Customer service in 140 characters

Download Customer service in 140 characters

Post on 13-Dec-2014

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Just thought I would share some insights from how we have used Twitter as a customer service channel. I hope you find it of interest.

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<ul><li> 1. <ul><li>Customer service in 140 characters </li></ul></li></ul> <p> 2. </p> <ul><li> Fish where the fish are </li></ul> <ul><li>Our ecosystem </li></ul> <ul><li>#cpwcares @cpwcares </li></ul> <ul><li>Tweetdeck </li></ul> <ul><li>How we use Twitter </li></ul> <ul><li>Why we use Twitter </li></ul> <ul><li>Future challenges </li></ul> <ul><li>A final word </li></ul> <p>Content 3. Fish where the fish are People have created their own networks and ecosystems built on social platforms where the sharing of information between trusted friends is paramount.In this new paradigm, customers are increasingly helping each other or complaining on third party sites; bypassing the need to engage with a company altogether.Companies are now having to proactively and publicly reach out to customers on their terms and in their spaces. 4. Our ecosystem 5. </p> <ul><li>One shared account, one common hashtag: #cpwcares </li></ul> <ul><li>Fanatical Support Escalations agents + insurance agent responding to issues on Twitter,</li></ul> <ul><li>Facebook, ComplaintCommunity, Plebble, blogs etc </li></ul> <ul><li>Customer service issues handled via Twitter </li></ul> <ul><li>Orders, repairs, chequeback, billing, PUK codes, disconnection, data support for</li></ul> <ul><li>O2-CPW (MMS, web settings, BB cant send emails), insurance-related issues,</li></ul> <ul><li>complaints (general), tariff (can I use free minutes to call overseas) </li></ul> <ul><li>Reporting </li></ul> <ul><li>Source, type, department, inbound / outbound tweets, escalated / first time tweet</li></ul> <ul><li>resolution, response time, handling time, issue type / status, RTs, +/- tweets </li></ul> <p>#cpwcares @cpwcares 6. Tweetdeck If required the issue is then escalated through to resolution to Fanatical Support.Tweetdeckwith searches set up for Carphone Warehouse, Carphone, Carphonewarehouse ; @becksatcarphone, @stuartcarphone 1 2 3 4 7. </p> <ul><li>Provide customer service alerts </li></ul> <ul><li>Identify and resolve complaints </li></ul> <ul><li>Early warning system </li></ul> <ul><li>Answer queries about products and service </li></ul> <ul><li>Provide information: help tips, stock availability, store location </li></ul> <ul><li>Monitor / manage brand reputation </li></ul> <ul><li>Lead generation / soft sell </li></ul> <ul><li>Let people know what were doing </li></ul> <p>How we use Twitter 8. </p> <ul><li>Real time loop: feedback, search, issue identification </li></ul> <ul><li>Its part of the future </li></ul> <ul><li>Our customers are there </li></ul> <ul><li>Cost savings for general low level query deflection </li></ul> <ul><li>Early warning system </li></ul> <ul><li>Information / knowledge harnessing </li></ul> <ul><li>Listening empathetically and saying Im sorry works </li></ul> <p>Why we use Twitter 9. </p> <ul><li>Trust: company information vs crowd sourced information </li></ul> <ul><li>Integrity of mobile information of convenience </li></ul> <ul><li>Knowledge: harnessing, reusing ; local, at source </li></ul> <ul><li>Building awareness of Twitter </li></ul> <ul><li>Scalability of service </li></ul> <ul><li>Showing ROI / having the right KPIs </li></ul> <ul><li>Brand me vs company brand </li></ul> <ul><li>Integrating social media with traditional channels: public, real time </li></ul> <ul><li>The use of #hashtags as a common link between channels (#cpwcares) </li></ul> <ul><li>Educating / training staff </li></ul> <ul><li>Silos vs collaboration </li></ul> <ul><li>Freedom within a framework </li></ul> <ul><li>Twitter outages </li></ul> <ul><li>Social media exposes a companys heartbeat; everything is laid bare </li></ul> <p>Future challenges 10. A final word </p> <ul><li> in desperation - I turned to Twitter to try to penetrate what felt like the huge, </li></ul> <ul><li>uncaring behemoth of Carphone Warehouse. And I found Guy Stephens, the companys </li></ul> <ul><li>Knowledge and Online Help Manager, who appeared to be tackling customer rage in </li></ul> <ul><li>apassionately empathetic wayon Twitter. I tweeted him at 8pm; by 8.07pm, I had a </li></ul> <ul><li>reply, rendering meunconditionallyblown away. Three months of periodic call centre </li></ul> <ul><li>torture hadgot me nowhere, butviasocial mediaI felt listened to withinminutes </li></ul> <ul><li>andmyproblem solved withina few days. </li></ul> <ul><li>True, I wasa departing customer, but not beforebeing turned from ahater to afan </li></ul> <ul><li>of what Carphone Warehouse isdoing to improve its customer experience</li></ul> <ul><li>via social media. From: http://pr-media-blog.co.uk/prwin-carphone-warehouse-gets-social/ </li></ul> <p> 11. </p> <ul><li>Guy Stephens </li></ul> <ul><li>Customer Knowledge Manager, The Carphone Warehouse </li></ul> <ul><li>Tweet me: @guyatcarphone </li></ul> <ul><li>Email me: guyatcarphone@cpwplc.com </li></ul> <ul><li>Call me: 07515 034 622 </li></ul> <ul><li>LinkedIn: in/guy1067 </li></ul>