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From Local Village to Global Village

How social media is changing customer service
Hi, I’m Josh
A nation of social shopkeepers
Small communities meant stories spread
fast
Post-World War II: automobiles
The first supermarkets
The rise of mass media
Customer service became a cost centre
The internet started to change things
The world is connected, instantly,
everywhere
First time, brands have a real social identity
Started as a last resort
Now becoming a primary support channel
Ignore your customers - and lose them
Social crises caused by shared bad
experiences
    Causes of Social Media Crises (2001-2011)
Customers want help, not redirection
Dedicated social agents
Training in tone of voice
Escalation process

                          Specialist help
       Social agent
                        (eg store manager)



     Team manager



    Corporate comms /     Social media /
    Social media team    comms agency



      Management
It’s cheaper than dealing with a phone call
Opportunity to create positive brand
mentions
conversocial.com/resources
Thank you

Follow me @joshuamarch
Check out www.conversocial.com

www.conversocial.com

www.conversocial.com

www.conversocial.com

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From Local Village to Global Village: How Social is Changing Customer Service

Editor's Notes

  1. In the early days of retailing, all products generally were fetched by an assistant from shelves behind the merchant's counter while customers waited in front of the counter and indicated the items they wanted. Also, most foods and merchandise did not come in individually wrapped consumer-sized packages, so an assistant had to measure out and wrap the precise amount desired by the consumer. This also offered opportunities for social interaction: many regarded this style of shopping as "a social occasion" and would often "pause for conversations with the staff or other customers." [1] These practices were by nature very labor-intensive and therefore also quite expensive. The shopping process was slow, as the number of customers who could be attended to at one time was limited by the number of staff employed in the store.