Customer Service and Social Media

#TheNewERAA

Erica Fisher Amy Brown@errrcafish @amybrownSU16

Rebecca Young Amy Podeszek@rebeccayoung92 @amy_podeszek

Social Media Customer Service

presented by

The New ERAA

Live Poll

Results will be shown at the end of the presentation

What platforms have you used for customer service?

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Customer Service: The Evolution from Phone to Social Media

● 47% of social media users actively seek

customer service through social media○ 30% say prefer social media over phone

● 95% of brands are active on Twitter: 23%

of these have customer service handles○ 15% tweet at least 10 times a day

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http://visual.ly/customer-service-social-media

http://therealtimereport.com/2012/12/10/customer-service-on-twitter-top-brands-respond-to-only-14-of-tweets/

Customer Service: The Evolution from Phone to Social Media

● Nearly one-third of consumers turn to branded social pages on Facebook to ask product questions

● Over 10% of consumers turn to Twitter handles ○ Twitter is the most widely used platform for

customer service● 55% of consumers expect a response the

same day

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http://visual.ly/customer-service-social-media

● Class lesson: your social media is 90%

professional and 10% personal

● Andrew Hetzel (@andrewhetzel): ○ Social Media is about the people

○ Communication with your consumer is key for

good business in every business

● Experience with @DeltaAssist

Why We Picked This Topic

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Amy's Experience

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http://www.desk.com/blog/hyken-customer-svce-social-media/

What People Expect

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● Quick Responses - most customers say same day responses are acceptable

● Respond in conversational style - customers want to talk to real people

● Always apologize - you don't want to start an argument in front of everyone

● Ask them to Direct Message - to have longer conversations with confidential info

● But, thank them for bringing the problem to your attention

1. Have a separate customer service account○ Specifically to handle customer service but uses

the same voice and branding as company2. Aim for single-contact resolution

○ "Do everything you can to resolve an issue over whatever system they reach out, including social media," Laurie Meacham (manager of customer commitment at jetBlue).

http://www.entrepreneur.com/article/225912#

4 Tips for Using Social Media for Customer Service

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3. Be smart while handling a crisis○ Let your followers know if there is a problem:

phone lines are down, website isn't updated, etc.4. Train your staff

○ "Some people who are really great at customer service might not necessarily understand the brand's voice on social media," Jen Rubio (head of

social media at Warby Parker).

"Users say they're more likely to buy if a business answers their questions on Twitter.” (NYTimes.com)http://www.entrepreneur.com/article/225912#

4 Tips for Using Social Media for Customer Service

#TheNewERAA

● Helpful

● Quick

● Attentive

Good examples

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Same day response

Engaging/Interactive

● Not helpful● