Customer Care in 140 Characters or Less

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Discover the ins and outs of the new social customer care teams – what works, what doesn’t, and how Spredfast is helping brands achieve organizational efficiencies and outperform traditional call …

Discover the ins and outs of the new social customer care teams – what works, what doesn’t, and how Spredfast is helping brands achieve organizational efficiencies and outperform traditional call centers. Insight from US Cellular's Sonny Gill, UnitedHealth Group's Rachel Medina, LexisNexis' Travis Burchart, and Hyatt's Jennifer Kedinger and Spredfast's Jim Rudden

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  • Our goal is to create an on going 360 dialog with our customers that will build relationships and create an emotional connection to help supercharge online sharing and how our guests then sell us to others.If we can have a sharp social practice it will free up a lot of additional advertising dollars and our product will begin to speak for itself.
  • Working towards building a control room in Omaha that will devour and analyze all user generated content and help us create written, video and photographic content 24/7. We are planning right now. In fact we have introduced Spredfast, our new Social Media Management System, that will be the core of managing our community, content and social reporting. We are starting small and looking to make a big splash. Our daily compass… is to make sure that we leave no conversation left behind. Over time this social work will become a study that will define Hyatt and enable us to win… in each and every one of our brands and as a business. Look for much more to come from not only the corporate social team, but the team that will help us drive a successful control room right out of this office.
  • The world of communications is changing fast, not only in the way that we communicate with our friends, but also in the way that we communicate with our customers. We plan to focus on engagement of Hyatt Associates with each other, with Guests and between Guests so that we can give positive online experiences to match or surpass those they receive offline which they will then share with their friends in every instance that they encounter with Hyatt people, the company, its brands and properties.A good consumer centric social strategy will help us build stronger relationships with our customers and inherently drive our NPS.

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  • 1. customer care in 140 characters or less JIM RUDDEN SONNY GILL RACHEL MEDINA SPREDFAST @JIMRUDDEN US CELLULAR @SONNYGILL UNITEDHEALTH GROUP @REMEDINA TRAVIS BURCHART JENNIFER KEDINGER LEXISNEXIS @TRAVISBURCHART HYATT @JENKEDINGER
  • 2. unitedhealth group Rachel Medina Senior Communications Specialist
  • 3. WHY ARE WE HERE? • Meet the customer where they want to be met: in social media • Elevate our visibility in social media and be comparable to our competitors • Add value and innovation in a traditional company
  • 4. HOW WE’RE ORGANIZED Cohesive and streamlined: – 1 ‘air controller’ – 3 customer service reps – Many SMEs across the enterprise 3 buckets, 3 similar SLAs for issues: – Life and Death – Claims – Service
  • 5. u.s. cellular Sonny Gill | Social Media Manager @sonnygill
  • 6. WHY DOES IT MATTER? The people matter. U.S. Cellular had an opportunity to connect, engage, and empower passionate associates, loyal customers & advocates, and prospects through social. Allows the organization to continue to deliver efficient and effective customer service through a medium where consumers expect the same.
  • 7. TEAM DYNAMIC Subject Matter Experts, matter. Manager Coach We realized that in order to build an efficient customer service program, we needed to partner with the right team to best serve our customers. We developed the strategy and platform with our customer service reps from our call center at the center. Social Media Managers They weren’t inherently ‘social’ – but it didn’t matter. We leveraged their expertise and trained them on the dynamics of social and the Spredfast platform. Examples of future channels
  • 8. lawyers & social media Travis Burchart LexisNexis
  • 9. More to Lawyers than Arguments and Courtrooms  SM legal considerations: marketing, evidence, ethics, communication  59% of law firms have a social presence (17% in 2010)  81% attorneys have a social presence (56% in 2010)  Attorneys primarily on LinkedIn and Facebook, but Twitter trending upward *2013 American Bar Association Legal Technology Survey Report
  • 10. our Social media structure
  • 11. Internal and External Stakeholders External Internal Central Marketing Team Customer Support / Legal Experts Questions Flagship Corporate Accounts Law Firms Questions, Complaints & Support Solo Practitioners Paralegals Questions Product, Sales, Marketing Response & engagement Law Librarians Law Students
  • 12. importance of social media to our customer care
  • 13. Our Customer Communications “Your company has the worst customer service I have ever experienced with a legal product. … I will be certain to tell all the other attorneys, paralegals, law clerks, etc. I know NOT to use Lexis …. “Was just confronted with the hard truth that I have absolutely no idea how to use LexisNexis. Like, at all.” “Thank you very much for all of your help in this matter!” “Hi Hayley, I hope you're having a great Monday. Is there something I can do to help you with your use of LexisNexis?” We’re a B2B company, but in the social space, we’re P2P, talking to individuals behind brands/firms. Our products/services attract customers: Our customer services keeps them coming back. Building loyalty through countless, small personal interactions.
  • 14. hyatt hotels & resorts Jennifer Kedinger Social Media Manager
  • 15. GOAL We want to supercharge online sharing and how our guests sell us to other guests.
  • 16. OUR STRUCTURE
  • 17. OUR GLOBAL SOCIAL STRATEGY