You'd never ignore calls from your members, right? But that's what your association is doing if you're not tuned into what members, customers, meeting attendees, sponsors, and other stakeholders are saying about your association on Twitter, LinkedIn, Facebook, Google Plus, and all the other social sites. Learn from the marketing manager at an association for customer service executives about research they've commissioned on the use of social media to provide customer service. What you learn may shock you! Walk away with tech tools, practical techniques, and sample policies you can use to implement an effective social customer service initiative at your association.
Getting True Value from Social Media - BDI 9/26/13 Financial Services Social ...
Providing Tweetworthy Customer Service in the Social Media Age
1. Customer Relationship Experts
Providing Tweetworthy Customer Service
in the Social Media Age
Monday, March 11
#IDEAS13 ***
Matthew D’Uva Brian Cheung
President & CEO Director of Marketing
SOCAP International SOCAP International
@MRDuva @bdcheung
BRIANASK for examplesHow do you define customer care?What is the difference between a good and a bad customer care experience?
MRDWe are going to use the word customer today – two reasons – first, it is part of SOCAP’s vernacular but also because we are going to define customers in a more broad way – These are all groups that we are trying to influence in different ways and provide us with an opportunity to grow our business – we will not go through each group individually
BRIANCustomer Care within the context of AssociationsDefined by how we interact with our customers, members, constituentsBroken up into these three broad categories that every association, to some extent, must support.
BRIANFirst, a little backgroundCommunication started with face-to-face conversation. Sitting around a fire, sharing a meal, the origins of oral tradition.Evolved into paper letters as early as 108 A.D. Major breakthrough is the ability to communicate over large distances.Every subsequent evolution improved the speed of communication, the ease of access, or the amount of information that could be conveyed.The manner in which we communicate with each other continues to changeNew technology impacts the level of intimacy involved in communication.Face to face: very intimate.Twitter, not so intimate.Why is this relevant?How we communicate with customers dictates how we communicate with customers.What is effective and appropriate for face-to-face may not be effective or appropriate for other channels.We’ve shown one interpretation of how the level of intimacy changes for each of the channels here. But this isn’t an absolute.You need to know your members and know how this scale changes for you.Examples?
MRDSOCAP Companies – our first session on social media and Social Customer Care was in the fall of 2007 – We have talking about this for a while Associations as a microcosmWe have the same customers
MRD
MRD
BRIANSOCAP worked with The Center for Client Retention to survey tens of thousands of consumers on their social media usage habits.This survey was conducted in 2010, and since then every one of these figures has moved even more in favor of social media.Our takeaways as associations:It’s highly likely that a segment of our customer base is involved in social media.Social media adoption is significant in every major demographic segment: age, gender, level of education, race/ethnicity, etc.Your members who are engaged in social media represent an opportunity to improve member relations, improve member engagement, and increase satisfaction.They also represent a potential threat if you don’t have an effective strategy in place.
2:503 minutes per slide
What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblah
What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblah
What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblah
What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblahR
BRIAN- Now that we know the elements of a good customer care program, let’s take a look at the potential ROI for implementing such a program.
BRIANEffective social customer care requires great cross-department communication and collaboration.The best social customer care programs integrate cross-functional teamsMarketing, Customer Care, PR, Membership…WHO ELSE?Reality: Social media is instantaneous, permanent and viral.As a result, anything you say on social must be accurate. The only way to ensure accuracy of information is through a cross-functional team where anyone and everyone tasked with social media management is aware, at least on a general level, of the activities throughout the organization.
In an era of constant competition…. We have to talk to customers where they are – this is either where they are or where they will be. Building a muscle in this area builds capacity to serve new audiences --- people want to connect, engage where they are – some people do not want to call you. More inquiries you can answer – you do get less inquiries – education – one to one many Diverse messages – diverse audiences – Innovation – Idea generating – Build fans
BRIANSocial customer care helps you identify advocates for your organization.A strong and caring presence develops and builds loyaltyExtend networking opportunities beyond in-person meetings and events
MRDKeeps the entire organization more open – at all levels, consistency, dialogueNot just with members but with all leaders of the organization – no longer need to reinforce messaging annually but consistant stream of discussionI will argue with myself in bit but social customer care allows you to show members your area of response.Going back to the for profit world, companies are getting great feedback when they engage in the social space – many examples of delighted consumers – just saying thanks for using or sending an idea to a consumer – again be authentic
TOGETHER
MRDOpening yourself up is scary for all stakeholders and there are risks
BRIANIt’s one more thing that has to be done.The success of social care does not scale linearly.Putting out 50% effort does not mean 50% success.Any less than 100% dedication leads to a sharp dropoff in customer satisfaction.
MRDYou cannot make people be social – need to integrate into hiring process – does the job need to be social --- but we hire people that at least have an interest and can communicate a desire to be social Make these duties clear to all stakeholders in organization – Brian’s job is to have a digital voice – this means that he is engaging on facebook etc. It also means that we probably have a bit more lax rules around social media broadly which is a bit of a riskThe youngest person on my team was not the most socially savy or interested but great at phone and care – need to ask
Trust your staff – Need to give people room… they can disappoint. Or fall short or things can go terribly array. Try to create policies to help – so make it a rule that your team does not have a personal twitter feed open along with organizational feedWhat is expected of your staff if you expect more than you open up risk Controlling the messages – but huge opportunity to let the good come out – let people come to your defense! Keeps you honest when you are off, however! Control is tough or impossible with association leaders, volunteers etc. Example, Chapter Leaders complaining via social sites