Customer service and social media how to handle complaints

1. Social media & customer service – sharing of
Operational Excellence webcare practices
Bernard Taverne , May 23, 2014

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Agenda
 Intro & Stats
 Why
 How
 What
 Learnings
 Questions

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Definition social media

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Definition social media

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The essence in social media

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Where are you ? – poll !

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Evolution

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Changing world…

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Social Media Primer
Network Users (M) Daily Volume Characteristics Donuts
Facebook 1,260 4.5B ‘likes’ • Mix of media I like donuts
Twitter 500 500M tweets • Fully public by default
• Max of 140 characters
• Mostly text-based
I’m eating a #Donut
Foursquare 40 5M check-ins • Location-based
• Frequent visitors
become “Mayor”
This is where I eat donuts
LinkedIn 238 ? posts • Professional Networking
• Stream of business-
related articles
My skills include donut eating
Pintrest 70 4M users • Pin a picture/site from
anywhere on the web
• Organize by “boards”
Here’s a donut recipe
Instagram 150 40M photos • Photos-only. Heavy use
of “filters”
Here’s a vintage photo of my
donut
YouTube 1,000 1B video views • #1 video sharing site Here’s a video of me eating a
donut
Google+ 343 ? posts • Very FB like; Great UI
• Little adoption
I’m a Google employee who
eats donuts (joke)

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Changing Landscape social media

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Like any change a burning platform helps deployment social media

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Social media roles & customer service

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Most important information via social media

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Why social media in customer service ? This is the age of the customer ..

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Convince the executive (1)
Any executives who don't think they need a
customer service presence on social
media need only to recall the experience of
United Airlines in the wake of the YouTube
video "United Breaks Guitars."

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Convince the executive (2)
New York Times: “United Airline’s stock
price fell 10%, costing stockholders about
$180 million in value.
As of February 2011, the video has had
more than 10 million views…10 million
current and potential customers!

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How-Social media journey has various stages: own speed & experiment

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How- organisation

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How- webcare team journey at ING

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How – Webcare team journey at Aegon

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Actionable items by webcare team- examples of these items ?

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How - principles

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What - Expectation customers – reaction time on social media

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Complaint example

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Living up to expectations customers …

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Start with expectations of people using social media
Response = solution !!

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What - Metrics (number of clients ING bank?) metrics Aegon ?

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How –Metrics/NPS

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Key succesfactors webcare team on their performance
 Your Social Team is qualified and gets training
 You Have the Right Tool listen, monitor, report,
► Eg Google Alerts, Sysomos, SFDC radian 6
 Social Media is not Your Only Customer Service Delivery Channel
 You engage like a human not a robot
 Not a 9-5 job
 Build good relationship with Legal
► Legal “paranoia”= privacy client versus pro active service to client
 Who owns the customer ? Prioritisation ?
 How to overcome silo’s ? Routing procedure ?
 How to keep up quality in quantity boom ?
 How to push social media versus other channels ?

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Experimentation in pro activity – to prevent complaints..

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Examples complaints handling

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Complaints – guidelines, jouw aanvullingen en voorbeelden ?

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Learnings/ tips social media to go integral part of customer service
 Seamless experience for customers
 Align procedures between involved teams
 Quicker response time
 Solve conflict existing agreements service levels
 Lack of integration social media profiles with data in CRM database
 Bring webcare onto a single CRM platform
 Look in your organisation for deployments social media, other than contant or
monitoring
 Perfect processes for 100 % execution is hygiene factor
 On line social interactions will increase , format is constant change, so
constant adjustment
 You define your own speed of social media journey

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Other business
or questions?