how social media is changing customer service

Nigel OrfeiDirector, Customer Services

Ryan StrynatkaDirector of Product Management

04/10/23 - Copyright © 2009 Radian6

contactnbHow Social Media is Changing Customer Service


What is Social MediaWhat is Social Media

Impacts on Customer ServiceImpacts on Customer Service

Getting StartedGetting Started

Today

What is Social Media?


Social Media is a n way conversation that allows a user to respond, offer thoughts/opinion and engage online

Social Media is a n way conversation that allows a user to respond, offer thoughts/opinion and engage online

How do you use Social Media?• Hotel Reviews• Product Reviews• Connect with friends• Business connections• ….

• Hotel Reviews• Product Reviews• Connect with friends• Business connections• ….



From socialnomics09 on Youtube

http://www.youtube.com/watch?v=NhPgUcjGQAw

Quick Stats


• 1 in 6 Canadian Execs says that Social Media is the most important means for their organization to engage the Public about their brand

- SAS/Leger Marketing survey, August 2010

• 65% of the largest 100 companies have active Twitter accounts, 54% have active facebook accounts, 50% have a YouTube channel, and 33% have a corporate blog

-Burson-Marstellar Fortune Global 100 Social Media Study Feb 2010

• 79% of the largest 100 companies use at least one of the most popular social media platforms: Twitter, Facebook, YourTube or corporate blogs -Burson-Marstellar Fortune Global 100 Social Media Study Feb 2010

Social Media Decisions


These SunChips are Making me Noisy

- Aolnews.com – Aug 20th

- globeandmail.com – Aug 6th

So how do you get started?


It starts with listening

It starts with listening

@wahwah808

What are your customers saying?


Rogers wireless support. Like Bell but with better hold music. And better

customer service.

Rogers wireless support. Like Bell but with better hold music. And better

customer service.@linda_lady

Bell Canada customer service needs to stop apologizing for their lousy service and actually actually fix the problem.

Bell Canada customer service needs to stop apologizing for their lousy service and actually actually fix the problem.

I’m a bit disappointed with the netflix canada selection…might as well go to

blockbuster.

I’m a bit disappointed with the netflix canada selection…might as well go to

blockbuster.@JParsonsWrites

As much as I like my personal account with TD Canada Trust & Visa…Today, dealing with the business

account/travel people has been brutal!

As much as I like my personal account with TD Canada Trust & Visa…Today, dealing with the business

account/travel people has been brutal! @joe_smiles

It Starts with Listening




Share your findings

Get EducatedGet Educated

Spend 2 hours a week reading and understanding social customer service

Spend 15 minutes a day reviewing your alerts

Makes notes of what you are seeing and what it could mean to your company

BlogsBlogs

Chris Brogan Social Media Explorer

K.D. Paine

Marketing Profs Daily FixSocial Media Today

PR Squared

Church of the Customer


Impacts on Customer ServiceImpacts on Customer Service

Social Customer Service: A New Communications Landscape


Perspective


Today’s CustomerCustomer Service Team

Educated and Savvy – Has done their own research outside typical marketing channels

Vocal about buying experiences, good or bad

Turns to friends and online networks for advice and help making buying decisionsScripted and given information from an

internal knowledge database

Increased internal self serve options for customers to help themselves

Bound by company guidelines

Really understand your audience and tailor your support to them

Really understand your audience and tailor your support to them

Social Customer Service: is it Real?


(USA)

Social Customer Service: is it Real?


Social Strategies in Customer Service


Open Internal Lines of Communication Open Internal Lines of Communication

Foster employee value and trustFoster employee value and trust

Review your Customer Service optionsReview your Customer Service options

Share Customer Feedback - Social feedbackShare Customer Feedback - Social feedback

Ask Yourself? Decision to move online


Is your organization prepared to learn and adapt to what happens online? Corporate Culture Shift!

Is your organization prepared to learn and adapt to what happens online? Corporate Culture Shift!

Do you expect customers to come to you or are you going to them? Where are the conversations taking place and is the information they

are receiving correct

Do you expect customers to come to you or are you going to them? Where are the conversations taking place and is the information they

are receiving correct

Do your Customer Support Teams know what customers are saying about your brand online? What would they say if asked?

