Customer service in 140 characters

Agenda

Fish where the fish areThe Carphone Warehouse ecosystemTwitter & blogsFuture challenges and next steps

‘Fish where the fish are’

…understands the behaviors and locations of their own customers online…

…as a result, they are more successful in connecting with customers

Jeremiah Owyang

Customers have created their own spaces, networks and ecosystems built on the sharing of information, help and trust

The Carphone Warehouse ecosystem

If required the issue is then escalated through to resolution to Fanatical Support.

Tweetdeck with searches set up for Carphone Warehouse, Carphone, Carphonewarehouse ; @stuartcarphone, @becksatcarphone

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Tweetdeck

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How we use Twitter

Provide customer service alertsIdentify and resolve complaintsEarly warning systemAnswer queries about products and serviceProvide information: help tips, stock availability, store locationCarry out quick surveysMonitor / manage brand reputationLead generation / soft sellLet people know what we’re doing

Why we use Twitter

Because it’s there, it’s the futureOur customers are thereInformation is moving outwardsTalking in the language of our customersCost savings for low level queriesSpeeds up the identification of issues/complaintsListening empathetically and saying ‘I’m sorry’ worksSearch: The Carphone Warehouse help blog > KANA IQ

Why blog?

• Twitter and blogs naturally work together

• Extension of Twitter space

• Search Engine Optimisation

• Develop a ‘personality’

Extension of Twitter space• Tweets are only 140 characters – but not every question can be answered

in two sentences

• We write blogs about questions our customers are asking on Twitter, and then point them to the blog. For example – Remote locking a Nokia N97

• It works the other way too. We write something we want people to know, and then Tweet it out

• There are lots of Twitter accounts who retweet our content to interested followers – especially iPhone and BlackBerry

• Great for building our reputation as experts

Search Engine Optimisation

• Wordpress is brilliant for getting to the top of search engines quickly

• Whether customers are asking Google or Twitter, our blog lets us answer the question for them

• For instance a Tech21 iPhone case featured on Dragons’ Den recently

Dragons’ Den blog

Our blog is top of Google for ‘dragons den phone case’.Since Dragons’ Den: On Tour showed on 13 September:

• ‘dragons den phone case’ - 31 visitors

• ‘dragons den phone cover’ - 24 visitors

• 212 visitors all together

• 75 people have clicked on the link to the sales page

Develop an online personality• Talk about how we’re using

social media

• Post things that wouldn’t work on the main Carphone Warehouse site

• Post fun things that are interesting but not necessarily useful!

• Be chatty and fun

Future challenges and next steps

Information trust / integrity of ‘mobile knowledge’Knowledge: harnessing, reusingKnowledge: local, at sourceScalability of serviceProving ROIIntegration of social media with traditional channelsBrand ‘me’ vs The Carphone Warehouse brandThe power of hashtagsSilos vs collaborationSocial media exposes a company’s heartbeat; everything is laid bare

A final word

…in desperation - I turned to Twitter to try to penetrate what felt like the huge,uncaring behemoth of Carphone Warehouse. And I found Guy Stephens, the company’s

Knowledge and Online Help Manager, who appeared to be tackling customer rage ina passionately empathetic way on Twitter. I tweeted him at 8pm; by 8.07pm, I had a

reply, rendering me unconditionally blown away. Three months of periodic call centretorture had got me nowhere, but via social media I felt listened to within minutes

and my problem solved within a few days.

True, I was a departing customer, but not before being turned from a ”hater” to a fanof what Carphone Warehouse is doing to improve its customer experience

via social media….

From: http://pr-media-blog.co.uk/prwin-carphone-warehouse-gets-social/

Guy StephensCustomer Knowledge Manager, The Carphone WarehouseTweet me: @guyatcarphoneEmail me: guyatcarphone@cpwplc.comCall me: 07515 034 622