4. How to exploit social
media
• Information Distribution
– Own web site
– Third party sites
– Multi-media (text, voice and video)
• Customer Response
– Callback
– Webchat
– Collaboration tools
– Chat Moderators
10. Web chat potential
• Example of an ISP
– Telco client e.g. selling broadband
– Dedicated live chat operators handle up to 4
simultaneous chat sessions
– Option of chat provided at key pages in purchase
process – to specific customer groups
– Conversion increased from 5% to 20% on these
pages
– Significant ROI on providing facility
11. Collaboration tools
• Innovative use of technology
– NSPCC Online service designed
to help youngsters communicate
more freely with counsellors
– Secure environment 'white board'
allows children to draw pictures
– Commonly used in the counselling
of children who find it difficult to
express themselves on painful
issues like family breakdown.
12. Chat Moderators
• With the rise in use of social networking
communities
– how do ensure user generated content is
appropriate?
• Example from RXP online bingo client
– Role of CM is to monitor users, run online bingo chat
games and foster a sense of community
– Studies show providing this level of Customer Service
means that players stay longer and return more often
13. Don’t forget the strategy!
• Start with the fours Cs
– Contact Strategy
• Channel Management
– Customer demographics
• Who uses what?
– Communications capability
• Insource and/or outsource
– Control
• Remember - it’s a viral thing!