Do your Customer Support Teams know what customers are saying about your brand online? What would they say if asked?

Why are customers calling? Are their opportunities to develop an online presence and help? Does the online conversations match your call

trends?

Why are customers calling? Are their opportunities to develop an online presence and help? Does the online conversations match your call

trends?

Customer Service Brands on Twitter


Microsoft Elite Tweet Fleet @xboxsupport

45,000 followers (listeners)

5000 outgoing tweets per week

12 members of the team

6am to 9pm PST Mon-Fri12pm to 8pm PST Sat and Sun

Guinness World Record for Most Responsive Brand on Twitter

“Our ability to identify and fix emerging issues is so much faster with our ears to the street.” – McKenzie Eakin

From - Socialmediaexaminer.com

Brands on Twitter@rogershelps@telussupport@td_canada@dellcares@homedepot@caasco@javamoose@relishus@exitrealtycorp@xboxsupport

Excuses for not using Social Media


Its too new, just a fad?Its too new, just a fad?

Loss of control?Loss of control?

No allocated resourcesNo allocated resources

Our customers aren’t onlineOur customers aren’t online

Too many options, overwhelmingToo many options, overwhelming

Regulation concerns – Privacy concernRegulation concerns – Privacy concern

Company policyCompany policy

Setting guidelines


A “playbook” is a document that outlines clearly the day to day

procedures, accepted responses and important reporting areas specific to a company/brand.

A “playbook” is a document that outlines clearly the day to day

procedures, accepted responses and important reporting areas specific to a company/brand.

Social Media Across the Enterprise


Response

Response

Response

CommunicationsAnd PublicRelations

Operations

Sales and

Marketing

Professional

ServicesProductTeams

ExecutiveAnd

Management

Customer

Service

TrafficCoordination

Response

CommunityRelations

TrafficCoordination

TrafficCoordination

TrafficCoordination

1) Route relevant information to the correct people.

2) Response may come from people in different business functions.

Integrated Listening and Engagement


If they said it, they want you to hear it,

you need to respond to it

If they said it, they want you to hear it,

you need to respond to it

Moving from listening to engaging


Do you have any employees currently responding online? Do you have an engagement strategy?

Do you have company buy-in?

Do you have social media corporate policies in place?

How are you tracking your outreach?

Things to keep in mind..


Be yourself – update your Twitter Bio and declare any potential conflict of interest scenarios

Your goal should not be a large following base, quality over quantity

Have New and interesting content – people don’t want junk or spam from you

Determine why you are using Social media (Twitter), how will you measureSigning up for Twitter is free, an employees time is not - ensure you set guidelines and work responsibilities/expectations into the job description

Be very aware of the Twitter handle you register and promote

Things to keep in mind


Don’t be’ this guy’ – conversations are NOT all one way and to sell – get to know your

audience and build a relationship

Benefits


Velabronx: So pleased with @WestJet and how they actually keep up with their ‘care-untee”! Thank you for the good customer

service!

Velabronx: So pleased with @WestJet and how they actually keep up with their ‘care-untee”! Thank you for the good customer

service!

@TheDemoiselle Hey Rochelle, here’s the link for jobs at Starbucks Canada http://www.starbucks.ca/en-ca/

About+Starbucks/Career+Centre.htm

@TheDemoiselle Hey Rochelle, here’s the link for jobs at Starbucks Canada http://www.starbucks.ca/en-ca/

About+Starbucks/Career+Centre.htm

@juliaBradbury can I recommend “ricola” cough sweets? My singing teacher swears by

them. Wish you better. xx

@juliaBradbury can I recommend “ricola” cough sweets? My singing teacher swears by

them. Wish you better. xx

@porterairlines It was an amazing flight. BEST flying experience! Certainly refined! Also, shout out to luis in Newark

who was fab!

@porterairlines It was an amazing flight. BEST flying experience! Certainly refined! Also, shout out to luis in Newark

who was fab!

Customer Support 2.0


Chick-Fil-A

Skittles.com

Rackspace

Brooks Running

Any Questions??


Nigel OrfeiTwitter: @[email protected]

Ryan StrynatkaTwitter: @[email protected]

Questions?

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