Pre-Summit Workshops

Workshop E

Social Media Conferences

3:15E: Customer Service and Social Media: Why just answering a question is no longer enough


While utilizing social media outlets as a B2C marketing tool is an obvious first step in today's current omni-connected climate, companies across the globe are also harnessing the power of these tools to help better serve and support their customers. Just like its marketing counterpart, though, customer service through social media is a new method of communication and as such, requires an adjustment to the traditional communication methods and tone being used. The modern, social-media connected consumer who turns to Twitter, Facebook, or G+ is just as interested in a company's devotion and empathy for the customer as they are in need of a question to be answered. In the social media world: Simply answering accurately is no longer enough.

Even as more companies join the social media revolution by the day, just as many are simply not engaging with their customers in a way a customer wants to see. While marketing team may occasionally struggle to find an innovative way to interact with customers, the customer service department is uniquely capable of engaging literally any customer anywhere on the web - either happy or frustrated - and extending a hand to help. The introduction is always easiest, it's turning those customers into evangelists, and it rests squarely on the shoulders of your new social media customer service team.

This workshop focuses on helping understand the differences between scripted customer service and service that people will write within the Social Media environment. You will leave this workshop with:
· A better understanding of what a "Customer Service - Social Media" team should look like (size/ownership)
· Real-world examples of how to respond to customer service
· Advice on training, tools, and techniques used to help
· Do's and Don'ts for designing and effectively using social media to better your customer service organization
While utilizing social media outlets as a B2C marketing tool is an obvious first step in today's current omni-connected climate, companies across the globe are also harnessing the power of these tools to help better serve and support their customers. Just like its marketing counterpart, though, customer service through social media is a new method of communication and as such, requires an adjustment to the traditional communication methods and tone being used. The modern, social-media connected consumer who turns to Twitter, Facebook, or G+ is just as interested in a company's devotion and empathy for the customer as they are in need of a question to be answered. In the social media world: Simply answering accurately is no longer enough.

Even as more companies join the social media revolution by the day, just as many are simply not engaging with their customers in a way a customer wants to see. While marketing team may occasionally struggle to find an innovative way to interact with customers, the customer service department is uniquely capable of engaging literally any customer anywhere on the web - either happy or frustrated - and extending a hand to help. The introduction is always easiest, it's turning those customers into evangelists, and it rests squarely on the shoulders of your new social media customer service team.

This workshop focuses on helping understand the differences between scripted customer service and service that people will write within the Social Media environment. You will leave this workshop with:
· A better understanding of what a "Customer Service - Social Media" team should look like (size/ownership)
· Real-world examples of how to respond to customer service
· Advice on training, tools, and techniques used to help
· Do's and Don'ts for designing and effectively using social media to better your customer service organization

Session Presented By:

Clay Levering
Customer Service Social Media Team Lead
Sonos