SOCAP International

Editor's Letter

  • Cover Story

Social customer care is a term I’m hearing a lot lately. I attended a social-media marketing conference, and many of the session presenters talked about the growing importance of customer care and engagement with social media.

SOCAP also recently wrapped up a successful online course, the Social Customer Care Certificate Program, in partnership with the Word of Mouth Marketing Association (WOMMA), focused on how to conduct proactive customer care using social media. These online sessions addressed a range of topics from supporting your social media operations, to public vs.private online conversations with customers, to integrating social media into your consumer contact strategy. The sessions were led by experts from some of today’s leading brands, including Ford, Hyatt, Nissan and Omaha Steaks.

At SOCAP’s Annual Conference in October, social customer care was a popular topic, which we addressed in our keynote and breakout sessions. Visit www.socap.org to see our conference recap. Coming off the heels of these two successes, it was only natural to make social customer care the focus of this issue. In “The Future of Social Customer Service Is Now,” Joshua March of Conversocial sets the stage by telling us that online communication with customers is moving away from “private, anonymous” conversations to “public, one-to-many channels that are mobile and linked to your real identity through social profiles.” He offers helpful tips on changes that companies need to watch in the future related to social customer service.

Stephen Ferber of Golden Gate BPO Solutions provides an interesting case study on Under Armour in “A Crisis of Olympic Proportions,” demonstrating how this brand leveraged social media to handle a crisis during the 2014 Sochi Winter Olympics. Using social media, Under Armour worked with its sponsored athletes to address the controversy and ultimately defend its brand. Other aspects of social customer care are addressed through a focus on the channel strategy and delivery. Cindy Grimm and Gavin Winter of CX Act talk about important considerations for launching a customer care channel strategy in the article “In an Omni-Channel World, What Matters Most?” Effective communications with customers is also critical. Lisa Sigler and Ellen Falci of Clarabridge offer some useful advice in “5 Tips for Better Social-Media Conversations.” Their main takeaway in the social space: how you say things is as important as what you say.

This issue of CRM Magazine includes other relevant articles such as six steps to effectively leverage data by Peter Schmitt of Dialog Direct and social-media best practices within the pharmaceutical industry by Phil Baumann of Telerx. Also,don’t miss “3 Shifts to Watch For,”by Matt Bowman of Teleperformance, which describes the future of customer care. In our Member Spotlight, we offer a day in the professional life of Chuck Yaeger of Lexus. Please share your feedback with us—on social media—throughTwitter and Facebook. Your comments about the articles and information in CRM Magazine are important to us.

Marjorie Bynum, CAE
Managing Editor