EVERYTHING you need to know about SAC 2.0! – WAU
SAC, or customer service, has always been the department used to serve the public – answering questions, answering requests, complaints and suggestions. The problem is that inefficiency and bureaucracy reigned in the SAC of most companies, making this service a real nightmare for those who needed help. Fortunately, with […]
SAC, or customer service, has always been the department used to serve the public – answering questions, answering requests, complaints and suggestions.
The problem is that inefficiency and bureaucracy reigned at the SAC of most companies, making this service a real nightmare for those who needed help.
Fortunately, with the strength that social media has gained in recent years, this has been decreasing every day.
It is as if each consumer wins a powerful megaphone, and most of them decided to use it to talk about their shopping experiences, whether to praise or criticize.
For this reason, the need arose to increase attendance, and from there came the SAC 2.0. Do you want to know more about him? Great, as we’ll tell you everything you need to know about the subject!
Nest post you will learn:
- What is SAC 2.0
- SAC 2.0 X Social Networks
- Customer Service 2.0 x Customer Service
- Basic concepts you need to understand
- 5 benefits of investing in SAC 2.0
- Planning a SAC 2.0 well
- 3 examples of SAC 2.0 worth imitating
What is SAC 2.0
SAC 2.0 is nothing more than using digital channels to provide customer service. This includes social media, but is not limited to them only.
It is also possible create a support page on your website, in addition to using other tools, such as online chat and self-service, where the user sees the most frequently asked questions and problems along with their solutions.
There are great online support systems, integrated with email and even with the social networks themselves, which are very useful for managing help requests and ensuring a functional service.
Another factor that encompasses SAC 2.0 is the need to monitor customer reactions and react to them ASAP.
SAC 2.0 X Social Networks
If social networks are not the only digital channels that a company can use to implement SAC 2.0, why is it so common to associate this service directly with them?
The point is that these networks are already fully prepared environments for the construction of a customer service.
This happens both because of the resources that have been added to them thinking precisely about the brand / customer relationship and because of the large concentration of people willing to solve their problems through them.
Because of this, it is very worthwhile to use social networks as part of your SAC strategy, but you also need to understand some details before doing this.
Do not give up the content
If you decide to use social networks as a service channel do not think that this means giving up continuing to publish quality content and starting conversations aimed at engage your audience.
Unless for strategic reasons it is decided that it is better to have a profile focused exclusively on the role of SAC, it is necessary to maintain the balance between helping customers and keeping the posts up to date.
If this is the case, make it clear to the public that there are two profiles, one for customer service and the other with the latest news and company content.
Don’t have a passive attitude
If there’s one thing that does not match with a successful SAC 2.0 is passivity, that is, waiting for a problem to arise to offer help.
Some of the most interesting cases of customer service were given by analysts who were attentive and seized good opportunities to help customers.
Customer Service 2.0 x Customer Service
We already know that SAC 2.0 uses digital channels to serve the public, but initial contact is not always sufficient to solve the problem.
In such cases, there must be good communication between the first customer service representative and the service team. As well?
To better understand the situation, think about the following: in a medical service, people with different clinical conditions arrive.
Some just need a little serum, a simple medicine or a dressing. The situation is simple and can be resolved quickly.
Other patients, on the other hand, need exams and, in some cases, even surgery, cases that require in-depth work by the medical team.
Likewise, the initial response of SAC 2.0 through an online chat or message on social networks can quickly resolve less complex problems.
Customers who need more specific help should be directed to the service team.
Otherwise, the service can become congested and make it difficult for the immediate response team to handle everything themselves.
Basic concepts you need to understand
Before diving headlong into implementing a SAC 2.0 in your company, it is essential that you understand some concepts behind it.
We have already seen that the good functioning of SAC 2.0 is directly linked to a broader work, with social networks and with the attendance being integrated all the time.
What else do you need to know to ensure that the customer feels truly satisfied after contacting the brand? See below:
New service channels
The first important concept concerns the number of channels: it is always good to offer variety, since users have different preferences how to get in touch.
As the strategy will include new service channels, it is crucial to understand how each one works and prepare to make good use of them.
This ranges from features and functionality to how to treat users on each channel.
Also, remember that the more service channels you offer, the more organization you will need to serve all of them in the right way.
Putting a SAC 2.0 to work is not a task for just one person, much less for a disqualified team.
It may seem easy to take care of company profiles, after all, everyone knows how to use them and has personal accounts nowadays, right?
