Transforming Social Support for a Multi-National Corporation

In an age where customer support has transcended traditional channels and migrated to social platforms, one multi-national company found itself lagging behind. While their Marketing teams had been handling social media, they lacked the specialized skills to effectively address customer issues.

Challenges

Lack of Specialized Support: The Marketing teams were not equipped to handle customer support issues and often redirected them to other sources, leading to customer frustration.
Lagging Behind the Curve: The company had not previously engaged in dedicated Social Customer Care, leaving them at a disadvantage in an evolving industry.
Delayed Response Times: Customers were often left waiting for hours for a resolution to their problems.

Objective

To establish a specialized Global English Support team that is aligned with the core mission of achieving customer satisfaction through timely, effective, and empathetic support.

Solution & Strategy

Core Mission Development: The focus was to shift from mere call deflection to prioritizing customer happiness. We instilled the principle that the core mission of the Social Customer Care team is to drive customer satisfaction.
Quick Responses: Time is of the essence. We helped train the support team to step up their game and reduce customer response times to within minutes, far exceeding industry standards.
Listening & Engagement: Beyond just reactive responses, the support team was trained in proactive listening. Keyword tracking was employed to identify customer issues even before they reached out to the company.
Full-Scale Social Integration: The 'social' in Social Media was embraced fully. Policies were implemented to follow customers engaged on Twitter and to allow direct messaging from anyone, ensuring open two-way communication.
On-Channel Issue Resolution: Aiming for true customer satisfaction, we made it a policy to resolve issues directly through the social media platform in which they were raised, rather than redirecting to other channels.
Metrics & Reporting: Customer Satisfaction became the cornerstone of performance indicators. We tracked metrics like Average Time to Response, Sentiment Conversion, and Agent Handle Time.
Tooling: PDCA Consultants helped the client transition from their previous marketing-centric tool to a specialized Social Customer Care solution, giving them the features they truly needed for a successful customer support operation.

Results

Response Times: Reduced from several hours to mere minutes.
Customer Satisfaction: Saw a considerable upswing, with metrics to support the improvement.
Engagement: The team not only responded to direct queries but also proactively engaged with potential customer issues, leading to preemptive solutions.

Conclusion

It’s never too late to reinvent and improve, as this multi-national corporation discovered. Through focused training, state-of-the-art tooling, and a customer-centric approach, PDCA Consultants helped them set up a Global English Support team that has dramatically improved their Social Customer Care capabilities.

Are You Ready for a Transformation?

Is your company looking to level up its customer support game? Contact PDCA Consultants to turn your customer service challenges into success stories.