Unlocking the Digital Power of Social Customer Service
•Download as PPTX, PDF•
1 like•358 views
Charlotte Davies' presentation on 5 Ways to Unlock the Digital Power of Social Customer Service
Recommended
Recommended
More Related Content
What's hot
What's hot (7)
Similar to Unlocking the Digital Power of Social Customer Service
Similar to Unlocking the Digital Power of Social Customer Service (20)
Recently uploaded
Recently uploaded (20)
Unlocking the Digital Power of Social Customer Service
- 1. Charlotte Davies Consumer Communication Manager Coca-Cola Great Britain
- 2. 5 ways To Unlock the Digital Power of Social Customer Service
- 3. Every conversation has the potential to impact engagement, loyalty, brand & corporate love & trust
- 4. Consumer Interaction Centre evolution: before Disparate approach spread across too many agencies challenge to provide consistently great customer service
- 5. Consumer Interaction Centre evolution: after Social Listening Traditional Community management Influencer Identification & Management One Team
- 6. 5 ways - 5 steps
- 7. Social listening across key areas Reputational topics Corporate topics Product launches Sponsorships Campaigns
- 8. One Team Knowledge sharing and crisis management consistent across traditional and digital channels to address consumer questions Monitoring and reporting under the same umbrella – one status update to reach all stakeholders
- 9. 5 ways - 5 steps
- 10. Coca-Cola Journey • Launched globally in 2012 • Launched in GB in 2015 • Not a corporate website • Features original and curated content
- 13. Daily News Room What? The digital team discusses most relevant topics of the day - trending topics & popular Coca-Cola content When? 15 min meeting every AM + ad hoc Benefits Enable Coca-Cola to be involved in relevant conversations in a timely manner 682 RT’s, 400 Favourites 1.3 Million Impressions All time highest performing @CocaCola_GB Tweet
- 14. @Coca-Cola_GB – Content Examples
- 15. 5 ways - 5 steps
- 16. Meeting Social Media Customer Service Demands Demand Only 22-30% questions or complaints get answered by brands on Twitter 83% of complainants that received a reply liked or loved the fact that the company responded
- 17. Social Listening & Engagement Consumer Social team answers the questions of and proactively engages with an average* of 50 individuals on Twitter and Facebook on a daily basis. From original tweet to a reply, including internal approval processes, takes no longer than two hours. *With higher engagement during campaigns such as Christmas and events such as Rugby World Cup (expected for 2015).
- 18. Traditional Customer Care Channels SLA Performance (All 5 Hit) 30 7.51 90 94.7 5 0.3 Target (Sec) Actual (sec) Target (%) Actual (%) Target (%) Actual (%) We engage with our consumers through phone conversations, e-mails & letters with an aim to respond within 24 hours. Over the past year we have had over 23,000 enquires with an average of 95 contacts a day.
- 19. One Team Consumer conversations captured across digital and traditional channels Approved messaging and content for use across all channels Efficient & personalised response process
- 20. 5 ways - 5 steps
- 21. Reactive • Answering consumer questions via our social channels Proactive • Amplifying our content through multiple channels 5 ways - 5 steps Content distribution
- 22. 5 ways - 5 steps
- 23. Reporting • Digital snapshot gives overview of total company mentions and sentiment • Maintains focus on key reputational topics while broadening scope to include wider online conversation • Comprehensive tracking of select campaigns & activations, product launches & sponsorships
- 24. Questions?
Editor's Notes
- Our objective as a communications team is to build trust in the Company and our brands amongst our consumers and stakeholders. Our success is evaluated based on two metrics: 1) improving trust and 2) reducing unhealthy perceptions of our category and products.