Why?

Social media has tipped the balance of power from the brand to the customer.

Nobody enjoys listening to hold music for 45 minutes. Customers will broadcast their complaints on Facebook or Twitter, and expect you to come find them.

By listening carefully to your customers and community, you can easily catch customer service issues as they emerge, even on fast-moving sites like Twitter.

Communities see responsiveness from companies, and those companies earn their trust. Your customers aren’t asking you to be perfect; they’re asking you to pay attention.

How?

Searching for terms around your brands and products, as described in Chapter 1, will turn up most customer service issues.

Your first challenge is to determine whether the author of a post is a customer. If you sell directly to consumers, you’ll have to figure this out from the context of the post or by asking directly.

B2B companies track their customers much more closely with CRM systems. The first time a person pops up, figure out their employer by viewing their social profiles. This might take a little sleuthing, following links from Twitter to About. me to LinkedIn.

Crosscheck the name and location in your  CRM system . Your CRM data will give you more context on ongoing customer service issues and let you know which Account Manager in your organization is responsible for this customer.

Pay attention to whether your mentions increase as folks talk about your stellar customer service practices, and see if your ratio of positive sentiment increases as your outreach and resolution of customer service issues in social media takes hold.

 

Salesforce Marketing Cloud

by Mehdi Sarsar

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