Quick thinking in online customer service - Community behaviour matrix

Quick thinking in onlinecustomer serviceCommunity behaviour matrixClive Andrews - NixonMcInnesPage 1 | Community behaviour matrix

Online customer service How do we quickly prioritise all these different conversations? I don’t know why I bother with Really disappointed with the you lot! late service.Your prices seem way too high. Good job on the new product. I Don’t think I’ll be using you. like the extra features. When are you holding another Hi guys! Did you see the big event like the last one? football last night? Remember me? Want to hear another joke? I’ve just got thephoned 3 weeks ago and I new version. What’s the weather like where Nice! How do I haven’t heard back! set it up? you are? I hate you more that you can You’re a useless waste of imagine. Go to hell. space. Get another job! Page 2 | Community behaviour matrix

Two things to consider… 1. Consider the 2. Consider the level of SENTIMENT of a CONSTRUCTIVENESS person’s conversation around a person’s BEHAVIOUR•  Is it POSITIVE or NEGATIVE? •  Is the conversation CONSTRUCTIVE or•  Does this person seem to like UNCONSTRUCTIVE? or dislike your brand or organisation? •  Does this conversation invite input, is it helpful, is it relevant or interesting? Or is it none of these things?Page 3 | Community behaviour matrix

Community behaviour matrix •  Use SENTIMENT BEHAVIOUR and BEHAVIOUR to locate conversations on this grid •  Let the categories guide your management and prioritisation of each SENTIMENT conversation •  Decide how to deal with CHATTER, ADVOCACY, AGGRESSION AND CRITICISMPage 4 | Community behaviour matrix

Community behaviour matrix BEHAVIOUR Hi guys! Did you see the Good job on the new football last night? product. I like the extra features. SENTIMENT Really disappointed with the late service.You’re a useless waste of space. Get another job!Page 5 | Community behaviour matrix

Advocacy Good job on the new product. I ADVOCACY like the extra features. When are you holding another •  Conversations that are POSITIVE and big event like the last one? CONSTRUCTIVE are ADVOCACY •  Treated correctly, these conversations can help you to build reputation and loyalty •  Aim to maintain good relationships I’ve just got the new version. with ADVOCATES Nice! How do I set it up?Page 6 | Community behaviour matrix

Criticism Really disappointed with the CRITICISM late service. Your prices seem way too high. •  Conversations that are NEGATIVE but Don’t think I’ll be using you. are CONSTRUCTIVE are CRITICISM •  Listen sincerely, assist with problems and be willing to accept feedback •  If you respond well, work on relationships and demonstrate I phoned 3 weeks ago and listening, CRITICS may be turned haven’t heard back! into ADVOCATESPage 7 | Community behaviour matrix

Aggression I don’t know why I bother AGGRESSION with you lot! •  Conversations that are NEGATIVE and NOT CONSTRUCTIVE are You’re a useless waste of AGGRESSION space. Get another job! •  Despite initial anger, allow an opportunity for these people to share their thoughts with you •  Aim to move these conversations into CRITICISM by asking for details or I hate you more that you can further information imagine. Go to hell. •  If, after being given a chance to engage, aggression remains, time and attention may be better spent on other conversationsPage 8 | Community behaviour matrix

Chatter Hi guys! Did you see the CHATTER football last night? •  Conversations that are POSITIVE but Remember me? Want to hear NOT CONSTRUCTIVE are CHATTER another joke? •  Acknowledge friendly comments, but be careful not to waste time •  Do your social media objectives including cultivating a chatty, friendly reputation? Perhaps allow more time What’s the weather like where for CHATTER conversations you are? •  Look for opportunities to switch to ADVOCACY, by rewarding on-topic discussionPage 9 | Community behaviour matrix

Who are NixonMcInnes?•  We are a social business consultancy•  We are a democratically-run team of strategists, technologists and consultants who understand how the world is changing•  We help organisations adapt to the landscape of social business•  Through the NixonMcInnes Academy we offer training in social customer service and other specialist skills•  We’re based in Brighton•  You can reach us on 01273 764010 or hello@nixonmcinnes.co.ukPage 10 | Community behaviour matrix

Quick thinking in online customer service - Community behaviour matrix

by NixonMcInnes on Jul 26, 2012

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