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Quick thinking in online
customer service
Community behaviour matrix

Clive Andrews - NixonMcInnes

Page 1 | Community behaviour matrix
Online customer service
 How do we quickly prioritise all these different conversations?

        I don’t know why I bother with       Really disappointed with the
                     you lot!
                        late service.
Your prices seem way too high.
                                 Good job on the new product. I
 Don’t think I’ll be using you.
                                     like the extra features.
 When are you holding another                    Hi guys! Did you see the
  big event like the last one?
                     football last night?
        Remember me? Want to hear
                 another joke?
                                    I’ve just got thephoned 3 weeks ago and
                                                    I new version.
 What’s the weather like where         Nice! How do I haven’t heard back!
                                                       set it up?
            you are?
          I hate you more that you can          You’re a useless waste of
                imagine. Go to hell.
            space. Get another job!



 Page 2 | Community behaviour matrix
Two things to consider…
  1. Consider the                       2. Consider the level of
  SENTIMENT of a                        CONSTRUCTIVENESS
  person’s conversation                 around a person’s
                                        BEHAVIOUR



•  Is it POSITIVE or NEGATIVE?        •  Is the conversation
                                         CONSTRUCTIVE or
•  Does this person seem to like
                                         UNCONSTRUCTIVE?
   or dislike your brand or
   organisation?                      •  Does this conversation invite
                                         input, is it helpful, is it relevant
                                         or interesting? Or is it none of
                                         these things?


Page 3 | Community behaviour matrix
Community behaviour matrix
  •  Use SENTIMENT                                BEHAVIOUR
     and BEHAVIOUR to
     locate conversations
     on this grid

  •  Let the categories
     guide your
     management and
     prioritisation of each
                                      SENTIMENT
     conversation

  •  Decide how to deal
     with CHATTER,
     ADVOCACY,
     AGGRESSION AND
     CRITICISM



Page 4 | Community behaviour matrix
Community behaviour matrix
                                          BEHAVIOUR
  Hi guys! Did you see the                              Good job on the new
     football last night?
                            product. I like the extra
                                                             features.




                              SENTIMENT




                                                      Really disappointed with
                                                          the late service.


You’re a useless waste of
 space. Get another job!




Page 5 | Community behaviour matrix
Advocacy

      Good job on the new product. I                    ADVOCACY
         like the extra features.




      When are you holding another      •  Conversations that are POSITIVE and
       big event like the last one?
       CONSTRUCTIVE are ADVOCACY
                                        •  Treated correctly, these conversations
                                           can help you to build reputation and
                                           loyalty
                                        •  Aim to maintain good relationships
       I’ve just got the new version.      with ADVOCATES
          Nice! How do I set it up?




Page 6 | Community behaviour matrix
Criticism

       Really disappointed with the                      CRITICISM
               late service.




     Your prices seem way too high.     •  Conversations that are NEGATIVE but
      Don’t think I’ll be using you.
      are CONSTRUCTIVE are CRITICISM
                                        •  Listen sincerely, assist with problems
                                           and be willing to accept feedback
                                        •  If you respond well, work on
                                           relationships and demonstrate
         I phoned 3 weeks ago and          listening, CRITICS may be turned
            haven’t heard back!
           into ADVOCATES




Page 7 | Community behaviour matrix
Aggression

         I don’t know why I bother                  AGGRESSION
                with you lot!



                                      •  Conversations that are NEGATIVE and
                                         NOT CONSTRUCTIVE are
          You’re a useless waste of      AGGRESSION
           space. Get another job!
                                      •  Despite initial anger, allow an
                                         opportunity for these people to share
                                         their thoughts with you
                                      •  Aim to move these conversations into
                                         CRITICISM by asking for details or
       I hate you more that you can      further information
            imagine. Go to hell.
                                      •  If, after being given a chance to
                                         engage, aggression remains, time
                                         and attention may be better spent on
                                         other conversations

Page 8 | Community behaviour matrix
Chatter

          Hi guys! Did you see the                      CHATTER
             football last night?




