Service Levels on Social Media are being observed by customer care analysts. Brands can be ranked low and suffer if they don't set up tools and processes to monitor and enforce SLAs.
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SLAs on Social Media
CEMT Vienna 2013
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Still young ?
Stephane LEE
• CEO of Dimelo SocialCRM SW company
Real life : 46 years old
• Blogs : 9 years old
• Linkedin : 9 years old
• Xing : 8 years old
• Facebook : 6 years old
• Twitter : 5 years old
• Google+ : 2 year old
• Pinterest : 1 year old
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Why do customers express their
problems on Social Media ?
SIMPLICITY:
• Because it is more straightforward if social
media channels are already open on their
desktop/mobile
• Digital natives
PRESSURE:
• Because they think the public nature of
social media will put more pressure on
companies to answer their question
ESCALATION:
• Because they tried other channels and it
didn’t work
VENGEANCE:
• Because they felt rebuffed by a previous
company response
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KPI funnel
Response Rate
Response Time
CSAT
NPS
Value
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Failed expectations
#complainvertising
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Don’t let others choose the ranking
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Exceeded expectations
WOW but not scalable !
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Don’t forget
The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions Marcel Corstjens INSEAD
It’s all about CONSISTENCY
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Why should you enforce SLAs ?
Because customer expectations are high
Because of the public nature of social media messages
Because your company must consider social media as a valid channel
Because you have the opportunity to do things the right way this time
Because customer service is the new marketing, and it will make a
difference
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Ensuring service levels
1. Define SLAs for selected sources (Twitter, Facebook, etc.)
2. Anticipate volume
3. Plan resources
4. Define workflows
5. Choose the right tool
6. Measure
7. Find improvement points
8. Survey customers
9. Make it better