Martha roberts royal_mail_speakeasy_presentation
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Martha roberts royal_mail_speakeasy_presentation



Martha Roberts, Head of Customer Service Communication at Royal Mail discusses setting up a social team and managing Royal Mail’s social reputation. What’s more, she has some firm opinions on ...

Martha Roberts, Head of Customer Service Communication at Royal Mail discusses setting up a social team and managing Royal Mail’s social reputation. What’s more, she has some firm opinions on joining up service and marketing to give customers what they want through social service.



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Martha roberts royal_mail_speakeasy_presentation Martha roberts royal_mail_speakeasy_presentation Presentation Transcript

  • Meeting customer social expectations Social Speakeasy Q&A with Martha Roberts, Head of Service Communications at Royal Mail Group
  • Martha Roberts Head of Service Communications at Royal Mail Group discusses social customer service at our May Speakeasy. It was a chance to ask questions, and discover the secrets, successes and challenges faced by this iconic brand. And how social can motivate and overcome traditional silos. Take a seat and enjoy Martha’s presentation…
  • Social Service @RoyalMail Martha Roberts Head of Service Communications Royal Mail May 2014
  • A little bit about a big organisation • Huge, recognisable UK brand with nationwide responsibility • A changing marketplace Fewer letters posted Huge parcel growth Changes in regulation Recent privatisation • Powered by 150k people • Support for customers more important than ever
  • An average year… 1.3 million conversations with Business Customers 6 million calls with Consumers 500k emails 230k twitter interactions (public and DM) 15k web chats 7m letters to support modernisation activity 7m proactive information/support (non-marketing) emails Supporting Customers at Royal Mail
  • Section oneWhy use social media? • To better what your customers think about your brand– individually and collectively • Be alert to (and meet) emerging customer needs • What’s the alternative – the conversations will still happen without you! • It doesn’t have to be difficult or costly…
  • What customers want… Hi – can you help me find out when I’ll be receiving my parcel? Can I send a parcel overseas (Europe) using first class stamps and if so, how many do I need? @royalmail #fail royal mail special delivery guaranteed before 1pm has not arrived. What did I pay extra for? @RoyalMail moaned about a redirection fail on Friday. Quick response and now resolved #creditwhereitsdue
  • Be humans, who connect We’ve performed a full-twisting straight back somersault and landed in the office. Drop us a tweet. #London2012 If you’ve got a problem, YO we’ll solve it! Check out the site whilst Royal Mail resolves it. Tweet….tweet…baby! In a bit of a 'pickle' with your postal Q's? Don't worry, we're #HereUntil6pm to lend a 'ham' wherever we can #BritishSandwichWeek @RoyalMail I flippin love your comedy sign on/offs every day – keep it up :-)
  • Connect with others… @NandosUK We've sent a replacement voucher, hopefully this one gets to you! As an apology we think @RoyalMail should draw you a chicken! The @RoyalMail @Tesco accounts just combined for a Pokemon duet. All other corporate twitter accounts must now be closed ;)
  • @BBCNews @RoyalMail This is why Royal Mail Posties are the Best! #weloveposties And THIS is why I love the @RoyalMail! Royal Mail worker leaves note about escaped chicken #unexpected @RoyalMail well done for bringing a bit of humanity to the job!
  • We’re where you are… Our village postie delivering the mail despite the flooding! #wiltshire #floods massive congrats to @royalmail and @amazon. Parcels still arriving in the arctic conditions :)
  • When does your organisation shine? @RoyalMail country is in the grip of collective madness - crowds gathering in Sheffield to watch a postbox being painted. @RoyalMail Posty brought Olympic tickets. So excited I locked myself out.. He let me use his phone to call Mum. Great service L18!
  • #1 social service in our busiest week
  • Join us at the next Social Speakeasy Just ping us at: