Too many messages and too much manual work

[shaownhasan]

As one member of The india business email list Arboretum, Sprout’s online community for social professionals, put it, “The most significant challenge I face when managing customer care on social media is the expectation to be available to answer questions 24/7.”

Meeting customers’ high expectations is something all brands are struggling with. Customer care tools can take the pressure off by automating tedious or repetitive tasks and managing cases based on priority, so care agents can act more effectively. Yet, only 30% of marketers feel their brand actively engages with customers on social and has implemented customer service tools and processes. And 71% of business leaders agree that brands don’t have a strong social media strategy for customer service.

Departmental and technological silos
Per the Index, social customer care is a shared function between marketing and customer service teams in 2024. But shared ownership means reimagining your teams’ entire approach to collaboration.

From your tech stack to your internal workflows, brands need to pressure test each stage of the social customer care process to find out where silos are slowing service down, and where there’s too much strain on one team.

Data visualization from the 2023 Sprout Social Index breaking down which teams will own the social customer care function in 2024.
For example, social teams are often not equipped to handle complex customer service needs, but they’re often asked to do so anyway.

As one member of The Arboretum described, “A social media manager doesn’t have the resources to resolve every customer complaint. Customers use social more and more for issue resolution, but there’s a solid wall between customer care (which uses traditional communication channels) and social media engagement.”