Companies invest thousands of dollars to convince new customers to check out their services and products. But it's not about getting one-time customers. The real goal is to give people such a great experience they become life-time repeat customers.

One part of the customer experience is through social networks, where many companies work to get new customers.

As social media is a significant part of daily life, many customers like to contact brands using social media platforms rather than emailing or calling firms about issues or problems.

Customer Service Social Media Monitoring

In most cases organizations leave it to their marketing team to find out if there are any mentions about their brand online. But are marketers the best points of contact to deal with brand mentions?

A skilled and experienced customer service rep has the required training and background to take care of any kind of online complaints. Yet most of the time, when marketers are taking care of customer complaints, especially on social media, they end up cutting out the customer service teams from the process. Due to the different objectives these teams have this can create a very unfavourable situation with the prospect.

Instead, use notifications that can serve as a ticket which can then be assigned to the right team for a quick response.

Besides providing notifications to appropriate team member, enable the representative to see previous interactions of customers and their brand on social media. This is something that can easily be done with tools like Hootsuite Pro, Respond (by Buffer) , Meshfire,, and many other similar services.

Messages related to marketing get routed to the team members of the marketing department. The complaints are sent directly to the qualified customer service representative so that it provides the necessary resolution and response.

Necessity Of Co-Training

The major reason why firms see a huge difference and divide among marketing teams and customer service is they work separately. It is important to encourage regular collaboration among teams.

One method is to allow each team members to work with the other team to learn how they operate. The policies you bring in must be consistent among the two teams. This makes sure that they have a better understanding about the firm’s bigger picture where it concerns customer relations. Group training is one of the best methods to design a stronger bond among marketing and customer service teams. This is when participants work together in order to come up with a good solution for common issues.

If embedding or group training isn't an option, think of hosting a group luncheon where both teams come out of their cubicle and interact as a group. When marketing and customer service representatives interact as well as collaborate, the result is a great experience for customers which ends up strengthening the loyal customer base of the firm.

Wrapping Up

There is a huge expectation for customer experience. So, firms and their employees must work round the clock in order to get their loyalty. Frankly, social media listening can assist businesses in getting deeper insights of customer service besides knowing about the brand mentions.

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* Adapted lead image: Public Domain Dedication (CC0) Public Domain, via