To put effective social customer service in place, you need an updated customer access strategy. Put a team together and think through the following questions:
- Customers: Who are they, where are they talking about your services, company, market and competitors?
- Contact types: What kinds of conversations occur, e.g., inquiries, orders, policies, support, feedback, etc.?
- Access alternatives: In additional to traditional connections (phone, email, et al.), what channels should you have for listening to and engaging with customers (e.g., blogs, rating sites, peer-to-peer communities, and key social sites)?
- Hours of response: When will you be reachable? What will your customers expect?
- Service level objectives: How fast do you intend to respond?
- Agents required: Who will be trained and equipped to handle social interactions?
- Information required: What information on customers, products, services and policies will they need?
- Business unit collaboration: How will you capture and share information that can be used to improve products, services and processes?