It turns out that in the case of a brand, the story changes completely: each action goes through a demanding analysis of customers, potential customers and even competitors, which will be waiting for a failure.
Just think about the work you do to monitor brand mentions, serve customers, pass on the most complicated cases to the service team, all with speed and quality.
So, assemble a competent team, with professionals who adapt easily and find it easy to communicate, solve problems under pressure and who understand the language of the internet.
Autonomy and integration with other areas
Remember that we talked a little earlier in the article about the importance of acting quickly and seizing opportunities? For in some cases where this happened the final result was sales made.
But, this was only possible due to two things: the autonomy of attendants to make offers and the integration with other areas, as in this case the sales team.
Rushing is an ever-present feature among those who use technology, and it is no different in the case of those seeking assistance through digital channels.
Especially in the case of social networks and tools such as online chat, the person expects to interact in real time and, preferably, to have their problem solved on the spot.
Knowing this, it is necessary for your SAC team to be quick to answer calls and deal with challenges unexpected as the conversation evolves.
Monitoring plays an indispensable role in SAC 2.0, as customer complaints are not always directed to the support team.
In many cases, the person simply posts an outburst on social media, telling others about a bad experience, and mentions the brand directly or through hashtags.
In such cases, taking the initiative to seek out the person and work to resolve – or at least minimize – the problem is the best way forward.
Diversity of the digital environment
The internet is a very rich and diverse environment, but that sometimes reserves several surprises, don’t you agree?
That is why it is so important to choose a team that is already used to the most diverse types of behavior.
So, when a more “daring” internet user launches a reference to Stranger Things or Avengers in the middle of a call, the attendant will show that he is prepared to interact like a human.
It may seem silly, but this kind of attention to detail is one of the qualities that wins customers and has a positive impact on the brand.
Everything happens in public
Nowadays it is no use even thinking that you can be rude or completely ignore a customer without others knowing about it.
Whether by email, social network or any other online tool, the easiest thing is to take a screenshot of the screen and show everyone how much the brand despises the consumer.
Remembering this is a good way to strive for support to get better every day.
5 benefits of investing in SAC 2.0
It is not new for anyone the incredible power that social networks and good customer service have for business. So, what will be the advantages of joining the two?
It is a considerable challenge, it is true, but we have separated only 5 of the benefits that your company will have by investing in SAC 2.0:
Solve problems as soon as they happen
Problems are like snowballs: the more you let go, the bigger they are going to get. So, whenever possible, it is good to resolve them while they are still in the beginning.
A lot of the time, the situations only get serious because they were not properly dealt with as soon as they arose. And one of the advantages of a SAC 2.0 is decrease these cases.
The faster the initial response, the less complicated problems will remain for the support team.
Powerful marketing resource
Although we focus on several different types of marketing here on the blog, in a way we can say that everything a company does ends up reflecting on marketing. Why?
Every action, good or bad, makes an impression potential customers, who will weigh when choosing a product or service. In fact, quality support is one of the most sought-after differentials by the public.
So, having a champion SAC 2.0 is also useful to attract new customers.
Strengthens brand positioning
Good brand management has the power to transform a common business into a market power.
After all, respected brands have their products more valued, are able to better retain customers, among other things, in addition to being more easily identified by the public.
Naturally, an efficient SAC can only add to the brand positioning, since it indicates care for customers and concern for maintaining a high quality standard.
Direct way to delight customers
Many people say that it is only possible to discover who is a true friend when a difficult situation occurs.
When choosing a brand it is the same thing: when something goes wrong, the support provided will determine whether the customer’s confidence will remain the same in the future.
Thus, even the most indignant customer can buy from you again and even recommend the company to others, as long as you receive VIP treatment and your problem is solved.
Long-lasting impression on those who follow the brand
Even those who never bought from the company may be interested in what it does and follow their profiles on social networks.
In addition to the content that the brand produces, the way of taking care of customers through SAC 2.0 is also remarkable for this audience.
And what is the result of that? Even those who will never be your customers can meet other people who need the services you offer, and at the right time make a recommendation for them.
Planning a SAC 2.0 well
Now that you know everything about how SAC 2.0 works, in addition to the great benefits it brings to your company, you should be curious to know how to put all of this to work, right?
