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How Social Media Changes Customer Service


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Most social media pundits highlight the marketing and brand building opportunities presented by social media platforms like Facebook, LinkedIn, blogs and Twitter.

In this presentation at CeBIT Australia 2009 (Webciety stage) I look at what social media engagement can do for customer service.

Published in: Technology, Business

How Social Media Changes Customer Service

  1. 1. How Social Media changes Customer Service Tom Voirol @voirol
  2. 2. Social media engagement strategy
  3. 3. Listen
  4. 4. Listen to blogs
  5. 5. Listen to blogs
  6. 6. Listen to Facebook, MySpace and the web in general
  7. 7. Listen to Twitter traffic
  8. 8. Listen through monitoring services
  9. 9. Use a Dashboard
  10. 10. Get to know your brand –
  11. 11. What do you listen for? <ul><li>Listen for </li></ul><ul><ul><li>Complaints </li></ul></ul><ul><ul><li>Compliments </li></ul></ul><ul><ul><li>Questions and problems </li></ul></ul><ul><li>From </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Potential customers </li></ul></ul><ul><ul><li>Fans </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><li>In order to learn about </li></ul><ul><ul><li>Perception of your brand </li></ul></ul><ul><ul><li>Pain points of your stakeholders </li></ul></ul><ul><ul><li>Areas for improvement </li></ul></ul>
  12. 17. Respond
  13. 18. Authentic conversations
  14. 19. Offer help but don’t be pushy
  15. 20. Respond in the same medium
  16. 24. Respond from the top
  17. 25. Drive
  18. 26. Set up a customer service blog <ul><li>Relate stories from the trenches </li></ul><ul><li>Admit to mistakes and announce improvements </li></ul><ul><li>Ask for opinions </li></ul><ul><li>Float ideas with your customers and fans </li></ul>
  19. 32. How do you go about it? <ul><li>No different from the real world </li></ul><ul><li>Authentic voices, real humans </li></ul><ul><li>Empower staff </li></ul><ul><li>How do we keep it in check? </li></ul><ul><li>Scalability? </li></ul>
  20. 33. No different from the real world
  21. 34. Authentic voices, empower staff
  22. 35. Social media policy <ul><li>Intel: </li></ul><ul><ul><li>Transparent, judicious, write what you know, perception is reality, it’s a conversation, are you adding value?, responsibility, create excitement, be a leader </li></ul></ul><ul><li>Telstra: </li></ul><ul><ul><li>3Rs: Responsibility, Respect, Representation </li></ul></ul>
  23. 36. Scalability? <ul><li>Don’t just take it from the customer service budget, but also marketing and R&D </li></ul><ul><li>If Telstra can do it, we can do it </li></ul><ul><li>Help customers to help each other </li></ul>
  24. 37. Any other good examples then? <ul><li>Comcast: </li></ul><ul><li>Zappos: </li></ul><ul><li>Commbank: </li></ul><ul><li>Vodafone: </li></ul>
  25. 38. One take-away