SOCIAL MEDIA & THE CONTACT CENTRE:          How do they fit?          Cara Pring | May 2012
WHO AM I?CARA PRING 5+ years marketing/media/comms/events experience           @carapring                                ...
Quick QuestionQ.     How many of you are using social media to some       degree at the moment (in your business)?        ...
What social media should look like within a business HR/Recruitment       Customer Service /                      Contact ...
Reality:                               HR/RecruitmentMarketing                                 Insights/Market      SILOED...
The result:    Customer-facing staff unaware of social campaigns/comms    Social team is unaware of customer issues/insi...
Always remember...                 your customer                                 your customer service team               ...
Why social media is so awesome    Speed to market (esp. during a crisis)    Personable nature helps people like you    ...
Managing brand reputation via social media         Good practices                                                         ...
So where should social media sit?   Not a straight-forward answer as it depends on the company   Often it is put where b...
Social media meets the contact centre    Lower call volumes    Increased customer satisfaction (better experience)    C...
Getting your customer contact team involved    Detailed training    Collaboration    Detailed guidelines and Social Med...
The implications and last few words of advice...   Keep CC staff fully informed about everything – from marketing strateg...
Questions and Contact DetailsEmail: cara@thesocialskinny.comWebsite: www.thesocialskinny.comTwitter: @carapringFacebook: f...
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Social Media and the Contact Centre

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How does social media impact the contact centre and visa versa? An overview of why every business needs to integrate these functions and some tips on how to do so well.

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Social Media and the Contact Centre

  1. 1. SOCIAL MEDIA & THE CONTACT CENTRE: How do they fit? Cara Pring | May 2012
  2. 2. WHO AM I?CARA PRING 5+ years marketing/media/comms/events experience @carapring cara@thesocialskinny.com 3 years dedicated social media experience – worked at www.thesocialskinny.com Bupa, Qantas and now Servcorp + contract work B Media & Comms / B Arts Enviro Resource Studies at University of Wollongong Started www.thesocialskinny.com in January 2011 Slightly obsessed with travelling and animals 2 www.thesocialskinny.com
  3. 3. Quick QuestionQ. How many of you are using social media to some degree at the moment (in your business)? 3
  4. 4. What social media should look like within a business HR/Recruitment Customer Service / Contact Centre Corporate Affairs INTEGRATION =Marketing SOCIAL MEDIA Insights/Market ResearchCustomer Exp. Online Team Communications 4
  5. 5. Reality: HR/RecruitmentMarketing Insights/Market SILOED = ResearchSOCIAL MEDIA Customer Service / Contact Centre Online Team Communications Corporate Affairs Customer Exp. 5
  6. 6. The result: Customer-facing staff unaware of social campaigns/comms Social team is unaware of customer issues/insights from frontline Proper customer processes are not established No feedback loop Inconsistent customer experience and information disseminated (esp. during crises)= Angry, annoyed and/or confused customers and staff 6
  7. 7. Always remember... your customer your customer service team 7
  8. 8. Why social media is so awesome Speed to market (esp. during a crisis) Personable nature helps people like you Lower ROI Better customer experience Brand management!! + heaps of other reasons . 8
  9. 9. Managing brand reputation via social media Good practices Bad practices Address all complaints in rational &  Deleting/ignoring negative comments helpful manner Be understanding and humble  Being defensive, abrupt or Gain insights from conversations and argumentative use it them to improve your business  Abandoning social when things get Put the right processes in place to fix tough/crazy problems fast  Using corporate speak Make sure your staff are properly trained  Responding in an ad hoc fashion Have a crisis management plan and  Not communicating across the response framework in place business 9
  10. 10. So where should social media sit? Not a straight-forward answer as it depends on the company Often it is put where best resourced Strategy should not sit within customer service, unless purely cust service focus May be best to have two teams (this is what we did at Qantas) However, ensure there are good communication processes Weekly meeting involving all internal stakeholders across business= Best resource + strategic direction/focus + budget + politics will determine answer 10
  11. 11. Social media meets the contact centre Lower call volumes Increased customer satisfaction (better experience) Competitive advantage Position company as modern/innovative Develop real relationships with customers in personable platform Up-skill staff (staff retention benefits) Public endorsements/positive PR opportunities Internal comms opportunities 11
  12. 12. Getting your customer contact team involved Detailed training Collaboration Detailed guidelines and Social Media Policy Reporting processes Success stories and progress updates Mine their ideas and insights from interacting with customers day in day out Get story ideas for content Involve them from the very start and make them feel like they are part of it Recruit social team from current staff (if possible) 12
  13. 13. The implications and last few words of advice... Keep CC staff fully informed about everything – from marketing strategy to crisis comms Customer service must be consistent across channels, however can be more social on SM If you’re going to do social CS, make sure you are going to be responsive & positive Prepare yourself and your team for negative posts/tweets & have process in place to address Be aware of customer privacy and confidentiality issues Have fun with it and build real relationships with your customers! 13
  14. 14. Questions and Contact DetailsEmail: cara@thesocialskinny.comWebsite: www.thesocialskinny.comTwitter: @carapringFacebook: facebook.com/thesocialskinnyLinkedIn: Cara Pring (pretty sure I’m the one and only)YouTube: youtube.com/carapringYou can also find me on Pinterest and Google+ 14

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