Incorporating Customer Service Into Your Social Communications Strategy

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This presentation/workshop was intended to be delivered at the Social Media Strategies Summit 2014 in Las Vegas. Unfortunately snow grounded the flight out to Vegas and instead we had to cancel this workshop. Organizations looking to add social customer service into their mix should take a look at these slides.

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Incorporating Customer Service Into Your Social Communications Strategy

  1. 1. Incorporating Customer Service Into Your Social Strategy
  2. 2. 215-948-2012 TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  3. 3. Jeff Gibbard President & Chief Strategist at True Voice Media Speaker, Blogger & Coach @jgibbard google.com/+JeffGibbard linkedin.com/in/jgibbard jeff@truevoicemedia.com TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  4. 4. TRUE VOICE MEDIA The Social Business Agency www.truevoicemedia.com 215.948.2012 @truevoicemedia #SMSS2014 TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  5. 5. RULES Interrupt me Don’t fall asleep Tweet everything I say Tweet about how handsome I am Stay off Facebook Stay off email Call your mother (she worries) Shout out to @marcusnelson
  6. 6. I talk, you interrupt break time AGENDA Workshop
  7. 7. Resources Slides, Links and Tools Mentioned truevoicemedia.com/notes TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  8. 8. Let’s Dive In True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  9. 9. Clearing Up The B2B -vs- B2C Issue TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  10. 10. “This Doesn’t Apply To My Business” TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  11. 11. B2B -vs- B2C ★ Use the internet to find information ★ Rely on friends, family and peers for advice ★ Have questions, have needs ★ Want their questions answered ★ Want problems fixed TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  12. 12. Customer Service Applies To ALL Businesses TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  13. 13. What Is Social Customer Service? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  14. 14. Getting The Customer What They NEED, Empowered By Social Tools TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  15. 15. Be Helpful TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  16. 16. Build Relationships With Your Customers TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  17. 17. Customer Service Isn’t Just About Tweeting TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  18. 18. Social Customer Service ★ Twitter, Facebook, Google+, Email, etc ★ Support Forums ★ YouTube Videos ★ Manuals and Technical Descriptions ★ eBooks, PDFs, and Whitepapers TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  19. 19. The Customer Service Imperative TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  20. 20. The Customer Service Imperative why? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  21. 21. The Consumer Is Changing TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  22. 22. Internet Adoption & Social Media TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  23. 23. 72% of Online Adults are non-users users Social Networking Site Users
  24. 24. How that breaks down by age 89% 78% 60% 43% 18-29 30-49 50-64 65+ TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  25. 25. Mobile TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  26. 26. Connection Is Right At Our Fingertips
  27. 27. Information Is Right At Our Fingertips
  28. 28. It’s Part Of Our Everyday Lives
  29. 29. Customers Don’t Use Phones Anymore, They Are Armed With One TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  30. 30. Behavior TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  31. 31. A Fun Experiment TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  32. 32. What Would You Do? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  33. 33. ...and Be HONEST
  34. 34. If An Airline Cancels Your Flight While You Are On The Runway? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  35. 35. If You Order Delivery, And There’s A Bug In Your Salad? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  36. 36. If You Buy A Product On Amazon, When It Arrives, It’s Different Than The Picture TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  37. 37. If You’ve Wasted An Entire Day, Waiting For The Cable Guy ...Never Shows. TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  38. 38. If You Go See A Movie That You Were Really Excited About...It Sucks! TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  39. 39. But Let Me Ask You This TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  40. 40. Is There ANYTHING That Could Make These Scenarios Right? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  41. 41. The Airline Could Help You Book A New Flight TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  42. 42. The Restaurant Could Credit You Immediately And Send A New Salad TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  43. 43. The Product Manufacturer Could Send A Replacement TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  44. 44. The Cable Company Could Give You A Free Month Of Cable TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  45. 45. The Theater Could Give You Free Passes TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  46. 46. How Would That Change Your Reaction? TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  47. 47. Boo! Hooray! Twice As Likely To Talk About Bad Customer Service TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  48. 48. Sentiment Shift 51% 22% Posted a positive comment Positive reactions after getting a response TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  49. 49. Expectations TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  50. 50. According to the Lithium research, 74% of customers believe that if they take to social media to criticize a brand, this leads to better service.  TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  51. 51. 42% Expect A Response Within 60 Minutes TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  52. 52. What Makes Them Leave? 78% of consumers have abandoned a transaction due to bad customer service TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  53. 53. What Makes Them Leave? 89% of consumers have reportedly stopped doing business with companies because of bad customer service TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  54. 54. What Makes Them Stay? 55% Easily find info or help needed TRUE VOICE MEDIA 73% Friendly customer service representative // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  55. 55. What Makes Them Stay? Personalized Experience TRUE VOICE MEDIA 36% // www.truevoicemedia.com 33% // Good Reputation twitter: @truevoicemedia // 215-948-2012
  56. 56. To recap, your customer... ★ Will ★ Is go online more likely to complain than promote ★ Expects ★ Will a fast response leave, possibly forever, over bad customer service ★ Will stay if you’re friendly, and provide help, personalized experience and have a good reputation. TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  57. 57. What you probably need to do: ★ Be online ★ Listen for and address complaints ★ Provide ★ Give a fast response great customer service ★ Be friendly, provide help and a personalized experience. Manage your reputation. TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  58. 58. But WAIT There’s MORE TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  59. 59. “What’s In It For ME?” TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  60. 60. Good Customer Service... ★ Can reduce customer service costs ★ Can increase customer loyalty ★ Can open new sales opportunities ★ Can improve products and services TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  61. 61. The Art Of ”Doing It Right” TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  62. 62. Six Aspects Of Excellent Social Customer Service ★ Speed ★ Personality ★ Ownership ★ Listening ★ Specificity ★ Personalization TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  63. 63. The Three Enabling Factors Culture Technology Process
  64. 64. The Three Enabling Factors Things fall through the cracks Culture Technology Process
  65. 65. The Three Enabling Factors Things fall through the cracks Culture Technology “Good in theory” Process
  66. 66. The Three Enabling Factors Things fall through the cracks Culture Technology Slooooow & Buggy “Good in theory” Process
  67. 67. TRUE VOICE MEDIA Break Time! // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  68. 68. Workshop Time! TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  69. 69. What you’ll need before we start ★A computer, or tablet; or ★A pen and paper. TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  70. 70. Get To Work! TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  71. 71. Key Takeaways ★ There is a Social Customer Service Imperative ★ You’ll need harmony between: Culture, Technology and Process ★ Master the Six Aspects: Speed, Personality, Ownership, Listening, Specificity, Personalization TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  72. 72. Data Sources Cited http://econsultancy.com/blog/63750-72-of-customers-expect-complaints-on-twitter-to-beanswered-in-one-hour http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-insocial-media-expect-60-minute-response-time/ http://sproutsocial.com/insights/customer-service-response-time/ http://www.pewinternet.org/ http://BLS.gov http://USAtoday.com TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  73. 73. THANK YOU! Jeff Gibbard President & Chief Strategist at True Voice Media Speaker, Blogger & Coach Go here, to find me everywhere: www.jeffgibbard.com TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

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