1.
Relationship
Resuscitation
Using Social Media for Service Recovery
5/25/2015 1@AmandaChanguris

2.
Most of the time, it’s good.
5/25/2015@AmandaChanguris 2

3.
People Get Upset
When people get upset, they:
• Want a solution
• Want to vent
• Want to “make you pay” in the court of
public opinion
5/25/2015@AmandaChanguris 3

4.
Sentiment & Behavior Flow
Patients /
Customers
Happy /
Neutral
Upset
Let You
Know
Offline
Online
Seethe in
Silence
5/25/2015@AmandaChanguris 4

5.
5/25/2015@AmandaChanguris 5

6.
Step One: Listen So You Can Hear
• Invest in a Paid Tool
o Argyle Social
o HootSuite Pro / Enterprise
o Spredfast, Falcon Social, Sprinklr , Shoutlet, Percolate
o Radian6
• Use Free Tools for Redundancy
o Platform Notifications
o Google Alerts
o Talkwalker
o Hyper Alerts
o Nutshell Mail
5/25/2015@AmandaChanguris 6

7.
Step Two: Respond. Fast.
• 39% expect a response within an hour
• Average response time: 3.99 hours
5/25/2015@AmandaChanguris 7

8.
Step Two: Respond. Fast.
5/25/2015@AmandaChanguris 8

9.
Step Three: Respond Well
• First Response Essentials:
o Empathy
o Blameless Apology
o Offer Assistance
• ACID Test
o Acknowledge
o Contain
o Inform
o Direct
5/25/2015@AmandaChanguris 9

10.
Be Human
• Address the person by name
• Consider using “I” rather than “we”
• Have a personality (and use it wisely)
5/25/2015@AmandaChanguris 10

11.
Be Human
5/25/2015@AmandaChanguris 11

12.
Canned Responses
It’s tempting… but please just don’t.
5/25/2015@AmandaChanguris 12

13.
Canned Responses
5/25/2015@AmandaChanguris 13

14.
Challenge: Complaints After the Fact
5/25/2015@AmandaChanguris 14

15.
Challenge: Coordinated Complaints
• #dontdenykevin
5/25/2015@AmandaChanguris 15

16.
Challenge: Issues that Keep Coming Back
5/25/2015@AmandaChanguris 16

17.
Challenge: Issues that Keep Coming Back
5/25/2015@AmandaChanguris 17

18.
Beyond Recovery
• What Would Retail Do?
• The Plan:
o Identify the right candidates
o Make the gesture personal (if possible)
o No promotion
o Avoid public posts (if possible)
5/25/2015@AmandaChanguris 18

19.
Put It to Work!
• Don’t expect it to be easy…
• But don’t take the negativity personally.
• Questions?
5/25/2015@AmandaChanguris 19