How Social Media can assist in narrowing Service Gaps?


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Presentation on how Social Media can assist in narrowing Service Gaps, as described by the Service Quality Model (also known as the GAP Model, 1985). Ideas on how Social Media can assist in closing some of the 'gaps' that can lead to unsuccessful delivery of service and consequently enhance customers' experience.

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How Social Media can assist in narrowing Service Gaps?

  1. 1. How Social Media can assistin narrowing Service Gaps? 1 Joanna Michaels March 2012
  2. 2. Social Media Statistics, UK 2011 250 % of the UK population (approx. 30 mln;source: Joanna Shields, VP of Facebook Europe,March 2011). 13 % of the UK population (approx. 7 mln, source: Wikipedia, Jan 2011) 7 % (approx.6 mln plus, source: Linkedin Press Centre, March 2011)
  3. 3. Social Media & Customer Gap 3 Social Media: Spreading the word of mouse. Customer Customer Clarifying expectations andExpectations Perceptions perceptions.
  4. 4. Social Media & Customer Gap 4Platforms:BLOGS, assessment of services and products; sharing comments anddiscussions under the postLINKEDIN Group Discussions, high reliability factor due to professionalcharacter of the platformTRIP ADVISOR, 40 million global users a month; cooperation with FacebookAMAZON, customer ranking and reviews
  5. 5. Social Media & Customer Gap 5Key FactorsDevelopment of New Customer Decision’s processReview sharing is based on human trust and communication with real usersLearning from experiences of others helps in narrowing down choicesResultResearching customer reviews became a mainstream activity and a criticalelement of pre purchase processDecisions are being made far away from the company’s websitePossible limitationsWhere everyone is a critic… the question of reliability (“The Attack of TripAdvisors”)
  6. 6. Social Media & Provider Gap: The Listening Gap 6 Social Media: Company’s Customer Where Listening is the key. understanding of Customer Exp Expectations Listen then Engage. these Increased Understanding. expectations
  7. 7. Social Media & Listening Gap 7Social Media a platform for Market ResearchKey Factors High Visibility: Access to wide range of current and potential customers Authenticity: Listening to customers in environment where they feel comfortableFinancial Factors: Gathering valuable suggestions/ideas (crowd-sourcing) asa mean to reducing product/service development expenditurephoto credit: celinenadeau</a> via photopin</a> cc</a>
  8. 8. Social Media & Listening Gap 8ExamplesHow companies use social media for enhancing the understanding of customers’preferences?“My Starbucks Idea”; Starbucks’ own version of a social network, customers canshare their ideas and expectations on Starbuck products and services“Ideas in Action”(blog), managed by Starbucks employees, what happens withsuggestions from the audience? “Dell’s Idea Storm” (very similar initiative)
  9. 9. Social Media & Listening Gap 9 IMPORTANT: Using Monitoring Tools for filtering the buzz, especially for the negative commentsUseful Tools: Technorati – searches through the blogosphere. Google Blog Search – searches through the blogosphere. BlogPulse – searches through the blogosphere. Twitter Search – provides results only from Twitter. OneRiot – searches just the URLs shared on Twitter. FriendFeed – searches through variety of social media credit: kanelstrand</a> via photopin</a> cc</a>
  10. 10. Social Media & Listening Gap 10 SOCIAL MEDIA a platform of detecting the most popular customer trends within specific sectorKey Factors Monitoring topic popularity/ lack of Detecting the growing trend and getting involved Starting a trend and monitoring its progress Identifying opportunities when looking for new product or service photo credit: Mike Chen aka Full Time Taekwondo Dad </a> via photopin</a> cc</a>
  11. 11. Social Media & Listening Gap 11 IMPORTANT: Majority of tools allow search results as time-based line graphs and filtering results down to individual search result: news article, blog post, or tweet that mentioned the keyword.Useful Tools: Google Trends – displays the keyword search volume and news articles over time, including search volume within geographic regions, cities, and languages. bing xRank – displays the keyword search volume over time, including related keyword phrases, news, videos, and images. Trendrr – searches through a range of social media sites and displays the keyword search volume on each over time. BlogPulse – searches through the blogosphere and displays uses of the keyword over time. Hashtags – searches through Twitter’s hashtags and displays uses of the hashtag (if it exists) over time
  12. 12. Social Media & Listening Gap 12Possible LimitationsThe risk of risk of overvaluing social media feedback.Self Selective audience.Heterogenous audience.All platforms have inherent biases based on the types of people who use theirservices.
  13. 13. Social Media & Listening Gap 13SOCIAL MEDIA a platform for Service RecoveryKey FactorsThe threat of unanswered complaintsTime of responseProblem or Opportunity?photo credit: Life As Art</a> via photopin</a> cc</a>
  14. 14. Social Media & Listening Gap 14Service Recovery : The winners and the losersCase Studies:Nestle. The sticky side of social media.Domino’s pizza. Embracing Criticism.Ryanair. Lunatic bloggers.
  15. 15. Social Media & Listening Gap 15SOCIAL MEDIA a platform for Service Recovery: Things to rememberSocial media means that companies have to accept their brand is beingdiscussed, both in positive and negative waysHiding away from criticism leaves you with no control over the conversationBeing defensive and arrogant will get you nowhere: Do not insult your customersFocus on long-term business strategy rather than the immediate need to represscriticismDevelopment of Policies and Employee’s training
  16. 16. References 16 Richardson, N. ,Gosnay, R.M. and Carroll A., A quick start guide to Social Media Marketing. High- impact, low cost marketing that works. 2010. London: Kogan Page ltd. Scott, D.M. New Rules of Marketing and PR. 2010, New Jersey: John Wiley & Sons Inc. Zeithaml, V.A, Bitner, M.J. and Geler, D.D. Marketing Services. Integrating Customer Focus across the Firm. 5th ed, 2009. (Accessed: 4 October 2011). (Accessed: 20 October 2011). (Accessed: 28 October 2011). (Accessed: 10 November 2011).
  17. 17. References 17 (Accessed: 21 October 2011). (Accessed: 8 November 2011). Outreach-to-Reinvent-Its-Brand.aspx (Accessed: 21 October 2011). (Accessed: 15 January 2012).