Social media for customer service
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This document discusses how social media can be used by a local government in Essex, England to listen to constituents, respond to questions, and get feedback to improve service delivery. It notes that some communication is still better done by phone, email or in-person. The document outlines opportunities for using social media to listen, consult, provide information, connect people to services, and correct misinformation. It asks how social media can map to local priorities and discusses piloting small projects. Character archetypes on social media and feedback on the session are also mentioned.
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Social media for customer service
- 2. How can we use social media to: • listen to the people of Essex • respond to their questions • get feedback to help delivery
- 3. Sometimes phone, face-to-face or email is better, or necessary • privacy • skills, availability • preference
- 4. But: • 25-40% of inbound calls avoidable (Customer Contact Association) • 87% of customers want proactive contact for customer service (inContact) • Reduce call centre costs by up to 25% (Enkata)
- 5. People’s expectations have changed
- 8. Five opportunities for customer service: 1. listening 2. consulting 3. signposting 4. connecting services 5. correcting misinformation
- 9. How can social media map to Essex priorities? Think: • keywords or phrases that are useful to monitor • consulting: specific communities or services • small pilot projects
- 12. 1. read the cards 2. discuss tone and implications 3. think about which character these cards belong to 4. how might we respond?
- 13. Staff
- 14. Five opportunities for customer service: 1. listening 2. consulting 3. signposting 4. connecting services 5. correcting misinformation
- 15. • Rate this session 1-10 • One thing will you take away from this? • How can this be improved for another time? Thank you
Editor's Notes
- 2 hours, 50 people?
- How many of you have fed back, reviewed, complimented or complained online? [be clear, here, that this isn’t just about T or F] And not conversations on your websites, but where people are, or want to be
- TfL cite benefits as 1) cost saving over phone calls, 2) reputation repetition of information? bringing more people to a service or event (but can only be authentic promotion if answering questions too) Dissatisfaction with other channels
- We’re online more, and expect our services and the things we pay for, to be there too. Not just on Facebook, but the places we prefer Authenticity point - can’t promote to people if you’re not there to answer questions too
- SH:24 conversations on Grindr
- Examples: Listening: Maidstone flooding. Maidstone Council used social media to ID areas of flooding as yet unreported through normal channels Dudley Council meetings on Facebook IofWight private messages via Facebook (says ‘typically replies in a few hours’) Birmingham on WhatsApp Norfolk tweeting along to front line work: https://gds.blog.gov.uk/2011/10/19/ncc-twitter/ (interesting thoughts on showing a human face, and helping the team feel more social)
- Emphasise: this isn’t about opportunities to campaign or promote (but that might come in time)
- increase educational achievement and enhance skills; develop and maintain the infrastructure that enables our residents to travel and our businesses to grow; support employment and entrepreneurship across our economy; improve public health and wellbeing across Essex; safeguard vulnerable people of all ages; keep our communities safe and build communities; respect Essex’s environment. Consider for each: NOT: campaigns or broadcast But ways of listening, reacting, proactively encouraging feedback and engagement
- 1. Constructive complainers ‘your baggage handling at X airport was appalling on X date’ 2. Tangental/rhetorical commenters ‘everything about X airport is shit’ 3. Fans ‘I love X airport!’ 4. Helpful connectors ‘Hey Jo Bloggs, don’t bother with checking baggage at Terminal 2, go round the corner and check baggage at the alternative counter’ 5. Trolls ‘I’m going to kill you’ Requesters: seeking situational awareness/info 'Which carousel should I go to for bags from Flight BA123?' - Speculators/Misinformers: intentionally or unintentionally misleading 'I've heard the baggage handlers are on strike today and X airport isn't taking checked bags now'
- When introducing this: All the cards represent comments you should be aware of. Some of these people will call you, others won’t, but you’d probably want them to make contact Where do they fit, and how might you respond?
- Reminder