Online Marketing Webinar Series: Social Customer Service

Sarah CornelissePenn State University

April 23, 2019

This series is supported by USDA/NIFA under Award Number 2015-49200-24228.

https://www.linkedin.com/pulse/why-only-few-super-successful-people-naveen-raju/

Social Customer Service

Sarah CornelisseDepartment of Agricultural Economics, Sociology, and Education

Penn State Universitysar243@psu.edu

Why We Use Social Media

• Communication• Building Relationships• Reputation Management• Customer Service• Information• Advertising• Entertainment

Source:http://www.slideshare.net/Radler27/pick-me-pick-me-the-value-of-professional-networking-social-media-and-electronic-portfolios

Chatter is the most important when using these social media tools. We don’t just want people to see it, we want them to talk about it.

~ Julie Flinchbaugh KeeneFlinchbaugh’s Orchard

Customer Service• 67% of consumers have used a company's

social media site for servicing (J.D. Power)

• 45% of consumers head to social media first when they have a question or issue (SproutSocial)

• 47% of social media users engage in customer service activities through these platforms (Nielsen)

o 70% on a monthly basiso 30% prefer social over phoneo Facebook most likely to be used

http://www.jdpower.com/press-releases/2013-social-media-benchmark-studySproutSocial Index 2018http://www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media-report-2012.html

Customer Service• 88% of respondents said that they would

be less likely to do business with someone who didn’t answer questions on their social media pages

• 21% more likely to buy from businesses they can reach on social media

Sources: https://www.groovehq.com/support/social-media-customer-service-best-practicesSprout Social Index 2018

Customer Service• Focus on social

interaction as a differentiator

• Take advantage of ALL feedback & comments

Sources: State of the Connected Customer 2018, Salesforce Research

Issues in Social Customer Service

Purpose for ConnectingResponse Time Response Plan

Images: https://pixabay.com/photos/the-summer-time-changeover-2175397/https://pixabay.com/vectors/flowchart-diagram-drawing-concept-311347/https://pixabay.com/illustrations/meeting-relationship-business-1019875/

Source: Sprout Social Index 2018

Source: https://www.getfivestars.com/blog/survey-why-do-consumers-leave-reviews/

Source: https://www.socialmediatoday.com/news/brands-ignoring-consumers-on-social-media-are-in-trouble-infographic/512213/?fbclid=IwAR0fEU3NmqW7I5Wr8u-aou45AooFK8rtzdYeaqPcU8MDp6zdT9JUO6ljre8

42% expect a response in under 1 hour

Source: https://blog.bufferapp.com/social-media-for-customer-service-guide

Source: https://www.socialmediatoday.com/news/brands-ignoring-consumers-on-social-media-are-in-trouble-infographic/512213/?fbclid=IwAR0fEU3NmqW7I5Wr8u-aou45AooFK8rtzdYeaqPcU8MDp6zdT9JUO6ljre8

Developing a Social Media Response Plan

https://www.bigstockphoto.com/image-58031156/stock-photo-social-crm-concept-on-the-wall

Response Planning Process

Listen/ Research

Identify goals & objectives

Develop a plan

Implement plan

Measure success

LISTEN & Research

Understand differences in forums based on:

• Audience• Topics • Context• Level of engagement• Degree of Influence• Reach

Source: http://www.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-business

Source: State of the Connected Customer 2018, Salesforce Research

Monitor• Google Alerts• Claim business on review sites• Many fee based services/tools

Identify Goals & Objectives

Business’s goals – how do you want SM to help your existing business plan? Increase website traffic/customer base Increase number of followers/visibility Improve customer service

Example Customer Service Objectives

Source: https://www.groovehq.com/support/complete-guide-to-social-media-customer-support

Types of Interaction

Complaint / AttackQuestionCompliment

Images: https://pixabay.com/illustrations/thumbs-up-gut-thumb-high-finger-1026529/https://pixabay.com/illustrations/question-mark-asking-answer-q-and-a-3978394/https://pixabay.com/illustrations/rage-angry-frustrated-emotion-1015611/

Social Media Response Plan• Who will respond?

o What is the chain of command?• How quickly will you respond?• What will you respond to?• When do you take an issue offline?• What documentation is necessary?

