High Tech and High Touch

  |  March 8, 2012   |  Comments

Three tips to find scalable ways to maintain a sense of personal connection regarding customer support inquiries.

It's inevitable: one of the many hats community managers will wear is that of customer support agent. Even while using social media to extend and personalize your brand, customers will wind up using these channels to gain answers to their own questions. Finding scalable ways to maintain a sense of personal connection regarding customer support inquiries can be a challenge. While you can direct message on Twitter, how can you point them in a direction for more information that maintains that level of connection in 140 characters or less?

Here are some quick ways to keep the customer support high tech and high touch:

  1. FAQs. Keep hearing the same few questions from your customers? Take the time to jot down your best response to your frequently asked questions and share them with your customers in an external web page. Updating FAQs can be cumbersome, but only create FAQs for the top 5 percent of questions asked to cut down on upkeep. The time you'll save from writing the same responses over and over will allow you to serve more customers by providing them with consistent, accurate answers. Plus, sharing a link to an FAQ section via Twitter rather than writing out a lengthy response will increase your chances of being read and retweeted.
  2. Help center. These days customers expect all brands to have a page of their website dedicated to customer support - and they should. Customer support solutions are cheap and easy to implement. Find one that allows you to display your FAQs in a visually pleasing way, provides search so your customers can find their own answers, and a ticketing system so you can keep track of questions asked via Twitter, Facebook, and email - all in one place. Though it takes a bit of work to set this up, in time the center will decrease the number of support questions asked in your social media channels so you can spend more time promoting your brand.
  3. Tutorial videos. Even in this digital age, a picture is still worth a thousand words. Posted your FAQs but still get asked the same questions? Make a quick :30 tutorial video and literally show them how to do it. Keep overhead low by simply displaying a series of screenshots with arrows pointing to where they should click. Skip the music if need be, but ensure the production quality is high since the video will be a reflection of your brand. Once they're ready, publish them on YouTube and promote them through your social media channels. Customers will not only applaud your efforts to increase your support for them but also for providing a service that is now becoming standard.

Following through with these three tips will provide your customers with that warm and fuzzy feeling that you truly care about their experience with your brand - and you do. It may seem like this customer support hat is too big for your head right now, but the above is sure to help alleviate the pressure while even strengthening your brand. And before you know it, you won't even know you're wearing that hat.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Laney Whitcanack

Laney Whitcanack is Federated Media Publishing's chief community officer. Prior to joining FM, Laney co-founded BigTent in 2006 and focused on innovating online and offline ways to connect people with communities they care about. She spent the decade previous to BigTent coaching and training hundreds of community leaders, in the U.S. and Mexico, most recently as the director of community programs for the Coro Center for Civic Leadership.

A published author and speaker on entrepreneurship and community organizing, Laney received the Jefferson Award for Public Service in 2008. She is currently a board member of Zeum: San Francisco's Children's Museum and The Princess Project and is involved in even more community groups after the birth of her daughter, Campbell, last year. Laney has a B.A. from UCLA, and MBA from the Simmons School of Management, and an Ed.M from Harvard University.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...