🔴 Watch Recording: A Talk With McDonald's Elly Moody On Social Customer Care

Great session. Thank you! 

Great questions! I’ve provided my answers below. Thanks everyone for tuning in today!

1. Social marketers often cite the knowledge gap between social + customer care teams as a top challenge. What advice do you have to bridge this gap between departments? Educate, educate, educate! Seriously, most of the time it’s just because there is no exposure to what customer care is and how it can help. Build a Customer Care 101 deck, set up frequent touch bases with other teams and departments, and find a few leaders that can help be the advocate for change that you need to bridge the gap.

2. Why is customer care on social is so integral to the health of the business? Social customer care is key to resolving issues on channels where customers are providing open and honest feedback on your business to the entire world. The ability to interject, navitgate and even control the conversation will provide the opportunity to retain them as a customer and build the bottom line.

3. From @miranda: How are you/do you differentiate from *potential* customers and *actual* customers when it comes to social Customer Care? Most all contacts we receive on social media are already customers that have complaints, inquiries or praises. The marketing team handles all proactive content and engagement strategy, so are more focused on seeking potential customers out then we are on the care side of things.

4. From @szuccato: How do you teach the languages and nuances of social media to your customer care team, specifically if the agents have more experience in traditional phone or email support? We have social specific agents handling social care, but we put them through various training exercises, inclusive of tone of voice message training.

5. From @jennthai: Do you do any coordination with the customer service team that handles the 1-800 calls on identifying FAQs and compiling responses? What does that look like? Yes, we have a robust knowledge base tool that our internal team manages so that our messaging is synced across all channels, from 800# to social and beyond

6. From @scweber: Is AI for your social media customer care, part of your strategy? If so, what steps are you taking? And are you afraid this will hurt the human-touch aspect that customers love on social? Yes, as discussed in the webinar, we have been slowly adding more AI functionality to our customer care remit over the last few years and will have even more offerings in the future. Resolving customer care issues quickly is key, and AI can help greatly with that. We will not let ourselves lose touch with our customers because of that, however.

7. From @Szenylith: Can you bring back the parfait and snackwraps please?  I love these menu items and hope them come back too!