Social Customer Service Workshop
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The document discusses social customer service strategies presented at the Socap 2012 workshop, highlighting the importance of social media listening, responsiveness, and engagement. Key insights include the necessity for organizations to manage negative comments effectively and to cultivate a personalized and timely customer service approach. Examples of successful brands like KLM and UBank demonstrate effective integration of social media in customer service frameworks.
Social Customer Service Workshop
- 1. SOCAP 2012 Social Customer Service Workshop Darren Sharp, Senior Consultant Twitter: @dasharp #smcustserv Resonate Solutions Pty Ltd 29/08/2012
- 2. Resonate Solutions • Managed online communities • Closed Loop Feedback programs – NPS • Social Media Listening & Analysis • Social Media Strategy
- 3. Peer-to-peer breakouts (p2p) • Opportunity to leverage p2p knowledge sharing • Open conversation about your experiences • Teach, learn, discuss: feedback to group “No one knows everything, everyone knows something, all knowledge resides in humanity” – Pierre Levy
- 5. The Bad: ChapStick Social media death spiral: “ChapStick for some weird reason doesn't just delete the image, apologize, or even acknowledge the issue, beyond its infuriating deleting of comments.” http://www.adweek.com/adfreak/chapstick-gets-itself-social-media-death-spiral-136097
- 6. The Ugly: Seven News “Seven claims it deleted the comment from Linda Goldspink-Lord “in error”. At the time of deletion, more than 32,000 people had liked the comment, and 2000 had commented.” http://mumbrella.com.au/seven-news-sydney-caught-in-social-media-backlash-105160
- 7. Peter Shankman “Customer service is no longer about telling people how great you are. It’s about producing amazing moments in time, and letting those moments become the focal point of how amazing you are, told not by you, but by the customer who you thrilled.”
- 8. Channel Selection • Facebook Private messaging • Twitter http://mashable.com/2012/04/16/social-networks-tips-infographic/
- 9. Channel Selection • Facebook Private messaging • Twitter http://mashable.com/2012/04/16/social-networks-tips-infographic/
- 10. Channel Selection • Facebook Private messaging • Twitter http://theonlinecircle.com/infographic-Australian-Facebook-perfomance
- 11. Social Listening • What are customers and competitors saying? • Where are they saying it? “You need to be aware of the places where your customers may be talking about you and may need your help” - Michael Hill
- 12. Social Listening • Gatorade Mission Control Center (May 2010)
- 13. Social Listening • Gatorade real time tweets
- 14. Social Listening • Dell Social Media Listening Command Center (December 2010)
- 15. Social Listening • Dell social mentions
- 16. Social Listening: evaluate the issue Complaint? Question? Problem? Crowd? Compliment? Crisis? Competitor? Warning? Campaign? Resolving customer complaints across social media and traditional channels – Michael Hill
- 17. P2P Breakout: Social Listening • What social listening activities does your organisation undertake? • What are the main challenges you’re facing?
- 18. Social Customer Service When developing your strategy aim to be… • Consistent • Responsive • Timely
- 19. KLM Rules of Engagement • KLM do a great job of keeping consistency throughout their communications. Each member of their customer service team follows official company policy to: http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public
- 20. KLM Web Care • Award-winning webcare • Answer within the hour, 24/7 • 5 languages on Facebook/Twitter • Dutch, English, Spanish, German and Japanese
- 21. UBank • Skype calls 24/7 • Doesn’t use automated responses for social media • Train existing contact centre staff to use social • Goal of 2 hour response time for customer queries
- 22. JB HI-FI • Individual stores have Twitter accounts • #jbhelp hashtag • Staff “self-select” for social media engagement • Staff Twitter accounts • Staff given appropriate guidelines & training http://prwarrior.typepad.com/my_weblog/2012/02/will-jb-hifis-twitter-crew-become-australias-equivalent-of-best-buys-twelpforce-1.html
- 23. Social Customer Service Responsiveness 1. Sociable Language; 2. Personalised Response; 3. Reactive Tone; 4. Calm and Measured Reactions. http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public
- 24. Timely
- 25. Open for Business Post a daily update to let your customers know that you are open for business and ready to start dealing with any issues. Sign off at the end of the day…
- 26. The 1st rule of community management Do Not Delete! http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383
- 27. Dealing with Negative Comments Start a conversation by acknowledging the problem and demonstrating that you really do care and are serious about getting the problem resolved: • “I'm sorry...” • “Thank you” • “Here's some information...” • “Thanks for letting us know...” • “Hi, I've just noticed your tweet - can I help?” • “That must have been frustrating, how can I help?” Resolving customer complaints across social media and traditional channels – Michael Hill
- 28. Dealing with Negative Comments
- 30. P2P Breakout: Social Customer Service • What processes has your organisation put in place to deal with complaints in social media? • Are you consistent, responsive, timely? • Are the people that manage Facebook and Twitter skilled in dealing with customer complaints?
- 31. Next Steps: Integration • Start asking customers for their social media handles; • Recruitment through sign-up, surveys & contests; • Eventually match social media handles to customer records (CRM); • Link social sentiment to NPS data.
- 32. Tools… • Conversocial • Freshdesk • ZenDesk • Salesforce Social Hub
- 33. Surprise & Delight • KLM staff surprise flyers using social media with a customised gift like an upgrade, voucher or travel bag. http://surprise.klm.com/
- 34. Contact Darren Sharp, Senior Consultant darren.sharp@resonatesolutions.com.au Phone: (02) 9957 9400 Mobile: 0419 314 655 www.resonatesolutions.com.au