How can social media serve customer experience
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Transcript of How can social media serve customer experience
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How can Social Media servethe Customer Experience
Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr
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Initial Priority for Many Brands: Social Penetration
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Then engagement got into the Game
Nikos Varvadoukas
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Are 600k Fans & +30% ER over average enough?
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All these would be CRAP
If he did not REALLY listen to his customer..
for an e-tailer
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No 1 Retailer Fan page in Inquiries should not have been a Surprise
We realized that our FanPage was flooded by messages
16-24 Audience, The Chatting Generation
fanpage is active, so creates expectation for responsevarious products from Mobile,
Telco till Books and Events
Fans used the WALL to express themselves publicly (Questions,
Complaints etc)
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Users ASK / SHOUT anywhere they can contact you
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Fan BIG Growth Opened a BIG interaction channel, BUT
60% of Inquiries were repeated
Tough internal monitoring and Inquiries
delegation
Facebook Restrictions, when user asked again you were not notified
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Public Social Community Manager
“ Can I quit Today?”
NOT an Easy Case to deal with
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STEP 1: Quick Response to Customer became Top Priority
Average Response time per post reached
~4 hours LESS than key competitor
Source: Greece Data, SocialBakers.com
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STEP 2: Launch a Social Customer Service Architecture
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STEP 3: Create an Innovative Customer Service App
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Key Benefits for the User
Public forum
Better Speed of Answer is Provided (Ticketing Integration) More & Easier Notifications are there User Has Archive of his Questions Ability to Search prior to Asking Remains in Facebook- commenting style SEO / Google Friendly
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Public forum homepage
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Αναζήτηση για το CD «take me home»
Public forum search function
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My Recommendations
Do never forget the hygiene. This is Called Customer Service
Adjust Social Media to your Needs not the opposite
If you are a customer contact intensive
company, take execution in house
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Thank You
Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr