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Why Empathy Matters To Your Social Care Strategy

When you think about how brands use social media, what comes to mind first?

For some people, it’s marketing...but another important aspect of how brands interact with their customers (and potential customers) has to do with providing customer service through social media.

Have you ever had a bad experience with a product or service, only to immediately jump on social media to blast the brand?

You aren’t alone. At this point, it has become essential for large brands to have a team specifically devoted to handling customer service related issues on social.

We were lucky enough to have Tim Lopez (@timlopez) who is the Head of Global Social Media Customer Care at Symantec join us as a speaker at our Chicago #SMSSummit and he gave a talked centered around providing a “top-notch digital customer experience”.

No matter what industry you are in, everyone is in the customer service business.

As Tim explains it in his interview we feature below, a good customer experience all comes down to brands having a sense of empathy and making sure you have a culture of customer advocacy.

If you can create a positive customer experience and help to solve problems  for your current customers, they will naturally recommend your product or service to their friends and family, the only difference being that one happy customer today can tell 10-100 times as many people as they could have 25 years ago. However, it’s important to keep in mind the inverse --- one unhappy customer can tell 10-100 times as many people about their crappy experience.

As Gary Vaynerchuk often says, social media is “word of mouth on steroids”.

 

You can listen my interview with Tim Lopez and hear about how he helped to build Symantec’s entire Social Customer Service division from scratch below:

 

Kaliko Castille photo

Kaliko Castille (@WizKaliko) manages partnerships for GSMI’s conference portfolio, including #SMSSummit & #SRSC. He is a self-taught digital marketer, brand strategist, and entrepreneur who is endlessly fascinated by how the internet is constantly creating new ways for both humans and brands to connect.

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