Friday the 13th has long been considered a day of bad luck in Western superstition. Some people are so paralyzed with fear on this day that they simply won’t get out of bed. Others will refuse to fly on an airplane, buy a house, or act on a hot stock tip. It’s been estimated that $800 or $900 million is lost in business on this day because people will not do business that they would normally do.
Although superstition can be fun, we have to think realistically. If your company’s social customer experience is suffering this Friday the 13th, let me tell you that it’s not bad luck- it’s most likely just a bad strategy.
What exactly lies at the heart of a good social customer experience strategy? People and technology of course! While people are the drivers of a good strategy, technology is the enabler. Without people, technology is virtually useless, and without technology, scalability is impossible.
Happy employees are the key to a productive social customer service team, which is essential for providing a great customer experience. Studies show that happiness in the workplace leads to a 12% spike in productivity, while unhappy workers are 10% less productive. Because happiness has such large and positive causal effects on productivity, keeping contact center agents happy is imperative when it comes to the bottom line.
In many situations, customer service teams are often given the responsibility of dealing with all of the negative customer interactions over social, while marketing teams tend to take on all of the positive ones. This is problematic because it creates a discouraging work environment for customer service teams. In order to keep your contact center agents happy, there needs to be a shift in responsibilities among marketing and customer service teams. Customer service teams should be empowered to own all inbound customer service interactions, and marketing teams should handle outbound interactions like publishing and brand awareness over social. Once the two teams are aligned and responsibilities are clear, employee productivity can increase.
So your customer service team now owns all service related customer interactions. But how do they manage the massive amount of inquiries that come in? The answer? Technology. With the right social customer service solution, contact center agents can effectively scale and measure social care efforts. Because technology is the backbone of every social customer service strategy, your program will only ever be as good as your technology allows it to be. Ask yourself these questions: Does your solution empower your customer service team to be autonomous? In other words, is it a dedicated customer service platform with an interface built to help them do their job in the most efficient and productive way possible? Do your agents know who they are talking to? Can they respond fast and with context? If you answered ‘no’ to any of these, something should change. Agents should feel they are equipped to do their job well so they can more easily resolve issues and better maximize customer satisfaction.
Uncross Your Fingers
If contact center agents are happy, motivated and have the resources to do their job to the best of their ability, your company will be on track to providing great customer experiences. So this Friday the 13th, you can skip the salt throwing, wood knocking and rabbit foot rubbing; you won’t need it.