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How Social Media is changing Customer Service
- 1. Nigel Orfei Director, Customer Services Ryan Strynatka Director of Product Management 01/28/15 - Copyright © 2009 Radian6 contactnb How Social Media is Changing Customer Service
- 2. 201/28/15 - Copyright © 2010 Radian6 What is Social MediaWhat is Social Media Impacts on Customer ServiceImpacts on Customer Service Getting StartedGetting Started Today
- 3. What is Social Media? 301/28/15 - Copyright © 2010 Radian6 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 • ….
- 4. What is Social Media? 401/28/15 - Copyright © 2010 Radian6 From socialnomics09 on Youtube http://www.youtube.com/watch?v=NhPgUcjGQAw
- 5. What is Social Media? 501/28/15 - Copyright © 2010 Radian6 And more…
- 6. 601/28/15 - Copyright © 2010 Radian6
- 7. Quick Stats 701/28/15 - Copyright © 2010 Radian6 • 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
- 8. Social Media Decisions 801/28/15 - Copyright © 2010 Radian6 These SunChips are Making me Noisy - Aolnews.com – Aug 20th - globeandmail.com – Aug 6th
- 9. So how do you get started? 901/28/15 - Copyright © 2010 Radian6 It starts with listening It starts with listening
- 10. @wahwah808 What are your customers saying? 1001/28/15 - Copyright © 2010 Radian6 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
- 11. It Starts with Listening 1101/28/15 - Copyright © 2010 Radian6
- 12. It Starts with Listening 1201/28/15 - Copyright © 2010 Radian6
- 13. It Starts with Listening 1301/28/15 - Copyright © 2010 Radian6 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
- 14. 1401/28/15 - Copyright © 2010 Radian6 Impacts on Customer ServiceImpacts on Customer Service
- 15. Social Customer Service: A New Communications Landscape 1501/28/15 - Copyright © 2010 Radian6
- 16. Perspective 1601/28/15 - Copyright © 2010 Radian6 Today’s Customer Customer 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
- 17. Social Customer Service: is it Real? 1701/28/15 - Copyright © 2010 Radian6 (USA)
- 18. Social Customer Service: is it Real? 1801/28/15 - Copyright © 2010 Radian6
- 19. Social Strategies in Customer Service 1901/28/15 - Copyright © 2010 Radian6 Open Internal Lines of CommunicationOpen 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
- 20. Ask Yourself? Decision to move online 2001/28/15 - Copyright © 2010 Radian6 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?
- 21. Customer Service Brands on Twitter 2101/28/15 - Copyright © 2010 Radian6 Microsoft Elite Tweet Fleet @xboxsupport 45,000 followers (listeners) 5000 outgoing tweets per week 12 members of the team 6am to 9pm PST Mon-Fri 12pm 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
- 22. Excuses for not using Social Media 2201/28/15 - Copyright © 2010 Radian6 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
- 23. Setting guidelines 2301/28/15 - Copyright © 2010 Radian6 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.
- 24. Social Media Across the Enterprise 2401/28/15 - Copyright © 2010 Radian6 Response Response Response Communications And Public Relations Operations Sales and Marketing Professional Services Product Teams Executive And Management Customer Service Traffic Coordination Response Community Relations Traffic Coordination Traffic Coordination Traffic Coordination 1) Route relevant information to the correct people. 2) Response may come from people in different business functions. Integrated Listening and Engagement
- 25. 2501/28/15 - Copyright © 2010 Radian6 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
- 26. Moving from listening to engaging 2601/28/15 - Copyright © 2010 Radian6 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?
- 27. Things to keep in mind.. 2701/28/15 - Copyright © 2010 Radian6 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 measure Signing 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
- 28. Things to keep in mind 2801/28/15 - Copyright © 2010 Radian6 Don’t be’ this guy’ – conversations are NOT all one way and to sell – get to know your audience and build a relationship
- 29. Benefits 2901/28/15 - Copyright © 2010 Radian6 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!
