The Five Steps to Set Up a Social Customer Service Team
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Transcript of The Five Steps to Set Up a Social Customer Service Team
Operationalizing Social Support
Michael Pace
Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
2
Introductions
3
Session Agenda
1. Why do I need to invest here
2. 5 Steps to Develop Superior Social Customer Service
3. Objectives & Metrics
4. Hiring & People
5. Sharing experiences and Q&A
4
Starting with WHY
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Starting with WHY
800 + Million
140 Million = Aver. # of tweets sent per day
500 Billion Peer Impressions
per year
Data via Socialnomics
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Starting with WHY
So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.
Kaiser Family Foundation – Jan 2010
More than ½ of the world’s population is under 30 … which means they don’t know life before the internet.
Socialnomics
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Starting with WHY
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Starting with WHY
The Conversation IS happening …
NOW WHAT?
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5 Steps to Success
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5 Steps to Success - #1
Get Yourself Involved
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5 Steps to Success - #1
Get Yourself Involved - LinkedIn
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5 Steps to Success - #1Get Yourself Involved - Facebook
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5 Steps to Success - #1Get Yourself Involved - Twitter
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5 Steps to Success - #1Get Yourself Involved - Blogs
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5 Steps to Success - #1
Get Yourself Involved – Other ResourcesOnline Communities
www.socialquickstarter.com
www.Hubspot.com
www.technorati.com
www.wefollow.com or www.listorious.com
Online Chats – such as #custserv (Tues. at 9pm ET)
Invest in a Smart Phone
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5 Steps to Success - #1Get Yourself Involved – Other Resources
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5 Steps to Success - #2Know Your Business Strategy
Critical to Quality
Industry Best Practices
Where are your customers?
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5 Steps to Success - #2Know Your Customers
Determine what is most important to your customer
Socially, Physically & Mentally
By Vertical or Type of Customer
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5 Steps to Success - #2Know Your Business Strategy
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5 Steps to Success - #3Listen to Your Customers
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5 Steps to Success - #4Customer Conversation
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5 Steps to Success - #4Customer Conversation
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5 Steps to Success - #4
Customer Conversation
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5 Steps to Success - #4Customer Conversation
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5 Steps to Success - #5Capture Info & Catalog
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Objectives & Metrics
Business Metrics Learning Agenda
4Engagement4CLTV
4C-Sat
4Other Key Metrics4SLA’s4Connection growth4Production
4Scale
4Content Management
4X-Dept Interactions
4People
4Infrastructure
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Objectives & Metrics
Business Metrics
Acquisition
Retention
Aver. Revenue / Customer
Profitability
Customer Life Time Value
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Objectives & Metrics
Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126)
Business Metrics – Acquisition & Retention
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Objectives & Metrics
Business Metrics – ARPU
Sell
EducationCreate Curate Repurpose
Blogs
Community Posts
PDF’s
Videos
Webinars
LIP Seminar Listings FAQ’s
Podcasts Guides
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Objectives & Metrics
Business Metrics – Profitability
Channel Cost Per Interaction Insource
Cost Per Interaction Outsource
Phone (10 min) $12 $7.20 Email $6-8 $4.20Chat (6 min) $7-8 $4.50
Twitter (2 min) $2.40-$2.50
Only 1/12 interactions required a change in channel
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Objectives & Metrics
Learning Agenda
Scale
Content Management
X-Dept Interactions
People
Infrastructure
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Hiring & People
Channel Attributes
In Person 1 to 1+, Face to Face Visual presentation & interaction Immediate responses are critical Quality of written responses typically less important
Phone 1 to 1 voice conversation Improved with personal connection, tone important Near immediate responses improve satisfaction
Email 1 to 1 digital conversation Persona driven by written word Between 2-24 hrs is expected turn around time
Chat 1 to 1 digital conversation Typically a casual conversation, short responses & grammar less critical Immediate responses are critical
Traditional
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Hiring & People
Responsibilities:•Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for customer service related inquiries, complaints, concerns
•Organize customer service inquiries, concerns, and responses for record and reference track the types of questions that appear on social media outlets
•Distribute and/or partner with various internal resources to ensure social media generated issues are resolved and communicated
•Partner with various internal (possibly external) resources to update customers on promotions, technical advancements, general content, issues or changes
•Facilitate the Voice of the Customer (Social Media) to various internal departments and individuals to enhance the customer experience and product strategy
Social Support
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Hiring & People
Qualifications:•Excellent writing and phone skills
•Strong grasp of the structure, purpose, and tone of social networks
•Ability to think quickly, and formulate responses within a short turnaround time
•Ability to communicate on social networks in a professional, yet personable, way
•Flexibility
•Comfortable presenting organization’s values, positioning and persona potentially to the entire social universe
•Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks Off Service
Social Support
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Hiring & People
Social Support
Channel Attributes
Social Service 1 to many (possibly thousands or millions) Persona dependent upon media type Response dependent upon media type Your response is now your brand
Sharing experiences and Q&A
Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
37
Introductions