Positive surprise.

A word about the social media customer service — based on cooperation with one of the biggest insurance companies in Poland.
woman using a computer and a smartphone

The vast majority of Internet users active in social media is looking for a relationship with their favorite brands, which, in turn, implement new solutions in order to meet the ever‑growing requirements of clients and to improve the communication.

Internet users want an instant answer.

Therefore, the ideal process of customer service in social media should be easy enough to enable problem‑solving (or doubts resolving) in the shortest time possible. It should give pleasant vibes and surprise clients positively when it is the least expected. The purpose of the process planning is to reduce the frequency of referring the client to the other communication channel and to reduce, to the best extend possible, the number of communicates that precede the final solution of a reported problem. It is advisable strongly to end the conversation where the conversation started — if the client addresses the brand on its page in the social media, the page is where this client should be answered. There is an exception from that rule i.e. where sensitive data is discussed. Then, the chat must be continued on a private channel.

woman using a smartphone

When it comes to the social media, the customer service process planning needs to take into the account the dynamics of operation of a company.

Sometimes the process may require many different departments and entities to commit. Therefore — for the agency — it is important to give meaning to this matter at the very beginning and the relevant support of the company’s management. Without “the blessing” of management board or senior managers, the role of social media can be belittled at the very beginning, which in turn, prevents the proper implementation of this communication channel.

Two things are worth doing already at the beginning: defining how to verify effectiveness the customer service process and indicating people responsible for particular stages thereof.

It is good to consider what can be simplified and whether it is necessary to be in ongoing contact with all the interested parties. Maybe, in order to avoid slowing down the project, it is enough to enable some of them only the insight into the progress of the process? When measuring the effectiveness of customer service in social media, it is advisable to monitor problem‑solving speed and to analyze the qualitative level of customer satisfaction on every stage of such service.

There is a great shift in thinking about a brand’s presence in the social media in Poland.

It all started with raptures over the pages of big companies on Facebook and nervous waiting for the next campaigns and competitions. Still, many users believe the social media to be the place to contact friends mainly, so brands seem to be a bit on an intruder’s side. On the other hand, users want brands to be within the arm’s reach always when they need it. The social media users become more and more „spoiled”. Accessibility of many different communication‑related solutions is one of the reasons. So, they find it unacceptable to click, fill and complete contact forms. They expect instant answers. So, considering this, the customer service should stand on non‑invasive solutions, without burdening the user with complex steps. Simple and effortless steps are the best to reach the goal. As a result, the complicated actions will be distributed into a few answers. Application of the latest solutions is definitely advisable but only if such solutions facilitate contact between the brand and the user, bringing some added value of simplicity and shortening. Today, a properly planned social media customer service must positively surprise the user in the least expected moment with a simple and quickly delivered solution.

a couple of people using a smartphone

Messenger bots get hotter as of the last year.

Such bots provide quite a good improvement of the customer service process, especially with regard to contact with a company’s representative, finding an agency or receiving the answer for the most popular questions. They operate 24/7 and react on the spot. K2 created a bot that is able to settle claims by helping the customer through the reporting process in a few easy steps. Bots however have some flaws, the customer not talking to a real person being one of them. So, the bot will not be able to provide assistance in more complicated situations as it cannot conduct a more profound inquiry.

Warta Bot logo

Thus, making a good connection between bots’ work and the customer service department is the biggest challenge now.

The latter one should be able to join the chat smoothly, so the customer feels secure and knows his/her interlocutor. It is a good solution to analyze different chat scenarios and design each of them in the shortest way possible.

Bots’ personalization still presents itself quite challenging. And it is vital in order to make the client‑company contact pleasant and to make the client feel taken care of. The ability of bots is a bit restricted. Bots offer basic personalization, such as use of the client’s name but treat everyone alike. We need to remember that bots’ communication should be language‑adjusted according to common standards. If a company addresses customers officially then its bot should not address them by first names. Moreover, in case of Polish language, bots can have major problems with use of proper forms. Therefore, it is extremely important to consider all these elements while designing customer service chatbot.

language-adjusted communication, conversation scenarios, personalization



It is quite a challenge to gather all information about the customer’s contact with a given brand in one place.

When the client communicates with the brand through social media it would be good to spare him/her the trouble of providing the same information repeatedly. The simplest solution is to engage the customer service department in the process, so it would be able to verify the customer’s information as early as possible, check the customer’s history and include information from CRM system. How it will be used for the purpose of further contact is also essential. In order to answer the customer’s question faster we may establish contact through the communication channel such customer uses most often, for instance by phone. Customers tend to react positively to such change, provided their problems can be attended to in a swifter way.

Last but not least, please remember all of the aforesaid points will financially benefit the brand in two ways.

First, we do not spend money we have for other forms of communication with the client. When the problem is solved through the social media all remaining channels are used less. Experience of companies using the social media wisely to contact their clients (for instance Warta or telecoms) proves it to generate savings. Sometimes brands simply do not have a choice — if the client wants to use social media to communicate, they have to obey.

Second, the positive experience with a brand in the social media has a bit different character than via, so called, “traditional channels”. Contact in the social media is very often public, therefore visible for other users. Many brands see it as a huge threat. But, when managed craftily, communication in the social media may be favorable for the promotion of services. This form of the customer‑brand dialog makes it easy to recommend given brand as the satisfied client can share this experience with friends and share the brand’s FB page.

We can see it often with Warta. This is a build‑up not only for our team, but it also has a factual impact for Warta’s ability to attract new clients who regard the customer service standard as the key feature in the process of selecting the insurance company.

It is not to be denied that ensuring desired quality and satisfaction of even the most demanding clients is a challenge, but it is the challenge worth taking as the positive brand experience in the social media continues to surprise many people.

Author: Michał Sławiński