By Liam Dowd - July 21st, 2014
Below is a brief Q&A with Carla on Capital One's integrated social customer service approach
USM: What are the key drivers behind your organization’s use of social media for customer service?
Improving the overall customer experience by:
- Servicing customers in their channel of choice – Many people do not want to call in, so our goal is to service them as much as possible through social before moving them to a call.
- Make solving a problem easy for them – When we do need to talk to the person over the phone, our agents are trained to call customers back
- Empower our agents – Our agents are responsible for solving some tough issues, so we empower them to do the right thing by having them own the case from beginning to end and allow them to go above and beyond when getting a thank you from a customer.
- Amplify our customer love – We love when our customers love us back, so we aim to amplify this through social.
- Listening and sharing customer feedback – We want to make banking with us easy for the customer, so we collect their feedback to improve our products and processes.
- Real-Time Alerting – The social team serves as an entry point for customer feedback to alert stakeholders of system issues/breakdowns with our digital services
USM: How is social customer service organized within your company?
The social team sits within the call center environment, but is 100% dedicated to social. They have a dotted line to both Brand, Corporate Communications, and Enterprise Social teams who help them align with the company’s overall digital strategy.
USM: Can you outline a recent initiative that utilized social media successfully for customer service?
Yes, we recently launched remote check deposit, which was a product our customers had been asking for through social. Once it began rolling out, we were able to celebrate with customers who were as excited about the feature as we were. Social media is a unique space where we can take the time to connect with our customers on a personal level.
USM: How are you tackling the challenge to prove ROI on managing customer service through social?
Having metrics that truly measure performance, such as response time, resolution rate, and happiness, are important, but it’s also important to emphasize the public nature of social media and the amplification that takes place when you truly help a customer on social.
This interview is part of the knowledge exchange in the build up to this year's Social Media for Customer Service Summit, New York. Learn from 20+ leading brands including Capital One, Whole Foods and U-Haul. Take a look at the full agenda for yourself with the 2014 summit brochure