Responding effectively how to use social media in handling complaints

Responding Effectively: How to Use Social Media in Handling Complaints

Social customer service is one of the fastest growing points of contact between financial institutions and

their customers. According to Bain Consulting, by the

year 2020, 95% of all retail banking transactions will be digital.

• Integrating social media into complaints handling strategy• Establishing the right tone and staying consistent• Examples of best practice in different forms of social media• Effective approaches to measuring social media complaints

Deutsche Post DHL Three Key Pillars

“The first is governance: building up a framework and know-

how within the company. Second is intelligence — that is,

monitoring and reporting. And third, of course, is interactionwith our customers.”

Integration: Risk

• Brand & Reputation

• Information Security

• Legal & Regulatory

Integration: Risk

• Brand & Reputation

The data collected is then used to generate a wide variety of reports for corporate use, such as a bi-weekly report for the marketing team, a monthly board report for top management, and various others on issue-specific topics. “These all form a basis for decision-making within the business,” says Maybaum.

Integration: Risk

• Legal & Regulatory

Audit trails to keep track:

When every post came in

Who actioned it

What they said

When they said it

Why they said it

Integration: Risk

• Information Security back end

Enterprises must have security features in place to make sure everything runs according to plan.

Passwords are up to date

Agents are logged out after inactivity

IP addresses are locked to specific locations

Integration: Risk

• Information Security front end

The front end workflow to make sure messaging is correct and customers' personal details aren't shared is also essential.

Integration: Social Maturity of your Business

Social Advocate

Social Teams

Social Business

Social Enterprise

“We have to treat social media as a set of mature channels — as important as the other communication channels.”

KLM management learnt a lesson: customers

are going to talk about your business on social media, no matter what.

One of the company’s biggest challenges now is “to turn KLM into a social business,” says Van Dijk.

“We don’t have all the answers, so it’s very important that our colleagues are also involved.”

Establishing the right tone and staying consistent

“No one wants to be talked to like a press release, or God forbid like a lawyer. Everybody’s

heard the phrase, ‘We regret any inconvenience you may have experienced.’ But who talks like that? People

actually say, ‘I’m sorry about that. Let me see what I can do.’ And that’s how our representatives on the Ford Service Twitter handle interact with people to provide good

customer service.”

Examples of best practice in different forms of social media

29/12/12 – 29/12/13 received over 31,000 Facebook messages, up by 171% compared to

the previous year.

Filter and Prioritise

Examples of best practice in different forms of social media

Examples of best practice in different forms of social media

Define what a complaint is

Grade different complaint types by urgency

Define what response and process to follow

Define who should respond

Draft template responses

Decide on your desired response times/SLAs

Effective approaches to measuring social media complaints

Effective approaches to measuring social media complaints

Effective approaches to measuring social media complaints

Effective approaches to measuring social media complaints

• Integrating social media into complaints handling strategy• Establishing the right tone and staying consistent• Examples of best practice in different forms of social media• Effective approaches to measuring social media complaints

Responding Effectively: How to Use Social Media in Handling Complaints

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