                                      •  Conversations that are POSITIVE but
       Remember me? Want to hear
                                         NOT CONSTRUCTIVE are CHATTER
            another joke?
                                      •  Acknowledge friendly comments, but
                                         be careful not to waste time
                                      •  Do your social media objectives
                                         including cultivating a chatty, friendly
                                         reputation? Perhaps allow more time
      What’s the weather like where      for CHATTER conversations
                you are?
                                      •  Look for opportunities to switch to
                                         ADVOCACY, by rewarding on-topic
                                         discussion


Page 9 | Community behaviour matrix
Who are NixonMcInnes?
•  We are a social business consultancy
•  We are a democratically-run team of strategists, technologists and
   consultants who understand how the world is changing
•  We help organisations adapt to the landscape of social business
•  Through the NixonMcInnes Academy we offer training in social
   customer service and other specialist skills
•  We’re based in Brighton
•  You can reach us on 01273 764010 or hello@nixonmcinnes.co.uk




Page 10 | Community behaviour matrix

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Quick thinking in online customer service - Community behaviour matrix

  • 1. Quick thinking in online customer service Community behaviour matrix Clive Andrews - NixonMcInnes Page 1 | Community behaviour matrix
  • 2. Online customer service How do we quickly prioritise all these different conversations? I don’t know why I bother with Really disappointed with the you lot! late service. Your prices seem way too high. Good job on the new product. I Don’t think I’ll be using you. like the extra features. When are you holding another Hi guys! Did you see the big event like the last one? football last night? Remember me? Want to hear another joke? I’ve just got thephoned 3 weeks ago and I new version. What’s the weather like where Nice! How do I haven’t heard back! set it up? you are? I hate you more that you can You’re a useless waste of imagine. Go to hell. space. Get another job! Page 2 | Community behaviour matrix
  • 3. Two things to consider… 1. Consider the 2. Consider the level of SENTIMENT of a CONSTRUCTIVENESS person’s conversation around a person’s BEHAVIOUR •  Is it POSITIVE or NEGATIVE? •  Is the conversation CONSTRUCTIVE or •  Does this person seem to like UNCONSTRUCTIVE? or dislike your brand or organisation? •  Does this conversation invite input, is it helpful, is it relevant or interesting? Or is it none of these things? Page 3 | Community behaviour matrix
  • 4. Community behaviour matrix •  Use SENTIMENT BEHAVIOUR and BEHAVIOUR to locate conversations on this grid •  Let the categories guide your management and prioritisation of each SENTIMENT conversation •  Decide how to deal with CHATTER, ADVOCACY, AGGRESSION AND CRITICISM Page 4 | Community behaviour matrix
  • 5. Community behaviour matrix BEHAVIOUR Hi guys! Did you see the Good job on the new football last night? product. I like the extra features. SENTIMENT Really disappointed with the late service. You’re a useless waste of space. Get another job! Page 5 | Community behaviour matrix
  • 6. Advocacy Good job on the new product. I ADVOCACY like the extra features. When are you holding another •  Conversations that are POSITIVE and big event like the last one? CONSTRUCTIVE are ADVOCACY •  Treated correctly, these conversations can help you to build reputation and loyalty •  Aim to maintain good relationships I’ve just got the new version. with ADVOCATES Nice! How do I set it up? Page 6 | Community behaviour matrix
  • 7. Criticism Really disappointed with the CRITICISM late service. Your prices seem way too high. •  Conversations that are NEGATIVE but Don’t think I’ll be using you. are CONSTRUCTIVE are CRITICISM •  Listen sincerely, assist with problems and be willing to accept feedback •  If you respond well, work on relationships and demonstrate I phoned 3 weeks ago and listening, CRITICS may be turned haven’t heard back! into ADVOCATES Page 7 | Community behaviour matrix
  • 8. Aggression I don’t know why I bother AGGRESSION with you lot! •  Conversations that are NEGATIVE and NOT CONSTRUCTIVE are You’re a useless waste of AGGRESSION space. Get another job! •  Despite initial anger, allow an opportunity for these people to share their thoughts with you •  Aim to move these conversations into CRITICISM by asking for details or I hate you more that you can further information imagine. Go to hell. •  If, after being given a chance to engage, aggression remains, time and attention may be better spent on other conversations Page 8 | Community behaviour matrix
  • 9. Chatter Hi guys! Did you see the CHATTER football last night? •  Conversations that are POSITIVE but Remember me? Want to hear NOT CONSTRUCTIVE are CHATTER another joke? •  Acknowledge friendly comments, but be careful not to waste time •  Do your social media objectives including cultivating a chatty, friendly reputation? Perhaps allow more time What’s the weather like where for CHATTER conversations you are? •  Look for opportunities to switch to ADVOCACY, by rewarding on-topic discussion Page 9 | Community behaviour matrix
  • 10. Who are NixonMcInnes? •  We are a social business consultancy •  We are a democratically-run team of strategists, technologists and consultants who understand how the world is changing •  We help organisations adapt to the landscape of social business •  Through the NixonMcInnes Academy we offer training in social customer service and other specialist skills •  We’re based in Brighton •  You can reach us on 01273 764010 or hello@nixonmcinnes.co.uk Page 10 | Community behaviour matrix

Editor's Notes

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