Customer care has always been paramount to the perceived quality of service within the airline industry. But for airlines, being there for customers in real-time goes further than just response times. The traveller of today has higher expectations and lower resistance to brand change. They have been empowered, finding their voice over new social platforms both in public and private channels.

As public satisfaction has increasingly turned to private resolution, we’ve witnessed further development of Messenger, Twitter CSAT and brands forging ahead with bots. These new emerging channels are designed to support 1–2–1 private resolution.

The new competitive advantage for…

The following is an excerpt of a chapter from my new book, Message Me, coming out soon.

When I landed in New York recently, where I’ve lived for the last five years, a notification popped up automatically from my Delta app telling me the carousel where my bag would arrive. After picking up my bag, I ordered a Lyft that arrived in minutes to whisk me home. During the journey, I opened Postmates and ordered dinner, which arrived just minutes after I walked into my apartment. …

The following is an excerpt of a chapter from my new book, Message Me, coming out soon.

Imagine this. You’re on a work trip. Your flight was delayed, you’re tired, and are walking through the airport about to book a Lyft to your hotel. You open the confirmation email to get the hotel address and see there’s been a mess-up — you’re booked to stay *tomorrow*, not *today*. Nightmare. …

Bad weather is a regular occurrence here in the UK, and with this bad weather often come downed power lines and interruption to services. Therefore, utility companies are in a constant state of high alert when bad weather hits.

But, as they aren’t able to control the weather, it’s critical that they control the fallout. These days, savvy customers will contact their DNO (Distribution Network Operator) for up-to-date information on social channels such as Twitter and Messenger. …

It is often said that ‘sorry’ is the hardest word to say. However, looking at some social media channels, it seems to be the easiest thing to say. Over and over, we see the word ‘sorry’ flooding our social feeds from companies and organisations. But is it always necessary?

As a customer service agent, there will always be a time and a place to say sorry to a customer. Maybe a mistake has been made by the business — a delivery hasn’t made it on time, your baggage has been lost, you’ve been overcharged for your phone bill. Or maybe…

Not long ago, many brands began burying their contact information behind interactive FAQs.

This design, while effective at deflecting issues, can also make needy customers upset. It has inspired services like GetHuman, which reveals brands’ contact information, and fueled consumer’s top complaint: not being able to speak to a human. This is bad business. If your team has invested in social care, you’re directing customers away from their favorite (and your most effective) channel.

Here are three steps to rectify things:

1. Feature social support prominently

Every year Sawhorse Media holds the Shorty Awards which honor the best brands on social media. If last year’s…

Modern consumers are flush with choices. They comparison shop, use aggregator sites like Amazon and TripAdvisor, and 54 percent of consumers prefer to shop with companies that offer messaging support via SMS, Facebook, Twitter, and WhatsApp. It’s mobile, it’s familiar, and it’s the future.

But unless customers know about messaging, they’ll sit glumly on hold and post about it.

To realize the benefits of digital support, customer care teams must advertise their digital channels.

1. Integrate messaging support into your website

We are living in an age of uncertainty. There’s more volatility in our politics, economics, and increasingly, our climate.

For brands, this translates into sudden support spikes. In 2016, Con Edison weathered the impact of Storm Jonas upon New York City. Intuit, maker of TurboTax, saw its own tsunami of questions rising out of the new U.S. tax bill. And sporting goods providers Walmart and Dick’s responded to mass-shootings with emergency PR and new gun sale policies.

But social messaging demands a new approach to crisis management. Corporate silence or blanket PR statements fail to satisfy expectations for digital customers…

After helping hundreds of organizations develop tens of thousands of digital support agents, we can say with confidence that the best social, mobile support teams aren’t born — they’re made.

However, social messaging support is a new frontier. Most people now use social media and messaging apps in their private lives and this has filtered into how people decide to interact with brands too. Though not everyone is cut out for the pressures of digital support, the skills needed to be successful there can be taught.

Here is how to create an outstanding digital support team.

5 steps to building the digital support team of the future

1. Secure executive buy-in

The digital adoption curve

52 percent of consumers say they are likely to complain publicly if customer service did a poor job resolving their problems. 88 percent of consumers say they avoid brands based on bad things they hear on social media.

So why are CMOs slow to appreciate the power of social messaging?

Forward-thinking brands are rapidly embracing and promoting Messenger for customer care; it’s where customers are, and it’s quickly becoming the preferred channel for brand inquiries. …


The digital customer care platform for social messaging.

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