Social Channels: The New Customer Service Venue


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In the new world order created by social media, the tradition of solving customer service problems quietly, behind the scenes, is gone. Today, unhappy customers vent their frustration with words, images and even videos. Understanding and deploying social media efforts can bail you out when a crisis comes along. The key is knowing which platforms are most effective for delivering your company's unique message. This panel aims to help advisors understand the “rules” – or etiquette – of managing complaints (and praise) expressed in open social forums. The objective in this free-for-all isn’t to win arguments; it’s to establish trust and respect – and survive in business for another day.

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Social Channels: The New Customer Service Venue

  1. 1. Social Channels: The New Customer Service Venue Marisa Peacock LTX International #LTX13
  2. 2. Every 24 Hours on Social Media: over 350 million photos are uploaded on Facebook more than 2 billion search queries are performed on Twitter 432,000 Vine videos are shared on Twitter #LTX13 source: Saxum: Social Media in a Day, 28 Jun 2013
  3. 3. Who Travels? 0 17.5 35 52.5 70 Gen Y Gen X Boomers Seniors % Leisure Business #LTX13 source: US Travel Association, March 2013
  4. 4. Who Uses Social Media? 0 22.5 45 67.5 90 Gen Y Gen X Boomers Seniors % #LTX13 source: Pew Internet & American Life Project, August 2013
  5. 5. Reasons for Using Social Media 14% of all adults social media users say that connecting around a hobby or interest is a major reason they use social media. 0 4.5 9 13.5 18 18-29 30-49 50-64 % #LTX13 source: Pew Internet & American Life Project, 2011
  6. 6. Reasons for Following Brands on Social Media 70% of Facebook users choose to like a brand because they want to gain from the special offers and discounts that are exclusively offered to fans and Facebook users. 94% of Twitter users choose to follow a brand because they want to benefit from discounts and promos #LTX13
  7. 7. Why Follow Travel Brands on Social Media? 0 15 30 45 60 Coupons/Discounts Sales Announcements Loyal Customer Makes Me Feel Connected With Others #LTX13 source: eMarketer, 2011
  8. 8. What Does Social Media Have to Do With Customer Service? #LTX13
  9. 9. Social Media is Where People Go to Complain... #LTX13
  10. 10. Social Media is Where People Go to Praise... #LTX13
  11. 11. Social Media is Where People Go to Ask Questions... #LTX13
  12. 12. Customer Service Doesn’t Begin with a Purchase... #LTX13
  13. 13. The Customer Journey image courtesy of McKinsey
  14. 14. Initial Consideration What is it? The consumer considers an initial set of brands based on brand perceptions and exposure to recent touch points. How can social media help? Brands can user social media by getting in front of consumers’ minds across multiple platforms. #LTX13
  15. 15. Active Evaluation What is it? Consumers add or subtract brands as they evaluate what they want. How can social media help? Reviews and recommendations from friends and family play an integral part of the customer decision making process. Brands can build up their presence and appeal among their target audience by engaging with influencers. #LTX13
  16. 16. Moment of Purchase What is it? The moment when a customer makes a purchase based on the information gathered during the first two stages. How can social media help? During this time, if customers experience any issues completing purchase, they may turn to social media for help. Responding quickly ensures that they don’t abandon the purchase all together. #LTX13
  17. 17. Post-Purchase Experience What is it? After purchasing a product or service the consumer builds expectations based on experience to inform the next decision journey. How can social media help? Consumers will boast or complain about their customer experience. Brands must be able to respond to both positive and negative comments in timely manner. #LTX13
  18. 18. Loyalty Loop What is it? This is where a consumer moves from making a one- off purchase to developing loyalty with a brand. How social media can help? Consumers can influence marketing and opinions about brands. Brands can recognize repeat customers, offer special rewards and tailor messages accordingly. #LTX13
  19. 19. Best Practices #LTX13
  20. 20. Define & Develop Internal Processes •How many staff will be monitoring social media? •Is there an easy, seamless way for call center agents & online community managers to share information? •How will social media customer trends be reported to sales & marketing? #LTX13
  21. 21. Create a Communications Strategy What will you do when someone complains about a bad experience? What will you do when someone boasts about a great experience? How long will you take to reply to a customer inquiry? #LTX13
  22. 22. Customer Service Etiquette for Social Media Be polite. Know when to take the conversation offline. Ask for personal info in private. Find your brand’s voice. #LTX13
  23. 23. Remember: Social Media Doesn’t Make You Good at Customer Service...
  24. 24. Good Customer Service Can Make Your Social Media Better.
  25. 25. Questions? @marisacp51 #LTX13