-Bianca Buckridee, VP social media operations, JP Morgan Chase
Challenges to customer service through social media abound.Teams require continuous coaching and training, for example. A funny response, Buckridee notes, might get many retweets, but reps have to understand that the recipient may not appreciate the humor. It’s a good practice for team members to look at a customer’s Facebook page, timeline or Pinterest board before crafting a response. “We strive to make it look real-time, but we’re really doing a ton of research in the back.”
Despite the challenges, “social care” is a big opportunity. Customers can go to Chase’s Twitter page and actually see the individual they are engaged with. Says Buckridee: “We have customers returning to the channel saying, ‘Hey, let me know when Theo gets in,’ or ‘I want to talk to Danni; she knows exactly where I’m at and what I’m going through.’”
What’s more, Chase has a customer service team that crosses its lines of business. Customers can tweet one handle and get help for a retail account, a credit card, a mortgage, an auto loan, a student loan, investment questions.
The Ignored Side of Social Media: Customer Service » Knowledge@Wharton