4 CRM Lessons Learned From 'The Great Social Customer Service Race'

A research project led by a CRM analyst reveals some serious issues with customer service practices from the nation's top brands. Essentially, when customers complain via Twitter, decision makers are not doing enough to guide the social CRM systems in a way that best serves their businesses. (Includes infographic.)

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Choose Your Prioritization Rules Carefully

A recent Oracle report found that more than half of Twitter users expect a response within two hours of tweeting a complaint. But with thousands of daily tweets mentioning your brand, automated prioritization becomes crucial. This is done through programming rules that consider keyword identifiers and sometimes social clout or customer purchase history.

In The Great Social Customer Service Race, it was clear that many brands prioritized tweets containing the text, "thank you." This tweet, for example, received a response in just 13 minutes:

social customer service race

But these keyword identifiers shouldn't stop with the obvious. In the following interactions--none of which received a response-- these brands would have benefitted from having "buying," "switching," "help" and "mad" in their catalog of service-related triggers.

social customer service race
social customer service race
social customer service race
social customer service race

It isn't reasonable to expect these brands to reply to thousands of tweets per day. But they should have a system for prioritizing such as these that indicate intention to buy, or risk of switching brands. Unanswered, these messages can be a goldmine opportunity for competitors and former disgruntled customers. Consider this response:

social customer service race
social customer service race

Work with your team to identify words with important implications. You can then program your listening software to put higher importance on these interactions when they are coupled with your brand mention.

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