Lack of training and education

[mstakh.i.mom.i]

Social customer care is a relatively new domain, with most teams struggling to keep up with best practices. These gaps are often the product of social customer care being thought of as an ancillary duty rather than a business-wide priority.

As one member posted in The Arboretum, “There is a lack of recognition that social media ‘counts’ as customer service and care. Engaging with customers and your audience through comments and DMs doesn’t get the same respect or regard that dealing with customers through email, phone or in-person channels often does.”

Brands must ensure their care agents get the social media customer service portugal mobile database training they need. This will help them better understand the nuances of providing care on social and delivering brand-friendly customer service across key social networks. In fact, our Q3 2023 Sprout Pulse survey found that 35% of businesses planned to hire additional agents and host additional training to improve the quality of customer interactions on social going forward.

While social customer service teams understand that social customer care is key to resolving issues on channels where customers provide open, honest—and very public—feedback, educating key stakeholders and senior leadership is also necessary to help them see its impact.

Not having the right tools
The lack of investment in customer care processes and tools to actively engage on social is a major hurdle to developing a sophisticated strategy. Disjointed tech stacks and disparate communication channels can make social customer care cumbersome and inefficient.