Workshop presentation by Darren Sharp Resonate Solutions to SOCAP Australia FMCG group. Presented at SOCAP 2012 annual conference in Melbourne Australia 29 August 2012.

1. SOCAP 2012
Social Customer Service Workshop
Darren Sharp, Senior Consultant
Twitter: @dasharp
#smcustserv
Resonate Solutions Pty Ltd 29/08/2012

2. Resonate Solutions
• Managed online communities
• Closed Loop Feedback programs – NPS
• Social Media Listening & Analysis
• Social Media Strategy

3. Peer-to-peer breakouts (p2p)
• Opportunity to leverage p2p knowledge sharing
• Open conversation about your experiences
• Teach, learn, discuss: feedback to group
“No one knows everything, everyone knows something,
all knowledge resides in humanity” – Pierre Levy

4. The Good
http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/

5. The Bad: ChapStick
Social media death spiral: “ChapStick for some weird
reason doesn't just delete the image, apologize, or
even acknowledge the issue, beyond its infuriating
deleting of comments.”
http://www.adweek.com/adfreak/chapstick-gets-itself-social-media-death-spiral-136097

6. The Ugly: Seven News
“Seven claims it deleted the comment from Linda
Goldspink-Lord “in error”. At the time of deletion,
more than 32,000 people had liked the comment,
and 2000 had commented.”
http://mumbrella.com.au/seven-news-sydney-caught-in-social-media-backlash-105160

7. Peter Shankman
“Customer service is no longer about telling people
how great you are. It’s about producing amazing
moments in time, and letting those moments become
the focal point of how amazing you are, told not by
you, but by the customer who you thrilled.”

8. Channel Selection
• Facebook Private messaging
• Twitter
http://mashable.com/2012/04/16/social-networks-tips-infographic/

9. Channel Selection
• Facebook Private messaging
• Twitter
http://mashable.com/2012/04/16/social-networks-tips-infographic/

10. Channel Selection
• Facebook Private messaging
• Twitter
http://theonlinecircle.com/infographic-Australian-Facebook-perfomance

11. Social Listening
• What are customers and competitors saying?
• Where are they saying it?
“You need to be aware of the places where your
customers may be talking about you and may
need your help” - Michael Hill

12. Social Listening
• Gatorade Mission Control Center (May 2010)

13. Social Listening
• Gatorade real time tweets

14. Social Listening
• Dell Social Media Listening Command Center
(December 2010)

15. Social Listening
• Dell social mentions

16. Social Listening: evaluate the issue
Complaint? Question?
Problem? Crowd?
Compliment?
Crisis? Competitor?
Warning?
Campaign?
Resolving customer complaints across social media and traditional channels – Michael Hill

17. P2P Breakout: Social Listening
• What social listening activities does your
organisation undertake?
• What are the main challenges you’re facing?

18. Social Customer Service
When developing your strategy aim to be…
• Consistent
• Responsive
• Timely

19. KLM Rules of Engagement
• KLM do a great job of keeping consistency throughout
their communications. Each member of their customer
service team follows official company policy to:
http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public

20. KLM Web Care
• Award-winning webcare
• Answer within the hour,
24/7
• 5 languages on
Facebook/Twitter
• Dutch, English, Spanish,
German and Japanese

21. UBank
• Skype calls 24/7
• Doesn’t use automated
responses for social media
• Train existing contact
centre staff to use social
• Goal of 2 hour response
time for customer queries

22. JB HI-FI
• Individual stores have
Twitter accounts
• #jbhelp hashtag
• Staff “self-select” for
social media engagement
• Staff Twitter accounts
• Staff given appropriate
guidelines & training
http://prwarrior.typepad.com/my_weblog/2012/02/will-jb-hifis-twitter-crew-become-australias-equivalent-of-best-buys-twelpforce-1.html

23. Social Customer Service
Responsiveness
1. Sociable Language;
2. Personalised Response;
3. Reactive Tone;
4. Calm and Measured Reactions.
http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public

24. Timely

25. Open for Business
Post a daily update to let your customers know that you
are open for business and ready to start dealing
with any issues.
Sign off at the end of the day…

26. The 1st rule of community management
Do Not Delete!
http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383

27. Dealing with Negative Comments
Start a conversation by acknowledging the problem and
demonstrating that you really do care and are serious
about getting the problem resolved:
• “I'm sorry...”
• “Thank you”
• “Here's some information...”
• “Thanks for letting us know...”
• “Hi, I've just noticed your tweet - can I help?”
• “That must have been frustrating, how can I help?”
Resolving customer complaints across social media and traditional channels – Michael Hill

28. Dealing with Negative Comments

29. Escalation Procedures

30. P2P Breakout: Social Customer Service
• What processes has your organisation put in place
to deal with complaints in social media?
• Are you consistent, responsive, timely?
• Are the people that manage Facebook and Twitter
skilled in dealing with customer complaints?

31. Next Steps: Integration
• Start asking customers for their social media
handles;
• Recruitment through sign-up, surveys & contests;
• Eventually match social media handles to
customer records (CRM);
• Link social sentiment to NPS data.

32. Tools…
• Conversocial
• Freshdesk
• ZenDesk
• Salesforce Social Hub

33. Surprise & Delight
• KLM staff surprise flyers using social media with a
customised gift like an upgrade, voucher or travel bag.
http://surprise.klm.com/

34. Contact
Darren Sharp, Senior Consultant
darren.sharp@resonatesolutions.com.au
Phone: (02) 9957 9400
Mobile: 0419 314 655
www.resonatesolutions.com.au