1. #TheNewERAA
Social Media Customer
Service
presented by
The New ERAA
Erica Fisher Amy Brown
@errrcafish @amybrownSU16
Rebecca Young Amy Podeszek
@rebeccayoung92 @amy_podeszek
2. #TheNewERAA
Live Poll
What platforms have you
used for customer service?
Results will be shown at the end of the
presentation
3. #TheNewERAA
Customer Service: The Evolution
from Phone to Social Media
● 47% of social media users actively seek
customer service through social media
○ 30% say prefer social media over phone
● 95% of brands are active on Twitter: 23%
of these have customer service handles
○ 15% tweet at least 10 times a day
http://visual.ly/customer-service-social-media
http://therealtimereport.com/2012/12/10/customer-
service-on-twitter-top-brands-respond-to-only-14-of-
4. #TheNewERAA
Customer Service: The Evolution
from Phone to Social Media
● Nearly one-third of consumers turn to
branded social pages on Facebook to ask
product questions
● Over 10% of consumers turn to Twitter
handles
○ Twitter is the most widely used platform for
customer service
● 55% of consumers expect a response the
same day
http://visual.ly/customer-service-social-
media
5. #TheNewERAA
Why We Picked This Topic
● Class lesson: your social media is 90%
professional and 10% personal
● Andrew Hetzel (@andrewhetzel):
○ Social Media is about the people
○ Communication with your consumer is key for
good business in every business
● Experience with @DeltaAssist
7. #TheNewERAA
What People Expect
● Quick Responses - most customers say
same day responses are acceptable
● Respond in conversational style -
customers want to talk to real people
● Always apologize - you don't want to start
an argument in front of everyone
● Ask them to Direct Message - to have
longer conversations with confidential info
● But, thank them for bringing the problem to
your attention
http://www.desk.com/blog/hyken-customer-svce-social-media/
8. #TheNewERAA
4 Tips for Using Social Media for
Customer Service
1. Have a separate customer service account
○ Specifically to handle customer service but uses
the same voice and branding as company
2. Aim for single-contact resolution
○ "Do everything you can to resolve an issue over
whatever system they reach out, including social
media," Laurie Meacham (manager of customer commitment at
jetBlue).
http://www.entrepreneur.com/article/225912#
9. #TheNewERAA
4 Tips for Using Social Media for
Customer Service
3. Be smart while handling a crisis
○ Let your followers know if there is a problem:
phone lines are down, website isn't updated, etc.
4. Train your staff
○ "Some people who are really great at customer
service might not necessarily understand the
brand's voice on social media," Jen Rubio (head of
social media at Warby Parker).
"Users say they're more likely to buy if a business
answers their questions on Twitter.” (NYTimes.com)
http://www.entrepreneur.com/article/225912#
10. #TheNewERAA
Good examples
● Helpful
● Quick
● Attentive
Engaging/Interactive
Same day response
11. #TheNewERAA
Bad Examples
● Not helpful
● Not attentive or days late
● Rude response
● No response: Fandango
16. #TheNewERAA
Volvo Key Insights
@volvocarsus
● Team consists of 3 people
○ Social Media Manager: in charge of strategy
○ 2 Community Managers: monitor social channels
(Facebook, Twitter, Google+, Instagram,
Pinterest) and create content
○ Work with Volvo's Customer Care team to
address customer complaints
Do not receive enough customer complaints to have
social channels dedicated to customer service
17. #TheNewERAA
Volvo's Social Media
@volvocarsus
● "Being in social we try to answer
everything that comes in whether it’s a
question, comment or complaint, each
deserves a response and we make sure
the questions get answered."
● "Volvo customers are very loyal and we try
to ensure that everyone has a positive
experience with the brand."
18. #TheNewERAA
Volvo
@volvocarsus
"When we have an angry customer on social, we
typically see them send messages that are angry or
demanding. We usually find that after talking to
them, they’re right back to normal."
The plan:
● Respond fast
● Get the problem resolved quickly
"If we do that we find that the customers are happy
and in some instances will even turn around and
become advocates for us. A win-win situation".
20. Delta #TheNewERAA
Jerry Fletcher - Manager of Social Media Customer
Service Team
● Started with one lady from
marketing in '09
● Made separate handle in '10
○ Monday-Friday 9am-5pm
■ Customers complained: "You can't be a
bank"
● Changed to 24/7 with a team of 15 people
○ English, Spanish, & Portuguese
21. #TheNewERAA
Delta
Jerry Fletcher - Manager of Social Media Customer
Service Team
● "The Lab"
○ Customer Service, PR, Marketing team
● Customer service social media team
○ As many as 5, as few as 2
■ Weather, popular travel dates, celebrities,
etc.
○ Crisis mode: "everyone now"
○ Reactive, not proactive
○ Because 24/7, can catch stuff before
anyone else and let other teams know
22. #TheNewERAA
Delta
Jerry Fletcher - Manager of Social Media Customer
Service Team
"Twitter is THE channel for service"
○ Strategy: have to be where the customers
are, and the customers are on Twitter
○ The shift: phone still has more volume, but
more people are tweeting
○ 30% more efficient on twitter
○ 140 characters is a benefit
● All about the experience
○ Loyal customers say "the most important
thing to me is to value my time"
23. #TheNewERAA
What We Found
● The more willing they were to help, the
more loyalty we were willing to give them
"Users say they're more likely to buy if a business
answers their questions on Twitter.” (NYTimes.com)
24. #TheNewERAA
What We Found
● 60% believe passion for a business or brand is a
prerequisite for social media engagement.
Companies need to find creative ways to tap the
power of the trusted social community.
● 38% feel social media interactions with a business
will have a favorable influence on their loyalty to that
company
● Half of consumers (49%) believe their engagement
would likely lead to future purchases with that
company (www.emeraldinsight.com)
25. #TheNewERAA
What We Found
● 81% of respondents believe that CEOs who engage
in social media are better equipped to lead their
companies than their peers
● Survey results show 77% of consumers are more
likely to purchase from a company with an active
executive presence on social media, while 22%
disagree
● 50% of CEOs use Twitter, 47% use LinkedIn, 45%
use Facebook, and 38% read corporate blogs. (http://www.
hallmarkbusinessconnections.com/)
26. #TheNewERAA
What Companies Should Work On
Through our research we believe that.....
● Companies should have a designated and
experienced social media team
● Companies should be knowledgeable and answer
questions on all social media platforms: Xbox
example
● Responses should be timely, accurate and
remember they are still a reflection of the brand
27. #TheNewERAA
Customer Service in the Future
“I have never seen such a transformative change as the one that we are living through
today. We moved from about 11% to 12% of our media investment in digital to 36%, close
to 40%” over the past 2-1/2 years.” – Antonio Lucio, global chief marketing, strategy and
corporate development officer at Visa.
• Expand to find your audiences on all social media
platforms: not just Facebook and Twitter
• Consider using a mobile app to make it easier for your
customers
• Start to use your audience as a resource to co-create
campaigns
http://www.desk.com/blog/future-of-social-media/
