Customer service in 140 characters


Published on

Just thought I would share some insights from how we have used Twitter as a customer service channel. I hope you find it of interest.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Customer service in 140 characters

  1. 1. <ul><li>Customer service in 140 characters </li></ul>
  2. 2. <ul><li>“ Fish where the fish are” </li></ul><ul><li>Our ecosystem </li></ul><ul><li>#cpwcares @cpwcares </li></ul><ul><li>Tweetdeck </li></ul><ul><li>How we use Twitter </li></ul><ul><li>Why we use Twitter </li></ul><ul><li>Future challenges </li></ul><ul><li>A final word </li></ul>Content
  3. 3. “ Fish where the fish are…” People have created their own networks and ecosystems built on social platforms where the sharing of information between trusted ‘friends’ is paramount. In this new paradigm, customers are increasingly helping each other or complaining on third party sites; bypassing the need to engage with a company altogether. Companies are now having to proactively and publicly reach out to customers on their terms and in their spaces.
  4. 4. Our ecosystem
  5. 5. <ul><li>One shared account, one common hashtag: #cpwcares </li></ul><ul><li>Fanatical Support Escalations agents + insurance agent responding to issues on Twitter, </li></ul><ul><li>Facebook, ComplaintCommunity, Plebble, blogs etc </li></ul><ul><li>Customer service issues handled via Twitter </li></ul><ul><li>Orders, repairs, chequeback, billing, PUK codes, disconnection, data support for </li></ul><ul><li>O2-CPW (MMS, web settings, BB can’t send emails), insurance-related issues, </li></ul><ul><li>complaints (general), tariff (can I use free minutes to call overseas)… </li></ul><ul><li>Reporting </li></ul><ul><li>Source, type, department, inbound / outbound tweets, escalated / first time tweet </li></ul><ul><li>resolution, response time, handling time, issue type / status, RTs, +/- tweets… </li></ul>#cpwcares @cpwcares
  6. 6. Tweetdeck If required the issue is then escalated through to resolution to Fanatical Support. Tweetdeck with searches set up for Carphone Warehouse, Carphone, Carphonewarehouse ; @becksatcarphone, @stuartcarphone 1 2 3 4
  7. 7. <ul><li>Provide customer service alerts </li></ul><ul><li>Identify and resolve complaints </li></ul><ul><li>Early warning system </li></ul><ul><li>Answer queries about products and service </li></ul><ul><li>Provide information: help tips, stock availability, store location </li></ul><ul><li>Monitor / manage brand reputation </li></ul><ul><li>Lead generation / soft sell </li></ul><ul><li>Let people know what we’re doing </li></ul>How we use Twitter
  8. 8. <ul><li>Real time loop: feedback, search, issue identification </li></ul><ul><li>It’s part of the future </li></ul><ul><li>Our customers are there </li></ul><ul><li>Cost savings for general low level query deflection </li></ul><ul><li>Early warning system </li></ul><ul><li>Information / knowledge harnessing </li></ul><ul><li>Listening empathetically and saying ‘I’m sorry’ works </li></ul>Why we use Twitter
  9. 9. <ul><li>Trust: company information vs crowd sourced information </li></ul><ul><li>Integrity of ‘mobile information of convenience’ </li></ul><ul><li>Knowledge: harnessing, reusing ; local, at source </li></ul><ul><li>Building awareness of Twitter </li></ul><ul><li>Scalability of service </li></ul><ul><li>Showing ROI / having the right KPIs </li></ul><ul><li>Brand ‘me’ vs company brand </li></ul><ul><li>Integrating social media with traditional channels: public, real time </li></ul><ul><li>The use of #hashtags as a common link between channels (#cpwcares) </li></ul><ul><li>Educating / training staff </li></ul><ul><li>Silos vs collaboration </li></ul><ul><li>Freedom within a framework </li></ul><ul><li>Twitter outages </li></ul><ul><li>Social media exposes a company’s heartbeat; everything is laid bare </li></ul>Future challenges
  10. 10. A final word <ul><li>… in desperation - I turned to Twitter to try to penetrate what felt like the huge, </li></ul><ul><li>uncaring behemoth of Carphone Warehouse. And I found Guy Stephens, the company’s </li></ul><ul><li>Knowledge and Online Help Manager, who appeared to be tackling customer rage in </li></ul><ul><li>a passionately empathetic way on Twitter. I tweeted him at 8pm; by 8.07pm, I had a </li></ul><ul><li>reply, rendering me unconditionally blown away. Three months of periodic call centre </li></ul><ul><li>torture had got me nowhere, but via social media I felt listened to within minutes </li></ul><ul><li>and my problem solved within a few days. </li></ul><ul><li>True, I was a departing customer, but not before being turned from a ”hater” to a fan </li></ul><ul><li>of what Carphone Warehouse is doing to improve its customer experience </li></ul><ul><li>via social media…. From: </li></ul>
  11. 11. <ul><li>Guy Stephens </li></ul><ul><li>Customer Knowledge Manager, The Carphone Warehouse </li></ul><ul><li>Tweet me: @guyatcarphone </li></ul><ul><li>Email me: </li></ul><ul><li>Call me: 07515 034 622 </li></ul><ul><li>LinkedIn: in/guy1067 </li></ul>