Today’s consumers are verbose, but not necessarily over the phone. Rather, your customers openly share, sometimes brutally, their honest feedback on your brand’s quality of customer care across a multitude of social media outlets.

With that said, businesses ought to cast an eye toward the conversations that are continuously unfolding on platforms like Twitter and Facebook. Your consumers are likely to share positive reviews about their customer care experiences; however, aggregated research confirms that they are even more likely to share negative brand experiences.

As such, it’s vital that you stay informed on the tone and context of their conversations about your brand so that you can appropriately adjust your customer care strategy. And, due to the fact that not all of your clientele will share their honest thoughts during a customer care phone call or even participate in a survey, you need to make sure you can garner insights from outside sources.

Case in point, do you read through Tweets sent your way and purposely track the number of times they are shared? It’s important to heed the advice that your consumers are posting in plain sight. For instance, perhaps you notice a Tweet that’s portrayed your customer care agents in a negative light. To make matters worse, this particular post received a slew of comments—all of which appear to substantiate the original complaint. There a few ways you can leverage this social media conversation and turn it into actionable data.

First, you must immediately share this information with your agents so they can correct the offending behavior(s). In so doing, you’ll level the playing field. Second, you must respond to your consumers. Owning up to your customer care missteps and making a promise to provide improved services in the future will assure your consumers that you’re listening to their concerns and keeping them top of mind.

Sometimes we need to look at information outside the contact center to make effective improvements from within. So what are you waiting for? Start scrolling through your news feeds!

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.