Building a Successful and Empowered Digital Care Team


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Great, you’ve decided to provide digital care to your customers! But… now what? When first getting started with your digital care program, it’s important to develop a successful and scalable strategy right off the bat. Building out a strong team of agents will play a huge role in this.

“Your social care team is only as strong as the people who compose it.” – Laureline Boin, Dropbox

We recently had Dropbox’s Head of Social Care, Laureline Boin, join us for a webinar where she described in detail how they have built their digital care team from the ground up. Dropbox has not only improved customer satisfaction scores with digital care but has also improved the overall internal perception of the larger care team. This is largely in thanks to the stellar group of agents they have working their digital channels.

Laureline details 3 key areas of focus for building out a successful and empowered digital care team: recruiting, training, and cultivating creativity. I have summarized these for you below.

Recruiting qualified candidates

Do to the often times, public nature of digital care interactions, it’s important to have your best people representing your brand on these social and messaging channels.

“It’s a really difficult role at the crossroad of technical support, communications, and community management.”

Look for technical skills
It’s important that your agents are technologically savvy so that they are able to resolve as many issues within the channel as possible. Dropbox actually pulled most of their care team from technical support.

Recruit for strong communication and emotional intelligence
Digital channels require agents with strong communication skills and high emotional intelligence in order to best represent your brand when publicly addressing the issues and needs of your customers. 

Training your digital care team

In person and human training
Set up processes and operationalize the onboarding process to provide your agents with concrete information, best practices, and examples around the tone of your brand, digital care operations, etc.

Constant coaching
Invest time in coaching! Coaching is vital to ensure that your agents have a firm grasp on your company’s tone and key product information. Use their actual interactions with customers to shed light on what’s working and where there’s room for growth.

Simplified communication
Using a software provider with embedded chat capabilities allows Dropbox agents to communicate with one another with ease. Trainees can get questions answered quickly and managers can offer feedback or coaching when applicable.

Cultivating creativity & freedom

Social media and messaging channels provide unique interactions, and it’s important to give your users exceptional experiences. This is why developing the team’s creativity and freedom is key!

Building a ‘customization culture’
Digital channels provide an opportunity for agents to really connect with their customers, whether that be through memes, humor, creative issue resolutions or workarounds, even sending gifts!

Developing efficient escalation processes
As agents are ramping up, it’s important to implement efficient processes for issue escalation so that they are able to get a feel for how your brand communicates on digital channels.

Kelsey Brazill
Kelsey Brazill’s passion for digital customer engagement was sparked by social media management roles she held when starting her career in New York City. Her focus has since shifted to field marketing but customer engagement has remained central to her work. As Digital and Field Marketing Programs Manager for Sparkcentral, Kelsey is leveraging both her digital and field marketing experience to champion effortless customer experience through the leading social and customer engagement platform.


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