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Social Customer Service Playbook

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A social customer service playbook sets out the customer service rules within your organization. A playbook is like a bible that your customer service team can use when they are dealing with customers or when they are going through training. As with all process documents, it should be continually updated to ensure that it accurately reflects the continually changing social media technologies and operational processes. The benefits of a social customer service playbook are:

  • Stakeholder alignment. If you have a playbook, you can get different stakeholders aligned who might have input into what the customer journey should look like. For example, your marketing team or your customer experience team will want to know how the customer service team on social channels is dealing with different types of inquiries.
  • Assists in training and on-boarding. A playbook helps to get everyone up to speed with the approach.
  • Reference for policies and procedures. It provides a complete understanding of what to do and what not to do.
  • Arbitration of process disputes. It can act as a reference guide for disputes.
  • Internal explanation of the social customer care program. It provides a way to describe the social customer service program and communicate it to the rest of the organization.
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Christian Polman

Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.

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    Social Customer Service
    Christian Polman
    Skills Expert

    This module introduces the concept of social customer service and highlights the social channels that are most often leveraged for this activity. It provides you with best practices you can follow to create and implement a robust social customer service strategy – and to manage it effectively. It also provides best practices for measuring customer satisfaction with the social customer service they receive, and for training social customer service agents. Finally, you learn how to build, grow, and maintain online support communities.