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Using Social Media for Great Customer Service


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Presentation to the 2014 UK Ombudsman Annual Meeting on how to use social media to deliver great customer service - particularly in highly regulated environments

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Using Social Media for Great Customer Service

  1. 1. The Social Customer Ten Considerations Jane Wilson @thatwilsonwoman
  2. 2. 1. From Last Resort to First Resort
  3. 3. Why? • Because its public • It’s quicker than waiting in a call centre queue • It can circumvent your established processes • It can be instant • It can gather momentum • It can help spread news • Because it’s natural Example discussed: United Airlines / Marybeth Cadotte
  4. 4. 2. Know Thyself (or the version you want public)
  5. 5. 3. Real Time is the Only Time
  6. 6. “We’re sorry, our customer service office is now closed. Please call back between 9am and 5pm Monday to Friday.”
  7. 7. Bank response times Bank Ave Response Time Nationwide 10 minutes NatWest Under 20 minutes Lloyds Under 20 minutes HSBC Under 20 minutes RBS 4 hours Santander 5 hours Source: Radio 4 MoneyBox, 10 May 2014
  8. 8. 4. Emotional & Human
  9. 9. “I’m so sorry Ms Wilson. 75 days is an unacceptable length of time to open a business account for an existing customer. I apologise on behalf of Bank of Scotland and understand if you wish to complain to our Ombudsman”
  10. 10. It’s personal and important
  11. 11. 5. But not too Emotional .. and never argue!
  12. 12. 6. You cant impose your rules on SM
  13. 13. 7. Can you resolve the issue?
  14. 14. 8. Create the right internal structure & guidelines (don’t automate!)
  15. 15. 9. Work within your Regulatory Restrictions
  16. 16. 10. Be honest Examples: Argos, O2
  17. 17. The Social Customer Jane Wilson @thatwilsonwoman