The time has come to learn to plan everything and use digital channels to help your audience more quickly and satisfactorily:
Know where your audience is
It would be a big mistake to think that to set up a SAC it is enough to create profiles on all the most popular social networks and ask customers to contact them.
First, find out what their favorite channels are and build your strategy based on that, instead of waiting for them to adapt.
If the company already has a social media strategy, you can use the channels you normally use, as long as they are appropriate to support the customer.
Choose well who will take care of the SAC
We have already seen here the need to have a specialized team taking care of SAC, due to the dynamism that is involved in the service and the key role it has for the business.
It is social media analysts who must be ahead of initial contact with customers, and receive the necessary training to deal with them with willingness and charisma.
But these professionals need to work closely with the customer service and success teams, as well as sales and marketing.
Set the tone and voice for all channels
The voice and tone with which the brand talks to its fans and customers is part of the identity that she wants to pass on, and helps them to identify with it.
Based on the company’s culture and the market to which it belongs, it is vital to ask: what image do we want to convey? How can the way we talk to customers convey the message we want?
After setting the voice and tone you want to talk to the audience, make sure it is maintained on all channels used, so as not to confuse customers.
Choose the tools to use
Responding quickly to calls, monitoring brand mentions, taking care of multiple channels at the same time and integrating all of that into other sectors is quite a job, isn’t it?
That’s why you need the right tools, which include:
- Good support software: there are several options on the market, such as Zendesk and Groove;
- Social network management system: the best known are Buffer and Hootsuite;
- Social monitoring tools: apps like Meltwater and BuzzBundle are of great help for this.
- Internal communication and project management: tools like Basecamp for project management and Slack for internal communication are very useful to keep all departments integrated.
Create a crisis emergency plan
No matter how well set up your planning is, and however good the professionals chosen to take care of the day-to-day SAC, there is always a possibility that something can go wrong.
With that in mind, work out a plan for how to proceed when times like this happen. Think of the most diverse situations that could tarnish the company’s reputation and create mechanisms to control the damage.
This will be very useful if the worst happens in the form of an improper message, delay to respond due to an unexpected situation, a serious problem that affects many customers or any other difficulty.
Measure service performance
As in all areas of the business, the idea is that SAC service will continually improve, and for that, nothing better than measuring service performance.
You can make an accurate analysis by choose specific service metrics, such as response time, customer satisfaction level and solution index.
But go beyond that, for tracking how SAC 2.0 is affecting other aspects of the business from medium and long term, such as customer loyalty and reduced churn.
3 examples of SAC 2.0 worth imitating
SAC 2.0 is no longer new, and many companies have done an incredible job on social media to serve their customers well and create interest in potential buyers.
We chose 3 examples of companies that take customer service seriously and have become true models of what must be done to win over the inhabitants of the digital world.
Here’s how to imitate each one and win your audience for good:
Basecamp is one of the best examples of customer service that we can cite.
The company’s response time on Twitter is almost instantaneous, and 94% of customers who use it consider the service to be great!
Basecamp’s SAC has 3 well-assembled fronts:
- Complete self-service guides to help customers in doubt;
- The Twitter profile, which can help quickly;
- A form on the website’s support page for more detailed questions.
Just notice the reactions of customers, who praise the company on social media, to see how they got it right and understood exactly how a SAC 2.0 needs to work.
Do you know what ContaAzul’s attendants are called? Charming! Only then can you understand why the company won the best support award in Latin America by nicereply in 2014.
Like Basecamp, ContaAzul also has a good self-service center and the option to open a call for more complicated issues.
In addition, the company also responds quickly to direct messages on Facebook and has a proactive approach to possible questions, always producing materials, such as articles, webinars and even courses to help customers.
Nubank is simply loved by customers and desired by many who eagerly wait for the chance to be. The ideal scenario for any company, isn’t it?
For one of the reasons is the quality of the SAC! The company innovates by offering help even through a YouTube channel, in which it answers common questions from Nudes – as customers are called.
In addition, all the necessary help is provided by the app itself, with a modern and practical language, reflecting the message the brand wants to convey.
Finally, interaction with customers on social networks is intense, with quick and humorous responses.
Investing in the implementation of a SAC 2.0 goes far beyond creating profiles on the main social networks and responding to some comments. It is necessary to plan and be prepared to solve customer problems. Good examples abound, and now you have a place to start.
Like SAC 2.0, it is important to invest in other retention and loyalty actions, such as Customer Success. Do not know what it is? See more about it and what are its advantages!