Social CRM: An Idea Whose Time Has Come?

Becky Carroll
Becky Carroll Founder and President, Petra Consulting Group

Posted on August 19th 2012

Social CRM: An Idea Whose Time Has Come?

Social Media CRM, or Social CRM, is getting a lot of air time these days. But where does it fit? Today’s post is by Laurie Shook. Laurie is a technology marketer creating solutions that help people communicate and collaborate more effectively. When not blogging, on Twitter, or on Facebook, she is marketing WikiThreads, her small business featuring Dallas t-shirts and logo embroidery. Thanks for chiming in on Customers Rock!, Laurie.

If a tree falls in the forest, does it make a sound? That’s the perspective many customer service experts have had toward social media-based customer service, or social CRM. With so much noise in the social channel, is it worth it to ferret out a few random requests for customer service? And with a sawmill full of fallen logs ready to be processed, few could blame customer service executives for focusing on contact center through-put.

But to a marketer that pristine forest of social media represents opportunity to be harvested. Consequently, many companies leave the task of social CRM to the marketers. Marketing creates the proactive messaging and offers on Twitter and Facebook while attempting to handle service issues as they arise.

But consumers are taking service issues to social channels in ever growing numbers. According to Gartner, the Social CRM segment will double this year, surpassing $1 billion. Included in the growth are those who simply prefer social media to the traditional contact center. According to Mike Merrill, @MikeDMerrill and Director of Marketing at ReachLocal, “I find it more convenient to ask for help via social media, since I’m on line all the time anyway. When I raise the issue via social channels, I’m not stuck on hold. It puts the ball in the business’s court.”

Customer service is better suited to handle social service issues for three reasons:

Coverage. Consumers expect prompt responses regardless of when their complaint is aired. Marketing departments aren’t staffed evenings and weekends, although many contact centers are 7 X 24.

Product Knowledge. Customer service agents are trained on product and service specifics and are better versed in how to handle the issues that arise.

People Skills. Customer service reps trained to handle the wide diversity of people issues and personalities that crop up in day to day business.

So where’s the gap?

Brand Voice. Marketing departments report that there is work to be done to get customer service representatives ready to speak in the company’s “brand voice”. Agents need to understand that since conversations are public, service needs to be delivered with a different tone than would occur one-on-one.

Volume. We’re back to the original issue. Unless there is a corporate fiasco, most companies don’t currently have enough service issues aired via social channels to warrant integration into the rank and file agent’s work queue.

But, if growth is inevitable, how can the customer service organizations get ready for the very logical integration of the social media channel into the service function?

Take it slow.

  • First start by following marketing department responses. Learn “brand voice”.
  • Then, start handling service issues that arise from corporate social media properties with a small, focused group under the customer service function.
  • Next, establish service specific social media properties. This is a big step, since it brings a dedicated staffing requirement to Customer Service. It is important to carefully gauge workload before beginning. Remember this activity doesn’t create new workload—it simply focuses it away from general corporate social properties onto service-oriented properties.

Mainstreaming social CRM into the contact center is a big step. Evaluate the baby steps you may need to take tor prepare for a stronger customer service role in social channels, so you are ready before someone yells “timber.”

(Image credit: ardaguldogan)

 

Becky Carroll

Becky Carroll

Founder and President, Petra Consulting Group

Becky Carroll is the author of The Hidden Power of Your Customers: Four Keys to Growing Your Business From Existing Customers (Wiley). She is also the President of Petra Consulting Group focused on WOW customer experiences and social media. Her business blog Customers Rock! (http://customersrock.net) is one of the top customer service blogs. Most recently, Becky served as the Social Media Strategist and Community Manager at Verizon. She teaches the “Marketing via New Media” class at UC San Diego and is also the Social Media Contributor for NBC San Diego. Previously, Becky was a Senior Consultant for Peppers & Rogers Group and worked at HP for 14 years.
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Comments

Thanks for sharing this post, Becky. As Social CRM continues to grow, it's becoming more and more important for companies to have a presence on social media. If customers are writing in on Facebook and Twitter looking for answers, it can be harmful to a business if they ignore them - especially when posts on social networks are public. At Conversocial, we found that 29% of customers expect a response on Facebook within 2 hours, while 30% of customers want an answer on Twitter within 30 minutes. With demands like these, it's definitely time for businesses to start paying attention to social media, and begin setting up teams to deliver social customer service.

In terms of setting up a social customer service team within a company, we have developed a guide filled with useful tactics, interesting statistics, and case studies from customers currently using social media to deliver customer service. Our Definitive Guide to Social Customer Service was set up to help companies figure out an entirely new customer engagement program. We'd be very interested in your opinion on the document, and would welcome any feedback you could give us. Thanks again for the great post!

Great tips here, Laurie, and you're hitting on a factor that is critical to the success of social customer service: tighter integration with the marketing, communications, and product teams inside the enterprise. To do their job well, social agents need to have a a good handle on the products their getting questions or complaints on, or when the next version of that product is coming out. If Marketing is preparing to post about a promotion or a product launch, they need to work with Customer Service to ensure that social agents will be prepared to respond to the inevitable follow-up questions (and with the "brand voice," as you suggest), and/or have a good system/tool that enables care agents to pass/escalate those marketing-oriented questions to Marketing for a quick response.

In short, good social CRM doesn't happen in a vacuum. It takes a cross-company commitment to be done well, and in a way that's seamless to the customer, and -- oh by the way -- in 365/24/7 fashion. Quite a challenge, but one we're thrilled to be in the middle of helping to work through!


Bryan Person | @BryanPerson
Social Dynamx

Bryan, thank you for your feedback. It's rather ironic that more visible communication from external sources like customers promises to be a galvanizing force creating better internal communication.