Global customer care strategies that build your brand by putting people first

Andrew Caravella

Journal of Brand Strategy, 2016, vol. 5, issue 1, 39-50

Abstract: To stay competitive in the global market, brands need to think from a social-first perspective when it comes to customer service, as consumers increasingly adopt new forms of media. Overwhelming data show that people are reaching out to brands on social media in droves, yet most brands are failing to respond adequately — that is, if they respond at all. In fact, according to The Sprout Social Index — a report measuring consumer engagement and brand responsiveness on social media over time — eight out of nine messages sent on Facebook and Twitter do not reach any sort of resolve within 72 hours. Thus, to develop a comprehensive customer care strategy that ensures all questions and concerns are answered in a timely fashion, the author recommends a threefold approach. Brands need to be (1) proactive, (2) pre-emptive and (3) reactive. This article delineates the distinction in each strategy and offers numerous real-world examples of brands approaching social customer care well, with measurable results on their business’ bottom line. Readers will also glean several best practices for deepening consumer engagement through the power of social media as well what to measure when assessing the efficacy of their efforts.

Keywords: social customer service; social customer care; social media customer service; social media customer care; customer service; customer care (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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