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Social Media & the Customer Experience

Social Media & the Customer Experience. Hello, my name is @ SITatSafeco . How can I assist you today?. What I’ve Been Taught. When asked “What are the principles to customer service and positive customer experience?” Answer: Listen Express empathy Resolve the issue

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Social Media & the Customer Experience

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  1. Social Media & the Customer Experience Hello, my name is @SITatSafeco. How can I assist you today?

  2. What I’ve Been Taught When asked “What are the principles to customer service and positive customer experience?” Answer: Listen Express empathy Resolve the issue These same principles apply in any social media conversation.

  3. Ways Customers are Communicating A recent survey by Nielsen Online showed that social networks and blogs are now the fourth most popular online activity, ahead of personal email.

  4. Real World Comparision Closed Conversation Open conversation • One-to-One interaction • Online agents required to respond to call or IM chat. SME’s unable to engage immediately. • No opportunity to take conversation to another channel. • Limited capability to create knowledgebase to share internally & externally. • One-to-Many • Agents can choose which conversation to engage in. SME’s can engage directly. • Opportunity to DM customer to continue conversation over private channel. • Source of knowledge and experience to leverage.

  5. Real World ComparisionWhat It Looks Like Closed Conversation Open conversation • Call Center = Cost Center • Subject to wait time. • Longer Average Handle Time (AHT) to resolve issue. • One and done. No further involvement by agent. • No public identity for others to relate with. • Call Center = Branding Tool • Immediate response from agent. • Minimal handle time to resolve issue. • Able to see impact to other customers • Ability to provide public, transparent face to your customer service.

  6. Ask Yourself How will you receive traditional and social media requests for help? Perform a social media audit to understand where your customers are talking about products like yours, and set up a monitoring system attuned to those platforms. How will you triage your social media messages? How will you route and escalate your social media messages? How is that different (or not) from how you treat traditional e-mail and phone support? How much automation do you want? Do you use a hub-and-spoke system? If so, who is the hub — your social media manager or community manager? Are you giving Twitter responsibilities to existing phone and e-mail support reps, or are you hiring specific Twitter response teams? (This will largely depend on the volume of mentions you have and the size of your business.) How do they work with the rest of the customer service organization? You also need to track workflow statistics on messages — social as well as traditional — and relate them to your success metrics. You need to have a unified reporting dashboard that integrates statistics for both kinds of support.

  7. Considerations “An army of social-media watchers may prove to be a very expensive undertaking for a tech company focused on the bottom line”. Ensure that social media integrates into the overall customer care strategy. In other words - “you need to make sure one hand of your customer care strategy knows what the other hand is doing to ensure a cohesive, effective system”.

  8. Perceived ROI Although on its face, it appears that customer care through social media can generate sufficient cost savings through: Elimination of call centers Primary applications are free Companies are realizing that the opposite are true: Call center personnel can enhance the brand to those that still choose this channel Twitter & FB are free, but to monitor, filter and analyze the feed is a costly endeavor

  9. Other Challenges How effective would Social Media be for the support needs of mission critical and first respondent customers ? Will more product and service providers go onboard with the new approach to CS or will they stay the status quo and remain open to public ridicule?

  10. Summary Promoting a positive brand image and solving customer problems with less cost than phone or email service. Better customer relations management to enhance sales and marketing opportunities.

  11. References RightNow-- Customer Service meets social media ttp://www.rightnow.com/files/whitepapers/RightNow-Social-Contact-Center-White-Paper.pdf PCWorld “Tech Support goes Social” (article) http://www.pcworld.com/article/224336-2/tech_support_goes_social.html Parr, Ben (2009/05/09), HOW TO: Use Twitter for Customer Service Retrieved from http://mashable.com/2009/05/09/twitter-customer-service/ Ogneva, Maria (2010/06/29), HOW TO: Better Serve the Social Media Customer Retrieved from http://mashable.com/2010/06/29/social-customer-service/ Pieraccini, Roberto (2011/05/05), HOW TO: Build a Mobile App for Better Customer Support Retrieved from http://mashable.com/2011/05/05/customer-support-mobile-app/

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