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Best Practice Social Customer Service Response Guidelines

Dr Jim Hamilljim.hamill@energise2-0.com www.twitter.com/drjimhamill www.energise2-0.com 23/09/13

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Response Guidelines for Social Customer Service Staff

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Response Guidelines

• Response guidelines presented in the following areas:– Be Human– Proactively Promote the Channel– Pre-empt and Plan Ahead– Set the Tone– Prioritise– Set Boundaries– When to Take Off Channel– Close the Loop– Crisis Periods

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Be Human

• Identify yourself at login and periodically through your session; use ^XX (for initials ) when posting

• Be personal but don’t take it personally• Keep it cool and avoid fights, especially with trolls• Avoid formal, corporate language• Follow guidelines but there is no formal script to follow• Demonstrate your commitment to customer service• Be honest and transparent at all times

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Proactively Promote the Channel

• Proactively promote the channel for customer service

• State how comments, complaints and enquiries will be handled

• Always respond directly

• Only signpost when appropriate (see later)

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Notify and Plan Ahead

• Plan ahead

• Pre-emptively notify potential disruptions as soon as possible

• Provide ‘heads-up’ on other possible issues

• Cross promote across channels if appropriate

• Use clear categories e.g. NEW, CLEAR,INFO

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Set the Tone

• Proactively set the tone• Pleasant and positive• Acknowledge the issues, don’t deny• Apologise when appropriate to do so• State you have investigated and express regret for poor

service• Mention the steps being taken to avoid re-occurrence• Avoid formal language/ ‘corporate speak’• Don’t get angry and avoid gaffs at all costs • Express thanks for positive comments

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Prioritise

• A speedy response is required to most comments/complaints

• But it is also important to prioritise the speed of response depending on the importance of the comment and likely impact on brand reputation

• Some comments do not merit a response e.g. most rants

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Set Boundaries

• Do not respond to comments using foul or abusive language

• Periodic posts to remind customers of acceptable use policies and that posts using foul or abusive language will not be answered

• Remind people, when appropriate, that you are trying to help them – this will often bring an apology and a more positive tone

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When to Take Off Channel

• Connected customers expect their ‘socialised’ questions to be answered using the same social channel

• Signposting to other sources of help should be kept to an absolute minimum and only when necessary to do so e.g. refunds

• Twitter DM and FB Messaging can be used for private conversations when necessary

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Close the Loop

• It is critical to take ownership of the customer’s problem and provide a solution or acceptable response

• Even when referring the customer to other sources of support, it is critical to ensure that this generates prompt action

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Crisis Periods

• Special Guidelines should be developed covering potential crisis periods

Suggested Worksheets for Developing an agreed Social Customer Service Response

Policy

These can be used as part of Staff Training based on accepted ‘best practice’

Worksheet for Response Guidelines

Comment Category: Topic X

Subject Typical Comment Suggested Response Additional Comments

Notes: e.g. differences between FB and Twitter

Worksheet for Response Guidelines

Comment Category: Topic Y

Subject Typical Comment Suggested Response Additional Comments

Notes: e.g. differences between FB and Twitter

Questions / DiscussionNext Steps

Thank You