Post on 30-Mar-2015
Customer Service & Social Media
Jeff Cranson Communications Director
Michigan Department of Transportation
Providing the highest quality integrated
transportation services for economic benefit and improved
quality of life.
Our Mission
Strategic Emphasis on Customers
“The role of government is to serve our citizens as customers ---to make a difference in their lives in a positive way.”
Governor Snyder
Strategic Approach to Performance
Focus on a ‘Wildly Important’ Goal
Act on Lead Measures
Create Compelling Scoreboards
Create A Cadence of Accountability
‘Good Government in Action’ Initiative
Improved Customer SatisfactionImprove Customer Satisfaction to 80%
Our ‘WIG’: Statewide Goal:
Customer-Centered System Operations A Platform for Customer Service and Satisfaction
Goal: Limit User Delay Costs on High Priority Corridors
Statewide
Transportation System Operations:
Lead/Lag Measures Winter Operations
Work Zone Management
Traffic Incident Management
Limit User Delay Costs
Winter Regain Time After Storm Huddles when
regain > 2 hours
Pre-storm communications with contract agencies
Normal Speeds <2 hours
Data Resources Field Detectors
NAVTEQ
Trucking Companies
Crowdsourcing
Performance Measures
Accountability
Employee Engagement
Cadence
Scoreboard
Performance Measures
Winter Operations
Work Zone Impacts
Quick Clearance
Post Incident Review
Driving Customer Service Through Communications
Social Media• Important traffic, safety
& construction information
• Notification about news releases, reports, public events & public comment periods
• Links to informational videos, photos & the MDOT Web site
Providing Customer Service Through Social Media
Social Media
• MDOT recognizes that social media works both ways
• Communication isn’t just one-sided
• Communications staff actively monitors Facebook & Twitter feeds for questions, complaints & traffic news tips from the public
• State of Michigan social media policy is to respond to a public question within 24 hours during the work week
• Of course traffic doesn’t stop on the weekend, so MDOT staff keeps tabs on social media feeds during the weekends when at all possible
Social Media • Opportunity to convert critics
into fans
• Offer help, or at the very least to listen
• Even if you can’t solve their current problem, show them that you’re always there to help
• Be honest & helpful, not confrontational
Dealing with an angry customer
The Michigan Department of Transportation
Social Media - Customer Service
• Sometimes you need to ask an expert to help answer a question.
• Everyone’s busy, so getting that help may not come quickly. Make sure to let the customer know you’re working on it and that they haven’t been forgotten.
Don’t leave customers hanging
A quick Facebook post about rest area maintenance led to a question from a follower about why MDOT doesn’t use that money to fix roads instead.
A.j. Bertin I just have to ask... why have so many of Michigan's rest areas been demolished and rebuilt over the last few years? Couldn't those funds have gone toward improving more of the actual roads?
The Michigan Department of Transportation
Social Media - Customer ServiceExample
MDOT responded within an hour to acknowledge the question. Communications staff drafted a response and forwarded it to a department expert on rest areas to make sure it was thorough and accurate.
Michigan Department of Transportation Working on a response for you, A.j. Bertin. Thanks for the question!
The Michigan Department of Transportation
Social Media - Customer ServiceExample
As it turned out, the expert was away at a meeting and could not respond immediately. MDOT made sure to provide the Facebook follower an update the next morning.
Michigan Department of Transportation Haven't forgotten about your question, AJ. Verifying some information we plan to pass along to you.
-- Follower responded by liking MDOT’s post.
The Michigan Department of Transportation
Social Media - Customer ServiceExample
The rest area expert provided information to pass along to the follower. Staff made sure to apologize for the delay in the response.
Michigan Department of Transportation Sorry for the time it took to give you the full response. We wanted to make sure we included a thorough explanation of why rest areas/Welcome Centers are so valuable, given the current funding issue.
-- Follower responded by liking MDOT’s post.
The Michigan Department of Transportation
Social Media - Customer ServiceExample
A few hours later, the follower made sure to thank MDOT for keeping our promise to respond to him.
A.j. Bertin Thank you for this thorough answer. I appreciate you getting back to me!
The Michigan Department of Transportation
Social Media - Customer ServiceExample
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@KINGVERN:
@MichiganDOT I hate you for this traffic on 75 after the Kevin Heart show. Down to two lanes... EFF YOU!!
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@KINGVERN:
@MichiganDOT y'all need to get your @$!$ together
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@MichiganDOT:
@KINGVERN Sorry for the inconvenience, Vern. Which area of I-75 was that? I can explain the work with that info. Thanks!
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@KINGVERN:
@MichiganDOT it was Saturday night between The palace of auburn hills and Crooks road. What happened? Thanks for the response.
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@KINGVERN:
I cant belIeve @MichiganDOT responded to my angry tweet lol. #humbled
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@MichiganDOT:
@KINGVERN Found it - maintenance work. Hard to do that kind of work during work week, so wkend only option. Sorry again for the delays.
Dealing with an angry customer
Example
Angry Detroit motorist stuck in construction following a concert.
@KINGVERN:
@MichiganDOT thank you
Dealing with an angry customer
Example
Recap
• Angry motorist called out
MDOT by name
• MDOT responded with offer to
help explain the delay
• Motorist surprised MDOT
responded
• Motorist attitude changed
from anger to appreciative
Summary
• Monitor social media channels
• Meet issues head-on
• People want to be heard
• Stay positive, don’t be confrontational
• Opportunity to convert critics to fans
Use of Social Media tools is no
excuse for distracted driving
- Don’t drive while “intexticated!”
MDOT Social Media Sites
Twitter@MichiganDOT @MDOT_MetroDet@MDOT_West @MDOT_Southwest@MDOT_Bay @MDOT_Lansing@MDOT_A2 @MDOT_Traverse@MDOT_UP@MDOT_Rail
www.facebook.com/MichiganDOT
YouTubewww.youtube.com/MichiganDOT
Instagramwww.instagram.com/mdotpicoftheday
Questions?
31
Customer Service is ImportantPlease take our customer survey:
https://www.research.net/s/ZKC9H99