Digital Marketing - Study Notes:
Blended
A blended social customer service agent model is one that has agents managing customer service interactions across social and non-social channels concurrently. That means having a team that is looking at traditional customer service channels and some of the new social ones.
A blended model has several advantages:
- Greater agent utilization rates: If you have a blended team that’s addressing customer service across all channels, including the new ones, you get greater utilization rates. If everyone across your team has the capacity to deal with inquiries coming in from your different channels, you can be much more efficient about how you use your personnel.
- Reduced downtime: If you have separate teams, one team might be maxed out on the social side while the other team is not, resulting in downtime. When you combine both teams, you can balance the workload and make sure that downtime doesn’t happen too often. It also helps ensure that responses are quick and efficient.
- Channel-agnostic: Agents who are channel-agnostic can serve customers, regardless of the channel they are on. Observing customers in different environments can lead to increased learnings for agents, and a cross-pollination of ideas.
- Simplified resource allocation: A blended team makes it easier to resource up. You can be a lot more efficient about allocating resources when you have just one pool of people to choose from.
Designated
A designated social customer service agent model employs agents dedicated to managing customer service interactions on social media.
The advantages of a designated model include:
- Improved agent experience: You can focus training on the social channels, to make sure that your agents have the right capabilities. You can also put processes in place that are tailored specifically to social customer service. There should be a lot less confusion around the different channels when your agents are specialists in those areas. You can potentially deliver better service, and customers can form better, more personal relationships with the agents serving them.
- Increased agent efficiency: Agents will get better at dealing with inquiries if they’re focused on social channels and will deal with them much more efficiently. They should be able to undertake several tasks at once.
- Agent selectivity for social: You can choose agents who are well suited to fast, quick, real-time communication with customers, and who have specific skills relating to social.
Benefits of internal agents versus outsourced agents
You can obviously employ agents internally or you can outsource this service and work with outsourced agents.
The benefits of using internal social customer service agents include:
- Stronger brand alignment: When it comes to using an internal team, the number one benefit is that they have stronger brand alignment. They understand the brand and what it stands for. If you are a high-end consumer brand, for example, brand alignment is particularly important. It typically gets more and more important as you go upscale in a market. You will have faster, better communication with your team if they are embedded within your organization.
- Reduced agent turnover: If you hire agents internally, it’s easier to retain them. People tend to have a greater sense of ownership and involvement in the business when they are hired internally and are embedded within your business. Reduced agent turnover should result in more consistency of service for customers.
- Greater agent empowerment: You can also empower your agents to resolve customer issues quickly and effectively.
The benefits of using outsourced social customer service agents include:
- Scalability: You can get greater scalability because you can keep outsourcing more and more as your needs increase. You can also quickly scale up the operation.
- Cost-savings: You tend to save money when you outsource, and these savings are achieved in the long run.
- Coverage: Outsourcing companies may be able to increase or decrease the agents working on your business in a much more flexible way. They might work with two businesses, for example, where one has a big surge in the morning hours and the other has a surge in the evening hours. They can expand their coverage as required.
- Efficiency: Outsourced agents tend to generate greater efficiencies.
Julie Atherton
Julie is an award-winning digital strategist, with over 30 years’ experience. Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand and business strategy across almost every sector. In 2016, Julie set up Small Wonder. Drawing on her past experience, she now supports a wide range of businesses, from global brands, to educational organisations and social enterprises.She is the author of the book, Social Media Strategy which was a top read chosen by Thinkers360. You can find her on X and LinkedIn.

Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.

Alison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
