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How bus companies can use social for customer service

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Using social media for customer service in the bus and transport industry. Examples of best practices, how to get started and platforms to consider for your own strategy.

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How bus companies can use social for customer service

  1. 1. Social media for customer service And what the future may hold
  2. 2. About Us Social You are a digital marketing agency based in Andover, Hampshire. We offer web design, web development, user experience and social media strategy. We put a large focus on analytics across all channels to ensure they are working together as effectively as possible. www.socialyou.co.uk 118/07/2017
  3. 3. Coming up • Expectations • Grumbles • How do you include social? • How should you use your channels? • Integration, personalisation and time • The future www.socialyou.co.uk 218/07/2017
  4. 4. With social media well and truly embedded in our culture, there are high expectations of companies on the quality and speed of responses from brands. The public nature of social media means that everyone can see the customer service you are offering - good and bad. www.socialyou.co.uk 318/07/2017
  5. 5. www.socialyou.co.uk 418/07/2017
  6. 6. www.socialyou.co.uk 518/07/2017
  7. 7. Grumbles www.socialyou.co.uk 618/07/2017
  8. 8. ‘There’s a large queue of people standing outside in the middle of a bad storm. We deserve more explanation than “operational reasons” ‘What do you mean by all the “technical difficulties” you say your buses suffer from? Seems to always be the same excuse.’ www.socialyou.co.uk 718/07/2017
  9. 9. ‘What operational issues cause a bus to fail to operate? These updates border on the farcical.’ ‘No explanation here as to the “no show” of the bus, again! Was it operational reasons like all the other cancellations today? A proper explanation I think is in order instead of keep hiding behind that excuse.’ www.socialyou.co.uk 818/07/2017
  10. 10. www.socialyou.co.uk 918/07/2017
  11. 11. How can you include social media? www.socialyou.co.uk 1018/07/2017
  12. 12. As a 7 day a week service, the most useful way to engage with your passengers is to provide service updates and information. www.socialyou.co.uk 1118/07/2017
  13. 13. www.socialyou.co.uk 1218/07/2017
  14. 14. Long- term, how can you tap into tech developments, personalise the information and build trust in customer service? www.socialyou.co.uk 1318/07/2017
  15. 15. 1. Communication 2. Response www.socialyou.co.uk 1418/07/2017
  16. 16. Determine Channel Purpose www.socialyou.co.uk 1518/07/2017
  17. 17. Real, live-time information feeds Quick responses www.socialyou.co.uk 1618/07/2017
  18. 18. • Direct and helpful – Short, sharp information providing useful alternatives • Timely – Accurate facts in real time • Synchronised – The same message across all channels • Informative – Talk to them as passengers, not politicians or technicians! • Set expectations – Response times, scripted, operating hours www.socialyou.co.uk 1718/07/2017
  19. 19. www.socialyou.co.uk 1818/07/2017
  20. 20. • Complaints – Rank the type. Rant, mention or direct question? • Compliments – Feed back to staff if they’ve done a good job • Improvements – Take on board feedback and comments www.socialyou.co.uk 1918/07/2017
  21. 21. www.socialyou.co.uk 2018/07/2017
  22. 22. Non-service, promotional information Longer responses with more copy space www.socialyou.co.uk 2118/07/2017
  23. 23. • Ticket promotions • Competitions • Local events • Long-term work plans www.socialyou.co.uk 2218/07/2017
  24. 24. www.socialyou.co.uk 2318/07/2017
  25. 25. • Attracting people • Advertising costs • Unofficial Pages www.socialyou.co.uk 2418/07/2017
  26. 26. www.socialyou.co.uk 2518/07/2017
  27. 27. Channel Mix www.socialyou.co.uk 2618/07/2017
  28. 28. Once you’ve determined your channel purpose, create some scenarios. How does social media integrate with your traditional customer service channels and marketing? www.socialyou.co.uk 2718/07/2017
  29. 29. Scenario Overnight storms cause road closure on major routes • Twitter – alternative routes, stops affected, delays likely, retweet passengers giving info • Website – update on status, sign post to Twitter live updates • Facebook – share updates on issue directly or share local publication posts • Display boards – ensure all communication is the same • Staff – are they trained in channel use? Are they in the know? www.socialyou.co.uk 2818/07/2017
  30. 30. Personalisation www.socialyou.co.uk 2918/07/2017
  31. 31. Who are your customers? • Students - Timetables, bus passes, fresher week transport, wifi • Commuters -Timetables, wifi, traffic updates, connections • Shoppers - New routes, offers, promotions www.socialyou.co.uk 3018/07/2017
  32. 32. Time www.socialyou.co.uk 3118/07/2017
  33. 33. • Resource allocation • Work with traditional channels – not instead of • Trusted sources – user accounts, publications • Live vs automation of posts www.socialyou.co.uk 3218/07/2017
  34. 34. Summary www.socialyou.co.uk 3318/07/2017
  35. 35. • Don’t automate too much • Set expectations • Build foundations • Share useful and relevant information • Be consistent and coordinated • Train staff • Get feedback www.socialyou.co.uk 3418/07/2017
  36. 36. FUTURE The future? www.socialyou.co.uk 3518/07/2017
  37. 37. www.socialyou.co.uk 3618/07/2017
  38. 38. WhatsApp “Starting this year, we will test tools that allow you to use WhatsApp to communicate with businesses…that could mean communicating with your bank about whether a recent transaction was fraudulent, or with an airline about a delayed flight. ” www.socialyou.co.uk 3718/07/2017
  39. 39. Future • Messaging to multiple customers • Analytics • Automated messages • Inbound messages from passengers www.socialyou.co.uk 3818/07/2017
  40. 40. Messenger www.socialyou.co.uk 3918/07/2017
  41. 41. Future • Toolkit for devs to build bots • Send text messages • Automated responses • Payment systems • No additional apps to build or download www.socialyou.co.uk 4018/07/2017
  42. 42. Contactless – Apple pay, watch, smartphone www.socialyou.co.uk 4118/07/2017
  43. 43. Reward systems – NFC, check-in, social connect, loyalty www.socialyou.co.uk 4218/07/2017
  44. 44. Cheaper tech – “Where are you?” “Just around the corner, estimated 3 minutes away” www.socialyou.co.uk 4318/07/2017
  45. 45. User crowd data to feed into drivers / HQ – Waze app, use people’s social information to provide update to customers waiting. www.socialyou.co.uk 4418/07/2017
  46. 46. Thank You @hellosocialyou www.socialyou.co.uk

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