Recruiting a Best-in-Class Social Customer Service Team
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Consumers have increasingly high expectations of the brands they interact with on social media - 71% expect to receive assistance within five minutes of reaching out to a company, and not just within business hours. Brands need to be prepared to meet – and exceed – these expectations around the clock. Forming a specialized team within your contact center will maximize the impact of your customer service offering across social channels. - The key skills to look for when recruiting social customer service agents - A training plan to quickly upskill your team - Tips and tactics for how to empower your team for maximum impact - How to avoid common mistakes and pitfalls
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Recruiting a Best-in-Class Social Customer Service Team
- 1. Recruiting a best-in-class social customer service team February 19, 2pm GMT/9am EST @conversocial #socialcsagents David Barber Head of Professional Services @DavidBarberUK
- 2. Conversocial’s platform equips brands with the tools they need to cut through the noise, deliver seamless real-time customer service and drive insight back into the business. Conversocial powers social customer service 500,000,000+ 150+ major brand customers in more than fans and followers served by our customers 20 countries 300,000+ responses made every month through Conversocial has processed over 60,000,000 interactions facebook.com/pmd Featured in:
- 3. Key Skills Whether recruiting internally or externally – key skills to look for include: • Personable • Ability to assess individual situations • Eagerness to upskill and diversify • Good written and verbal skills • Working under high pressure • Focus on the customer #socialcsagents 3
- 4. Training Plan With a social customer care team training (and maintaining that training) is of the utmost importance • Take social back to basics • Train the team on tools and platforms used • Regularly review content and responses • Discuss successful customer contact cases • Do this as a team #socialcsagents 4
- 5. Empowering Your Team An empowered team performs better • Value their input • Listen to the agents and their feedback • Allow the team the autonomy to craft responses and not be restricted • Share the metrics that they are reviewed on • Provide feedback on how their performance improves customer satisfaction • Attend industry contact center forums #socialcsagents 5
- 6. Avoiding Common Mistakes and Pitfalls • Don’t micromanage every aspect of the agent’s role • Be dynamic with social customer care • Have a crisis management procedure in place for social • Do not assume an agent that performs well on email/phone will perform well on social • Regularly check the quality of responses • Ensure social customer care is placed within the contact center • Be aligned with PR and Marketing teams • Put your customers first! #socialcsagents 6
- 7. Putting customers at the heart of social “The kind of person who will empathise with our customers; someone with warmth, friendliness, humor and passion. But also resilience when things get tough. Credentials are not the most important thing - I would rather take on someone with little experience, but with the right character and an enthusiasm to learn.” Jo Coverley Digital Community Manager @FGW #socialcsagents 7
- 8. Thank you david@conversocial.com @conversocial #socialcsagents David Barber Head of Professional Services @DavidBarberUK
Editor's Notes
- Welcome, my name is David Barber and I am the Head of Professional Services for Conversocial - a software platform that helps businesses differentiate between customer service messages and brand engagement on social media channels; enabling agents to react quickly to resolve problems and deliver excellent customer service. I will be your host for today’s webinar. We want you to get the most out of this webinar, so please tweet any questions you have to @Conversocial with the #SocialCSagents and we’ll respond to as many as we can. What we are going to cover in today’s webinar: The key skills to look for when recruiting A training plan to quickly upskill the team Tips and tactics for how to empower your team for maximum impact How to avoid common mistakes and pitfalls
- Personable – They need to be able to carry conversation Ability to assess individual situations – and then respond in the correct manner Eagerness to upskill and diversify – Are they keen to take on new challenges? Good written and verbal skills – Can they hold a conversation? Working under high pressure – Critical for crisis situations Someone who puts customers at the heart of everything they do
- Take social back to basics – what is it? Why is it important? Why do your brand use it? Train the team on the brand – what is the tone of voice? How do you want the brand to be perceived online? Train the team on tools and platforms used – Applying their social and brand knowledge to real life situations. Regularly get together to review incoming content and the responses. Use real life content. Discuss successful customer contact cases and identify why they were successful. Do this as a team
- An empowered team performs better Value their input Listen to the agents and their feedback – they are on the front line and so are the ones who know the customer best. Allow the team the autonomy to craft responses and not be restricted Share the metrics that they are reviewed on Keep the team updated on how their feedback to the business is improving customer satisfaction. Attend industry contact centre forums
- Don’t micro manage every aspect of the agent’s role Be dynamic with social customer care Have a crisis management procedure in place for social Do not assume an agent that performs well on email/phone will perform well on social customer care Regularly check the quality of responses Ensure social customer care is placed within the contact centre Be aligned with PR and Marketing teams Put your customers first!
- First Great Western – a leading rail company in the UK - put their customers at the heart of everything they do, so really focus on finding the right people to manage social media channels. “We put our customers at the heart of everything we do, so naturally choosing the right people to manage our social media channels is really important to us. We want the kind of person who will genuinely empathise with our customers when they’re having a bad day. I look for warmth, friendliness, humor and a passion for doing the right thing, but also resilience when things get tough. Credentials are not the most important thing to me when looking for team members. I would rather take on someone with little experience, but with the right character traits and an enthusiasm to learn.”