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BizReport : Email Marketing : August 19, 2016

Expert: How to better use social, email for customer service

As more consumers turn to social media or email to talk about their good - and bad - experiences with brands, more brands are turning to social and email as a tool to better serve their shoppers. But, are social and email really working as solid customer service tools?

by Kristina Knight

Kristina: Are these customer services actually working for brands?

Nikhil Hasija, CEO, Azuqua: Absolutely! Social and email are critical to great customer support in this day and age. I would even add that SMS and popular messaging apps need to be better leveraged. This is how people communicate now. Your customers are people and your brand should be human, so that should be reflected in how your brand talks to customers.

Kristina: What are the drawbacks to using social and email?

Nikhil: The problem with managing these new communication channels is the fragmentation. If you add web chat as a support channel, you can't stop supporting your customer in-store, so how do you connect all the dots to make sure that your customer's experience is smooth no matter where they interact with you? This is where automation can really help.

Kristina: How can businesses improve their customer service?

Nikhil: The companies that have great support have connected information across teams about each customer, and this data is easily accessible for every service rep. Every support ticket is appended to a customer's CRM record. Every work order or bug ticket tracked in Jira or any other project management software automatically updates support and the central CRM database. So, no matter who the customer is talking to at the moment, that rep knows exactly what the customer is having issues with.

Kristina: What are your top three tips for improved customer service?

Nikhil: 1. Connect all support tickets to the customer's CRM record and vice versa so customer history is always easy to access.
2. Automate support processes so that someone contacts the customer immediately when there is a status change to their issue.
3. Constantly survey your customers so you know what to improve. And tie the success metrics of your customer service team to those survey results.

Tags: Azuqua, customer service, email marketing, social marketing

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