Social media, meet customer service!


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Customer service & social media for best business practices with Chuck Dennis, Vice President & Senior Consultant for Knowledgence Associates

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Social media, meet customer service!

  1. 1. an alliance that blurs boundaries<br />Social media, meet customer service!<br />
  2. 2. Big topic, little time<br />SOCIAL MEDIA &<br />CUSTOMER SERVICE<br />
  3. 3. take-aways for tonight<br />Old School customer service is about being reactive. SocialCustomerMediaServiceis about being proactive as much as reactive<br />The same basic principles of customer service apply, but bring your "A" gamebecause now you are on the worldwide stage<br />Alwaysrespond; never not respond (unless it is to unwarranted hostility or insanity); better late than never, but best immediately<br />Be timely. Be topical. Be relevant. Be irreverent. Create customer deals tied in with current events / weather / etc.<br />The lines between marketing, PR, sales, and service are blurred<br />
  4. 4. And finally…<br />Go looking for trouble!<br />Conduct ongoing vigilance for your product or company name <br />Identify problems before they come looking for you, and address them proactively!<br />
  5. 5. First, some definitions<br />Social Media: “a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate.” - Anthony J. Bradley, Gartner, Inc.<br />
  6. 6. Definitions CONT.<br />Customer Service: “any interaction between a customer / prospect and any member of an organization that is offering something of perceived value.” – Chuck Dennis, Knowledgence Associates<br />
  7. 7. Evolution, part 1<br />Customer service started as a necessity<br />Eventually, the quality of customer service became a prime differentiator between businesses<br />
  8. 8. Evolution, part 2<br />Social media started as fun stuff<br />Businesses saw this and said “We wanna play, too!” (and, maybe, make some money…)<br />
  9. 9. Soon, opportunities began to reveal themselves to businesses<br />Words from happy customers = $$$!<br />Words from UNhappy customers = not so much<br />
  10. 10. The dawning of socialcustomermediaservice!<br />
  11. 11. Great idea, but it wasn’t always pretty<br />Some businesses chose to “argue” with customers about their products / services / actions<br />
  12. 12. Others would ignore negativity<br />
  13. 13. Still others would simply spout the same old same old<br />“For customer service, please call us at 1-800-YOU-LOSE<br />press 5 for ‘Customer Service’ <br />press 1 for ‘English’ <br />press 3 for ‘a live agent’ <br />and then be prepared to wait several hours while we find someone who will speak with you. In the meantime, here’s some nice Kenny G music to listen to.”<br />
  14. 14. SocialCustomerMediaServiceIt’s New! It’s Improved! It’s Old Fashioned!<br /><ul><li>The medium / platform has evolved, but the rules of great service remain the same</li></ul>First, shut up and LISTEN<br />Second, if there is a problem, apologize immediately for the customer’s inconvenience <br />Third, inform customer of what you are going to do <br />Fourth, do it!<br />Fifth, inform customer of what you have done, and ASK if that is satisfactory<br />Sixth, if warranted, put a cherry on top<br />
  15. 15. Social Media & the Angry Customer<br />Angry Customers typically want 3 things:<br />to be heard<br />to have their problem resolved ASAP<br />to be apologized to and/or compensated for their inconvenience<br />Social Media gives you the opportunity to do all of these<br />
  16. 16. The difference? Transparency!<br />Let everyone see how well you take care of your customers!<br />Most people do not expect perfection, but they do expect you to clean up your mess<br />
  17. 17. Encourage happy customers to be part of your team<br />Provide forums or communities where customers can speak freely, asking questions & providing answers<br />Businesses should participate, but not dominate!<br />The best company spokespeople are happy customers <br />
  18. 18. Why is social media crucial for customer service?<br />75% of Americans use some sort of social media <br />15 minutes of every hour online is spent on social media <br />More than 750 million active users on Facebook <br />People spend over 700 billion minutes per month on Facebook<br />Approximately 200 million Twitter users <br />110 million tweets sent per day <br />1300 tweets sent per second<br />over 100 million LinkedIn users<br />490 million unique YouTube visitors per month<br />
  19. 19. Cost-savings by effective socialcustomermediaservice<br />When customer’s needs are not met by social media<br />42% will call Customer Service - $15 per interaction<br />17% will use email - $3 per interaction<br />16% will use online chat - $5 per interaction<br />1.6% will visit retail location - $20 per interaction<br />The rest will give up and take their business elsewhere<br />
  20. 20. So, what tools are best for what?<br />Facebook – ubiquitous but limited to those you’ve already connected with<br />Twitter – short & sweet, open to everyone<br />YouTube – open to everyone, provides entertainment and product instruction & repair<br />LinkedIn – serious business site, but you need to be connected to your audience<br />Yelp, Foursquare, Gowalla all use geolocation to speak with and make offers to “local” customers<br />Sponsored or independent forums & communities – great for all of the above<br />
  21. 21. Socialcustomermediaservice metrics<br />What do you measure?<br />Responsiveness<br />Complaints<br />Praise<br />Quick resolutions<br />Units sold<br />
  22. 22. Anecdotal evidence (1)<br />Best Buy’s “Twelpforce”<br />2500 BB employees from across all aspects of the business <br />Using Twitter, answer product questions, give recommendations, troubleshoot technology challenges and solve customer service issues<br />
  23. 23. Anecdotal evidence (2)<br />Major Airlines<br />Provide immediate and accurate updates on delays & cancellations<br />Utilize tools such as Radian6 or Clarabridge to monitor social media for any problems from any traveller<br />If you don’t jump in & help your customer, your competitor just might!<br />
  24. 24. Anecdotal evidence (3)<br />Zappos<br />Made excellent service “cool” & “fun”<br />Starts at the top with blogging CEO<br />Immediate service on Twitter <br />Goofy home-made videos on YouTube<br />All combined to make them the online shoe store of choice (and purchased by Amazon for $1.2 Billion)<br />
  25. 25. Anecdotal evidence (4)<br />Morton’s Steakhouse <br />Weary business traveller - as a joke –tweets request for steak to meet him @ airport when he lands<br />Hah-Hah! Morton’s does it!<br />Much huh-bub since: is this greatservice or a PR stunt on Morton’s part?I think it is both, with some marketing& sales strategy mixed in<br />Talk about over the top, proactive business sense!<br />
  26. 26. Final thoughts<br />Some pooh-pooh SocialCustomerMediaService<br />It’s only used as a last resort when other channels are clogged, or just suck<br />It’s an electronic way to “cut to the head of the line” in the customer service queue<br />It’s the electronic equivalent of going to a store and pulling a nutty until you get attention, like a 3 year oldTo those people, I say “Yeah? So?”<br />
  27. 27. Final thoughts<br />If it helps improve service in the world of commerce, then it’s good<br />If it makes old methods of service obsolete, then it’s really good <br />if it makes customers happy, then it’s freakin’ great!<br />Innovations like SocialCustomerMediaServicekeep pushing the envelope, and everyone reaps the benefits!<br />
  28. 28. Thank you for your attention!<br />Want to know more? Let’s talk!<br />Chuck Dennis<br />Knowledgence Associates<br /><br />(617) 909-0176<br />@AngryCustomer<br />