How Social Media is changing Customer Service
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Transcript of How Social Media is changing Customer Service
Nigel OrfeiDirector, Customer Services
Ryan StrynatkaDirector of Product Management
04/10/23 - Copyright © 2009 Radian6
contactnbHow Social Media is Changing Customer Service
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What is Social MediaWhat is Social Media
Impacts on Customer ServiceImpacts on Customer Service
Getting StartedGetting Started
Today
What is Social Media?
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Social Media is a n way conversation that allows a user to respond, offer thoughts/opinion and engage online
Social Media is a n way conversation that allows a user to respond, offer thoughts/opinion and engage online
How do you use Social Media?• Hotel Reviews• Product Reviews• Connect with friends• Business connections• ….
• Hotel Reviews• Product Reviews• Connect with friends• Business connections• ….
What is Social Media?
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From socialnomics09 on Youtube
http://www.youtube.com/watch?v=NhPgUcjGQAw
What is Social Media?
504/10/23 - Copyright © 2010 Radian6 And more…
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Quick Stats
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• 1 in 6 Canadian Execs says that Social Media is the most important means for their organization to engage the Public about their brand
- SAS/Leger Marketing survey, August 2010
• 65% of the largest 100 companies have active Twitter accounts, 54% have active facebook accounts, 50% have a YouTube channel, and 33% have a corporate blog
-Burson-Marstellar Fortune Global 100 Social Media Study Feb 2010
• 79% of the largest 100 companies use at least one of the most popular social media platforms: Twitter, Facebook, YourTube or corporate blogs -Burson-Marstellar Fortune Global 100 Social Media Study Feb 2010
Social Media Decisions
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These SunChips are Making me Noisy
- Aolnews.com – Aug 20th
- globeandmail.com – Aug 6th
So how do you get started?
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It starts with listening
It starts with listening
@wahwah808
What are your customers saying?
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Rogers wireless support. Like Bell but with better hold music. And better
customer service.
Rogers wireless support. Like Bell but with better hold music. And better
customer service.@linda_lady
Bell Canada customer service needs to stop apologizing for their lousy service and actually actually fix the problem.
Bell Canada customer service needs to stop apologizing for their lousy service and actually actually fix the problem.
I’m a bit disappointed with the netflix canada selection…might as well go to
blockbuster.
I’m a bit disappointed with the netflix canada selection…might as well go to
blockbuster.@JParsonsWrites
As much as I like my personal account with TD Canada Trust & Visa…Today, dealing with the business
account/travel people has been brutal!
As much as I like my personal account with TD Canada Trust & Visa…Today, dealing with the business
account/travel people has been brutal! @joe_smiles
It Starts with Listening
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It Starts with Listening
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It Starts with Listening
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Share your findings
Get EducatedGet Educated
Spend 2 hours a week reading and understanding social customer service
Spend 15 minutes a day reviewing your alerts
Makes notes of what you are seeing and what it could mean to your company
BlogsBlogs
Chris Brogan Social Media Explorer
K.D. Paine
Marketing Profs Daily FixSocial Media Today
PR Squared
Church of the Customer
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Impacts on Customer ServiceImpacts on Customer Service
Social Customer Service: A New Communications Landscape
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Perspective
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Today’s CustomerCustomer Service Team
Educated and Savvy – Has done their own research outside typical marketing channels
Vocal about buying experiences, good or bad
Turns to friends and online networks for advice and help making buying decisionsScripted and given information from an
internal knowledge database
Increased internal self serve options for customers to help themselves
Bound by company guidelines
Really understand your audience and tailor your support to them
Really understand your audience and tailor your support to them
Social Customer Service: is it Real?
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(USA)
Social Customer Service: is it Real?
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Social Strategies in Customer Service
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Open Internal Lines of Communication Open Internal Lines of Communication
Foster employee value and trustFoster employee value and trust
Review your Customer Service optionsReview your Customer Service options
Share Customer Feedback - Social feedbackShare Customer Feedback - Social feedback
Ask Yourself? Decision to move online
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Is your organization prepared to learn and adapt to what happens online? Corporate Culture Shift!
Is your organization prepared to learn and adapt to what happens online? Corporate Culture Shift!
