1.
Multilingual Customer Service
On Social Media
By: Gurleen Singh Bhatia, Jason Fernando, and Lesley Ning

2.
Changing Consumer
Expectations
• 71% of customers aged 16-24 go online to
resolve a problem
• 87% of customers say social interaction matters
• 83% of customers will abandon a purchase
because of poor customer service
• Negative Word of Mouth spreads faster online
Source: J.D. Power and Associates, 2013 Social Media Benchmark Study

3.
• People are increasingly turning to
Social Media to voice frustrations
with traditional customer service.
• This phenomenon is particularly
noticeable among younger
demographics ("Generation Y")
• Over 30% of people age 25 and
under are using social media to
complain about customer service
• We can reasonably expect that this
shift will accelerate over time.
• Enhancing customer service
through Social Media helps appeal
to this growing consumer demand.
Source: YouGov plc. Survey
The Shift to Social Media

4.
Source: Simply Measured, Twitter Customer Service Study - June 2013.
Top Brands on Twitter show
Huge Potential for Growth

5.
Speed Matters: Response Times
Source: Simply Measured, Twitter Customer Service Study - June 2013.

6.
Source: Simply Measured, Twitter Customer Service Study - June 2013.
High Performance Brands Respond to the
Majority of Social Media Inquiries

7.
Multilingual Customer Service
English Case Studies

8.
Nike: An example of great
social media customer service

9.
Source: Simply Measured, Twitter Customer Service Study - June 2013.
Customer Service Twitter Handles Send a
Large Volume of Messages

10.
@Nike Engages Users with a
Marketing Approach

11.
Personalized Engagement is Key

12.
@NikeSupport engages users by
providing valuable customer support
• @NikeSupport focuses
solely on customer service
• Their responses to each
user are personalized
• These public interactions
build a positive brand
identity
• Customer service is
indirectly a powerful
marketing tool

13.
Protect your Brand by
Turning Negatives into Positives

14.
Royal Dutch Airlines:
Exemplary Social Media Guidelines
• KLM aims to respond to every user question
within 1 hour
• Every issue must be resolved within 24
hours
• KLM runs unique social media campaigns
that focus on customer service:
• KLM Surprise: after monitoring the social
media activity of a client, KLM would surprise
them at the airport with a small gift
• Trip Planner: A social application that allows
people to plan and book a trip with their
friends without leaving the app

15.
KLM YouTube Video Promotion

16.
Multilingual Customer Service
French Case Studies

17.
• Lottery companies face the unique challenge of keeping their customers happy about a
product which offers an extremely low probability of success.
• Through their bilingual Twitter account, Loto Quebec provides their customers with timely
information while also engaging in friendly conversation.
• Here, they respond to a customer that is waiting in line to buy a lottery ticket by wishing her
"best of luck!" with her purchase.
Loto Québec:
Boost Customer Satisfaction

18.
• This kind of light interaction
occurs frequently on Loto
Quebec's Twitter feed, and
helps foster positive
relationships in an industry
which is prone to
disappointed customers.
• The previous conversation
continues here, with
@Popinard saying
“It pays to be nice to Loto
players”; a spin-off of a Loto-
Québec slogan
• Loto-Québec responds with
“Where have I heard that
before ;)”
• Loto-Québec‟s interaction
plays with inside-jokes and
builds relationships with its
followers
Build Positive Relationships
on Social Media

19.
• The Montréal Transportation System proactively responds to frustrated commuters, answering
questions in real-time in both English and French
• Engage with influencers through RTs and conversations
• Drive traffic toward related projects such as recruiting beta testers
• In this conversation, someone is asking STM about the service for a particular line. STM
responds and directs the user to a Twitter Handle specific to the transit line in question
STM: Be Helpful and Informative

20.
• Here STM tells its followers where a particular
bus route ends, someone responds asking if
they will be stuck at the final destination
• The user also creates a negative hashtag (the
equivalent of #deadlocked)
• STM responds by directing the user to a
relevant section of its website with specific
transit routes available at the station
Share relevant resources to drive web traffic

21.
Multilingual Customer Service
Chinese Case Studies

22.
• WeChat has 30M registered users and 19M active users
• It is used by companies and organizations in various fields: Destination
Marketing Organization‟s (DMO‟s), gaming, financial groups, retailers, real
estate, education, E-commerce, etc.
• Great tool for cutting customer service costs
• A new effective way to attract and interact with targeted Chinese customers
Engage Chinese Customers on WeChat

23.
- By scanning the QR code on Starbucks coffee
sleeves, users get a chance to win coupons and
become Starbucks members
- Users can download customized „Starbucks‟
wake-up music for their phone alarms.
Starbucks China WeChat Campaign

24.
Podinns Hotels
• Number of followers has increased from 0 to 550K in half an year
• Apps allow users to book hotel rooms and check availability on
WeChat
• Provide services such as customized dinner menus
• WeChat facilitates the hotel
experience
• Location services

25.
• Book confirmations
• Look up popular
local shopping
destinations and
restaurants
• Check the weather
• Contact hotel
managers
Podinns Hotel’s WeChat apps allow users to:

26.
• Create a Customer Service account on the right
social platforms
• Listen to what customers are saying
• Develop a social media response guideline
• Be proactive
• Respond quickly and personalize messages
• Provide service in multiple languages
What Can You Do?

27.
Questions?
Tweet us @LATMultilingual with the hashtag #LATSocial