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Article : Getting Started in Social Customer Service

Klaas van der Leest, Managing Director of Intelecom UK, shares five tips for successful social media customer service in contact centres.

Love it or loath it, social media is here to stay. Customers enjoy the immediacy of using IM, Twitter or Facebook to share information and ideas. People expect to interact using their PCs, tablets, mobile phones and other personal electronic devices.

Social media is big business and getting it right enhances brand awareness, protects corporate reputation and ultimately leads to commercial success. Just take a look at the statistics. According to CRM experts[i], those who engage with companies over social media spend 20%-40% more money than other customers and more than 60% of consumers are influenced by other purchasers’ comments. Yet, an alarming 70% of companies ignore customer complaints on Twitter and only 23% provide customer service on Facebook.

....NOTE - content continues below this message


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However, not so long ago getting a response to a social media enquiry was cause for celebration, now it is a necessity and if a company fails to respond it does so at its peril. The last thing anyone wants is a black mark on social media. Here are 5 tips for getting started and building a successful social customer care strategy.

1) Listen Carefully
Start by monitoring what customers are saying on social media and identify which channels are the most popular. Facebook, Twitter and LinkedIn are the main starting points but also consider vertical platforms such as TripAdvisorfor travel or hospitality companies. Compare that input with insight from the contact centre, listening to both customers and prospects. Use agent and customer surveys to collect more relevant data and speech analytics for even further analysis. How many calls begin with "I’ve already posted a comment on Twitter, Facebook or LinkedIn without a reply?" By listening in the right places you will gain a wealth of information which will ultimately contribute to a fully integrated customer service model, irrespective of channel or source.

2) Train Experienced Agents
There can be resistance to the introduction of social customer service as senior management may not see the benefit of the investment. Those at the top of an organisation are unlikely to engage heavily in social media and therefore will not readily see the potential return when putting the team and solutions in place to handle social care contacts. Many organisations make the mistake of hiring students or temporary staff to deal with social media enquiries when experienced agents should be tasked with the job. To reduce risk those agents with most product knowledge, best writing skills and awareness of where to look for information should be given technical training on how to use social media and compliance knowledge (so they know what can be discussed in a public channel and what should be taken off line). Using the right solution with skills based routing ensures enquiries are dealt with by the best qualified agent.

3) Invest in the Right Solution Set
Companies looking to step up their use of social media and social support, whether building a new contact centre or planning to update their current infrastructure, should start by thinking cloud. A cloud-based contact centre infrastructure combines the benefits of a traditional on-premise solution with the increased flexibility, scalability, reliability and, last but not least, cost efficient Pay-As-You-Go pricing provided by the latest Contact Centre as a Service (CCaaS) solutions. Multichannel capabilities allow agents to respond to voice, email, social media, Chat, SMS and Web "call me" requests all within the same application, leading to faster response times, exceptional customer care and reduced costs.

4) Scale Operations
Another advantage of CCaaS is that organisations can take a low risk approach and start small with the ability to conduct a "real world test" without the need to update and invest CAPEX into existing telephony technology. There is always the option to integrate the system further down the road or roll it out to the whole contact centre at a later date by creating an overlay on top of existing infrastructure and retaining any investment in legacy equipment.

5) Keep Key Influencers Close
Individuals with high numbers of followers are regarded as key influencers and it is important to keep them happy as they can quickly drive action in a positive and negative way. Treat them in the same way as VIP callers, using the latest CCaaS solution to first identify them via the CRM system and then prioritise their online interactions to provide first-class service. Likewise social conversations and customer histories should integrate with and supplement existing records to give a 360-degree view of the customer.

For social customer service to be successful it is essential for departments to work together including customer service, e-commerce, marketing and sales. This will ensure a unified brand image on social media. Agents handling social media enquiries have an ideal opportunity to guide customers to the relevant web pages or video content making up-sell or cross-sell far more effective. However, to achieve this level of integration directors of marketing and customer service need to co-operate, as do business systems such as CRM, collaboration tools and telephony solutions.

Embrace social media using this five-point plan and your contact centre will be transformed into a highly interactive customer engagement centre that demonstrably drives service and business excellence.


[1] "50 facts that will make businesses rethink their customer service."

About Puzzel:
Company LogoPuzzel (formerly Intelecom) builds on 20 years’ heritage. It was one of the first pioneers to develop a cloud-based contact centre. Puzzel also encompasses leading mobile messaging and mobile payments to deliver a flexible and customisable customer interaction platform to meet the needs of today’s omni-channel and mobile environments. Headquartered in Oslo, Norway, Puzzel employs over 130 people who are all passionate about delivering innovative customer interaction solutions for contact centres and mobile environments.
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Today's Tip of the Day - Customer’s Expectations

Read today's tip or listen to it on podcast.

Published: Monday, December 22, 2014

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2022 Buyers Guide Knowledge Management


Contact Center Innovation Channel and Digital Transformation Enabler
Providing Research, Training and Consulting related to Customer Experience Delivery, support Project Management by Unit or Corporate.
Have the ability to conduct research for specific needs.
Having deep knowledge on the Digital Interaction/Contact Center / Omni Channel / CRM various Stakeholder and Emergency Response ecosystem in Indonesia.


Combines knowledge management with call support as continue improvement.

eGain Corporation

eGain Knowledge + AI
eGain's knowledge management software, powered with Case-Based Reasoning, an Artificial Intelligence technology, lets you provide intranet or extranet access to the common knowledge base, enabling contact center agents to provide distinctive, productive, and brand-aligned experiences in every interaction, across all channels and touchpoints.

eGain Corporation

eGain Knowledge + AI
eGain Knowledge+AI™, the top-rated, analyst-awarded knowledge management software, guarantees quality customer service by infusing your customer service agents with knowledge, making all agents as productive as your best ones. By providing agents and other users a range of ways to get to information from the common knowledge base, it ensures fast, consistent, and accurate answers.


FuzeDigital offers an affordable yet comprehensive knowledge base to answer your consumers' and staff questions. When assistance is needed, our email management system ensures your timely and accurate delivery of responses. Used by companies large and small that seek to deflect common questions while providing exceptional support.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!


Knowmax is a knowledge management software for enterprises. Customer service of any organization can leverage this tool to create, curate & distribute the knowledge at assisted as well as digital channels promoting self service.


Knowledge Management software
livepro are experts in Customer Experience Knowledge Management and are passionate about improving customer experience. livepro is feature-rich yet easy to use, delivering answers to agents – not long complex documents to dig through. This makes customer service quicker, easier and more efficient. Staff require next to no training on complex procedures thanks to livepro’s intuitive design, which brings confidence up and training costs down.


ProcedureFlow is a step by step visual guide that supports agents as they navigate company processes. With a knowledge management solution that simplifies complex information, employees can spend less time searching and focus on what they do best. ProcedureFlow’s simple and intuitive platform enables contact centers to quickly and easily create, maintain, and update company processes in real time. With ProcedureFlow, teams can work more efficiently, better serve customers, and drive results that matter most to their business.


Knowledge: For Your Team
Synthetix’s intelligent knowledge base software, Knowledge: For Your Team empowers your agents whilst fuelling your digital customer service channels.

With one centralised source of knowledge that is simple to use and update, providing customers with the right information – whether that be through self-service or direct – is efficient and always consistent.

With their own integrated knowledge base that recommends articles based on what they’re typing and decision tree technology that produces scripting, agents are more productive and Average Handling Times can be reduced by 25%.

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