SOCAP 2012

Social Customer Service Workshop

Darren Sharp, Senior Consultant

Twitter: @dasharp

#smcustserv

29/08/2012Resonate Solutions Pty Ltd

Resonate Solutions

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

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

The Good

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

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

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

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.”

Channel Selection

• Facebook Private messaging

• Twitter

http://mashable.com/2012/04/16/social-networks-tips-infographic/

Channel Selection

• Facebook Private messaging

• Twitter

http://mashable.com/2012/04/16/social-networks-tips-infographic/

Channel Selection

• Facebook Private messaging

• Twitter

http://theonlinecircle.com/infographic-Australian-Facebook-perfomance

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

Social Listening

• Gatorade Mission Control Center (May 2010)

Social Listening

• Gatorade real time tweets

Social Listening

• Dell Social Media Listening Command Center (December 2010)

Social Listening

• Dell social mentions

Social Listening: evaluate the issue

Resolving customer complaints across social media and traditional channels – Michael Hill

Complaint?

Compliment?

Problem?

Question?

Warning?Crisis? Competitor?

Crowd?

Campaign?

P2P Breakout: Social Listening

• What social listening activities does your organisation undertake?

• What are the main challenges you’re facing?

Social Customer Service

When developing your strategy aim to be…

• Consistent

• Responsive

• Timely

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

KLM Web Care

• Award-winning webcare

• Answer within the hour, 24/7

• 5 languages on Facebook/Twitter

• Dutch, English, Spanish, German and Japanese

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

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

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

Timely

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…

The 1st rule of community management

Do Not Delete!

http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383

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

Dealing with Negative Comments

Escalation Procedures

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?

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.

Tools…

• Conversocial

• Freshdesk

• ZenDesk

• Salesforce Social Hub

Surprise & Delight

• KLM staff surprise flyers using social media with a customised gift like an upgrade, voucher or travel bag.

http://surprise.klm.com/

Contact

Darren Sharp, Senior Consultantdarren.sharp@resonatesolutions.com.auPhone: (02) 9957 9400 Mobile: 0419 314 655www.resonatesolutions.com.au