The New Customer Service PANEL MEMBERS Brooke Doucha, Holiday Inn Club Vacations Lisa Burby, Wyndham Vacation Ownership Brad Pennington, RCI Sharon Freed, Interval International ARDA World 2012, Annual Convention
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
The New Customer ServicePANEL MEMBERS
Brooke Doucha, Holiday Inn Club VacationsLisa Burby, Wyndham Vacation OwnershipBrad Pennington, RCISharon Freed, Interval International
ARDA World 2012, Annual Convention
ARDA World 2012, Annual Convention
Lisa BurbyI lead a team of comms pros who handle strategic initiatives for our assoc., owner, PR, community relations + social media constituencies. Brad PenningtonI’m the “Social Media Guy,” handling all aspects of online mktg + operations for @RCI_Timeshare, including email, #socialmedia + mobile.
Sharon FreedI have a multi-channel focus, overseeing the strategic design/deployment of mktg, comms, product dev. Members <3 our "Community" forum.
Today’s Session
- Know the landscape- Discover tools- Listen up!- Uncover metrics
ARDA World 2012, Annual Convention
Know the Landscape
ARDA World 2012, Annual Convention
Today’s Customer
ARDA World 2012, Annual Convention
- Empowered- Influential- Marketers- Advocates- Active“neutral” contributors- Saboteurs- Social… at least online
Customer Service – The New Landscape
ARDA World 2012, Annual Convention
Today, 43% Say companies should use social media to solve customer issues
By 2013, 75% US companies expect to use social media for customer service
Opportunities we can’t ignore
ARDA World 2012, Annual Convention
78% of travel booking sites listed social media as a top 8 source of referral traffic
90% of all travel site users visit social media pages after they post a review
2 out of 3 consumers admit being influenced by traveler-generated ratings
Travel talk online
ARDA World 2012, Annual Convention
TripAdvisorOut of 70% travel originating online, 30% travelers visit TripAdvisor before booking
TPIs103,000+ reviews across Expedia, Hotels.com, Travelocity, Booking.com
Hello. Is there anybody out there?
ARDA World 2012, Annual Convention
Over 58% of tweeters who have tweeted about a bad experience have never received a response from the offending company
55% of consumers expect a response the same day to an online complaint – yet only 29% receive one
Discover Tools
ARDA World 2012, Annual Convention
Build a virtual toolbox
ARDA World 2012, Annual Convention
Listen up!
ARDA World 2012, Annual Convention
Listen up to the social chatter
ARDA World 2012, Annual Convention
- Learn frequency of mentions- Discover opportunities - Understand trending topics
Understand trending topics and transfer feedback into action
ARDA World 2012, Annual Convention
Best practices for engagement
ARDA World 2012, Annual Convention
- Don’t allow any one team to own social media
- Do respond with empathy, but defend your brand
- Don’t feed the trolls
- Don’t panic
ARDA World 2012, Annual Convention
+
ARDA World 2012, Annual Convention
Uncover Metrics
ARDA World 2012, Annual Convention
Metrics
ARDA World 2012, Annual Convention
Examples of common metrics:
Number of mentionsSentiment of mentionsNumber of customer service recoveriesOverall comparison within your competitive setWeb traffic / page views
Drive brand LOVE
ARDA World 2012, Annual Convention
Know today’s customer + give them servicing options
Consider creating a new servicing “toolbox”
Listen to what customers are saying online
When you engage, remember our 4 tips
Use metrics to show improvements
Customer service has a place in your social media toolbox
ARDA World 2012, Annual Convention
ARDA World 2012, Annual Convention
Thank You!
• Please fill out the evaluation form and return it in the back of the room.
• Download presentations on the mobile app at http://m.myiwf.com/arda or on our website
at www.arda.org/conv12/handouts
ARDA World 2012, Annual Convention
Related Documents
