The transparency of social engagement has put a premium on effective engagement technique. Much of this is about communication style in terms of proactive ownership, empathy, value add and ‘courage under fire’ – all with a human touch. It is an approach distinctive to social and goes down well with customers.
Such is the speed and unpredictability in the ebb and flow of issues that these folk need to be trusted and empowered to do the right thing. That means excellent induction, ongoing coaching and validation for both delivering a positive service experience and being brand ambassadors.
As a result they do not thrive in a command control culture that micromanages via internally focussed metrics. Although contact centre culture has made significant progress evolving away from this dynamic, social care teams still require distinct treatment.
Other competencies in the framework for social customer service excellence can be accessed in ‘Related Content’.