SOCAP 2012Social Customer Service Workshop Darren Sharp, Senior Consultant Twitter: @dasharp #smcustserv Resonate Solutions Pty Ltd 29/08/2012
Resonate Solutions • Managed online communities • Closed Loop Feedback programs – NPS • Social Media Listening & Analysis • Social Media Strategy
Peer-to-peer breakouts (p2p) • Opportunity to leverage p2p knowledge sharing • Open conversation about your experiences • Teach, learn, discuss: feedback to group “No one knows everything, everyone knows something, all knowledge resides in humanity” – Pierre Levy
The Bad: ChapStick Social media death spiral: “ChapStick for some weird reason doesnt just delete the image, apologize, or even acknowledge the issue, beyond its infuriating deleting of comments.” http://www.adweek.com/adfreak/chapstick-gets-itself-social-media-death-spiral-136097
The Ugly: Seven News “Seven claims it deleted the comment from Linda Goldspink-Lord “in error”. At the time of deletion, more than 32,000 people had liked the comment, and 2000 had commented.”http://mumbrella.com.au/seven-news-sydney-caught-in-social-media-backlash-105160
Peter Shankman “Customer service is no longer about telling people how great you are. It’s about producing amazing moments in time, and letting those moments become the focal point of how amazing you are, told not by you, but by the customer who you thrilled.”
Social Listening• What are customers and competitors saying?• Where are they saying it? “You need to be aware of the places where your customers may be talking about you and may need your help” - Michael Hill
Social Listening • Gatorade Mission Control Center (May 2010)
Social Listening: evaluate the issue Complaint? Question? Problem? Crowd? Compliment? Crisis? Competitor? Warning? Campaign? Resolving customer complaints across social media and traditional channels – Michael Hill
P2P Breakout: Social Listening • What social listening activities does your organisation undertake? • What are the main challenges you’re facing?
Social Customer Service When developing your strategy aim to be… • Consistent • Responsive • Timely
KLM Rules of Engagement • KLM do a great job of keeping consistency throughout their communications. Each member of their customer service team follows official company policy to: http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public
KLM Web Care• Award-winning webcare• Answer within the hour, 24/7• 5 languages on Facebook/Twitter• Dutch, English, Spanish, German and Japanese
UBank• Skype calls 24/7• Doesn’t use automated responses for social media• Train existing contact centre staff to use social• Goal of 2 hour response time for customer queries
JB HI-FI • Individual stores have Twitter accounts • #jbhelp hashtag • Staff “self-select” for social media engagement • Staff Twitter accounts • Staff given appropriate guidelines & traininghttp://prwarrior.typepad.com/my_weblog/2012/02/will-jb-hifis-twitter-crew-become-australias-equivalent-of-best-buys-twelpforce-1.html
Social Customer Service Responsiveness 1. Sociable Language; 2. Personalised Response; 3. Reactive Tone; 4. Calm and Measured Reactions.http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public
Open for Business Post a daily update to let your customers know that you are open for business and ready to start dealing with any issues. Sign off at the end of the day…
The 1st rule of community management Do Not Delete! http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383
Dealing with Negative Comments Start a conversation by acknowledging the problem and demonstrating that you really do care and are serious about getting the problem resolved: • “Im sorry...” • “Thank you” • “Heres some information...” • “Thanks for letting us know...” • “Hi, Ive just noticed your tweet - can I help?” • “That must have been frustrating, how can I help?” Resolving customer complaints across social media and traditional channels – Michael Hill
P2P Breakout: Social Customer Service • What processes has your organisation put in place to deal with complaints in social media? • Are you consistent, responsive, timely? • Are the people that manage Facebook and Twitter skilled in dealing with customer complaints?
Next Steps: Integration• Start asking customers for their social media handles;• Recruitment through sign-up, surveys & contests;• Eventually match social media handles to customer records (CRM);• Link social sentiment to NPS data.
Tools…• Conversocial• Freshdesk• ZenDesk• Salesforce Social Hub
Surprise & Delight• KLM staff surprise flyers using social media with a customised gift like an upgrade, voucher or travel bag. http://surprise.klm.com/