The Future of Social Customer Service: Seamless Customer Experience


social customer service

social customer service

These days,  customer service is ruled by the customer rather than companies; it is the customer who relentlessly determines how he wants to be helped, not the other way around. It’s subsequently extremely important to provide customer service at the right touch point, whether it be on Facebook or on your website. Customers need to be helped in real-time and with a high level of quality information. Although many companies still don’t get it right, providing a seamless customer experience will be the key aspect to differentiating yourself from competition in the future.

Regardless of what your function is in your company, whether you’re the CEO or a particular customer agent, you should keep your eyes on the entire social customer service process and know the key attributes and meaning of quality social customer service. It’s the most valuable marketing opportunity out there and it will be the key to remaining competitive. The transition to ensuring customers endure a seamless experience will, without a doubt, be tough, and many companies will struggle to tackle that daunting challenge.

But, what will it take to provide a seamless customer experience?

1. Understand What Seamless Customer Experience Entails

If you’d ask your customers what a seamless customer experience implies, they will most likely give you a similar reply: “to get an expert response, in real-time, and through the channel of my choice”. While this sounds extremely fair and simple, your efforts will be complex to meet the expectations of your consumer.

Use your customers as your most valuable point of information. Know, for your specific industry and company, what it implies to deliver a great customer experience. Don’t wait until tomorrow to talk to your customers about it; ask today in order to make sense of every future customer interaction.

2. Don’t Just Prioritize Changes in IT Infrastructure, Focus on Your Employees Too

While a lot of crucial changes may be made in IT infrastructure, like redefining processes and IT systems, employees remain a company’s key asset. Unfortunately, there’s already an increased pressure on customer agents who rely heavily on big data to bring together a broad range of data sets, and for the future of the digital revolution, that pressure will be more tangible to deliver on the next evolution in customer experience.

Customers will expect an extremely personalized interaction, and there’s no other way to carry through on that than through empowering your employees. Big data may help you personalize every interaction in order to create a continuous dialogue with your brand. However, translating that information into a real, human interaction (or connections) will be the final decision point in determining the success of your business.

3. Context Is Everything

Knowing the context of each customer interaction is important to bring engagement to a greater level. But, more importantly, context reveals a lot about HOW companies and consumers interact. While mobile has become the dominant means by which people interact with brands, customers demand contextual customer service that maintains their context across all channels.

Eliminate all other elements and focus solely on what’s important in that particular situation, and you will likely be rewarded with customer loyalty.

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About the Author:

Sofie De Beule

This monthly Social Media for Customer Service column is contributed by Sofie De Beule. Sofie is Community Manager at She blogs to show brands how to use social media to create an engaging online presence. She writes to share her thoughts and insights on the social media industry and helps readers to implement social media in other disciplines such as customer service, CRM and customer engagement. Her work has been featured on Social Media Today. She loves French culture, PR & communications and traveling around Europe.

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