Fleming Europe Insurance seminar 2014- social media and customer service - practices in complaints handling

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Customer service and social media how to handle complaints

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Fleming Europe Insurance seminar 2014- social media and customer service - practices in complaints handling

  1. 1. Social media & customer service – sharing of Operational Excellence webcare practices Bernard Taverne , May 23, 2014
  2. 2. 2 Agenda  Intro & Stats  Why  How  What  Learnings  Questions
  3. 3. 3 Definition social media
  4. 4. 4 Definition social media
  5. 5. 5 The essence in social media
  6. 6. 6 Where are you ? – poll !
  7. 7. 7 Evolution
  8. 8. 8 Changing world…
  9. 9. 9 Social Media Primer Network Users (M) Daily Volume Characteristics Donuts Facebook 1,260 4.5B ‘likes’ • Mix of media I like donuts Twitter 500 500M tweets • Fully public by default • Max of 140 characters • Mostly text-based I’m eating a #Donut Foursquare 40 5M check-ins • Location-based • Frequent visitors become “Mayor” This is where I eat donuts LinkedIn 238 ? posts • Professional Networking • Stream of business- related articles My skills include donut eating Pintrest 70 4M users • Pin a picture/site from anywhere on the web • Organize by “boards” Here’s a donut recipe Instagram 150 40M photos • Photos-only. Heavy use of “filters” Here’s a vintage photo of my donut YouTube 1,000 1B video views • #1 video sharing site Here’s a video of me eating a donut Google+ 343 ? posts • Very FB like; Great UI • Little adoption I’m a Google employee who eats donuts (joke)
  10. 10. 10 Changing Landscape social media
  11. 11. 11 Like any change a burning platform helps deployment social media
  12. 12. 12 Social media roles & customer service
  13. 13. 13 Most important information via social media
  14. 14. 14 Why social media in customer service ? This is the age of the customer ..
  15. 15. 15 Convince the executive (1) Any executives who don't think they need a customer service presence on social media need only to recall the experience of United Airlines in the wake of the YouTube video "United Breaks Guitars."
  16. 16. 16 Convince the executive (2) New York Times: “United Airline’s stock price fell 10%, costing stockholders about $180 million in value. As of February 2011, the video has had more than 10 million views…10 million current and potential customers!
  17. 17. 17 How-Social media journey has various stages: own speed & experiment
  18. 18. 18 How- organisation
  19. 19. 19 How- webcare team journey at ING
  20. 20. 20 How – Webcare team journey at Aegon
  21. 21. 21
  22. 22. 22 Actionable items by webcare team- examples of these items ?
  23. 23. 23 How - principles
  24. 24. 24 What - Expectation customers – reaction time on social media
  25. 25. 25 Complaint example
  26. 26. 26 Living up to expectations customers …
  27. 27. 27 Start with expectations of people using social media Response = solution !!
  28. 28. 28 What - Metrics (number of clients ING bank?) metrics Aegon ?
  29. 29. 29 How –Metrics/NPS
  30. 30. 30 Key succesfactors webcare team on their performance  Your Social Team is qualified and gets training  You Have the Right Tool listen, monitor, report, ► Eg Google Alerts, Sysomos, SFDC radian 6  Social Media is not Your Only Customer Service Delivery Channel  You engage like a human not a robot  Not a 9-5 job  Build good relationship with Legal ► Legal “paranoia”= privacy client versus pro active service to client  Who owns the customer ? Prioritisation ?  How to overcome silo’s ? Routing procedure ?  How to keep up quality in quantity boom ?  How to push social media versus other channels ?
  31. 31. 31 Experimentation in pro activity – to prevent complaints..
  32. 32. 32 Examples complaints handling
  33. 33. 33 Complaints – guidelines, jouw aanvullingen en voorbeelden ?
  34. 34. 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39 Learnings/ tips social media to go integral part of customer service  Seamless experience for customers  Align procedures between involved teams  Quicker response time  Solve conflict existing agreements service levels  Lack of integration social media profiles with data in CRM database  Bring webcare onto a single CRM platform  Look in your organisation for deployments social media, other than contant or monitoring  Perfect processes for 100 % execution is hygiene factor  On line social interactions will increase , format is constant change, so constant adjustment  You define your own speed of social media journey
  40. 40. 40 Other business or questions?

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