As I was watching this video recording from one of the last year meetups on Social CRM and The Future of Customer Service, I realized that Kira Wampler from Intuit has raised an interesting point. Is there a need for integrated service/support communities’ management strategies and methodology?
What has changed in a community management space?
Before: companies were creating and managing communities:
Now: users are initiating service/support requests everywhere: on Twitter, Facebook, LinkedIn, etc. , forming their own service/support communities on multiple social networks:
Many companies are struggling with their social media service/support channels strategies.
Here are some lessons learned from Intuit and my thoughts:
- Based on your products and services pick and prioritize service/support goals per social media channel. In Intuit case, #1 priority is still the internally created communities with millions of users and hundreds of thousands of service requests. The service response goal for Intuit for this channel is 75%. The second most important service/support channel for Intuit is Amazon with target response rate of 100%, etc..
- Users do want to get support on the same channel they initiated their request at – attempts by Intuit to channel these requests to a special community place have failed;
- Users trust more their peers for service/support questions;
- There are many people [experts in your product] out there who will be more than happy to assist others – in Intuit case, they rely almost 100% on their super users to provide Twitter-based technical support;
- Use community management methodology for social media initiated support communities. Recognize and award most useful users. Kira from Intuit has mentioned about the special Twitter list Intuit has created with the names of the most helpful Twitter-based Intuit users.
Questions to consider:
- Do you know whether the same gurus who are providing the most helpful support on your internally managed communities are also providing support across social networking channels?
- Who are the most helpful service/support gurus for your products/services per social networking channel?
- How can you connect all the dots? How can you make sure people who can provide online support via social networking channels can connect to the ones who need help?
Few weeks ago I did a post on Social Networks Analysis. It was pretty clear from the mentioned diagram that this specific brand did not create twitter-based communities – too many disconnected dots. “Answer” people could not be found anywhere on this graph… Now I think there is a need to create integrated cross-channel communities graph in addition to per-channel social networking diagram to get a better understanding of all the dynamics of all service/support channels. Companies need to come up with integrated service/support communities’ management framework. This will enable them to provide better customer service/support everywhere where the customers are at a lower cost.
Please share with your experiences running service/support operations on social networking channels. Also, make sure you follow our meetup – we have another great panel on The Future of Customer Service coming up on 1/12.
I posted videos from our previous meetups over here.
Integrated Social Networks Analysis: Communities For Customer … » bookmarking
6 months ago
[...] An interesting post today. Here’s a quick excerpt: Many companies are trying to come up with integrated service/support communities’ management methodology. What worked and did not for others? Read the rest of this great post Here [...]
glfceo
6 months ago
should you care about building your brand’s service/support community on Twitter? http://bit.ly/4pKpnp #customerservice
This comment was originally posted on Twitter
CallCenterHero
6 months ago
Integrated Social Networks Analysis: Communities For Customer …: Company Managed Service/Support Communities. Now… http://bit.ly/90uK3R
This comment was originally posted on Twitter
Social Networks – hanneman social networks | Know Marketing Blog
6 months ago
[...] Integrated Social Networks Analysis: Communities For Customer …7 hours ago by admin Many companies are trying to come up with integrated service/support communities' management methodology. What worked and did not for others? [...]
Kira Wampler
6 months ago
Thanks for the nice write-up. Our primary goal is to help small business owners succeed, including with the use of our product. We’re finding that more and more of them are looking to be helped “where they are” – so we’re doing our best to meet that expectation and, hopefully, exceed it!
admin
6 months ago
Hi Kira,
Intuit is one of the most forward thinking companies in SCRM space.
I really think companies should focus more on community aspect of Twitter, especially for the service and support areas. There is no way they can scale up and provide satisfactory level of Twitter-based support without engaging the community at large.
Most of the companies are looking at Twitter from number of followers, number of RT, replies, clicks, etc.. point of views. For service and support areas they need to find those “answer” people, somehow assess the quality of the responses, come up with the ways to recognize the most valuable contributors. They are saving companies’ money after all!
Look forward to more in depth discussions on this subject on our next Social CRM panel on 1/12!
glfceo
6 months ago
Technical support on Twitter? how 2 find those “answer” people http://bit.ly/4pKpnp #scrm #crm #customerservice
This comment was originally posted on Twitter
uberVU - social comments
6 months ago
Social comments and analytics for this post…
This post was mentioned on Twitter by glfceo: Integrated Social Networks Analysis: Communities For Customer Support. http://bit.ly/4pKpnp @Kirasw @DrNatalie @ekolsky #scrm…
cecipf
6 months ago
OMG print this out!//RT @Twitter_Tips n @glfceo Tech support on Twitter?how 2 find those “answer” ppl http://bit.ly/4pKpnp
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dennyhervin
6 months ago
Technical support on Twitter? How to find those ‘answer’ people? — http://bit.ly/4pKpnp | #customerservice
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Who are they – those “answer” people? | Social CRM World ( SCRM )
6 months ago
[...] my previous blog post I said that companies have to find ways to locate those amazing people who spend hours every day [...]
glfceo
6 months ago
wow – thanks 4 all your nice mentions&RT re: Tech Support on Twitter – humbled http://bit.ly/4pKpnp & http://bit.ly/551MAb #scrm #crm
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whisperingwillo
6 months ago
Technical support on Twitter? how 2 find those “answer” people http://bit.ly/4pKpnp #scrm #crm #customerservice RT @glfceo
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stefaniewood
6 months ago
Technical support on Twitter? how 2 find those “answer” people http://bit.ly/4pKpnp #scrm #crm #customerservice via @glfceo
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TwitterReport
6 months ago
Integrated Social Networks Analysis: Communities For Customer Support http://ow.ly/SOcW
This comment was originally posted on Twitter
savingourtrees
6 months ago
@parisapartment Will this help? —>Tech support on Twitter? how 2 find those “answer” people http://bit.ly/4pKpnp
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glfceo
6 months ago
Integrated Social Networks Analysis: Communities For Customer Support http://bit.ly/4pKpnp #scrm #socbus #crm #e20
This comment was originally posted on Twitter
Social Network Analysis: a missing piece of sCRM strategy? « sociomantic labs
2 months ago
[...] and it seems that still some confusion about the differences. SocialCRMWorld has had some great posts highlighting a few of the implications of CNA for sCRM, but I’d like to sum them up here to [...]