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Proactive Customer Service with Twitter

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Find your customers that need help! A plain talking overview from the Arkgroup Web 2.0 conference in Perth on 29 June 2009. I discuss the work that I have done with Tobii eye tracking on social …

Find your customers that need help! A plain talking overview from the Arkgroup Web 2.0 conference in Perth on 29 June 2009. I discuss the work that I have done with Tobii eye tracking on social media marketing. I specifically look at what Twitter it is, the value it offers, how I used it. Also I look at the outcomes and next steps for Tobii.

*See if you can find all the Twitter birds!!

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  • Problem resolution: The main goal of customer service is to help someone resolve their issues. While phone conversations can help solve problems, wait times do not. Twitter is a lightning-fast platform that can help sift through and solve problems quickly. If it’s a small issue, a single tweet may be enough. For a more complex problem, the brand can initiate a deeper conversation with the customer. Positive brand image: Great customer service gets talked about, and this can lead to more sales and more attention. Twitter is one of the most viral platforms around, which can make one happy customer into an international story. Staff involvement: If the team does not buy into the notion of helping the customer, they are going to provide sub-par assistance. Twitter is not only a more interesting platform than phone or email, but gives staff a better picture of their impact on others. Cost reduction: Customer service via Twitter often takes less time and a lot less money than a dedicated call center. With Twitter, it’s necessary to be short and to the point, which reduces the time needed to solve each problem.
  • Problem resolution: The main goal of customer service is to help someone resolve their issues. While phone conversations can help solve problems, wait times do not. Twitter is a lightning-fast platform that can help sift through and solve problems quickly. If it’s a small issue, a single tweet may be enough. For a more complex problem, the brand can initiate a deeper conversation with the customer. Positive brand image: Great customer service gets talked about, and this can lead to more sales and more attention. Twitter is one of the most viral platforms around, which can make one happy customer into an international story. Staff involvement: If the team does not buy into the notion of helping the customer, they are going to provide sub-par assistance. Twitter is not only a more interesting platform than phone or email, but gives staff a better picture of their impact on others. Cost reduction: Customer service via Twitter often takes less time and a lot less money than a dedicated call center. With Twitter, it’s necessary to be short and to the point, which reduces the time needed to solve each problem.
  • Problem resolution: The main goal of customer service is to help someone resolve their issues. While phone conversations can help solve problems, wait times do not. Twitter is a lightning-fast platform that can help sift through and solve problems quickly. If it’s a small issue, a single tweet may be enough. For a more complex problem, the brand can initiate a deeper conversation with the customer. Positive brand image: Great customer service gets talked about, and this can lead to more sales and more attention. Twitter is one of the most viral platforms around, which can make one happy customer into an international story. Staff involvement: If the team does not buy into the notion of helping the customer, they are going to provide sub-par assistance. Twitter is not only a more interesting platform than phone or email, but gives staff a better picture of their impact on others. Cost reduction: Customer service via Twitter often takes less time and a lot less money than a dedicated call center. With Twitter, it’s necessary to be short and to the point, which reduces the time needed to solve each problem.
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • My observation My goal My process
  • Transcript

    • 1. e iv r t c e a m o o r t P s u ice C rv Se
    • 2. what’s all the fuss?
    • 3. 2 9 /0 6 /0 9 T w it t e r ’ s e v e ryw h e re !
    • 4. it’s useful!
    • 5. and political
    • 6. use has been correlated to someone’s need for social support http://usableworld.com.au/2009/06/13/humans-must-be-social/
    • 7. or to keep in touch with distant family and friends
    • 8. or to find old colleagues and sweethearts ;)
    • 9. or just to get help..
    • 10. m e he lp ! ea se p l
    • 11. calls get answered..
    • 12. a customer service platform Problem resolution Positive brand image Staff involvement Cost reduction
    • 13. a customer service platform Problem resolution Positive brand image Staff involvement Cost reduction + sales :)
    • 14. loyalty
    • 15. Case Study
    • 16. Tobii Technology World leader in eye tracking/eye control 250 employees Huge revenue growth from 2002-2009 Awards: Fastest Growing Tech Company in Sweden The Electronics Company of the Year Winner of Microsoft’s Ingenuity Point Award Offices: Sweden, Japan, US, Germany, Norway and Australia
    • 17. social media what?
    • 18. valu educate by e? doing wh o ? ? ers inves mb tmen nu t? ? ch ? ty ea ri r p r io
    • 19. y ? h r w te quick n easy wit T global targeted
    • 20. it’s visible
    • 21. it’s ‘brandable’
    • 22. track brands
    • 23. some tips
    • 24. just tweet!
    • 25. say something!
    • 26. who are you?
    • 27. the Tweeters can change
    • 28. gain momentum follow: friends of friends staff import your gmail addresses
    • 29. ask your friends! and their friends
    • 30. more tips! 1. Authenticity before marketing. Have personality. 2. Be nice. Be thankful. Reply (@) and Retweet (RT) 3. Follow most people who follow you 4. Use “Favorites” to feature your important Tweets! 5. Tweet everyone’s content. 6. Don’t worry about those that “unfollow” you
    • 31. take care!!
    • 32. don’t spam!
    • 33. it’s not traditional media ‘you are ! with your tic e he n customers’ b t a u
    • 34. Twitter tools
    • 35. choose a couple
    • 36. manage
    • 37. manage daily retweet (RT) reply @ direct D shorten links
    • 38. track the clicks
    • 39. other ways to manage tweetdeck.com
    • 40. monitor daily h ly n t o m
    • 41. alerts
    • 42. find problems & solve ‘em!
    • 43. enquiries Fast turnaround serviced Simple questions Quick tweets Build relationships Refer on
    • 44. measure
    • 45. sales leads
    • 46. Build relationships! Identify issues and opportunities Source case studies/research findings Promote culture of knowledge sharing Connect Global audience Feature requests Congratulations
    • 47. WIIFM? I’ve learnt stuff about eye tracking too
    • 48. next?
    • 49. responsibilities training integrate job roles kpis
    • 50. links Customer service with Twitter http://mashable.com/2009/05/09/twitter-customer-service/ Mashable - 10 Twitter tools http://mashable.com/2009/06/09/organize-twitter/ Geeks Guide to Promoting yourself with Twitter http://en.calameo.com/read/0000000257624143a2b57 Video case study http://www.loiclemeur.com/english/2009/03/how-to-do-customer-service-in-a-twitter-world-and-case-study-robert-sc Companies using Twitter http://econsultancy.com/blog/2954-using-twitter-for-customer-service Twitter Do’s and Don’ts http://www.mlmprofitsblog.com/2009/05/top-5-twitter-dos-and-dont-for-internet.html Twitter and brand management http://www.chromaticsites.com/blog/impressive-twitter-customer-service-brand-management-cases/
    • 51. my blogs http://usableworld.com.au/2009/02/08/customer-service-with-twitter/ http://usableworld.com.au/2009/06/07/profile-your-twitter-followers/ http://www.twitter/jamesbreeze www.tobii.com