Source: https://www.slideshare.net/Connectingup/cu12-managing-negative-criticism-on-social-media-what-to-do-when-it-goes-pearshaped-kate-vandervoort-at-connecting-up-2012

Expected Response Times by Platform

Facebooko Expect within 6 hours = 85%o Average time = 1 day, 3 hrs, 47 min

Twittero Expect within 1 hour = 64%o Average time = 1 day, 7 hrs, 12 min

Source: https://blog.hubspot.com/service/social-media-response-time

Tips for Responding• Leave positive &

negative commentso Remove abusive or

inappropriate comments

Tips for Responding• Leave positive & negative comments

o Remove abusive or inappropriate comments• Listen

o What type of interaction is this?o If complaint -

• What type of complaint is this?• What type of complainer is it?

Example: Question

Compliment

Example:

Tips for Responding• Leave positive & negative comments

o Remove abusive or inappropriate comments• Listen

o What type of complaint is this?o What type of complainer is it?

• Ask questionso Is documentation necessary?o Gather information internally

Tips for Responding• Leave positive & negative comments

o Remove abusive or inappropriate comments• Listen

o What type of complaint is this?o What type of complainer is it?

• Ask questionso Gather information internally

• Respondo Use commenter’s name

Types of Complainers

The Meek Customer

The Aggressive Customer

The High-Roller Customer

The Chronic Complainer Customer

The Opportunist Customer

Source: https://www.smartinsights.com/customer-relationship-management/customer-service-and-support/five-types-of-social-media-complainers-infographic/Image: http://greenlining.org/blog/2013/complaining-good-thing/

Types of Complaints

Straight Problems

Constructive Criticism

Merited Attack

Trolling

Image: http://greenlining.org/blog/2013/complaining-good-thing/

Types of Complaints

• Straight Problemso Customer can pinpoint the problem

Source: http://slideplayer.com/slide/5384264/

Types of Complaints

• Constructive criticismo Customer describes how something can be

improved

Source: http://slideplayer.com/slide/5384264/Image: http://www.gmanetwork.com/gma/royalwedding/inside/principalsponsors/showbiznews/news/29089/rocco-nacino-appreciates-constructive-criticism-of-netizen/story

Types of Complaints• Merited attack

o Business has done something wrong and someone is angry about it

Source: http://slideplayer.com/slide/5384264/

Types of Complaints• Trolling

o Person is trying to get reactions or make business look bad

Source: http://slideplayer.com/slide/5384264/

The Challenge

ComplainerMeek

AggressiveHigh-RollerOpportunist

Chronic

ComplaintStraight

Constructive

Merited

Trolling

?

Responding to Criticism• Step-back before posting response

Responding to Criticism• Step-back before posting response• Respond to most comments & criticisms

Responding to Criticism• Step-back before posting response• Respond to all comments & criticisms• Thank complainant for their feedback

Responding to Criticism• Step-back before posting response• Respond to all comments & criticisms• Thank complainant for their feedback• Decide if conversation should be taken

offline

Responding to Criticism• Step-back before posting response• Respond to all comments & criticisms• Thank complainant for their feedback• Decide if conversation should be taken

offline• Provide information

Responding to Criticism• Step-back before posting response• Respond to all comments & criticisms• Thank complainant for their feedback• Decide if conversation should be taken

offline• Provide information• Apologize when necessary

Responding to Criticism• Step-back before posting response• Respond to all comments & criticisms• Thank complainant for their feedback• Decide if conversation should be taken

offline• Provide information• Apologize when necessary• Follow up after implementing a resolution

More Examples

Measure How You’re Doing

Source: https://www.groovehq.com/support/complete-guide-to-social-media-customer-support

Source: https://www.socialmediatoday.com/news/brands-ignoring-consumers-on-social-media-are-in-trouble-infographic/512213/?fbclid=IwAR0fEU3NmqW7I5Wr8u-aou45AooFK8rtzdYeaqPcU8MDp6zdT9JUO6ljre8

Customer Service tips• Be proactive• Focus on social interaction as a competitive

differentiator• Define a process and framework for dealing

with customerso Understand the complaint before respondingo Follow through on all channelso Follow up after the problem has been solved

Thank You!

Sarah CornelisseDepartment of Agricultural Economics, Sociology, and Education

Penn State Universitysar243@psu.edu

Center for Profitable Agriculture(931) 486-2777mleffew@utk.eduag.tennesse.edu/cpafacebook.com/ValueAddedAg

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