Prepare your organization internally: Pick the right model to integrate socialmedia into your customer service function
http://www.flickr.com/photos/scottmacbride/5687660589/ Gain Social Media And Lose The On Hold MusicWe Protect UsTM
Jas DhaliwalHead of Social Media CommunitiesAVG Technologies@Jas on TwitterBlogs at http://www.thewebpitch.com
AVG Technologies - AVG.com• AVG is Czech based security company providing PC Anti Virus and Tune Up Products• Our key markets include the US, UK and the Czech Republic• We are VERY proud of our Czech heritage!
The Problem!“Conventional marketing wisdom longheld that a dissatisfied customertells ten people. But…in the new ageof social media, he or she has the tools totell ten million!” Paul Gillin, author of The New Influencers
Today’s Reality• 17% of Americans have used social media at least once in the past year to obtain a customer service• 65% of consumers who complain on social media prefer it to call centers• 68% of those who have used social media to engage with brands believe it gives them a greater voice• 40% of all consumers believe that social has improved customer service for good Source: American Express – Open Forum
Social Savvy Consumers Have High Expectations • More than 8 in 10 of consumers have bailed on a purchase because of poor service • Research suggests that Americans spend 21% more with companies who deliver great service Source: American Express® Global Customer Service BarometerWe Protect UsTM
http://www.flickr.com/photos/niallkennedy/4333290782/ Twitter has become the new call center and this impacts how firms and staff respond to customer feedbackWe Protect UsTM
•The customer service department? •Your call centre? •Your marketing team? •Or a separate social media department? http://www.flickr.com/photos/frqc/4759643/Who Should Handle Customer Service Over Social Media?
Escape the silo How can you overcome organization challenges when trying to apply social?We Protect UsTM
Alignment Symptom Influence Diagnosis Triage ResolutionCustomer Identifies self as Can Quickly Respond Keep a logComplaining customer with influence respond, and on clients’ issue their ask “May we behalf or immediate help?” or quickly circle “I’m inform listening” themBlogger Likely not a Their readers First, identify Find the Pull closer for customer – but – and greater their history, right level briefings feel self entitled community what’s their within a MO? company to respondTroll Anonymous Immediate Ignore or Perhaps Monitor name calling circle – and remove “cone of other silence” distractors
AVG VIPs, are a group of Brand Advocateswho contribute their time and experienceto help build a Peace of Mind community AVG’s VIPs
AVG VIPs AVG VIPs make an impact through their passion and expertise in the antivirus space, and support of fellow AVG customersWe Protect UsTM
Barry EytAVG Super FanWhat He Does for AVGMakes instructional videos tosupport AVG usersReviews AVG products on 3rd partywebsitesContributes to AVG blog by writingtips and tricksSupports the AVG onlinecommunity with helpfulcomments
Kyle MooreAVG Super FanWhat He Does for AVGReviews AVG products on3rd party websitesContributes to AVG’s blogBy writing tips and tricksSupports the AVG onlinecommunity with helpfulcomments
Three Key Learnings • Social customer service works best when it is resourced properly. Which includes emergency plans to manage busy periods • Don’t try and do social customer service if you haven’t got your traditional customer service right. • Ensure your employees understand the shift between proactive support and reactive support.We Protect UsTM