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 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
  • Proactive Customer Service with Twitter

    1. 1. e iv r t c e a m o o r t P s u ice C rv Se
    2. 2. what’s all the fuss?
    3. 3. 2 9 /0 6 /0 9 T w it t e r ’ s e v e ryw h e re !
    4. 4. it’s useful!
    5. 5. and political
    6. 6. use has been correlated to someone’s need for social support http://usableworld.com.au/2009/06/13/humans-must-be-social/
    7. 7. or to keep in touch with distant family and friends
    8. 8. or to find old colleagues and sweethearts ;)
    9. 9. or just to get help..
    10. 10. m e he lp ! ea se p l
    11. 11. calls get answered..
    12. 12. a customer service platform Problem resolution Positive brand image Staff involvement Cost reduction
    13. 13. a customer service platform Problem resolution Positive brand image Staff involvement Cost reduction + sales :)
    14. 14. loyalty
    15. 15. Case Study
    16. 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. 17. social media what?
    18. 18. valu educate by e? doing wh o ? ? ers inves mb tmen nu t? ? ch ? ty ea ri r p r io
    19. 19. y ? h r w te quick n easy wit T global targeted
    20. 20. it’s visible
    21. 21. it’s ‘brandable’
    22. 22. track brands
    23. 23. some tips
    24. 24. just tweet!
    25. 25. say something!
    26. 26. who are you?
    27. 27. the Tweeters can change
    28. 28. gain momentum follow: friends of friends staff import your gmail addresses
    29. 29. ask your friends! and their friends
    30. 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. 31. take care!!
    32. 32. don’t spam!
    33. 33. it’s not traditional media ‘you are ! with your tic e he n customers’ b t a u
    34. 34. Twitter tools
    35. 35. choose a couple
    36. 36. manage
    37. 37. manage daily retweet (RT) reply @ direct D shorten links
    38. 38. track the clicks
    39. 39. other ways to manage tweetdeck.com
    40. 40. monitor daily h ly n t o m
    41. 41. alerts
    42. 42. find problems & solve ‘em!
    43. 43. enquiries Fast turnaround serviced Simple questions Quick tweets Build relationships Refer on
    44. 44. measure
    45. 45. sales leads
    46. 46. Build relationships! Identify issues and opportunities Source case studies/research findings Promote culture of knowledge sharing Connect Global audience Feature requests Congratulations
    47. 47. WIIFM? I’ve learnt stuff about eye tracking too
    48. 48. next?
    49. 49. responsibilities training integrate job roles kpis
    50. 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. 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

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