It wasn’t long ago that the only way to get in touch with customer service was by phone – and only phone. Today, customers can choose any – or every – mode of communication available, including phone, email, chat, text and social media. To keep up, contact centers have had to make themselves accessible across every channel. Plus, they had to figure out how to deliver consistent, dependable customer service.
Here are four social media best practices to use with an omnichannel strategy.
- Respond quickly on social media.
When a customer contacts you by phone or live chat, you would never think of making them wait an entire hour to reach a rep. According to Convince and Convert, 42% of customers who have a complaint and who voice that complaint on social media want to hear back within 60 minutes, but a majority of companies don’t respond within this window of time (or at all). Neglecting to give your customers a positive experience through social media can increase churn rate.
- Use the same tags and hashtags on all social platforms.
Offering help across a variety of channels only works if customers are willing and able to engage with you there. No matter what social media platform you’re using, the message should be consistent. Your branded tag (the @yourname) should be the same everywhere and you should utilize the same hashtags across all channels as well.
- Offer rich content on all channels.
Customers want to access the information they need even if they’re not on a company’s website or app. Every social media platform comes with the option for adding rich content. Some channels have more space than others (LinkedIn and Facebook have more room in their profiles than Instagram and Twitter), but each has its own way of letting you optimize both the profile and feed.
- Record metrics in a unified way.
The more social media platforms you use for customer support, the more metrics you’re going to need to collect. Since you need a comprehensive view of your communications and touchpoints, your contact center will need to track metrics in a way that doesn’t allow for duplicate or disconnected stats.
Omnichannel support integrates every avenue of communication in order to give the customer a unified and high-quality experience. Done correctly, omnichannel service is effective and convenient for the customer