How to Integrate Social Media
with Customer Service

Sonny Gill | @sonnygill

Contains U.S. Cellular® confidential informa...
The Starting Line

2

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper ...
Where do I start?
Know where you want to go

•  Before you start, understand…
–  Your business
–  Your social communities
...
Finding Your Team

4

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper ...
Who do I involve?
Integration is key

•  Biz unit identified, but now what?
–  It’s not all about social
•  Think people +...
Measure It

6

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authori...
What do I measure?
Know what you want to accomplish

•  Customer service + social metrics
–  Determine
•  What’s important...
Tools

8

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorizatio...
What about the technology?
Remember where you’re going

•  Which tool do I go with?
–  No single tool is a jack-of-all-tra...
Thank You!

Sonny Gill | @sonnygill

sandeep.gill@uscellular.com

10

Contains U.S. Cellular® confidential information. No...
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SocialMedia.org Brand Summit - How To Integrate Social with Customer Service

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Walking through the steps on how to manage a scalable and reliable process to extend customer service into social.

Published in: Social Media, Business, Education
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SocialMedia.org Brand Summit - How To Integrate Social with Customer Service

  1. 1. How to Integrate Social Media with Customer Service Sonny Gill | @sonnygill Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  2. 2. The Starting Line 2 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  3. 3. Where do I start? Know where you want to go •  Before you start, understand… –  Your business –  Your social communities –  Your customers •  What are they asking for? –  Know what they need! •  What did we learn? –  The obvious: our customers wanted help in social •  Realized social is faster than phone/email –  Program lives in our call center –  Customers have technical/account related ?s 3 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  4. 4. Finding Your Team 4 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  5. 5. Who do I involve? Integration is key •  Biz unit identified, but now what? –  It’s not all about social •  Think people + logistics Manager –  Operational requirements Coach •  Forecasting –  Scale •  Build a team! –  –  –  –  Staffing models Hours of operation Hiring process Scheduling Social Media Managers •  Coaching Examples of future channels 5 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  6. 6. Measure It 6 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  7. 7. What do I measure? Know what you want to accomplish •  Customer service + social metrics –  Determine •  What’s important to both teams •  Who manages reporting •  Individual and team performance •  •  •  •  SLA (Service Level Agreement) Average handling time # social issues routed # social issues resolved •  Framework = complete –  Now, the technology… 7 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  8. 8. Tools 8 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  9. 9. What about the technology? Remember where you’re going •  Which tool do I go with? –  No single tool is a jack-of-all-trades •  Every tool has strengths and weaknesses •  Understand what’s most important to you –  –  –  –  Reporting dashboards Workflow for team structure Macros/automated routing Stream view •  Visualize competing tools’ capabilities –  Training •  Customized for social service team –  Company voice, social tone, expectations, tool ins/outs •  Periodic refreshes to keep team/program up to speed 9 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  10. 10. Thank You! Sonny Gill | @sonnygill sandeep.gill@uscellular.com 10 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

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