engagor day iii - chapel digital: use case on thomas cook
DESCRIPTION
Linda Scott, CEO from Chapel Digital, tells us more on how they pull off customer care for Thomas Cook in the UK. Engagor Day, an event for all Engagor users and partners to help them optimize their social media engagement and analytics.TRANSCRIPT
ENGAGOR DAY 8TH MAY 2014
Chapel PR ! Chapel Social ! Chapel Productions ! Chapel IT
London ! New York ! Pinewood Studios
www.ChapelDigital.com
#engagorday
CHAPEL DIGITAL GROUP LTD
Linda Scott - Director
INTRODUCTION
CHAPEL DIGITAL GROUP LTD
• Chapel PR
• Chapel Social
• Chapel Productions
• Chapel IT
FOUR BUSINESSES
CHAPEL DIGITAL GROUP LTD
FOUR LOCATIONS
Andover UK
London UK
New York US
Pinewood Studios UK
THOMAS COOK GROUP PLC
• Thomas Cook Group plc is one of the world's leading leisure travel groups
• Over 20 million customers in the year ended 30 September 2013
• Supported by c27,000 employees
• Operates from 17 countries
• c50 global brands • 20 brands in the UK
WHAT DO CHAPEL DO FOR THOMAS COOK? • 24/7 Global brand listening and monitoring
• Email alerts
• Daily, weekly and monthly reporting of global brands by region
• Customer Care for 20 UK brands from 7am to 10pm – 7 days/week
• Weekly and monthly reporting of Customer Care analysis
• Proactive outreach for UK brands
• Campaigns and engagement for Thomas Cook Airlines
• Weekly and monthly reporting for the Thomas Cook Airline Group
WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW IN 2013? • 24/7 Global brand listening and monitoring - via Sysomos
• Email alerts - via Sysomos
• Daily, weekly and monthly reporting of global brands by region - via Sysomos
• Customer Care for 20 UK brands from 7am to 10pm – 7 days/week - via Engagor
• Weekly and monthly reporting of Customer Care analysis - via Engagor
• Proactive outreach for UK brands - via Engagor
• Campaigns and engagement for Thomas Cook Airlines - via Engagor
• Weekly and monthly reporting for the Thomas Cook Airline group - via Engagor
WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW IN 2014? • 24/7 Global brand listening and monitoring - via Engagor
• Email alerts - via Engagor
• Daily, weekly and monthly reporting of global brands by region - via Engagor
• Customer Care for 20 UK brands from 7am to 10pm – 7 days/week - via Engagor
• Weekly and monthly reporting of Customer Care analysis - via Engagor
• Proactive outreach for UK brands - via Engagor
• Campaigns and engagement for Thomas Cook Airlines - via Engagor
• Weekly and monthly reporting for the Thomas Cook Airline group - via Engagor
MONITORING - SYSOMOS V. ENGAGOR
MONITORING - SYSOMOS V. ENGAGOR
MONITORING - SYSOMOS V. ENGAGOR
Airtours OR "club 1830"~1 OR "club 18-30"~1 OR "club 18 30"~1 OR club1830 OR "club18-30.com" OR "@club1830" OR from:club1830 OR CruiseThomasCook OR "Thomas Cook Cruise"~1 OR "@cruisetc" OR from:cruisetc OR "Direct Holidays"~1 OR "directholidays.co.uk" OR DirectHolidaysUK OR "@DH_UK" OR from:dh_uk OR Flexibletrips OR "flexibletrips.com" OR "escapades plane"~5 OR "escapades flight"~5 OR "escapades holiday"~5 OR "escapades holidays"~5 OR "escapades flight attendant"~5 OR "escapades flight attendants"~5 OR "escapades flights"~5 OR OR
INVESTOR RELATIONS
INVESTOR RELATIONS
CUSTOMER CARE
THOMAS COOK GROUP PLC – GOALS - UK
• Successful management of customer care via Social Media plaHorms – Monitoring 27
UK brands, engaging with 20 UK brands and monitoring c150 Social Media PlaHorms
• Reduce customer response Lme to 1-‐15 minutes (between hours 0700 – 2200)
• In associaLon with Thomas Cook, reduce negaLve senLment
• ProacLve outreach to potenLal customers to increase sales and brand awareness
• Demonstrate Thomas Cook cares about its customers
HOW THE GOALS ARE ACHIEVED • Specialist Trained Social Media Customer Care Staff
• 24/7 crisis service management and reporLng
• 07.00-‐22.00 manned response operaLon
• Average 3-‐4 customer care/customer outreach staff per day based on volume with mulLple language capabiliLes
• 1-‐15 minute response Lme to social menLons
• OperaLonal SLAs in place with relevant Thomas Cook departments
• Frequent daily interacLon with Thomas Cook teams to obtain updates and resoluLons
HOW THE GOALS ARE ACHIEVED
Monitoring aka Listening
Campaigns
Engagement Customer
Care
WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW?
Chapel developed and launched the first outsourced Social Media Rapid Response Customer Care Centre in the UK
THE CHAPEL FACILITY • 99.98% upLme of services
• Mobile applicaLon – remote access
• Secure locaLon with door access control, burglar alarm and CCTV
• 24/7 network and service monitoring
• 8 x large monitors displaying various Social Media plaHorms, and team analyLcs
• 2 x monitors per staff member to facilitate customer care and engagement
• Fully air-‐condiLoned (benefit to staff and equipment!)
• 3 TVs for world and local news, and Crisis Management
CUSTOMER CARE - REPORTING
CUSTOMER CARE - REPORTING
CUSTOMER CARE - PERFORMANCE
CUSTOMER CARE PERFORMANCE
CUSTOMER CARE - PERFORMANCE
PRO-ACTIVE OUTREACH
PRO-ACTIVE OUTREACH
CUSTOMER ENGAGEMENT
OUTREACH AND ENGAGEMENT
WHAT HAVE WE LEARNED
• Properly trained social media specialist staff are essenLal
• Properly developed faciliLes and so#ware ☺ are highly beneficial
• Proper hours of operaLons are necessary to respond to people before and aaer work
• Proper tone of voice is essenLal
• It works, and reduces negaLve senLment
ENGAGOR DAY 8TH MAY 2014
Chapel PR ! Chapel Social ! Chapel Productions ! Chapel IT
London ! New York ! Pinewood Studios
www.ChapelDigital.com
#engagorday