
Here is a summary of tips and best practices on customer care in the new social environment from Lisa Larson of Drugstore.com. Source: Katie O’Connell
Lisa’s Philosophy
“Customers don’t want you to tell them what to buy or do, they want you to educate them and then let them make the decisions; that is being part of a community and that is what social media is all about.”
Lisa’s Social Media Tips
- Don’t try to solve the entire issue on Twitter. Instead, direct customers to chat live with agents where they can have a conversation.
- Use social media as an opportunity to educate, send links to help pages where you have more than 140 characters to answer basic questions.
- Keep customer care and marketing/brand Twitter accounts separate; they each serve a different purpose and the content is distinctly different.
- Monitor social media sites to hear what is being said about your brand and customer service.
- Include your Twitter account in outbound agent emails; at drugstore.com every email includes “follow our director on Twitter.” Senior level engagement in social media helps keep agents accountable.
- Be careful, be smart, be honest – social media is instantaneous and permanent.
- Have controls in place, such as social media guidelines for employees. Be sure to use only experienced agents to respond to customers on social media sites; you can’t have gun slingers.
- Treat social media like any other customer care channel; track exchanges on Twitter so they can be captured in your customer experience system just like an email or phone call.
Channels: drugstore.com, social media

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