Facebook for Customer Care Support | The Swiss Case

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How companies can use Facebook Pages for Customer Care purposes. An analysis of Swiss International Air Lines.

How companies can use Facebook Pages for Customer Care purposes. An analysis of Swiss International Air Lines.

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  • 1. Integrated Marketing Communication Facebook  Customer  Support:    Swiss  Interna6onal  Air  lines © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 2. Social Media Rules Things to remember on Facebook • Be on Facebook because the conversation is going on there! • It’s about conversation not communication • Enable the conversation and listen! • Engage and personalize your answers. • Be authentic and true. • Allow comments and relinquish control! • Share stuff! Share other information than your products or services. • Use a variety of medias - images, video, text. • Be social connect your , channel and links to your business website © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 3. Social Media Rules Things NOT to forget on Facebook • Don’t spam! • Don’t broadcast, use it as conversational tool. • And don’t stalk people! • It’s not a CRM tool it’s a social media platform. • You don’t have the full customer contact information when you give feedback. • And it’s not integrated to your other systems - • However you can find dedicated customer care tools integrating social media like: © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 4. Social Media Rules Costumer Care Specific Rules • Set-up a multi-functional team across departments. • Train you staff, issue guidelines and have a COMA. • Try to solve the problem without redirecting if possible. • However, if the conversation with a customer is engaged try to move it off the Facebook wall. • Negative feedback is an opportunity to confound expectations and over deliver. • Ask questions - observe the answer and respond. • Rapidity of response is key - but well thought answers are a must. • Define your ROI formula and have metrics to justify your presence © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 5. Social Media Rules More Costumer Care Specific Rules • Know the 4 types of interactions: Complaints, Questions, Positive Feedback, Crowdsourcing. • Use standard Customer Care strategies - Apologize, Acknowledge, Atone, Affirm. • Create helpful reputation. • Consider and leverage employees’ personal passions about the company’s products or services. • Set up email alerts to be notified when something is posted! • Never delete post with negative comments! Respond, and show that you are truly interested in finding a solution. • Ignore the trolls! Have a customer-centric reason approach for responding to comments online. © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 6. Facebook Pages What companies should know • Companies should use “Facebook Pages” as opposed to Profiles or Groups. • They are more professional and offers more possibilities like: Discussion Boards, Events, Info, Notes, Photos,Videos, Reviews • The new Pages are Timelines and allow to engage in a whole new way for companies Image centric and storytelling • Facebook Pages have an Administration Panel which offers interesting metrics called Insights. • Customers can now send private email to Pages. © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 7. The Swiss Facebook Page www.facebook.com/flyswiss • Swiss is Switzerland’s airline and is a synonym for traditional Swiss values and highest possible quality. • Swiss is quite active in social media with a Facebook Page, a Twitter account, a Flicker page, a company blog, a YouTube channel and a corporate website. • Swiss’s Facebook Page has 120,207 • It really started in 2010 after Iceland’s volcano eruption. • They use a “Facebook Page” for their company presence on Facebook. • The Page is linked to the Twitter account, the YouTube channel and has a Photo gallery. • They offer the possibility to look for flights, take part in sweepstakes, link to their frequent flyer program and use Events for recruitment. • They clearly focus on Customer Service but with product and service centric posts © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 8. The Swiss Facebook Page Key facts and observations • Answers are in 5 languages during the day and 2 languages (German, English) during night. • Sometimes the agent sign with the names. • Usually respond very fast within the hour. • They answer most of the complaints. • Lack of authenticity in some cases - See next slide. • Queries are treated directly by Customer Care Agents. • Their agents took a training and use a manual & guidelines, more info... • They have a team in Cape Town an one in Basel in charge of Facebook. © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 9. The Swiss Facebook Page Some examples Standardized Answer © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 10. The Swiss Facebook Page Some examples NO Answer, although there are some criticism about co2 emissions! © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 11. KLM Facebook Page A comparison SENSE OF HUMOR although this is not representative of all the conversations going on on KLM’s FP it shows a more human and natural side. © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 12. KLM Facebook Page Another example with more engagement © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12
  • 13. Resources Links to Articles • http://mashable.com/2011/10/28/social-customer-service-brands/ • http://socialmediaweek.org/blog/2011/05/04/facebook-for-customer-service/ • http://www.mymagneticblog.com/using-facebook-for-branding-and-customer-service/ • http://www.billingworld.com/news/2010/06/att-turns-to-twitter-facebook-for-customer- care.aspx • http://newsblogs.chicagotribune.com/the-problem-solver/2010/04/social-media-as-a- consumercomplaint-avenue.html • http://smallbusiness.chron.com/use-facebook-customer-care-45228.html • http://www.ecommerce-guide.com/solutions/advertising/article.php/3939666/7-Tips-to- Manage-Customer-Service-on-Facebook.htm • http://simonemccallum.com/2012/02/23/does-customer-service-belong-on-facebook/ • http://www.slideshare.net/TaiTran/how-to-use-facebook-as-a-social-customer-relationship- management-tool-for-free-presentation © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMKMonday, July 9, 12