“While we remain a little dubious about the long term impact of group protests on social media (so called, â€˜slacktivistsâ€™), there is no doubt that social media has become a popular channel for individuals to seek help, ask questions or provide feedback about products and services. Of course while some customers might hope that a tweeted complaint or post on a brandâ€™s Facebook page will give them extra leverage, most people are just looking for a convenient way to get the help or support they want.
But often that social customer service process fails to live up to expectations. Do any of the following scenarios sound familiar?”
You make a complaint but just get platitudes, not actual help.
You ask a simple question but are redirected to a traditional customer service channel.
Your enquiry is treated as a low priority, simply because you didnâ€™t pick up the phone or walk in the store.
When this fails, it is because of a social customer service fulfilment gap that manifests itself in the following ways:
Time to resolution â€“ Customers are unable to connect with other customers who might solve the problem easily or quickly.
Seamless customer service â€“ Customer touch points and systems are not integrated â€“ no follow through or follow up once a customer is handed off to another team.
Dealing with customer service exceptions â€“ Internal experts are not permitted or are disconnected from customers and the social customer service team.
The actual cause could be missing policies and procedures, the wrong technology, an inability for different departments to work together or a combination of issues â€“ but from the customer perspective the process fails because they are left with an unresolved problem.