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Integrated Marketing Communication  Facebook	  Customer	  Support:	  	  Swiss	  Interna6onal	  Air	  lines  © 2012 Group B...
Social Media Rules         Things to remember on Facebook         •       Be on Facebook because the conversation is going...
Social Media Rules         Things NOT to forget on Facebook         •       Don’t spam!         •       Don’t broadcast, u...
Social Media Rules         Costumer Care Specific Rules          •          Set-up a multi-functional team across departmen...
Social Media Rules         More Costumer Care Specific Rules          •          Know the 4 types of interactions: Complain...
Facebook Pages         What companies should know     •       Companies should use “Facebook Pages” as opposed to Profiles ...
The Swiss Facebook Page         www.facebook.com/flyswiss          •          Swiss is Switzerland’s airline and is a synon...
The Swiss Facebook Page         Key facts and observations           •         Answers are in 5 languages during the day a...
The Swiss Facebook Page         Some examples             Standardized Answer  © 2012 Group B: Joana | Lola | Miranda | Ma...
The Swiss Facebook Page         Some examples             NO Answer,             although there                are some   ...
KLM Facebook Page         A comparison                                                                  SENSE OF HUMOR    ...
KLM Facebook Page         Another example with more engagement  © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | M...
Resources         Links to Articles         •       http://mashable.com/2011/10/28/social-customer-service-brands/        ...
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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.

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Transcript of "Facebook for Customer Care Support | The Swiss Case"

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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