Engaging customers to build trust andbrand loyaltyPaul Hopkins, Group Director ofCustomer Services, Thomas Cook@futurecust...
Engaging customers to build            trust and brand loyalty •   The story so far •   How customer interaction has chang...
The Story So Far…. •   2007 - Presented at a conference about the growth in     customer discussions online •   2008 – Lau...
How customer interaction               has changedThen….#CIPRSM
How customer interaction               has changedNow….#CIPRSM
Why we should look at             Social Media differently •   Social Media is a type of media just as PR is a media.     ...
Should you be scared? •   If your organisation isnt prepared to become more     customer centric as an entity then yes. • ...
How to drive engagement •   Ensure internal stakeholders or onboard •   Never assume anything •   Communicate in the langu...
Are there really any benefits?    Reduce customer service costs •   Allow customers to help each other •   Assists in cre...
Are there really any benefits?#CIPRSM
Are there really any benefits?                   Exit Surveys / Inline Feedback (Kamyple)                   Pre purchase q...
Are there really any benefits?#CIPRSM
Which technology is available & is true contact centre integration a myth?   True contact centre integration is now possi...
Which technology is available & is true contact centre integration a myth?Contact Centre Solutions   Social Web Monitoring...
What does the future hold?   The Patriot Act in the US & EU Cookie Directive   Customers are now more aware of companies...
Want more CIPR content?Head to www.slideshare.com/CIPRPaul#CIPRSM
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CIPR Social Media Conference - Paul Hopkins, Thomas Cook, Engaging Customers to Build Trust and Brand Loyalty

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CIPR Social Media Conference - 14 November 2011.

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CIPR Social Media Conference - Paul Hopkins, Thomas Cook, Engaging Customers to Build Trust and Brand Loyalty

  1. 1. Engaging customers to build trust andbrand loyaltyPaul Hopkins, Group Director ofCustomer Services, Thomas Cook@futurecustomer #CIPRSM
  2. 2. Engaging customers to build trust and brand loyalty • The story so far • How customer interaction has changed • Why should we look at Social Media differently? • How do you drive engagement? • Are there really any benefits? • Which technology is available & is true contact centre integration a myth? • What does the future hold?#CIPRSM
  3. 3. The Story So Far…. • 2007 - Presented at a conference about the growth in customer discussions online • 2008 – Launched Twitter feeds @easyjet & @easyjetcare • 2010 - Re-invigorated the dormant accounts of Thomas Cook UK & launched customer forum#CIPRSM
  4. 4. How customer interaction has changedThen….#CIPRSM
  5. 5. How customer interaction has changedNow….#CIPRSM
  6. 6. Why we should look at Social Media differently • Social Media is a type of media just as PR is a media. We should really be calling it the ‘Social Web’ • It should also be consistent with all of your PR communications, whether re-active or pro-active Some examples of the Social Web;#CIPRSM
  7. 7. Should you be scared? • If your organisation isnt prepared to become more customer centric as an entity then yes. • On the other hand…customer interactions via the social web account for less then 0.5% of customer contact volume • There will (may be should) never be another ‘United Breaks Guitars’#CIPRSM
  8. 8. How to drive engagement • Ensure internal stakeholders or onboard • Never assume anything • Communicate in the language of your customer even thought it may not be your organisations ‘tone of voice’ • Use the platform which is relevant to your customer • Build on topics which your customers interact with most • Enable customers to receive customer service via the chosen platform – but don’t allow a 2 tier customer service operation#CIPRSM
  9. 9. Are there really any benefits?  Reduce customer service costs • Allow customers to help each other • Assists in creating a customer centric organisation • Drive customer experience / product improvements#CIPRSM
  10. 10. Are there really any benefits?#CIPRSM
  11. 11. Are there really any benefits? Exit Surveys / Inline Feedback (Kamyple) Pre purchase queries and issues Contact Centre Focus Groups Social Web / Press Monitoring (social media & review sites) Speech / Text Analytics (of customer calls / emails / chat / forums) FAQ / Keyword Reporting (website FAQs) SEO Keyword Monitoring (not just travel related terms) After Trip Survey / Product Reviews / Complaints#CIPRSM
  12. 12. Are there really any benefits?#CIPRSM
  13. 13. Which technology is available & is true contact centre integration a myth? True contact centre integration is now possible – although special skills are required in terms of communicating via the social web Most organisations still treat it as a silo activity It cannot be truly integrated into your CRM activity Technology allows for stakeholders to be integrated into the channel #CIPRSM
  14. 14. Which technology is available & is true contact centre integration a myth?Contact Centre Solutions Social Web Monitoring Tools Salesforece.com  TweetDeck Parature  HootSuite Eptica  Radian6 (Salesforce.com) RightNow  CoTweet NanoRep  UberVu ZenDesk  Social Mention Kana  Social Sprout eGain  Boardreader  Google Alerts  Boardtracker #CIPRSM
  15. 15. What does the future hold? The Patriot Act in the US & EU Cookie Directive Customers are now more aware of companies ‘listening’ to their conversations Customers being more concerned about privacy Organisations will be driving a better customer experience #CIPRSM
  16. 16. Want more CIPR content?Head to www.slideshare.com/CIPRPaul#CIPRSM

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