This is Ross Clurman's presentation from the 2016 Small Business Festival (during Small Business Week 2016) about how to provide customer service via social media (the right way).

1. How to Provide Customer Service
via Social Media
[the Right Way]

2. 4 Quick Things About Me
1. From Kansas City (#GoRoyals)
2. Lived in Austin since 2009
3. Have four roommates
– Mela 🐱
– Beasley 🐱
– Caesar 🕷
– Lesley💃
4. I love customer service.

3. On average, we tell 9 people about good
customer experiences, and 16 people
about bad customer experiences.

4. What is social media?
Social media is a public party (where you’ll find
your friends, family, colleagues, competitors,
customers and prospects).

5. What is customer service?
Everything your business does for your
customers.

6. What is great customer service?
Everything your business does for your
customers that makes them love you.

7. Good customer service
may cause symptoms
similar to when kissing,
or being in love.

8. A 5% increase in customer retention can
increase profits by 25 - 95%.
7 in 10 Americans would spend more with
companies they believe provide excellent
customer service.

9. #1: Know Your Customers
On social media, this is easy — it just takes time.

10. Touching someone doubles your
chances of getting what you want.

11. #2: Be Available 24/7
Social media does not have operating hours and
you need to be available on-demand — 24/7.

12. 42% of consumers complaining on
social media expect a response
within 60 minutes.
32% expect a response
within 30 minutes.

13. #3: Remove Distractions and Emotions
Separate yourself from other customers and
distractions, and give your full attention.
Also, remember to remain objective.

14. Angry people have
difficulty processing
logical statements,
limiting their ability to
accept explanations
and solutions offered
by others.

15. #4: Teamwork is Key
Don’t try to manage customer service on social
media by yourself — you’ll go crazy.
Share responsibility within your team.

16. For every one customer complaint
you hear, 26 other customers
have remained silent.
96% of dissatisfied consumers
never complain — to you.

17. #5: Keep it Simple
Remove obstacles and solve the problem now.

18. 70% of customers will eventually do business
with you again if you solve the problem.
95% will if you solve the problem on the spot.

19. #6: Show Some Love
On social media, your customer’s profile is
literally a click away* — get to know them.
*(so are your competitors)

20. It costs 10x more to acquire a new customer
vs. keeping a current customer, and repeat
customers spend, on average, 67% more.

21. #7: Measure Twice, Cut Once
On social media, what you say is interpreted
differently depending on your audience.
Once it’s published, it’s hard to redact.

22. It takes 12 positive experiences
to make up for one unresolved
negative experience.

23. Bonus: Social Media Resources
• Social Media Management
– Buffer
– Hootsuite
– TweetDeck (twitter only)
• Social Media Engagement
– Sprout Social
– Respond (by Buffer) — Twitter only
– Audiense (formerly SocialBro)

24. “Make customers love
you so much they
feel guilty going
somewhere else.”
Dave Ratner
Owner, Dave’s Soda and Pet City

25. Thank you.
Ross Clurman / @comnio