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How to integrate social media with customer service, presented by Sonny Gill

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In his presentation, U.S. Cellular's Social Media Manager, Sonny Gill, teaches a class on how to manage a scalable and reliable process to extend customer service to social channels. …

In his presentation, U.S. Cellular's Social Media Manager, Sonny Gill, teaches a class on how to manage a scalable and reliable process to extend customer service to social channels.

He shares how having a correctly-trained team and updated tools are key to maintaining a successful customer service program.

Published in: Marketing, Business, Education

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  • 1. How to integrate social media with customer service SONNY GILL U.S. CELLULAR DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  • 2. How to Integrate Social Media with Customer Service Sonny Gill | @sonnygill Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 3. The Starting Line 2 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 4. Where do I start? Know where you want to go • Before you start, understand… – Your business – Your social communities – Your customers • What are they asking for? – Know what they need! • What did we learn? – The obvious: our customers wanted help in social • Realized social is faster than phone/email – Program lives in our call center – Customers have technical/account related ?s 3 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 5. Finding Your Team 4 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 6. Who do I involve? Integration is key • Biz unit identified, but now what? – It’s not all about social • Think people + logistics Manager – Operational requirements Coach • Forecasting – Scale • Build a team! – – – – Staffing models Hours of operation Hiring process Scheduling Social Media Managers • Coaching Examples of future channels 5 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 7. Measure It 6 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 8. What do I measure? Know what you want to accomplish • Customer service + social metrics – Determine • What’s important to both teams • Who manages reporting • Individual and team performance • • • • SLA (Service Level Agreement) Average handling time # social issues routed # social issues resolved • Framework = complete – Now, the technology… 7 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 9. Tools 8 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 10. What about the technology? Remember where you’re going • Which tool do I go with? – No single tool is a jack-of-all-trades • Every tool has strengths and weaknesses • Understand what’s most important to you – – – – Reporting dashboards Workflow for team structure Macros/automated routing Stream view • Visualize competing tools’ capabilities – Training • Customized for social service team – Company voice, social tone, expectations, tool ins/outs • Periodic refreshes to keep team/program up to speed 9 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 11. Thank You! Sonny Gill | @sonnygill sandeep.gill@uscellular.com 10 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  • 12. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT