NM3229 Final Presentation
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This document analyzes the customer service performance of Brand Australia on Facebook compared to other brands. Key metrics for good customer service like engagement, interactions, and responsiveness are examined. While Brand Australia has a high response rate and fast response time, it is below average in terms of admin posts, interactions, and engagement rate compared to other brands. The document recommends that Brand Australia improve engagement and interaction through more two-way communication tactics like asking questions and getting feedback to provide better customer service on Facebook.
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In 750 words reflect on what you learned from your leadership interview.
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Step 1:
Chose a leader in your prospective career field to interview. He or she should be someone who is respected and viewed as an effective and/or exemplary leader in their organization or field. The leader must be preapproved by your instructor.
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Describe how you will use the information in your own leadership experiences.
Prepare this assignment according to the guidelines found in the APA Style Guide and Typing Template, located in the Student Success Center. An abstract is not required.
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Attachment #1:
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Chose a leader in your prospective career field to interview. He or she should be someone who is respected and viewed as an effective and/or exemplary leader in their organization or field. The leader must be preapproved by your instructor.
Step 2:
Set a date and time for the interview. This should be, preferably, a face-to-face interview. A phone interview will suffice if your leader lives out of state. Be sure to organize the interview well in advance. An email interview is not acceptable.
Step 3:
From the list below, choose at least four questions you would like to ask your leader. You are also required to
create three of your own questions
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· How did you enter your career field?
· What were some of the biggest challenges?
· What is your educational background?
· How important is networking?
· What steps/advice do you recommend for those entering the field?
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NM3229 Final Presentation
- 1. Customer Service on Facebook Are You Doing It Right?
- 2. Background Context: Brand Australia - a local subsidiary of a global group. 23 subsidiaries in total, divided into 4 Groups. Brand Australia is part of Group 4. Research Interest: To explore the Customer Service Performance of brands on Facebook. Task: To assess the performance of Brand Australia on Facebook relative to the other brands. Averages of Groups 1 to 4 were used for comparison.
- 3. Customer Service What entails good customer service? • Two-Way Communication o Engagement And Interaction o Responsiveness
- 4. Consumer To Business (C2B) How do consumers reach out to businesses on Facebook? 1. Comment on Posts 2. Post on Facebook Page (Open Timeline) 3. Like/Share Posts
- 5. Key Metrics Engagement And Interaction • Admin Posts • Total Interactions • Engagement Rate Responsiveness • Question Response Rate • Average Question Response Time Others • Number of Fans
- 6. B2C - Admin Posts • Brand Australia is more engaging than Group 4. • Group 2 and 3 have at least 1.5X more posts on average.
- 7. B2C - Interactions Brand Australia and Group 4 are below average, whereas Groups 1 to 3 are generally above average.
- 8. B2C - Engagement Rate Brand Australia and Group 4 are below average, whereas Groups 1 to 3 are generally above average.
- 9. B2C - Responsiveness Brand Australia has the FASTEST Response Time and the HIGHEST Response Rate.
- 10. Summary for Brand Australia Engagement And Interaction • More Admin Posts than its group average, but significantly lower than Group 2 and 3 • Number of Interactions is lower than the norm • Engagement Rate is lower than the norm Responsiveness • Low (Fast) Response Time • High Response Rate
- 11. What About Closed Timelines? Recall 2-way Communication: Closed Timelines prevents User Posts Does that mean that Closed Timelines are not responsive, or not engaging?
- 12. What About Closed Timelines? Closed Timelines Open Timelines
- 13. Limitations • • Valence of Posts/Interactions • Active/Passive Fans • More Fans = Lower Engagement Rate • Any response is a good response
- 14. Recommendations For quality customer service, proper 2-way communication must be established between business and consumers. • Engagement and Interaction o Photos, Ask Questions, Get Feedback/Ideas, Create Events and Contests • Responsiveness o Reply as frequently and as quickly as possible