Using social for customer service: Separating content and support - Claire Kavanagh
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This document discusses giffgaff's approach to social customer service. It begins by outlining the importance of social customer service and some of the challenges companies face. It then provides a case study of giffgaff's approach, which included separating customer support and content across social media channels, empowering community members to provide support, and monitoring conversations to quickly resolve issues. The results were extremely satisfied members and increasing social media followers. It concludes by discussing lessons learned around strategy, community involvement, managing expectations, and planning for future challenges.
Using social for customer service: Separating content and support - Claire Kavanagh
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- 2. Using social for customer service Separating content and support Claire Kavanagh CRM Manager @ giffgaff
- 3. Social customer service • Why businesses should be listening • Challenges • giffgaff case study 3
- 4. Why is social customer service important? • For every customer that complains, at least 25 will not • 85% will return if their issue is resolved promptly vs 91% won’t return if issue isn’t resolved • Dissatisfied people will tell 8-16 people on the web – Average # friends on facebook: 150 – Average # twitter followers: 126 Source: Ad-tech conference 21st Sept 2010: http://giff.ly/mUp4H3 ; Business zone: http://giff.ly/md0s0B ; Facebook http://giff.ly/io6C07 ; Guardian http://giff.ly/kfoZlI
- 5. 90% of online consumers worldwide trust recommendations from people they know 70% trust consumer opinions posted online 5 Source: Business zone: http://giff.ly/md0s0B
- 6. Challenge: Fighting for social space Brand Support Content 6
- 7. Its great New service How much transparent does it cost to watch repair my How do I strap? Do you fix change my Why is my watch running fake Rolex battery? slow? watches? How do I James Bond change my gadget watch, battery? see video It’s too Do you do Best expensive shoe quality repairs? repairs 7
- 9. Challenge: Business resistance to change Floodgates Ownership Risk Resource 9
- 10. Challenge: Communities are different 10 Demographics Purpose Expectations 10 Image source: Mashable http://giff.ly/iP9pxu
- 12. The idea which became giffgaff 1. Mutuality – Members help in recruitment, marketing and advice and thus share in the rewards of the business 2. A great deal – A lower cost business model leads to lower charges for members 3. Member Involvement – Members can generate and choose marketing materials and vote on some business decisions. Members help with other members problems 4. The collective good – Members can donate their “thank-you” rebate to charity 5. Simple – SIM only. Converged Pre-Pay/Post-Pay. 1 universal price point 6. Online only – We only sell direct online. All top ups & customer service is online 7. Start-up mentality – Launched and run as a distinct, separate business from O2 8. Environmentally responsible – Carbon neutral, maximum sustainability
- 13. Simple, low cost business. SIM only 100% online No call centre 14 full time staff Mutual Transparent 13
- 14. Break down barriers between our company and our members
- 15. Community went live before you could get a SIM
- 16. Our model crowdsources many things.. not just customer support Customer Service Proposition Development Ideas on any aspect of company development Marketing Technology & Testing We are not a company with a community. We are a company that could not exist without its community
- 17. Customer service >90% answered in community Answered < 3 minutes Super users 10-15 hours/day 17
- 18. giffgaff customer service challenges • Successfully running community/ self service • October last year: – People were starting to use @giffgaff and our Facebook fan page more for customer support – Wanting to grow fans/followers and talkability 18 – Needing to create stand out customer service
- 19. Approach 1) Create space for: Brand Separating out Support and Content Support Content 2) Identify resource: Response to issues quickly Monitor adoption and plan for growth Manage issues out of hours (proactive and reactive monitoring of all channels) 3) Set expectations: Time to respond Opening hours
- 20. Splitting out content and support Created a new handle: Follow @giffgaff for brand/content Follow @giffgaffhelp for support Integrated into community Education and support Monitoring #gghelp (recognition & reward) 20
- 21. What twitter support looks like @giffgaffhelp response @RichardR - Unhappy tweet @RichardR - Happy re-tweet @ a member response
- 22. Splitting out content and support Created a “Help tab” 10 Integrated into community Education and support Monitoring Existing recognition & reward within community “Wall” superuser receives extra reward 22
- 23. What Facebook support looks like Wall is now around 50/50 content & support Created new “super users” Getting there. 23
- 24. Resource • Started with 1 giffgaff staff member monitoring queries – Answering only if not answered within an hour • Support of Community manager – Education and support within the community getting members on board answering questions in other communities • We’re now self sufficient – Over time “new Superusers” have come on board – Rarely a need for giffgaff to replying to questions on 24 Facebook/ twitter
- 25. Results: Increasing fans/ followers giffgaff Social Media Fandom 45.000 60% 40.000 50% 35.000 30.000 40% 25.000 30% Cumulative Facebook Likes 20.000 Total Twitter growth MoM 15.000 20% 10.000 10% 5.000 0 0% 25
- 26. Results: Extremely happy members Satisfaction with customer service (out of 10) Net Promoter Score 10,0 9,5 8,9 100 9,0 8,6 8,4 72 73 79 8,5 8,3 80 8,0 60 7,5 Existing 40 7,0 New 6,5 20 6,0 0 5,5 5,0 gen-15 feb-15 mar-15 apr-15 Source: giffgaff member survey & NPS website. NPS is the % of promoters (scoring 9 or 10) less % of detractors (scoring 0 – 6) answering the question “How likely are you to recommend Product X to a friend or colleague?” on a scale of 1-10. Any score over 50 is considered exceptional.
- 27. How it all fits together: A social customer journey “Only a few weeks later, I seriously Hears about gg started looking at giffgaff, a company I'd on twitter been told about by @monkeyonahill.” Tweets regularly Goes to forum – – and tweets gets answers at appear in forum feed 10.30pm Blogs & forum Case Study of giffgaff Orders a SIM posts again using MGM – when he gets member Dantup from Join part of Payback forum “As such, if a member refers a friend, they each get £5! (I got mine thanks to @appleboyy).” In 2 weeks… Blogs about gg Activates and on his own blog starts helping on • 3 hours online – links in forum forum • 25 assists • 3 accepted solutions • 400 page views
- 28. What I’ve learned • Clear strategy - what is the purpose of each channel • Get everyone involved - spend less time worrying about who “owns the channel” more time on what you want to achieve • Expectations - if you’re active in social channels, people expect you to respond, and quickly • Make plans - for escalating issues, who and when (proactive/reactive) 28
- 29. Next challenges for giffgaff customer service: Value 1) Single customer view Influence Engagement 2) More user generated content 3) More mobile 29