Insight from Debbie Nolan, Business Development Director, CRM Solutions, Arvato UK & Ireland has been featured on callcentre.co.uk.
Debbie explains how a successful pilot was delivered to support the Government’s digital transformation strategy, desire to become more open and transparent and to engage with more citizens on a broader range of topics, such as rent increases or travelling abroad.
Following early success, a shift was made towards a full proactive approach, with customer service advisors disseminating key information directly to the public and monitoring conversations in detail to engage with citizens on relevant topics and current events.
Debbie explains: “To deliver proactive social media customer care in the public sector, it’s important to walk before you run and conducting extensive research is key to identify the citizen services that the approach is best suited to supporting.”
“It is vital to empower your customer service representatives to use their creativity to deliver a more personal service – one that goes above and beyond citizens’ expectations. Providing training that enables advisors to make judgement calls on whether a response is desirable in the first instance can also help develop the skills to respond instinctively to real-time scenarios, whether it’s a query or complaint.”