How Quicken Loans Uses Social Media To Strengthen Customer Relationships 102510

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Presented by: Clayton Closson, Web Content Manager
Quicken Loans and Kelly LaVaute, Social Media Manager
Quicken Loans

Hosted by: VIPdesk

Find Out:
-The importance of reputation management and customer communication via social media
-How Quicken Loans makes it easy for their customers to communicate with them via social media channels
-What social media tools Quicken Loans is using for communicating with its customers
-Best practices for communicating with customers via social media
-Lessons Quicken Loans has learned
-Suggestions for other brands starting the social customer communication process

Published in: Business, Economy & Finance
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How Quicken Loans Uses Social Media To Strengthen Customer Relationships 102510

  1. 1. VIPdesk Webinar Series How Quicken Loans UsesPresented by: Social Media to StrengthenClayton Closson Customer RelationshipsWeb Content ManagerQuicken LoansKelly LaVauteSocial Media ManagerQuicken Loans View the Webinar 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1
  2. 2. Today’s Agenda• The importance of reputation management and customer communication via social media• How Quicken Loans makes it easy for their customers to communicate with them via social media channels• What social media tools Quicken Loans is using for communicating with its customers• Best practices for communicating with customers via social media• Lessons Quicken Loans has learned• Suggestions for other brands starting the social customer communication process 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 2
  3. 3. The Presenters Clayton Closson Kelly LaVaute Website Content Social Media Manager Manager Quicken Loans Quicken Loans 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 3
  4. 4. Tweeting about Today’s Webinar? Hashtag: #vipdesk 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 4
  5. 5. About Quicken Loans• Founded in 1985 - Privately owned• The nation’s largest online retail lender• The 5th largest overall lender• $25 billion in closed loans in 2009• One million closed loans since 1985
  6. 6. About Quicken Loans • We work with 10,000 new clients daily • 300-500 closed loans every day • 94% of closed clients would recommend us • 49-member Client Relations Team • Social Media Manager is liaison between Client Relations and our clients
  7. 7. Why would we a get complaint?• Complaints represent only .33% of our clients• Misunderstandings about:  Real estate appraisals  Quicken Loans Deposit 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 7
  8. 8. Our Reputation Management Approach1. Respond to complaints2. Educate and react3. Encourage positive reviews 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 8
  9. 9. Respond to Complaints• Get buy-in from senior mgt, PR and Legal• Make sure offline resolution process is in place 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 9
  10. 10. Respond to Complaints• Change in online client relations strategy• Put our social media manager on front line• Answer and resolve every complaint – blogs, review sites, complaints sites, social media, offline 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 10
  11. 11. Educate and React• Responding isn’t enough• We need to ADDRESS any issues• EDUCATE our clients• REACT by improving our processes 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 11
  12. 12. Educate and React• Created information about appraisals• Articles on our site• Videos 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 12
  13. 13. Educate and React• Answer questions as a Knowledge Partner in Yahoo! Answers 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 13
  14. 14. Educate and React 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 14
  15. 15. Educate and React• Added appraisal and deposit information to MyQuickenLoans.com• Every client sees this BEFORE they sign their documents 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 15
  16. 16. Educate and React• Created information about Quicken Loans Deposit• Article on our sites• Video 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 16
  17. 17. Educate and React 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 17
  18. 18. Encourage Positive Reviews• 94% of our clients would recommend us, but most online reviews were negative, so… • We send EVERY closed client an invitation to review us, and… • We ask happy clients to do video testimonial. Send them a FLIP. 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 18
  19. 19. Encourage Positive Reviews 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 19
  20. 20. Encourage Positive Reviews 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 20
  21. 21. Encourage Positive Reviews
  22. 22. Encourage Positive Reviews
  23. 23. Examples fromthe Front Kelly@quickenloans.com
  24. 24. We don’t pay for monitoring. There are too many free tools!
  25. 25. Looking for a list of tools? http://wiki.kenburbary.com/
  26. 26. Who wants to know?
  27. 27. The Good
  28. 28. The Bad
  29. 29. Examples from the Front
  30. 30. Examples from the Front
  31. 31. Examples from the Front
  32. 32. Examples from the Front
  33. 33. Examples from the Front
  34. 34. Examples from the Front
  35. 35. Examples from the Front
  36. 36. Quicken Loans’ Social Networks • Twitter • Facebook • Yahoo! Answers • YouTube • FriendFeed • Flickr • Zillow • Linked In • Active Rain
  37. 37. Quicken Loans’ Review Sites • QuickenLoansReviews.com • Epinions • Viewpoints • Facebook reviews • YouTube
  38. 38. Quicken Loans-Operated Blogs • What’s The DIFF? blog • Community DIFF • Quicken Loans Insider • Quicken Loans Mortgage News
  39. 39. In Conclusion…• Look for EVERY opportunity• See complaints as an opportunity to educate the public and improve internally• Make it easy for your clients to review you - offer incentives?• Make SURE you have buy-in from stakeholders and internal processes that work• Importance of offline Reputation Mgt. initiatives
  40. 40. VIPdesk. Making Great Brands Even Better.Questions and Discussion 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 40
  41. 41. Upcoming VIPdesk WebinarsNovember 2010•November 9: Customer Experience Management: The Key to Continued Business Growth & SuccessDecember 2010•December 8: How to Integrate Social Media Into Your Contact Center 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 41
  42. 42. VIPdesk. Making Great Brands Even Better.About Us 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 42
  43. 43. Connect With Us Online Website: http://www.vipdesk.com Blog: http://blog.vipdesk.com Twitter: http://twitter.com/vipdesk Facebook: http://facebook.com/vipdesk LinkedIn: http://linkedin.com/companies/vipdesk YouTube: http://youtube.com/user/vipdesk Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 43
  44. 44. Making Great Brands Even BetterServing as a seamless extension of leading brands, our innovative Brand Experience Management Solutions deliver memorablecustomer experiences, business insights and actionable intelligence that generate customer advocacy and drive business growth. 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 44
  45. 45. VIPdesk Service Offerings Voice of Concierge Customer Social Customer Experiential IVRand Loyalty Care Media Surveying Programs Services Services Solutions Support and Analytics 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 45
  46. 46. Customer Care Experts• 20+ years of customer service experience• 10+ years optimizing home-based model• Expertise in virtual recruiting, training and performance management• Demographically matched Brand Ambassadors and Concierges• Unique platform, processes and culture 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 46
  47. 47. Brand Leaders Trust VIPdesk 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 47
  48. 48. VIPdesk. MakingGreat Brands EvenBetter. Clayton Closson Kelly LaVaute Website Content Manager Social Media Manager (313) 373-3070 (313) 373-3021 ClaytonClosson@QuickenLoans.com KellyLaVaute@QuickenLoans.com www.twitter.com/quickenloans www.twitter.com/quickenloans www.QuickenLoans.com www.QuickenLoans.com (703) 837-3507 marketing@vipdesk.com www.twitter.com/vipdesk www.vipdesk.com

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