Snapshot Customer Service (May 2010: links and data may be outdated)

SOCIAL MEDIA SNAPSHOT
PROVIDING VALUE TO NAVY STAKEHOLDERS
APPLYING CUSTOMER SERVICE TECHNIQUES TO PUBLIC AFFAIRS

Have you ever heard someone ask, “what ever happened to good old-fashioned customer service?”
In recent years there has been a perceived trend among businesses, governments and organizations to prioritize profits & agendas ahead of service to customers & stakeholders
Now, customers (in our case, our Sailors, civilians, and the public) demand more!
1980
1990
2000
2010

As public affairs officers, we have an obligation to inform the public about the Navy’s activities.Now, more than ever, our stakeholders want to receive information in the where they want, how they want and in the way they want.Social media can help you provide customized, swift & scalable service to Navy stakeholders.

Why is social media a good customer service tool?

PERS-41 exercised the guiding principles of customer service by asking for feedback from fans
Attention: Asking for feedback
Personalization: Responding to specific questions with customized responses
Acknowledgement: Recognizing comments and stating how the recommendation will be implemented

PERS-41 hosted live discussion during ship selection event, providing real-time support to participants
Attention & Acknowledgement: Provided live support available via Facebook
Speed: Facebook administrators were answering questions and solving technical problems in real-time through Facebook interactions
Customization & Personalization: Responses were thorough, detailed and catered to the specific questions asked

NSA Mid-South provided outstanding customer service to Navy family members in response to Millington flood
Attention: We care and here’s what we’re doing to respond to the crisis
Acknowledgment: We hear your concerns and are providing the most updated information on that subject
Speed: Response within 2 hours of specific question being asked
Personalization: Comments responding directly to “Heather” who asked the question
Appreciation shown for the quick, thorough and personalized response
Less than 2 hours

6,500+ followers of @ShaunKing spread his plea across web
Speed via social media helps during crisis
Sparked by Sanjay Gupta’s (+1million followers on Twitter) response after performing brain surgery on Carl Vinson that “there aren’t enough brain surgeons in Haiti,” Pastor Shaun King organized a team of doctors trip to travel to Haiti, later discovering the only surgery center was on board USNS Comfort. Through Twitter, a frustrated Shaun King attempts to reach out to USNS Comfort to get the doctors on board. Both @USNS Comfort and @NavyNews responded on Twitter and coordinated a phone call with BUMED PAO directing him to the appropriate authority for his request.

Get to know your tweeps better
Authenticity & personalization:
Pacific Fleet hosted a tweet up on board USNS Mercy on May 8, 2010 in order to get to know their publics better, and show off a key Navy asset.

Interact with your tweeps
Attention & acknowledgement: Ask questions and engage in conversations.

Answer questions for your tweeps
Attention: Even if you weren’t the one asked, step in to answer a question if you have the information!

Customization & information sharing
An employee at Puget Sound Naval Shipyard & IMF needed information about leave. After interaction with command HR reps, she was able to get information she needed.
Peggy, Ferguson & Mike are all command HR reps empowered to interact on the command Facebook page

How can your command use social media to provide better service to your Navy stakeholders?
Ensure that subject matter experts are comfortable using social media so they can respond directly to inquiries on their topic
Develop a process for involving subject matter experts in responses on social media – ESPECIALLY in emergency management plans
Consider the current processes for responding to inquiries and gathering stakeholder feedback—Can you replace or augment this process online?
Make feedback, inquiries & your command’s responses public (when possible) to leverage economies of scale and let your stakeholders know you hear them and are engaging online to respond
Set expectations
Inform community members of the max wait time for a response
Direct community members to the appropriate channels to ask a question, host a discussion, or simply share their opinion (these may be separate spaces online)

http://www.huffingtonpost.com	83
http://www.cnewmark.com	57
http://digitalstuffing.com	22
http://www.slideshare.net	20
http://cnewmark.com	8
http://www.typepad.com	1
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Snapshot Customer Service (May 2010: links and data may be outdated)

by US Navy Social Media on May 13, 2010

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Snapshot Customer Service (May 2010: links and data may be outdated) — Presentation Transcript