Social media platforms, when they were in their nascent stages, were primarily used for connecting with friends and family in the digital realm. They served as places to communicate and keep abreast of updates and developments in your peers’ lives on a daily basis.
Due to the frequency with which people began to use social media, it soon became a hub for brands to connect and engage with their consumers as well. Nowadays, social media is an essential marketing tool that helps brands stay top of mind to consumers.
Furthermore, the ubiquity of social media usage and its power to engage consumers has created a new way for companies to provide customer care support as well. For instance, a consumer might describe his or her question over a tweet and that company’s customer care representatives could respond to the tweet with a solution.
As such, marketing executives and customer care leaders are joining forces under the social media umbrella to provide customers with a robust brand experience and around-the-clock support. What’s more, doing so over social media means that your audiences’ eyes can always remain on your interactions with other customers. In other words, merging marketing and customer care initiatives to create a social media strategy means that brands can simultaneously stimulate brand awareness and build a positive reputation known for providing superior customer care support.
And while integrated marketing solutions are becoming a cornerstone for the future of customer care, it’s important that contact center leaders don’t forget what makes for a truly personal and memorable connection between brand and consumer: human interaction.
So when you are building out your new integrated customer care strategy, don’t let digital channels overtake your bread-and-butter service offering of phone-based support. When communicating over digital channels always encourage your customers to connect with a live Communicator who is on the line and ready to flesh out the question or concern in real-life rather than through text.
Go ahead and get social (we are at InfoCision, connect with us!) but don’t stray too far away from the practices you know to be the most impactful.
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.