- Posted October 5, 2013 by
- Excerpt: How Much Is Your Customer’s Trust Worth?
- Social CEM: Moving Beyond Customer Loyalty to Customer Advocacy (Part 4)
- Social CEM: Moving Beyond Customer Loyalty to Customer Advocacy (Part 3)
- Webinar: 11/26 How Visual Self-Service Drives Great Customer Experiences
- Social CEM: Moving Beyond Customer Loyalty to Customer Advocacy (Part 2)
Reduce Support Costs with Customer Communities: Drive Customer Self-Service (Final)
perspectives of the others.
Sometimes the self-service that occurs in a community
was initially the result of a more traditional support request. If one customer has an issue that does
require them to reach out to your traditional support channels, for example, she can then act as a resource for the rest of your customers in the community. Once that answer exists in the community, it lives
there for future customers to view as a resource to answer the same question or issue.
Extend the Shelf-Life of Social Conversations
When social first came on the scene as a business tool, many companies jumped on board, without being entirely sure how best to use it. They treated Twitter and Facebook as support channels, without appreciating the shortcomings of these sites for that purpose.
To be fair, there are some great points about Twitter and Facebook as channels for customer engagement and support. They’re easily accessible from multiple channels, and most consumers have profiles on at least one of these sites.
But Facebook and Twitter alone are not sufficient resources for your customers to self-serve their own answers. For one thing, posts on these social sites have short shelf lives, so they do nothing to reduce one-off common requests like FAQs and other simple to-solve issues. For another thing, they’re not optimized to connect your customers to one another, which reduces the amount of collaboration and social support that can take place.
You can improve self-service by using a customer community with strong linkages to social networks. In this way, you can push content from the community out to social networks, and import questions from those networks into the community where you can answer them more fully, and they’ll live on for much longer as a resource for others. By taking fleeting social media content and bringing the conversation into the community where it will have a long shelf-life and can continue to evolve, your customers will be able to self-serve the answers to questions that are commonly being asked in these social spaces.