The real value of social media in customer service.

Beyond the bandwagon.

Let’s face it,customer service isn’t theeasiest job in the world.

If it were, every Johnny-come-lately ‘expert’ would be all over it,dispensing advice and guidance.

Hang on a minute – they are. And that’s where the trouble starts.

Every way you turn, you trip over a guru.They’ll tell you everything you know is wrong:

But the closer you focus, the more it looks like smoke and mirrors.And the further away you get from what’s important to the customer:

Service.

This is essentialThat’s dead

Nobody does it like that anymore

We believe that the fundamentals ofcustomer service are exactly the same

as they’ve always been.

It’s just that now there arenew ways and new places

to use them.

So, while it’s a good idea to be sceptical about all the hype surroundingsocial media, it’s also a good idea to take a closer look at the real value.

Because social-informed customer service is actually a very powerful thing.

While we’re getting back to basics,let’s sprinkle in a little reality.

The balance of power hasn’t changed.

The fact is, customers have always been in control.

In the past,they complained

directly to you.

The big difference today is that they have tools – very powerful tools –to help them spread their views about your brand.

And when you’ve got a hammer, everything looks like a nail.

So when things go wrong, they don’t just tell a neighbour or a colleague.

They complain to the world and his wife. In places likeFacebook, Twitter, Pinterest, Instagram, YouTube and LinkedIn.

Often, all disgruntledcustomers want is an ear.

Some acknowledgement.Maybe an apology.

They want to know that ahuman being is on their case.

You know that. You’re nodding.

Despite all the hype, that’s really allsocial media is about. It helps you to:

Despite all the hype, that’s really allsocial media is about. It helps you to:

Listento find out early when

a customer is unhappy.

Despite all the hype, that’s really allsocial media is about. It helps you to:

Listento find out early when

a customer is unhappy.

Spot and diffuse problemsearly on, with the constant goal of

first-time resolution – ‘one and done’.

Despite all the hype, that’s really allsocial media is about. It helps you to:

Listento find out early when

a customer is unhappy.

Spot and diffuse problemsearly on, with the constant goal of

first-time resolution – ‘one and done’.

Turn aroundand help vocal detractors.

But it’s not all about bad news.

On the upside, your company’s finest moments stoke a warm glow with your customers and prospects.

People like to give. And because they also like to receive, social media lets you do your bit.

To thank brand advocates. Get proactive service messages out.And engage in friendly discussions in an open forum.

Right now, customers could be talking aboutyou on forums and on Facebook.

Spreading the word of their faster upgrade,your improved service or your willingness

to go the extra mile.But these conversations are happening all the time,

on sites and platforms you’ve never heard of.

(As well as the usual suspects.)

How do you keep track?

You can’t be everywhere at once, waving a magic wand,righting wrongs and creating happy endings.

Or can you? Why not leverage social media,just as your customers have?

Yes, there are new channels. New ways of working. New methodologies.

The good ones are the opposite of the snake-oil miracle-cure.

They’re robust, scalable long-term solutions from reputable vendors.

So you’ll know more quickly and less expensively,what you’re doing wrong and what you’re doing right.

But you don’t have to master them all.Concentrate instead on those that will help

you make a better job of your job.

What do you want to do? Listen at a social scale, tapping into

conversations from a multitude of sources?

Monitor customer sentiment, demographicsand influence?

Harness and act on real-time feedback?

Be seen as a company that cares aboutits customers – and walks the talk?

Why? To better connect with customers

when they’re most engaged?

To turn loyalty into advocacy?

To align sales, service and marketing?

To drive down the cost of customer support?

How? What tools and platforms are available that can

be harnessed quickly, easily and cost-effectively?

Do they support social media along with alltraditional contact channels?

Which ones let you leverage your existingnetworks and resources, to collaborate with

colleagues and suppliers?

Do they integrate with the tools you’realready using?

Get it right, and you’llaccomplish three things:

You’ll delight customers.

And you’ll remember whyyou got into customer service

in the first place.

So you don't have to believeall the social gurus or buy their

‘emperor’s new clothes’.It's still the same customer

service you've always done,applied with common sense

in new ways and places.And yes, it helps to have a

platform that can handle social,along with all other channels.

But, most importantly, you just needa mindset that takes everything

you’ve always done in customerservice and applies it everywhere your

customers are talking.

Brought to you by peoplewho love social media

because we love customers.

Where to go if you like the sound of all this.

salesforce.com/uk/socialsuccess/form/multi-channel-customer-service-ebook.jsp

AboutSalesforce.com

Founded in 1999, salesforce.com is the enterprise cloud computing leader.

Using salesforce.com’s social and mobile cloud technologies, companiescan connect with customers, partners and employees in entirely new ways.

Based on salesforce.com’s real-time, multitenant architecture, the company’splatform and apps give customers the tools to create a social front office and

revolutionise the way they sell, service, market, collaborate, work and innovate.