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Serve Your Customers Effectively with Social Customer Service

Learning Objectives

After completing this unit, you’ll be able to:

  • Explain how great social customer service becomes great marketing.
  • Identify some customer signals that assist in automating amazing social customer service.
  • Describe the benefits of using social listening to identify opportunities for proactive customer service.

Using the Right Signals

Contact centers face a growing volume of social media posts every day. You don’t need to create a social customer service case for every post you receive. For example, someone tagging their Facebook friend in a comment on your post doesn’t really warrant creating a social customer service case. Use the Social Studio Automate feature to decide which posts to send to Social Customer Service. Consider these Social Studio Automate features as you build your Social Customer Service strategy.

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Listen to the right conversations
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Flag and prioritize conversations
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Classify conversations (for example: “product review,” “sales lead,” “industry discussion”)
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Tag the source (for example: “tier 1 customer,” “influencer,” “employee,” “competitor”)
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Escalate the conversation if necessary
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Assign the post to the appropriate team

Here are some ways to use Social Studio Automate features.

  • If someone has a verified “blue tick” on their social profile which indicates it’s a well-known personality or organization of note, escalate a customer’s issue to your VIP team in Social Customer Service.
  • Send conversations classified as product feedback directly to product teams.
  • Use social listening to find conversations with negative sentiment where you’re mentioned, but not tagged.

There’s some very intelligent stuff going on behind the scenes to make your job easier. Your customer gets a fast, consistent reply and experiences excellent social customer service. 

Think about your different types of customer and how you can build the perfect experience, from their perspective. Then start building the social customer experience around their needs.

Great Social Customer Service Becomes Great Marketing

Consider this scenario: an airline using the Salesforce social listening features. This allows the airline to build a complete social profile about its customers, which can then be used to surprise the customers at an airport with a personal gift (think: a bottle of wine for a wine enthusiast). With social listening and engagement, the airline used proactive service to its advantage, turning service into marketing. 

It’s not hard to see how you’d be inspired to tell others about an amazing service experience like that, right? You can probably see how listening to and classifying the right conversations, tagging the source, and assigning the post to the appropriate team all comes together to build this type of amazing customer experience.

Always Listen

So we’ve started to understand how to deliver an amazing social customer service experience to people who are actively contacting you. We suggested listening to customers who have mentioned you on social media but haven’t tagged you or posted the question directly on your social account. How do you help those customers as well?

That’s where social listening helps. Given that there are billions of social posts per day, it can be a challenge to locate customers who are asking for help. We can change that! Using social listening is a sure-fire way to create an amazing customer experience, because people don’t always expect to be proactively helped out in this fashion.

While you build your strategy, use your best social media judgement to decide if you’re a welcome voice in a conversation. If someone posts an open discussion on Twitter looking for recommendations, they are likely to be glad to have your assistance. If you find a one-to-one complaint on a competitor’s page on Facebook, it’s probably inappropriate for you to jump in. Imagine things from your customer’s perspective and proceed from there.