The purpose of this checklist is to help you determine whether you should or should not make social media the next big channel of support in your customer service strategy.
Is your business a BtoB or BtoC? If you are a business to consumer company, then the odds are much higher that you will need to support social media. Statistics show that consumers are the dominant user of social media over employees in a business. And the top two reasons are very straightforward – productivity and security. IT departments have been instructed to lock employees out of social networking sites for fear that employees would spend more time posting, blogging, and chatting during work hours than doing their own work. Additionally, IT departments lack controls to prevent employees from sharing sensitive and secure information around the social sites.
What type of internet access does your customer have? In general, if your customers live in a part of the world yet touched by broadband internet access, where a dial-up connection is necessary, the odds are highly unlikely that supporting social media is in your immediate future.
However, for the rest of us who have customers with broadband connectivity, this is a sure sign that social media is in your customer service future.
- High-Speed broadband
Where do your customers access the internet most frequently?
What is the typical age of the majority of your customers?
Where do your customers go to get advice or purchases?
What part of the world do you live in?
- North America
- South America
- Asia Pacific
- Eastern Europe
- Western Europe
- Middle East
Some other questions you need to answer:
- How much time does your audience spend online?
- What is their most common online activity?
- Do you already support other channels (besides voice) in your customer service center today (email, chat, fax, SMS)?
- What are the top internet sites your audience visits?
- What are your competitors doing and how is it working for them?
- Do you have the technology in-house to support social media and to route social messages to agents just like you do for voice, email, chat, etc.?