Multilingual Customer Service on Social Media
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Transcript of Multilingual Customer Service on Social Media
Multilingual Customer Service On Social Media
By: Gurleen Singh Bhatia, Jason Fernando, and Lesley Ning
Changing Consumer Expectations
• 71% of customers aged 16-24 go online to resolve a problem
• 87% of customers say social interaction matters
• 83% of customers will abandon a purchase because of poor customer service
• Negative Word of Mouth spreads faster online
Source: J.D. Power and Associates, 2013 Social Media Benchmark Study
• People are increasingly turning to Social Media to voice frustrations with traditional customer service.
• This phenomenon is particularly noticeable among younger demographics ("Generation Y")
• Over 30% of people age 25 and under are using social media to complain about customer service
• We can reasonably expect that this shift will accelerate over time.
• Enhancing customer service through Social Media helps appeal to this growing consumer demand.
Source: YouGov plc. Survey
The Shift to Social Media
Source: Simply Measured, Twitter Customer Service Study - June 2013.
Top Brands on Twitter show Huge Potential for Growth
Speed Matters: Response Times
Source: Simply Measured, Twitter Customer Service Study - June 2013.
Source: Simply Measured, Twitter Customer Service Study - June 2013.
High Performance Brands Respond to the Majority of Social Media Inquiries
Multilingual Customer Service
English Case Studies
Nike: An example of great social media customer service
Source: Simply Measured, Twitter Customer Service Study - June 2013.
Customer Service Twitter Handles Send a Large Volume of Messages
@Nike Engages Users with a Marketing Approach
Personalized Engagement is Key
@NikeSupport engages users by providing valuable customer support
• @NikeSupport focuses solely on customer service
• Their responses to each user are personalized
• These public interactions build a positive brand identity
• Customer service is indirectly a powerful marketing tool
Protect your Brand by Turning Negatives into Positives
Royal Dutch Airlines: Exemplary Social Media Guidelines
• KLM aims to respond to every user question within 1 hour
• Every issue must be resolved within 24 hours
• KLM runs unique social media campaigns that focus on customer service:
• KLM Surprise: after monitoring the social media activity of a client, KLM would surprise them at the airport with a small gift
• Trip Planner: A social application that allows people to plan and book a trip with their friends without leaving the app
KLM YouTube Video Promotion
Multilingual Customer Service
French Case Studies
• Lottery companies face the unique challenge of keeping their customers happy about a product which offers an extremely low probability of success.
• Through their bilingual Twitter account, Loto Quebec provides their customers with timely information while also engaging in friendly conversation.
• Here, they respond to a customer that is waiting in line to buy a lottery ticket by wishing her "best of luck!" with her purchase.
Loto Québec: Boost Customer Satisfaction
• This kind of light interaction occurs frequently on Loto Quebec's Twitter feed, and helps foster positive relationships in an industry which is prone to disappointed customers.
• The previous conversation continues here, with @Popinard saying “It pays to be nice to Loto players”; a spin-off of a Loto-Québec slogan
• Loto-Québec responds with “Where have I heard that before ;)”
• Loto-Québec’s interaction plays with inside-jokes and builds relationships with its followers
Build Positive Relationships on Social Media
• The Montréal Transportation System proactively responds to frustrated commuters, answering questions in real-time in both English and French
• Engage with influencers through RTs and conversations
• Drive traffic toward related projects such as recruiting beta testers
• In this conversation, someone is asking STM about the service for a particular line. STM responds and directs the user to a Twitter Handle specific to the transit line in question
STM: Be Helpful and Informative
• Here STM tells its followers where a particular bus route ends, someone responds asking if they will be stuck at the final destination
• The user also creates a negative hashtag (the equivalent of #deadlocked)
• STM responds by directing the user to a relevant section of its website with specific transit routes available at the station
Share relevant resources to drive web traffic
Multilingual Customer Service
Chinese Case Studies
• WeChat has 30M registered users and 19M active users
• It is used by companies and organizations in various fields: Destination Marketing Organization’s (DMO’s), gaming, financial groups, retailers, real estate, education, E-commerce, etc.
• Great tool for cutting customer service costs
• A new effective way to attract and interact with targeted Chinese customers
Engage Chinese Customers on WeChat
- By scanning the QR code on Starbucks coffee sleeves, users get a chance to win coupons and become Starbucks members
- Users can download customized ‘Starbucks’ wake-up music for their phone alarms.
Starbucks China WeChat Campaign
Podinns Hotels
• Number of followers has increased from 0 to 550K in half an year
• Apps allow users to book hotel rooms and check availability on WeChat
• Provide services such as customized dinner menus
• WeChat facilitates the hotel experience
• Location services
• Book confirmations
• Look up popular local shopping destinations and restaurants
• Check the weather
• Contact hotel managers
Podinns Hotel’s WeChat apps allow users to:
• Create a Customer Service account on the right social platforms
• Listen to what customers are saying
• Develop a social media response guideline
• Be proactive
• Respond quickly and personalize messages
• Provide service in multiple languages
What Can You Do?
Questions?
Tweet us @LATMultilingual with the hashtag #LATSocial