Social Media SOP 

Customer Excellence 

CX Brand Management 

Social Media 

Scope - 

To understand the process of Social Media and how to respond to Customers. 

Problem Statement - 


  • Broken integration of Freshdesk and the Social Media Sites. 

  • No past record to inline a defined process of responding to the Interactions of FreshDesk.

  • Enhancement of the entire CX Team for the SM query handling process. 

  • No process to track the productivity of the team handling direct SM queries. 

  • The bifurcation between queries for CX and for Marketing. 

Terms and Definitions - 

Social Media CX Group - When we receive any query on social media through various methods discussed below, these queries are directly populated on our Freshdesk for the entire team to work on and close as per the SLA. 

Below are the Social Media Platforms with the credentials we use, to respond to Customers and their Integration into Freshdesk. 

Social Media Platform

Business Side 

Freshdesk Integrations

Credentials 

Facebook 

OurBus

Yes

Meta Business Suit

Rally

Yes

Meta Business Suit

Instagram

OurBus

No

Meta Business Suit

Rally 

No

Meta Business Suit

Twitter

OurBus

Yes 

Login ID: rallybus

Password: tweet@r@!!y

Rally 

Yes

Login ID: [email protected]

Password: R@llyOurBus2021

Reddit






The types of queries we handle on Social Media - 

Facebook/ Instagram/Twitter (For both Rally and OurBus)

  • Direct Messages - Any concern/ query/ escalation is taken up by the Cx team to ensure that customers receive a complete resolution. 

  • Comments - If any comment is in the form of a review or a query, we tend to provide their resolution. 

  • Mentions - All the positive and negative reviews are responded to while passengers mention Rally OurBus during their posts. 


The types of queries handled by the marketing team -


  • We do not respond to marketing queries or any promotional campaigns that are run by the marketing team. 

  • Any promotional offer from an influencer is also taken up by the Marketing team. 

Agents Involved in the process - 

  • All the agents from the strategist level onwards are expected to check the Social Media Group on Freshdesk whenever on interactions. 

  • The agents responsible for making sure that all the queries are timely responded to are the Brand Leads. 

  • For queries from Facebook DM populating on FreshChat, all agents available on chat (irrespective of their designation) are expected to resolve the concern like any other chat coming on the platform.  

Slack channels involved while communicating internally with the marketing team - (Link)


  • Team-social-media-cx 

  • Team_customer-service-experience

  • Proj_social-media

  • Now_social-media-and-customer-engagement

Process - 


  • To respond to the concern, all the agents are expected to interact with the passengers exactly like any other chat query. https://support.rally.co/a/admin/canned_responses/folders/98083 
    (List of canned responses)

  • Post greeting the customer the agent will make sure that their query is handled by our agent on chat/call/email. 

  • Every agent is expected to close the concern by resolving it end to end. Proper RCA needs to be executed and make sure that the passenger is aided with a resolution. 

  • SLA to respond to all these queries is under 2 hours of the ticket generation on FD. 

  • Queries coming through DM from Facebooking are integrated with Fresh Chat so a live queue is generated when a customer reaches out to both sides of the business. 

  • Since these queries and concerns are generic in nature, agents respond to them as per their communication on other interactions like Chat/Call/Email. 


Process Flow Chart - 

RACI

L2- Strategist, L1- Specialist, L3 - Brand Lead, L4 - Brand Mnager, TMT - Top Management 

Step Code

Responsible

Accountable

Consulted

Informed

SLA

FDTR

L2 

L3

L4

TMT

0.05 - 2 Hr

AES

L2

L3

L4

TMT

2 Hr 














FAQ -