Customer care in social media – befriending a foe?

Comarch's Adam Sikora talks the power of social media when used for customer care

Tags: Comarch Middle East FZCustomer experienceCustomer service
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Customer care in social media – befriending a foe? Whether praising the cabin crew or complaining about uncomfortable seats - one click of a mouse and the word reaches thousands of users.
By  Adam Sikora Published  March 12, 2017

With social media platforms, such as Facebook, Twitter and LinkedIn, taking over the public space, more and more communication is held within virtual networks - this also includes the feedback from airline customers.

Whether praising the cabin crew or complaining about uncomfortable seats - one click of a mouse and the word reaches thousands of users. With its deadly potential, how can airlines tame the beast and use it to further increase customer satisfaction?

Step #1: become acquainted

Engineers from Comarch claim the answer is within the Comarch ECM Customer Care platform. Its 360° customer view represents a complex profile based on information gathered from across the whole customer journey - from exploration, when the customer seeks information on products, reacts to marketing campaigns, and interacts with the ecommerce channel; through the whole set of interactions with the company before, during, and after purchase, including the advocacy stage, when the customer shares his/her opinions and product recommendations and expresses his/her new needs and preferences. In the social media world, it involves gathering feedback from all the available places - walls, chats, groups, personal pages and more.

Step #2: analyse

Obtaining extensive data about a customer is one thing - another is to correctly understand it. Facebook enthusiast with 3,000 friends, a journalist, an active commenter - they are all able to spread their opinion much quicker than a regular user. It is a role of a modern customer service platform to recognise customers with wide spread potential, a negative sentiment or a high inquiry rate and classify them into the priority groups.

Step #3: befriend

Now it is time to reach out to the customer - make sure that the nice words get noticed, inquiries are answered and complaints are quickly handled. In terms of communication with the customers, it is crucial to gather the whole history of the customer, regardless where it comes from. In order to build a compact user experience the omnichannel is a must.

Only after seeing this information customer care agent is able to answer correctly to social media post. The key fact is that he has to do it fast. In the world of social media, it might be not possible without automation. There is a strike on the airport and we guarantee booking next flight or cost refund to all passengers. It is not complicated anymore, simply we create case type and benefit from automatic case handling.  

IDC offers the following recommendations to customer care departments:

» Get involved - social media is already an important communication channel, and its significance will only keep growing. Entering into emerging platforms enables organizations to grow along with inter-connected communities.

» Adjust your communication style to given networks - each social network has its own key audience. Company communication must be suited to the characteristics of site users.

» Be proactive - advanced customer care IT tools support the challenging task of simultaneously monitoring various social media platforms and responding quickly to customer needs.

To discover more download IDC White Paper: Customer Care Essentials

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