12 Days of Social Customer Service

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In our analysis of over 200,000 Tweets mentioning top retailers, we found that brands can expect up to 5X normal Twitter volume in the coming weeks. The biggest surge occurred in the days following Cyber Monday.

Even if you have your holiday social strategy already in place, we will present actionable insights for how to take your social engagement to the next level and to protect yourself from the increased likelihood of social media crises.

Watch the webinar recording here: http://conversoci.al/us-holiday-webinar

Published in: Social Media
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12 Days of Social Customer Service

  1. 1. Joshua March CEO & Founder Conversocial @JoshuaMarch #12daysofsocial Rachel Arthur Global Senior Editor, Digital Media & Marketing, WGSN @rachel_arthur @conversocial
  2. 2. Retailers powered by Conversocial Include #12daysofsocial
  3. 3. Build an escalation process - Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop - Use approval workflows within software Download report now: conversoci.al/us-holiday-report #12daysofsocial
  4. 4. Setting the scene this holiday season –The NRF predicting sales to be up 3.9% to $602.1bn –More stores to open on Thanksgiving itself –Big promotional offers coming out ever earlier than Black Friday #12daysofsocial
  5. 5. 1 st DAY Have a social customer service team believe companies should offer customer support on their profiles *Social News Daily #12daysofsocial
  6. 6. 2 nd DAY Know what your customers are talking about – Urgent issues – Common issues – Technical or specialist issues – Sensitive issues #12daysofsocial
  7. 7. 3 rd DAY Establish a clear and consistent tone Whether you have social agents - Align customer service with marketing  - Provide correct and incorrect examples of response  - Run an offline training workshop - Use approval workflows within software #12daysofsocial
  8. 8. 4 th BuildBuild an escalation process an escalation process DAY - Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop - Use approval workflows within software #12daysofsocial
  9. 9. 5 th Put a crisis plan in place DAY • Lock-down on outbound posts • Holding message or silence • Official response as soon as possible (NOT days) • 1-1 engagement with customers • Use approval workflows #12daysofsocial
  10. 10. 6 th Set Expectations DAY - Make hours of operation clear - Build staffing plans accordingly - Understand the time critical nature of social #12daysofsocial
  11. 11. 7 th Prepare for holiday surges in activity DAY - Train additional agents for spikes in volume - Anticipate a surge post Cyber Monday - Ensure agent resourcing matches marketing - If something goes wrong, be prepared #12daysofsocial
  12. 12. 8 th Prioritize who you respond to DAY - Don’t waste time with manual filtering - Influence should only matter for proactive engagement - A human should still check (unprioritized) direct posts - Fast response is essential #12daysofsocial
  13. 13. 9 th Help customers in-store DAY - 1 in 4 use Twitter while shopping - Influence a sale at the point-of-purchase - Real-time engagement essential #12daysofsocial
  14. 14. 1 0 DAY th Use social to instantly identify supply chain issues –Escalate supply chain issues to managers –Monitor keywords and complaint categories in real-time –Social feedback direct to business units –Proactively update customers #12daysofsocial
  15. 15. 1 1 DAY th Proactively engage to directly impact purchasing decisions How much customers will spend if they receive good customer service via social media - Design searches to find relevant tweets - Engage with influencers - Surprise & delight - Add value–don’t spam #12daysofsocial
  16. 16. 1 2 DAY th Create a social customer service playbook - Tone of voice - FAQs - Roles & responsibilities of team members - Escalation and crises plans #12daysofsocial
  17. 17. @JoshuaMarch #12daysofsocial @rachel_arthur @conversocial

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