The concept of “social care” or “social customer care” refers to all the measures and actions implemented to assist customers through social media. This practice can be initiated proactively, encouraging customers to use social networks for their inquiries, or reactively, when customers spontaneously turn to brands’ social media accounts for help. In a proactive and organized approach to social care, specialized social media accounts are often created alongside institutional accounts or those focused on top-down communication. It is increasingly common to see Twitter accounts dedicated to after-sales service or customer support, and support systems hosted on social platforms can also be implemented.<\/p>\n\n\n\n
In a reactive approach, it is possible to interact directly with customers reporting a problem or asking a question without explicitly mentioning the brand. When social care is reactive, responding to customer requests is essential, but management can be more complex because it relies on more general or institutional social media accounts, and coordinating responses can be disorganized. The challenges of social customer care are growing as customers increasingly use it, encouraged by their growing presence on social media and the increased availability of social care options offered by companies.<\/p>\n\n\n\n
Common challenges in social care include adapting to the constraints of social platforms, such as Twitter’s character limit, routing requests to customer support agents (as community managers are rarely able to handle support directly), integrating with CRM data, tracking support interactions, and identifying customers for whom only social media handles are often available. These difficulties are gradually being addressed.<\/p>\n","protected":false},"template":"","categories-glossary":[312],"class_list":["post-162801","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-crm-customer-relationship"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/162801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=162801"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=162801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}