Social Media Training for Audi Customer Experience Center agents.

1. 1
Audi Voice Training for
Digital and Social Media

2. 2
Audi Voice Training for Digital and Social Media
Agenda
► What is the Audi Voice?
► Kundenbegeisterung and the Audi Voice
► REAL styles review
► Quick comments exercise
► Writing Exercise 1
► Writing Exercise 2
► Writing for Social Media
► RIT response approach review
► Writing Exercise 3

3. 3
The Audi Voice
► What words or phrases come to mind when you look at the images around the room?
► Write down your words or phrases on the poster sheets near the images

4. 4
The Audi Voice
► http://www.audiusa.com/innovation/defining-moments
► https://www.youtube.com/user/AudiofAmerica

5. 5
The Audi Voice
► What is the Audi Brand intentionally communicating to our target audience
(customers, prospects, fans)?
► Write down your words or phrases on the poster sheets near the images

6. 6
Kundenbegeisterung Tenets
1. The Kundenbegeisterung mission is yours. Embrace it.
2. Make owning an Audi as fulfilling as driving one.
3. Craft each moment to be as unique as each individual.
4. Build relationships through trust and respect.
5. Weave delight into the details.
6. Value your customer’s time.
7. Emotionally invest in every moment.
8. Help each other create fans.

7. 7
The Top Six Secret Killers of Kundenbegeisterung
1. I don’t know
2. I can’t do that
3. You’ll have to…
4. Just a second…
5. No
6. But

8. 8
The Audi Voice: What Impression Should We Inspire?
► Walk around the room and review the words, phrases, and images
► In the “Notes” section, write down the strongest or clearest messages surfacing
► Take up to five minutes. If you finish early, have a seat

9. 9
The Audi Voice: What Impression Should We Inspire?
► Now, based on your notes, develop three different responses to the following
question:
► What is the thought or impression our customers should have after interacting
with the Customer Experience Center (CXC)?
► Write your sentences from the perspective of the customer.
► Begin each statement with “Audi [verb]”
► Examples (feel free to use other verbs):
•“Audi is…”
•“Audi believes…”
•“Audi delivers…”
•“Audi performs…”
•“Audi represents…”
•“Audi handles…”

10. 10
The Audi Voice: What Impression Should We Inspire?
► Now, read your sentences aloud
► While listening, take notes on common themes and new perspectives
► What common themes did you hear among your responses?
► What exciting new perspectives did you hear?

11. 11
The Audi Driver
► What have you learned about our customers from the calls you’ve taken?
► How do our customers perceive the Brand?
► What do our customers expect of us?
► How can you use what you know to craft meaningful correspondence for our
customers?

12. 12
Exercise: Quick Comments
► Each person will receive several Quick Comment Cards
► These statements were pulled from customer chats, emails, and social media
► Taking turns, each person will read his/her card to another person in the room
► The other person must provide an appropriate response
► The person reading the card determines the tone for the statement

13. 13
Debrief: Quick Comments
► Why would we have you do this exercise?
► Was this harder or easier than you expected it to be?

14. 14
Reading to Create Audi Fans
► Before we respond to customers, we must read their correspondence carefully
► Why did the customer contact us?
► What should we include in our response?
► What can we infer about the customer’s REAL style to help us make a genuine
connection with the customer?

15. 15
Writing for R-E-A-L styles
Ruler
• Start with a brief greeting
• Key points, focus on results, high
level summary
• Keep it short. Use bullets or
numbered thoughts
• No more than 3-4 thoughts within
the message
• Plenty of white space
Entertainer
• Start with a friendly greeting
• Key points, focus on outcome and
big picture
• Keep it short. Use bullets or
numbered thoughts
• Plenty of white space
• End with a personal thank-you
comment
Analyst
• Start with a brief greeting
• Provide details, bulleted list of key
points with data that reinforces
each point
• Tables and spreadsheets
• Attach supportive information and
reading material
• Summarize next steps
Loyalist
• Start with a personal greeting
• Write succinctly in paragraph style
• Include detail about who is involved
• Suggest they take time to think
about information before
responding, but give a due date
• End with a personal thank you
comment

16. 16
Exercise 1: Reading to Create Audi Fans
► Each person will receive a set of letters and emails from customers
► Email and letter examples are taken from real customer contacts
► Work independently and respond to each letter and email
► Why did the customer contact us?
► What should we include in our response?
► What can we infer about the customer’s letter and/or REAL style to help us make a
genuine connection with the customer?

17. 17
The 3 Cs – Concise, Clear, and Complete
► Concise ► Clear ► Complete
► Be succinct
► Use short words
► Avoid long sentences
► Make sure your
handwriting is legible
► Do not use
abbreviations
► Do not use slang or
jargon
► Include all pertinent
facts
► Include other
potential concerns
that may be
important
► Be thorough

18. 18
Sample
CUSTOMER:
To whom it may concern:
I am outraged by the service and lack of care I experienced at McKinney Audi. This
dealership left my 2009 A6 outside for five days even though I had brought the car in to
have them identify and fix the issue I had with water leaking into the interior of the
vehicle. Now they're telling me that the transmission control module is not working
and needs to be replaced. It was working just fine before I brought my vehicle into the
Dealership. I really don't think I should have to pay for this.
Sincerely,
Margaret Bright

19. 19
Sample Response
I can understand how you would be upset that the Dealership did not take
precautions to protect your A6 from inclement weather. I would like the opportunity
to look into this situation on your behalf to resolve both the leak and the
transmission concerns. The first step in this process is setting up your customer file,
which will require I gather some additional information from you. This file will allow
me and the extended Audi Customer Care team the ability track the progress and
action steps involved in resolving your concerns and allow us to keep you informed.
Please contact me at 1-800-822-2834, extension 577557 at your earliest
convenience so we may further discuss your concerns and the cost of the repairs.
Thank you for bringing your concern to the attention of Audi of America as your
satisfaction in driving and owning your A6 is our top priority. I appreciate you
allowing me the opportunity to work with you on resolving this.