Do you expect customers to come to you or are you going to them? Where are the conversations taking place and is the information they
are receiving correct
Do you expect customers to come to you or are you going to them? Where are the conversations taking place and is the information they
are receiving correct
Do your Customer Support Teams know what customers are saying about your brand online? What would they say if asked?
Do your Customer Support Teams know what customers are saying about your brand online? What would they say if asked?
Why are customers calling? Are their opportunities to develop an online presence and help? Does the online conversations match your call
trends?
Why are customers calling? Are their opportunities to develop an online presence and help? Does the online conversations match your call
trends?
Customer Service Brands on Twitter
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Microsoft Elite Tweet Fleet @xboxsupport
45,000 followers (listeners)
5000 outgoing tweets per week
12 members of the team
6am to 9pm PST Mon-Fri12pm to 8pm PST Sat and Sun
Guinness World Record for Most Responsive Brand on Twitter
“Our ability to identify and fix emerging issues is so much faster with our ears to the street.” – McKenzie Eakin
From - Socialmediaexaminer.com
Brands on Twitter@rogershelps@telussupport@td_canada@dellcares@homedepot@caasco@javamoose@relishus@exitrealtycorp@xboxsupport
Excuses for not using Social Media
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Its too new, just a fad?Its too new, just a fad?
Loss of control?Loss of control?
No allocated resourcesNo allocated resources
Our customers aren’t onlineOur customers aren’t online
Too many options, overwhelmingToo many options, overwhelming
Regulation concerns – Privacy concernRegulation concerns – Privacy concern
Company policyCompany policy
Setting guidelines
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A “playbook” is a document that outlines clearly the day to day
procedures, accepted responses and important reporting areas specific to a company/brand.
A “playbook” is a document that outlines clearly the day to day
procedures, accepted responses and important reporting areas specific to a company/brand.
Social Media Across the Enterprise
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Response
Response
Response
CommunicationsAnd PublicRelations
Operations
Sales and
Marketing
Professional
ServicesProductTeams
ExecutiveAnd
Management
Customer
Service
TrafficCoordination
Response
CommunityRelations
TrafficCoordination
TrafficCoordination
TrafficCoordination
1) Route relevant information to the correct people.
2) Response may come from people in different business functions.
Integrated Listening and Engagement
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If they said it, they want you to hear it,
you need to respond to it
If they said it, they want you to hear it,
you need to respond to it
Moving from listening to engaging
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Do you have any employees currently responding online? Do you have an engagement strategy?
Do you have company buy-in?
Do you have social media corporate policies in place?
How are you tracking your outreach?
Things to keep in mind..
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Be yourself – update your Twitter Bio and declare any potential conflict of interest scenarios
Your goal should not be a large following base, quality over quantity
Have New and interesting content – people don’t want junk or spam from you
Determine why you are using Social media (Twitter), how will you measureSigning up for Twitter is free, an employees time is not - ensure you set guidelines and work responsibilities/expectations into the job description
Be very aware of the Twitter handle you register and promote
Things to keep in mind
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Don’t be’ this guy’ – conversations are NOT all one way and to sell – get to know your
audience and build a relationship
Benefits
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Velabronx: So pleased with @WestJet and how they actually keep up with their ‘care-untee”! Thank you for the good customer
service!
Velabronx: So pleased with @WestJet and how they actually keep up with their ‘care-untee”! Thank you for the good customer
service!
@TheDemoiselle Hey Rochelle, here’s the link for jobs at Starbucks Canada http://www.starbucks.ca/en-ca/
About+Starbucks/Career+Centre.htm
@TheDemoiselle Hey Rochelle, here’s the link for jobs at Starbucks Canada http://www.starbucks.ca/en-ca/
About+Starbucks/Career+Centre.htm
@juliaBradbury can I recommend “ricola” cough sweets? My singing teacher swears by
them. Wish you better. xx
@juliaBradbury can I recommend “ricola” cough sweets? My singing teacher swears by
them. Wish you better. xx
@porterairlines It was an amazing flight. BEST flying experience! Certainly refined! Also, shout out to luis in Newark
who was fab!
@porterairlines It was an amazing flight. BEST flying experience! Certainly refined! Also, shout out to luis in Newark
who was fab!
Customer Support 2.0
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Chick-Fil-A
Skittles.com
Rackspace
Brooks Running
Any Questions??
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Nigel OrfeiTwitter: @[email protected]
Ryan StrynatkaTwitter: @[email protected]
Questions?