Linda Scott, CEO from Chapel Digital, tells us more on how they pull off customer care for Thomas Cook in the UK. Engagor Day, an event for all Engagor users and partners to help them optimize their social media engagement and analytics.

1. ENGAGOR DAY
8TH MAY 2014
Chapel PR ! Chapel Social ! Chapel Productions ! Chapel IT
London ! New York ! Pinewood Studios
www.ChapelDigital.com
#engagorday

2. CHAPEL DIGITAL GROUP LTD
Linda Scott - Director
INTRODUCTION

3. CHAPEL DIGITAL GROUP LTD
• Chapel PR
• Chapel Social
• Chapel Productions
• Chapel IT
FOUR BUSINESSES

4. CHAPEL DIGITAL GROUP LTD
FOUR LOCATIONS
Andover
UK
London
UK
New York
US
Pinewood Studios
UK

5. THOMAS COOK GROUP PLC
• Thomas
Cook
Group
plc
is
one
of
the
world's
leading
leisure
travel
groups
• Over
20
million
customers
in
the
year
ended
30
September
2013
• Supported
by
c27,000
employees
• Operates
from
17
countries
• c50
global
brands
• 20
brands
in
the
UK

6. WHAT DO CHAPEL DO FOR THOMAS COOK?
• 24/7 Global brand listening and monitoring
• Email alerts
• Daily, weekly and monthly reporting of global brands by region
• Customer Care for 20 UK brands from 7am to 10pm – 7 days/week
• Weekly and monthly reporting of Customer Care analysis
• Proactive outreach for UK brands
• Campaigns and engagement for Thomas Cook Airlines
• Weekly and monthly reporting for the Thomas Cook Airline Group

7. WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW IN 2013?
• 24/7 Global brand listening and monitoring - via Sysomos
• Email alerts - via Sysomos
• Daily, weekly and monthly reporting of global brands by region - via Sysomos
• Customer Care for 20 UK brands from 7am to 10pm – 7 days/week - via Engagor
• Weekly and monthly reporting of Customer Care analysis - via Engagor
• Proactive outreach for UK brands - via Engagor
• Campaigns and engagement for Thomas Cook Airlines - via Engagor
• Weekly and monthly reporting for the Thomas Cook Airline group - via Engagor

8. WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW IN 2014?
• 24/7 Global brand listening and monitoring - via Engagor
• Email alerts - via Engagor
• Daily, weekly and monthly reporting of global brands by region - via Engagor
• Customer Care for 20 UK brands from 7am to 10pm – 7 days/week - via Engagor
• Weekly and monthly reporting of Customer Care analysis - via Engagor
• Proactive outreach for UK brands - via Engagor
• Campaigns and engagement for Thomas Cook Airlines - via Engagor
• Weekly and monthly reporting for the Thomas Cook Airline group - via Engagor

9. MONITORING - SYSOMOS V. ENGAGOR

10. MONITORING - SYSOMOS V. ENGAGOR

11. MONITORING - SYSOMOS V. ENGAGOR
Airtours OR "club 1830"~1 OR "club 18-30"~1
OR "club 18 30"~1 OR club1830 OR
"club18-30.com" OR "@club1830" OR
from:club1830 OR CruiseThomasCook OR
"Thomas Cook Cruise"~1 OR "@cruisetc" OR
from:cruisetc OR "Direct Holidays"~1 OR
"directholidays.co.uk" OR DirectHolidaysUK OR
"@DH_UK" OR from:dh_uk OR Flexibletrips OR
"flexibletrips.com" OR "escapades plane"~5 OR
"escapades flight"~5 OR "escapades holiday"~5
OR "escapades holidays"~5 OR "escapades
flight attendant"~5 OR "escapades flight
attendants"~5 OR "escapades flights"~5 OR OR

12. INVESTOR RELATIONS

13. INVESTOR RELATIONS

14. CUSTOMER CARE

15. THOMAS COOK GROUP PLC – GOALS - UK
• Successful
management
of
customer
care
via
Social
Media
plaHorms
–
Monitoring
27
UK
brands,
engaging
with
20
UK
brands
and
monitoring
c150
Social
Media
PlaHorms
• Reduce
customer
response
Lme
to
1-­‐15
minutes
(between
hours
0700
–
2200)
• In
associaLon
with
Thomas
Cook,
reduce
negaLve
senLment
• ProacLve
outreach
to
potenLal
customers
to
increase
sales
and
brand
awareness
• Demonstrate
Thomas
Cook
cares
about
its
customers

16. HOW THE GOALS ARE ACHIEVED
• Specialist
Trained
Social
Media
Customer
Care
Staff
• 24/7
crisis
service
management
and
reporLng
• 07.00-­‐22.00
manned
response
operaLon
• Average
3-­‐4
customer
care/customer
outreach
staff
per
day
based
on
volume
with
mulLple
language
capabiliLes
• 1-­‐15
minute
response
Lme
to
social
menLons
• OperaLonal
SLAs
in
place
with
relevant
Thomas
Cook
departments
• Frequent
daily
interacLon
with
Thomas
Cook
teams
to
obtain
updates
and
resoluLons

17. HOW THE GOALS ARE ACHIEVED
Monitoring
aka Listening
Campaigns
Engagement
Customer
Care

18. WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW?
Chapel developed and
launched the first
outsourced Social Media
Rapid Response Customer
Care Centre in the UK

19. THE CHAPEL FACILITY
• 99.98%
upLme
of
services
• Mobile
applicaLon
–
remote
access
• Secure
locaLon
with
door
access
control,
burglar
alarm
and
CCTV
• 24/7
network
and
service
monitoring
• 8
x
large
monitors
displaying
various
Social
Media
plaHorms,
and
team
analyLcs
• 2
x
monitors
per
staff
member
to
facilitate
customer
care
and
engagement
• Fully
air-­‐condiLoned
(benefit
to
staff
and
equipment!)
• 3
TVs
for
world
and
local
news,
and
Crisis
Management

20. CUSTOMER CARE - REPORTING

21. CUSTOMER CARE - REPORTING

22. CUSTOMER CARE - PERFORMANCE

23. CUSTOMER CARE PERFORMANCE

24. CUSTOMER CARE - PERFORMANCE

25. PRO-ACTIVE OUTREACH

26. PRO-ACTIVE OUTREACH

27. CUSTOMER ENGAGEMENT

28. OUTREACH AND ENGAGEMENT

29. WHAT HAVE WE LEARNED
• Properly
trained
social
media
specialist
staff
are
essenLal
• Properly
developed
faciliLes
and
so#ware
☺
are
highly
beneficial
• Proper
hours
of
operaLons
are
necessary
to
respond
to
people
before
and
aaer
work
• Proper
tone
of
voice
is
essenLal
• It
works,
and
reduces
negaLve
senLment

31. ENGAGOR DAY
8TH MAY 2014
Chapel PR ! Chapel Social ! Chapel Productions ! Chapel IT
London ! New York ! Pinewood Studios
www.ChapelDigital.com
#engagorday