Presentation to the 2014 UK Ombudsman Annual Meeting on how to use social media to deliver great customer service - particularly in highly regulated environments

1. The Social
Customer
Ten
Considerations
Jane Wilson
@thatwilsonwoman

2. 1. From Last
Resort to First
Resort

3. Why?
• Because its public
• It’s quicker than waiting in a call
centre queue
• It can circumvent your established
processes
• It can be instant
• It can gather momentum
• It can help spread news
• Because it’s natural
Example discussed: United Airlines / Marybeth Cadotte

4. 2. Know Thyself
(or the version you
want public)

8. 3. Real Time is
the Only Time

9. “We’re sorry, our customer
service office is now closed.
Please call back between 9am
and 5pm Monday to Friday.”

10. Bank response times
Bank Ave Response Time
Nationwide 10 minutes
NatWest Under 20 minutes
Lloyds Under 20 minutes
HSBC Under 20 minutes
RBS 4 hours
Santander 5 hours
Source: Radio 4 MoneyBox, 10 May 2014

11. 4. Emotional &
Human

12. “I’m so sorry Ms Wilson. 75 days is
an unacceptable length of time to
open a business account for an
existing customer. I apologise on
behalf of Bank of Scotland and
understand if you wish to complain
to our Ombudsman”

13. It’s personal and important

14. 5. But not too
Emotional .. and
never argue!

16. 6. You cant
impose your
rules on SM

18. 7. Can you
resolve the
issue?

19. 8. Create the
right internal
structure &
guidelines
(don’t automate!)

22. 9. Work within
your Regulatory
Restrictions

23. 10. Be honest
Examples: Argos, O2

24. The Social Customer
Jane Wilson
@thatwilsonwoman