The Keys to Customer Engagement on Social Media

May 24, 2016
Posted by: Matthew Hammer, VP- Marketing

Part 3 in the Series: Social Customer Service
Customers have high expectations for social customer service. At LiveWorld, we’ve found that 42% of consumers expect a response from companies on social media within an hour.
prefer-socialHowever, many companies are failing miserably at meeting those expectations – 33% of consumers who reach out on social media for an issue never get a response.
In our previous blog post on social listening, we discussed ways that some brands are successfully listening to their customers on social media in order to find their customer service issues.
Once you find issues on social channels like Twitter or Facebook that need a response, how do you actually do it well? Especially at the scale that social demands?
The key is conversation-centric engagement. You can do this by:

  • Maintaining context and conversation history in one place as consumers communicate across disjointed comments or posts and transitioning dialogues from public to private.
  • Delivering rich, personalized 1-on-1 conversations informed by customer profiles that include history, social profile data, and CRM information.
  • Replying to your customers faster by using frequently used responses that support compliance with brand voice and internal standards.

Another crucial aspect to providing effective customer engagement on social media is case management. By using tickets, a response database, tagging, approval workflows, and full audit trail, your agents are able to save time and see the full history of that customer. Using case management helps avoid agent collision and enhances cooperation within your organization.
By responding to your customers, you’re letting them know that you hear them – and are well on the way to converting them into loyalists and brand advocates.
Next up: The importance of resolving social customer service issues.
Learn more about how LiveWorld’s social customer service software helps improve brand-to-customer interactions.