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The past few years Facebook (and other channels) for businesses, have more or less been the domain of marketing departments. However, customer support managers and their teams are also getting involved.

For companies looking to harness social media, channels such as Facebook and Twitter can serve as an alternate customer support channel, providing customers with access to customer cervices (Live Chat, Click to Call, etc), frequently asked questions,product reviews, customer groups, store locations, etc.

Today a number of companies around the world are using, or switching to social channels to provide better customer and after sales support/experiences. As we are based in Sweden, we’d like to acknowledge a few companies we think are doing a good job.

SEB
SEB is a Swedish based bank that uses Facebook to extend their customer support and they do it very well. They have a team of dedicated staff monitoring and answering customer queries. It is fast becoming the support channel of choice for their socially savvy customers.

SEB Facebook Support

Binero

Binero, is a web hotel company based in Kista that has extended their customer support to Twitter. Binero answer any question, no matter what it is. They are quick at responding, will call you back if you leave your number and the service is available 7 days week (open times are posted on their Twitter account). You can also see the people who answer your questions in the Tweetologer.

Binero Twitter Support

SJ
SJ is Sweden’s state run train company, which is using Facebook to imprrove their customer service.

O.k, if you live in Sweden you are probably shocked to see SJ in this list. True the company has had serious issues. However, I have placed them in the list as an example of a company facing their issues head on. Most companies are afraid of negative comments but SJ are using social media to answer customer complaints. Hopefully, SJ not only respond to complaints but act on them too.

SJ Facebook Support

On another note, it is also very important for companies to consider how social media support services integrates into their existing customer support processes, in order to avoid inefficiencies and increased costs.

If you want to understand how social media can be used to enhance your customer support services give us a call.

A lot of companies are seeking ROI from Social Media, one simple and effective way to achieve this is through customer support.

If like me you are sick and tired of having to deal with phone support that is a) difficult to figure out and b) when you finally find the right directory you are number 67 in cue with a wait time of 45 minutes. Then it is refreshing to post a question and have it dealt with (usually within the same day) by a company support rep or spokesperson.

However, it’s seems that most people turn to the likes of Twitter, etc. to vent their frustrations; when traditional forms of customer service has failed, forcing a response from the organisation. Instead organization should incorporate Social Media channels into their overall first -line support services to actively listen, provide better (customer) experience, to build community and most importantly to lower costs.

Take InfusionSoft, a company that provides web-based marketing automation software to small businesses. Two years ago, they had one customer service agent for every 55 customers and a77% customer satisfaction rating. Today, they have 1 agent to 172 customers, with a 87% customer satisfaction rating. Social customer support services has saved the company millions of dollars in overall support costs and produced a 10% increase in customer satisfaction.

Though there are a growing number of positive cases out there, a lot of companies are weary of establishing social customer support services support channels because of negative criticism. However, responding in public to customer complaints, when done well (with tact and good judgment), can be very positive in terms of PR. It also emphasises the value of monitoring what is being said about your organisations brand, product and services, so as you can respond appropriately and promptly.

Some other points to consider when looking to provide social customer services are:

• Social customer service is 24/7
• Social customer service should not be confined to one staff member whose job it is to ‘do’ social media.
• Social customer services requires a conduct policy. Often people do not know how much (or little) they can say. Also helps guide staff on how to approach and answer a negative thread in a forum.

Social customer service goes beyond answering peoples problems, concerns and questions. It’s about building relationships, making real connections and providing a lasting positive experience.

If you have other ideas, please share in the comments!