According to the Top Companies for Customer Service‘s ‘Baseline Benchmarking Report 2018′ less than half of social media customer service agents’ knowledge was considered to be Excellent. The research was conducted by GfK and assessed scores of major brands (and found that the ‘Top 50’ group members performed significantly better)- but is ‘Excellent’ product knowledge too big an ask?
I don’t think so.
No brand has ever been forced to deliver customer service over social channels; it’s a choice. Social is a very public world and it’s users are often emotionally engaged and short of time and/or patience. Brands SHOULD be the experts in their products and services! If their customer service teams aren’t then they should maybe stop trying to provide customer service on social. See what we think – and watch the video at www.channeldoctors.co.uk/cx