This is the slidedeck for a masterclass on the use of social media within customer service I took part in. the event was organised by the Customer Contact Association. From my point of view the key to the use of social within customer care is understanding your culture and how open you are: mindset not toolset.

1. Social customer care: Understanding who you are CCA Masterclass: Social media, mobile and online customer communications Guy Stephens 25.01.11

2. | Course Title | "A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” Quote from The Cluetrain Manifesto (1999)

5. It’s Monday morning… “ wtf! [insert your company name here] your service is the worst!!! ” How would you react? © Foviance 2010

7. Customer service has changed © Foviance 2010

10. LinkedIn Twitter Facebook YouTube Brightkite FourSquare Where social media meets customer service Gowalla Friendfeed Posterous Delicious Digg Stumbleupon Listorious Gist Pownum TripAdvisor Vark Cofacio Focus SocialCRM Pioneeers CustomerThink.com Quora Squidoo Econsultancy.com Best ServiceOne.com MyCustomer.com CustomerStrategy.com My web shadow 2005 Global Online Marketing Manager Mars, Inc 19 th May 2008 @guy1067 started 26 th Dec 2008 Beingguy1067 blog started I am not a photographer Google profile: http://www.google.com/profiles/guy1067 06/02/09 @GuyAtCarphone © Foviance 2011 Senior Consultant Foviance

11. Complaining goes social: One-to-anyone-who-will-listen © Foviance 2010 I hate this company! No one ever listens

13. | Course Title | “ I resorted to social media because as a consumer I am tired of being placed on hold for interminable periods on the phone which historically has been a brand's mode of choice for engaging with customers - and I wind up building up my phone bill in the process. I was also tired of sending emails which, if they are acknowledged at all, get nothing more than an automated reply - something that is extremely impersonal and gives no indication of whether anything will be done at all.” Quote from a customer of The Carphone Warehouse about why they used social media to complain

17. Roles are changing Creator Participant Prisoner Promoter Bystander Voyeur Passenger Listener Passerby Pundit © Foviance 2010

18. New help channels are emerging © Foviance 2010

19. | 13 January 2008 | Course Title | "Somebody has gone to BT Centre and BT Tower in Google Maps and where you can comment – which is obviously built more for writing ‘isn’t the Eiffel Tower wonderful, I had a lovely day there’ – I found a whole set of complaints as well as some positive comments. That would never had occurred to me … Now I have somebody working out how we start to answer in Google Maps. I also get complaints on LinkedIn. So you have to go where customers choose to go. It is hard but you can’t stop this journey." Quote from Warren Buckley, MD, Customer Services, BT

22. Customer service is disjointed and fragmented © Foviance 2010

24. | Course Title | "Customer service is the biggest interface you have with a customer, particularly in a retail organisation like ours, and therefore it has a role at the front line. And so the line I take around social media complaints and analysis is that it belongs to customer service. That is the role we play in the organisation and we have to work very closely with our marketing colleagues, and PR colleagues and sales colleagues.” Quote from Warren Buckley, MD, Customer Services, BT

25. It’s Monday morning… “ wtf! [insert your company name here] your service is the worst!!! ” How would you react? © Foviance 2010

26. Knowing where your brick wall is © Foviance 2010

29. | Course Title | “ With an open strategy, decision shifts from if you should be open ... To how open you need to be to accomplish your overall strategic goals.” Quote from Charlene Li, Being open without giving away the store: The secret is a sandbox covenant, Altimeter Group

32. Thank you for your time today Guy Stephens Twitter: @guy1067 Mobile: 07795 387 366 Email: guy.stephens@foviance.com © Foviance 2010