20. 20
It is appropriate to send confidential information via
email.
A. True
B. False
True
False
50%50%

21. 21
Which of the following are best practices for writing
emails to customers? Select all that apply.
A. Use specific subject lines
B. Be sure to proofread and
spellcheck
C. Use email as a substitute for
phone conversations
D. Avoid abbreviations
E. Use emoticons to be more
down-to-earth and relatable
Use
specificsubjectlines
Be
sure
to
proofread
and...
Use
em
ailasasubstitute
...
Avoid
abbreviations
Use
em
oticonsto
be
m
or...
20% 20% 20%20%20%

22. 22
Exercise 2: Writing to Create Audi Fans
► Using the worksheets from Exercise 1 , craft a written response to the customer
► Use your LISTEN profile or create a LISTEN profile for yourself if needed
► Determine what you can about the customer’s REAL profile to help you craft your
letter
► Incorporate Brand-promoting language in the correspondence
► Write your response and save the changes to the case
► Repeat the process for each letter
► Place the case in “Wait for Review” status
► You will receive feedback on the correspondence you created to help you improve and
develop your style and to align it with the Audi Voice

23. 23
Part 3: Responding to Social Media
► How much do you know about social media?
► What are your own patterns of social media usage?
► Facebook users expect to see a response within 24 hours
► Twitter users expect to see a response within 2 hours

24. 24
Responding to Social Media
► Respond quickly
► Facebook users expect to see a response within 24 hours
► Twitter users expect to see a response within 2 hours
► Strive for accuracy
► Double-check answers and facts
► Demonstrate urgency to provide an answer
► Be honest if you need to get the full facts and communicate updates as needed
► Be sincere
► Apologize for the experience, but make sure to communicate that you’ll be taking
action
► Use “please” and “thank you”
► Use language that is engaging, personal (no “Dear Audi Driver”), and sympathetic

25. 25
Responding to Social Media
► Follow-up
► Continue to engage with the customer
► Add value
► Provide options rather than a single solution when possible
► Point people to useful information
► Don’t argue with customers
► The audience is watching
► Companies that argue with customers in social media appear unprofessional to
the customer and others who are engaged with your social media
► Read carefully and consider the customer’s REAL style before responding

26. 26
Using the RIT Model for Social Media
►Reply:
►Invite:
►Thank:
thoughtfully respond to and acknowledge what the customer has
communicated.
invite the customer to share additional information, questions,
information and feedback; create a two-way communication
sincerely thank the customer; craft it uniquely for the situation

27. 27
Sample Response to Facebook Post Using R-I-T
Reply: Mrs. Customer, I appreciate you bringing the leak and transmission power
module concerns on your Audi Q5 to my attention.
Invite: I invite you to reach out to me so that I may further assist you. Call us at 1-
877-615-2834, extension _______, email me at ________________, or chat with us
here: http://www.audiusa.com/
Thank: You have many options when it comes to buying and owning an automobile,
and I want to sincerely thank you for your purchase and the opportunity to
facilitate a solution.

28. 28
Sample Response to Twitter Post Using R-I-T

29. 29
Sample Response to Twitter Post Using R-I-T
► Reply:
► Sorry to hear about this!
► Invite:
► Please call or email our Customer Experience Center for help.
► Thank:
► We look forward to hearing from you.

30. 30
How long are most customers willing to wait for a
response to a Tweet?
A. 30 minutes
B. 1 hour
C. 2 hours
D. 24 hours
E. 12 hours
30
m
inutes
1
hour
2
hours
24
hours
12
hours
20% 20% 20%20%20%

31. 31
Most customers expect a response to a Facebook post
within 24 hours.
A. True
B. False
True
False
50%50%

32. 32
Which of the following are NOT best practices for
responding to social media contacts?
A. Respond quickly, even if only
to let the customer know that
more research is required
B. Refer customer to relevant
links
C. Respond to the customer by
defending the Brand to “save
face” in front of the other
customers
D. Offer multiple options for
resolution
E. Follow up with the customer
to ensure that the concern
was addressed
Respond
quickly,even
if...
Refercustom
erto
relevan...
Respond
to
the
custom
er...
Offerm
ultiple
optionsfo...
Follow
up
w
ith
thecust...
20% 20% 20%20%20%

33. 33
A formal tone is best for responding to Facebook and
Twitter inquiries, because customers might suspect
they’re not getting an authentic response if the language
is too informal.
A. True
B. False
True
False
50%50%

34. 34
Responding to Social Media
► Read the comments on the handout
► Write Facebook or Twitter responses to the customer using Writing for R-E-A-L and
the R-I-T model