CIPR Social Media Conference - 14 November 2011. PowerPoint presentation. #CIPRsm

1. Engaging customers to build trust and
brand loyalty
Paul Hopkins, Group Director of
Customer Services, Thomas Cook
@futurecustomer
#CIPRSM

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. 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
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4. How customer interaction
has changed
Then….
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5. How customer interaction
has changed
Now….
#CIPRSM

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;
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7. Should you be scared?
• If your organisation isn't 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. 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
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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
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10. Are there really any benefits?
#CIPRSM

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. Are there really any benefits?
#CIPRSM

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
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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. 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. Want more CIPR content?
Head to www.slideshare.com/CIPRPaul
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