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Identifying that social care is an obvious win for your organization is easy, securing the executive support you need internally can be the tricky part!
Well you’re not alone. Countless organizations struggle against the internal blockers that keep them from realizing the benefits of social care. Sometimes timing isn’t right, the budget isn’t there, or the stakeholders aren’t in agreement over ownership. Other times, a company can’t fathom offering social support because the leadership themselves are not on social. Alas, none of these challenges diminish the fact that customers demand support on social media.
To help your company achieve social transformation in the face of adversity, here are some frequent concerns and great answers for each. Simple answers to 3 common concerns:
1. “Social media is too risky”
Opening the ‘social floodgates’ is a common fear of many exec teams. But saying that social care is too risky to participate in is dated, and won’t allow your business to remain relevant. Modern consumers are spending more and more time on social messaging platforms. Brands can choose to engage or not, but the social shift is happening and a far safer strategy would be to invest in participating responsibly.
69% of American adults use social media – Pew Research Center
So how do you counter this concern? Well social customer care actually allows brands to mediate a social media crisis. It gives agents the opportunity to proactively monitor the vast universe of social media and identify issues—even if the brand isn’t mentioned directly—in order to reach out and resolve.
If you are unable to nip the crisis in the bud, social will also help in the aftermath. Brands that are smart about crisis management have a well crafted Social Care Playbook, containing an escalation plan, that sets out an organized process for dealing with a crisis head on. It encourages interdepartmental communication and sets out clear ownership of internal and external communication. This allows for companies to control the conversation and get a head of the message, limiting potential damages.
The bottom line: Social acts as an early warning sign for potential brand issues and allows companies to address issues before the escalate into a full blown crisis.
2. “Adding more support channels would be expensive”
There are few things more expensive than being too busy to innovate. Think about Nokia’s famous decision not to invest in smartphones, whereafter its global phone market share dropped from 50 percent to its current 2 percent. Or Digital Equipment Corporation’s bold declaration “There is no reason anyone would want a computer in their home” which preceded their bankruptcy. The old way of doing things can be costly too.
In the case of social customer service, companies will actually save money. According to research by Forrester in partnership with Conversocial, companies studied saw a 272% ROI after three months, and some made a nearly $1 million in additional sales. Why? Because happy customers bought more and because social customer service is more cost effective and more efficient than legacy support. Agents armed with social support tools can handle 167% more issues in the same amount of time.
Image: A price comparison of support channels.
The bottom line: Forrester found that companies who purchase social care can see a 272% ROI within three months and make their agents 167% more effective.
3. “We don’t need more tools”
Social care software may add one additional screen but it also removes a handful of others because it’s an aggregator. It integrates into your CRM system, your social media accounts, your live chat service, and your messaging apps, by pulling them all together onto one pane of glass. Agents can see full cross-channel customer histories within seconds.
The benefits here are especially pronounced if you’ve been using the marketing team’s social tool for support. Bonafide social care tools will not only prevent your agents from having to constantly switch between social feeds, but it will report metrics specific to customer service. And with secure encryption, agents will be able to authenticate customers in-app without switching channels, further reducing the need for support options beyond social media. Full in-channel resolution is now the name of the game.
The bottom line: Social care reduces the number of tools that agents need because it aggregates other tools and simplifies agent workflow.
Social care is an obvious choice for many because it reduces the risk of social media catastrophes, saves (and even makes) companies more money, and reduces the number of tools that agents need. Social care can do all of this for you too, and hopefully this advice has you feeling more prepared to have that conversation.