ARDA World: The New Customer Service
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Transcript of ARDA World: The New Customer Service
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The New Customer ServicePANEL MEMBERS
Brooke Doucha, Holiday Inn Club VacationsLisa Burby, Wyndham Vacation OwnershipBrad Pennington, RCISharon Freed, Interval International
ARDA World 2012, Annual Convention
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ARDA World 2012, Annual Convention
Lisa BurbyI lead a team of comms pros who handle strategic initiatives for our assoc., owner, PR, community relations + social media constituencies. Brad PenningtonI’m the “Social Media Guy,” handling all aspects of online mktg + operations for @RCI_Timeshare, including email, #socialmedia + mobile.
Sharon FreedI have a multi-channel focus, overseeing the strategic design/deployment of mktg, comms, product dev. Members <3 our "Community" forum.
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Today’s Session
- Know the landscape- Discover tools- Listen up!- Uncover metrics
ARDA World 2012, Annual Convention
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Know the Landscape
ARDA World 2012, Annual Convention
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Today’s Customer
ARDA World 2012, Annual Convention
- Empowered- Influential- Marketers- Advocates- Active“neutral” contributors- Saboteurs- Social… at least online
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Customer Service – The New Landscape
ARDA World 2012, Annual Convention
Today, 43% Say companies should use social media to solve customer issues
By 2013, 75% US companies expect to use social media for customer service
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Opportunities we can’t ignore
ARDA World 2012, Annual Convention
78% of travel booking sites listed social media as a top 8 source of referral traffic
90% of all travel site users visit social media pages after they post a review
2 out of 3 consumers admit being influenced by traveler-generated ratings
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Travel talk online
ARDA World 2012, Annual Convention
TripAdvisorOut of 70% travel originating online, 30% travelers visit TripAdvisor before booking
TPIs103,000+ reviews across Expedia, Hotels.com, Travelocity, Booking.com
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Hello. Is there anybody out there?
ARDA World 2012, Annual Convention
Over 58% of tweeters who have tweeted about a bad experience have never received a response from the offending company
55% of consumers expect a response the same day to an online complaint – yet only 29% receive one
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Discover Tools
ARDA World 2012, Annual Convention
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Build a virtual toolbox
ARDA World 2012, Annual Convention
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Listen up!
ARDA World 2012, Annual Convention
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Listen up to the social chatter
ARDA World 2012, Annual Convention
- Learn frequency of mentions- Discover opportunities - Understand trending topics
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Understand trending topics and transfer feedback into action
ARDA World 2012, Annual Convention
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Best practices for engagement
ARDA World 2012, Annual Convention
- Don’t allow any one team to own social media
- Do respond with empathy, but defend your brand
- Don’t feed the trolls
- Don’t panic
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ARDA World 2012, Annual Convention
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ARDA World 2012, Annual Convention
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Uncover Metrics
ARDA World 2012, Annual Convention
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Metrics
ARDA World 2012, Annual Convention
Examples of common metrics:
Number of mentionsSentiment of mentionsNumber of customer service recoveriesOverall comparison within your competitive setWeb traffic / page views
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Drive brand LOVE
ARDA World 2012, Annual Convention
Know today’s customer + give them servicing options
Consider creating a new servicing “toolbox”
Listen to what customers are saying online
When you engage, remember our 4 tips
Use metrics to show improvements
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Customer service has a place in your social media toolbox
ARDA World 2012, Annual Convention
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ARDA World 2012, Annual Convention
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Thank You!
• Please fill out the evaluation form and return it in the back of the room.
• Download presentations on the mobile app at http://m.myiwf.com/arda or on our website
at www.arda.org/conv12/handouts
ARDA World 2012, Annual Convention