- 30. Customer Support 2.0 3001/28/15 - Copyright © 2010 Radian6 Chick-Fil-A Skittles.com Rackspace Brooks Running
- 31. Any Questions?? 3101/28/15 - Copyright © 2010 Radian6 Nigel Orfei Twitter: @nigelorfei Nigel.orfei@radian6.com Ryan Strynatka Twitter: @strynatka Ryan.strynatka@radian6.com Questions?
Notas del editor
- User-Generated Content Blogs, Forums, MicroBlogging sites (Twitter), Video/image sharing sites, Facebook, etc Adoption rate – 2009 Twitter processed 40 Million Tweets, today up to 90 Million Tweets Wikipedia says.. ”Social Media are media for Social Interaction, using highly accessible and scalable publishing techniques. Social Media uses web-based technologies to turn communication into interactive dialogues.” Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter. Social Media, on the other hand, is a two-way street that gives you the ability to communicate too.” - About.com --maybe delete this slide and make these speaking points with the next 2
- Many ways to get started..many free ways. We’ll be talking about some of the ways to get started and move into Engaging with your online fans
- Here are a few conversations I found on twitter.
- One of the simpiliest ways to listen to conversations online are with Google Alerts. Available in the More, then ‘even more’ menu of Google.ca.
- Search.twitter.com – search keywords/phrases, Hashtags Boardreader.com – Board/Forum Search engine Google Blog Search – Phrases/keywords – chose a time period --blogearch.google.ca
- I have heard it said that the average upset customer that calls into a call centre tells 17 people. The impact of Social Media are potentially a lot greater. A customer or potential customer could visit a forum/review site with a million unique visits/month and rant about the service they received. A twitter user can ‘tweet’ their experience for it to be picked up and spread around the web. If you have ever looked into these free tools above you know what your customers are saying and there is probably discussion already at your company or you have a presence.
- There has been a shift where customers can chose to get some answers on their own Wants the right answer when I’m ready, tailored to me- means I can call if I want, or chat in a forum, or tweet, I want to know someone will be there when I’m ready and that there is enough checks in place to ensure I get the right answer. The perfectly balanced scenario, is best for all involved. Potential cost savings, more loyal engaged customers that will support others.
- Open internal lines of communication – Do reps in your contact centre have the ability to comment on Corporate/company decisions? Or are they commenting on Twitter/FB? What would they say if asked to ‘vote’ on a potential change based on their experiences. What if the CEO hosted a blog on your intranet detailing company decisions and reps could comment? Foster employee trust – Are there any options to allow some flexibility in your call flows. Everyone has probably heard of Disney’s stance on Customer Service, Cast members are empowered to solve problems. Zappos Call Centre reps do not use scripts and are perceived to care.. Share Customer Feedback – Let employees see how their brand is perceived online and where conversations are taking place. Customers are more and more likely to find information on their own. Allow reps to do the same. Any way you can work ‘online research’ into their day? Allow some flexibility in the customer service they provide. Brands are expected to have an online presence. Are any of your reps helping customer already. What if you did a session in your new hire training classes on Social media and our customers perception. ‘Your goal is to foster or help us break this perception about our brand’. What if you did away with you internal Knowledge base and reps just used the web? Customer Service options– Can you automate any additional processes based on your feedback? How is the best way for customers to heard, learn and buy your products. Is it showing off what you do right
- What do you do before making a buying decision? Do you read customer reviews, do you talk to friends, do you go to the brands website?
- Its too new – Social Media has been growing and hopefully that movie showed the growth rate. Loss of control – never had control Company Policy – What about company policy is preventing it? You are doing your customers a disservice by staying away. Clear policies on usage should help Not worth the investment – An online fan base can be a strong advocate for your brand – recommending – commenting – promoting Our Customers aren’t online – 26% of 65+ year old are online – 47% of 50-64 year olds Too Many options/overwhelming – Reading and research will help narrow down your options Regulation/Privacy concerns – difference between a presence and sharing information. Do you research on financial/legal limitations and take conversations offline
- Your training notes to how you behave online
- Anyone heard this quote before? Classic QA quote referring to a customer saying something on the phone that is maybe of topic, but needs a response.
- Point 4 – have conversations, not just a feed.