While the Marketing Teams hold the Social Media purse strings, it’s the Customer Service Teams that are the Kings of customer engagement. So, what exactly is Social Customer Service for Marketers and what is its role? Check out this Infographic.
These two disciplines are the pillars of social media success for Brands – but how well do they know each other?
83% of consumers require some degree of customer support while making an online purchase.
82% of consumers say the number 1 factor that leads to a great customer service experience is having their issues resolved quickly.
70% of customers will do business with you again if you resolve their complaints.
60% of organizations still cite marketing as the main function of social media channels. But does Marketing have the systems, processes and skills to effectively manage customer issues on social media?
Marketing and Customer Service have 2 different mindsets. Marketing mind focuses on creativity, has analytical skills, is tech savvy, focuses on content and lead generation, whereas the Customer Service oriented mind is patient, attentive, knowledgeable, empathetic and a problem solver.
They both have different goals in mind.
Marketers push out information and generate positive engagement, with the aim of increasing brand awareness and generate leads. Customer service agents on the other hand listen and respond, with the aim of helping customers, improving customer satisfaction and increasing customer retention.
They both use different tools.
Marketing uses Social Media Monitoring, engagement dashboard, content curation, content creation and analytics. Whereas, Customer Service uses Social Media Monitoring, engagement dashboard, CRM integration, personalised routing, supervisor visibility and access to back end systems.
For both Marketing and Customer Service, different KPIs are important. Marketing cares about Reach, Share of Voice, Engagement, Leads and Conversions. Customer Service, on the other hand, cares about Response rate, Time to resolution, First post resolution, Call deflection, Thread depth and Net Promoter Score.
Does Marketing value Customer Service?
62% of organizations view customer experience provided through contact centers as a competitive differentiator. 55% of organizations expect to compete primarily on service by 2020.