Integrating Social Media into your Customer Contact Center

Integrating Social Media into Your Customer Contact Center Presenters: Mary Naylor, CEO, VIPdesk Liat Myers, Director of Social Media, VIPdesk

Social Media=Customer Service No-Brainer Why? 74% choose to do business with company based on customer care experiences shared by others online 72 % use social media to research customer care reputation BEFORE p making purchase 59% use social media to vent their frustrations Opportunity! Only 44% of retailers regularly monitor what their customers are saying on social networks Give Y Gi Your C Customers Wh Th Want!! What They W !!

Your Company’s Contact Center 3 Customer contact center is logical home for social g media Primary venue for customer contact interaction Your customers are already contacting your company Y t l d t ti Already staffed almost (if not) 24/7/365 Customer contact center already houses customer information in CRM Customer service team = gatekeeper to escalate comments/discussions to appropriate departments /di i i d

Old World vs. New School 4 Traditional Call Center Social Media Passive Real time You wait for a call Instant and ongoing Caller waits for you Permanent Exclusive Tweets & posts live forever Just between you and your Public customer It’s a forum, open to all Unequal Equal You’re the only expert talking Everyone can be an expert Scripted Real time Canned responses by the call Generated and controlled by center the consumer

What Hasn’t Changed? g 5 Same customer service rules apply pp y Treat customers with respect, don’t argue Deliver on what you promise Commit to quality Know your customers Know your products & services

Social Media in Action 6

Nestle-Disaster 7 “I was a big fan of your products, but now, when I saw what you guys wrote, I think I’m gonna stop buying them.” y g Fan quote from Nestlé Facebook wall

Doing it Right! 9

Airlines Use SM to Avert Disaster 10 #ASHCLOUD #ASHTAG #GETMEHOME

Airlines Use SM to Avert Disaster 11

How t I t H to Integrate S i l M di i t t Social Media into Your Customer Contact Center 12

A Step by Step Approach 13 Step 1. Make y p your business case Step 2. Decide where to house your efforts Step 3 Develop a social media program p 3. p p g Step 4. Recruit and train front line agents Step 5 Invest in tools and technologies p 5. g Step 6. Quality Assurance Step 7 Listen, learn and respond p 7. , p Step 8. Advanced Methods & Techniques

Step 1: Make Your Business Case 14 Senior executives and legal must be on board g Develop your business case to show the power of social media Define your goals/purpose Reputation management, increase online transactions, market research new product introduction, company announcements, awareness, humanize your brand Do Some listening ( a voyeur) g (Be y ) Where are your customers? Are your customers talking about you? What are they saying? What platforms are they us g at p at o s a e t ey using? What are your competitors doing?

Step 2: Decide Where to House Your Efforts 15 Customer contact center is logical location/team g / Primary venue for customer contact interaction Use the customer service team as a gatekeeper to escalate tweets and comments to the appropriate department Select a primary and back up from each department Make sure that your legal department is properly prepared and staffed t support th f d d t ff d to t the front li t t line team

Step 3: Develop a Social Media Program 16 Employee conduct policy FTC A Amendments could mean employer li bilit f employee’s online d t ld l liability for l ’ li conduct Corporate control Do agents get free reign? Does every post need legal approval? Only product specific? Decision tree Recognition and response protocol Who responds to what message and how What types of people to ignore When to escalate Fire drill li Fi d ill policy

Step 3: Develop a Social Media Program 17 Hours of operations Social media is 24/7. Necessary to monitor and respond i real ti ? N t it d d in l time? Determine initial level/frequency of engagement Resources Success metrics

Step 4: Recruit and Train Front-Line Agents 18 Pick top agents to manage this channel The new company spokespeople Comfortable online, know protocol of online communities Should be phone call superstars, now they need to go social superstars Others should aspire to be in this position o Training should include: How to turn fans into evangelists Social media vocabulary, tools and techniques Transparency Customer service in 140 characters or less Do’s and Don’ts

Step 5: Invest in Tools & Technology 19 Many methods are available for searching and y g monitoring your company’s reputation Tools vs services Tools give you a tool to monitor your company’s reputation on your own Services take the tools and do it for you Free vs paid tools

Step 5: Invest in Tools & Technology, cont. 20 Basic search tools (free) Twitter search Google and Yahoo! search (news, blogs) Technorati Monitoring dashboards (free) Twazzup 2.0 beta Trackur Social Mention Addictomatic Monitter Twitter Clients (free) TweetDeck Hootsuite Cotweet

Step 5: Invest in Tools & Technology, cont. 21 Paid services Radian6 Visible Technologies Sysomos S Right Now Salesforce

Step 6: Quality Assurance 22 Customer frustrations can go viral FAST! g Interactions need to be monitored and spot checked Direct customers to post-contact customer satisfaction survey Ask agents to promote a link at the end of an interaction k li k h d f i i Post link on Facebook, twitter, etc. Assessment and Retraining Fast moving space critical to share experiences, assess tools space, experiences and monitor new trends and networks

Step 7: Listen, Learn, and Respond 23 Listen: Monitor conversation: search for keywords/set up alerts Blogs, Twitter, Facebook, News sites, review sites Are A people t lki ? Wh t are th saying? l talking? What they i ? Is the sentiment positive, negative or neutral? Where are your customers congregating? yo o o g g g Learn what you wouldn’t hear directly

Step 7: Listen, Learn, and Respond 24 Learn: Gauge brand sentiment Learn customer needs in real time Take T k note of what your competitors are d i f h i doing What are the opportunities? Do you have brand advocates singing your praises? Are self -proclaimed experts spreading false information? What does it all mean? Is there a crisis brewing? Separating the “signal from noise”

Step 7: Listen, Learn, and Respond 25 Respond p Be polite and think before you post If a problem can be fixed with a tweet or post, do it Take T k complex issues offline: DM or e-mail l i ffli il Always respond to posts…negative and positive Don’t be defensive, accept constructive criticism p Thank your customer and tell them how much you appreciate positive feedback Try very very hard not to delete posts

Step 8: Advanced Methods & Techniques 26 Incorporate CRM p Update CRM files from social media posts and tweets Coordinate media tracking and lead generation Build detailed profiles of your customers and their needs d

Step 8: Advanced Methods & Techniques, cont. 27 Take a statistical approach to monitoring pp g Map trends by keyword, user, etc. Embrace customer advocates and evangelists—get them to work for you Bring off li i i i i online i ff line initiative li

Don’t 28

Don’t Miss 29

Don’t Miss Out 30

Questions?

Thank you! Mary Naylor CEO (703) 837-3501 mnaylor@vipdesk.com www.twitter.com/vipdesk p www.vipdesk.com Liat Myers Director, S i l Media Di t Social M di (646) 696-8487 lmyers@vipdesk.com www.twitter.com/liatmyers www.vipdesk.com

Integrating Social Media into your Customer Contact Center

by Word of Mouth Marketing Association on Jun 14, 2010

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