Social media is growing in popularity as a support channel. Customers love it because it allows them to get help right where they’re already spending time, and all companies should love it because it’s an excellent way to gain insights about your customers and cultivate brand loyalty. Paying attention to your customers on social media, also known as “social listening”, allows you to do a few key things that can help build lasting relationships with your customers.

Most customer service systems keep customer data siloed within each channel, i.e., in chat, phone, or email. A customer’s information and history with your company could be locked up in their chat history, but now that same customer is trying to solve their problem over the phone.

Change management might be needed for all sorts of reasons, such as an implementation of a new technology, transition to a new strategy, or an organizational change. Without a change management process to ensure success, all kinds of disruptions can occur, slowing down productivity and eating away at resources. Change management refers to the process, tools, and techniques used to manage the human side of change to achieve the required or desired business outcome.

What if there was one customer support channel that helped cut down the number of support tickets and delivered faster customer service, without relying on customer support staff? It exists — and it’s entirely powered by a network of users who volunteer their time and knowledge to help other users, building what’s known as a customer community.

Creating a solid business case for customer service initiatives has been difficult in the past. There’s still a mindset in the workplace that customer service is a “necessary cost” and that’s it. You need customers to have a business, and they require customer service to stick around. That’s the way the relationship has been viewed for decades. But, over the last ten years, the dynamic has changed. Why?

For most companies, the largest segment of users are those who are on a trial or using the free version. In fact, as your company grows, your free user count will likely grow even faster than your paying customers do. But, every support interaction costs a company something, so as your customer base grows, how can you handle support for a group that doesn’t pay you anything for your product?

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Sales and support teams aren’t meant to be in silos—both have too much important information on the customer to keep them apart. Sales teams provide crucial context into who their customers are and what they want, and support has critical insights into how expectations are being met.

If long-term predictions about artificial intelligence bear out, the way we work will soon be upended in ways not seen since the Industrial Revolution—but in the meantime, AI is already helping humans work better and smarter. And in customer service, AI stands to help support teams emphasize that most human of skills, empathy—a trait that no software program can match (well, at least until the singularity).