From Local Village to Global VillageHow social media is changing customer service
Hi, I’m Josh
A nation of social shopkeepers
Small communities meant stories spreadfast
Post-World War II: automobiles
The first supermarkets
The rise of mass media
Customer service became a cost centre
The internet started to change things
The world is connected, instantly,everywhere
First time, brands have a real social identity
Started as a last resort
Now becoming a primary support channel
Ignore your customers - and lose them
Social crises caused by shared badexperiences    Causes of Social Media Crises (2001-2011)
Customers want help, not redirection
Dedicated social agents
Training in tone of voice
Escalation process                          Specialist help       Social agent                        (eg store manager)  ...
It’s cheaper than dealing with a phone call
Opportunity to create positive brandmentions
conversocial.com/resources
Thank youFollow me @joshuamarchCheck out www.conversocial.comwww.conversocial.comwww.conversocial.comwww.conversocial.com
From Local Village to Global Village: How Social is Changing Customer Service
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From Local Village to Global Village: How Social is Changing Customer Service

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Conversocial CEO Joshua March's presentation at the Dublin Web Summit on 17th October 2012. The presentation focuses on how social media is changing the face of traditional customer service methods.

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  • In the early days of retailing, all products generally were fetched by an assistant from shelves behind the merchant's counter while customers waited in front of the counter and indicated the items they wanted. Also, most foods and merchandise did not come in individually wrapped consumer-sized packages, so an assistant had to measure out and wrap the precise amount desired by the consumer. This also offered opportunities for social interaction: many regarded this style of shopping as "a social occasion" and would often "pause for conversations with the staff or other customers." [1] These practices were by nature very labor-intensive and therefore also quite expensive. The shopping process was slow, as the number of customers who could be attended to at one time was limited by the number of staff employed in the store.
  • From Local Village to Global Village: How Social is Changing Customer Service

    1. 1. From Local Village to Global VillageHow social media is changing customer service
    2. 2. Hi, I’m Josh
    3. 3. A nation of social shopkeepers
    4. 4. Small communities meant stories spreadfast
    5. 5. Post-World War II: automobiles
    6. 6. The first supermarkets
    7. 7. The rise of mass media
    8. 8. Customer service became a cost centre
    9. 9. The internet started to change things
    10. 10. The world is connected, instantly,everywhere
    11. 11. First time, brands have a real social identity
    12. 12. Started as a last resort
    13. 13. Now becoming a primary support channel
    14. 14. Ignore your customers - and lose them
    15. 15. Social crises caused by shared badexperiences Causes of Social Media Crises (2001-2011)
    16. 16. Customers want help, not redirection
    17. 17. Dedicated social agents
    18. 18. Training in tone of voice
    19. 19. Escalation process Specialist help Social agent (eg store manager) Team manager Corporate comms / Social media / Social media team comms agency Management
    20. 20. It’s cheaper than dealing with a phone call
    21. 21. Opportunity to create positive brandmentions
    22. 22. conversocial.com/resources
    23. 23. Thank youFollow me @joshuamarchCheck out www.conversocial.comwww.conversocial.comwww.conversocial.comwww.conversocial.com

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