Making a Fan in the Moment of Failure: Hearing your customers on social media
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#RelateLive Making a Fan in the Moment of Failure Hearing your customers on social media
Transcript of Making a Fan in the Moment of Failure: Hearing your customers on social media
#RelateLive
Making a Fan in the Moment of Failure
Hearing your customers on social media
Veronica Belmont@Veronica
Who am I?
Arachnid Trigger WarningClose your eyes now please.
Why are we talking about this?
@United, I am disappointed in your lack of vegetarian options! I am hungry, but mostly just annoyed.
She’s mad and wants to tell everyone in her network
Not optimal
Really, really not optimal
Two nearly simultaneous experiences
Friday Saturday
89%8 in 9 of the messages sent to brands that require a response go unanswered
*4 ways to improve your social customer service
Thanks, Rent the Runway!
Hearing Your CustomersPart 1
http://oursocialtimes.com/23-of-people-complain-online-out-of-vengence/
VENGEANCE
83%expect a response onTwitter within the sameday of making the complaint
*4 ways to improve your social customer service
ANGER + TIME =LOST CUSTOMERS
Why does being heard matter?
Hey, I hear you.
SPECIAL
Empathy, Tone-matching, and the Promoter Economy
Part 2
“Among highly-satisfied consumers, 87 percent indicate that the online social interaction with the company ‘positively impacted’ their likelihood to purchase from that company.”- J.D. Power McGraw Hill Financial
Customer Service Empathy
Where your social voice should live
“A little empathy can go a long way. Customers are generally frustrated when seeking support, and showing them compassion creates a better customer experience.”- Chelsea Larsson, Zendesk
Who is this guy??
I love Zendesk! Me too!
Me too!
Me too!
Yes!!
Yes!!
Yes!!
Yes!!
Yes!!
Yes!!
“When a brand has chemistry with a customer, it creates an advocacy effect. Satisfied customers share the love of your brand online.This is the basis for the promoter economy that’s crucial to business success today.”- Chelsea Larsson, Zendesk
Probably a fan for life because his order issue was resolved
Setting Your Team Up For SuccessPart 3
Artist’s rendition of the ComcastCares team
*Track Every Important Conversation: 6 Simple Ways to Build a Social Listening Dashboard
An example of time being of the essence
Social
Marketing/PR Engineering
YOU
YOUR CUSTOMERS
Some takeaways:
Stay on top of your brand on social media.
31% of brand mentions on Twitter DO NOT include your company’s handle!1
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Reply like a human being
Your customers are looking for empathy as well as having their needs met.
Time is of the essence
The more time you waste, the angrier your customer will be.
Give social some power!
Autonomy to help in a meaningful way.
5Respond to positive messages too!
Ignoring someone in that moment is also a huge missed opportunity to make a fan for life!
