They’re comfortable with who they have become. They’re comfortable with their voice. In fact, they’re not comfortable, they’re confident. Comfortable is too wishy washy.
Companies like @touchLebanon, @ZainKuwait and @StanChartHelp are on their way. They haven’t reached their waypoint yet; but they’re not far away. Bold enough to explore, but not quite confident enough yet to settle on a voice. Not quite confident enough to believe in themselves. Self-belief is hugely important.
Where are you in your journey? Have you got to your waypoint yet? Do you believe in your voice yet? What will it take…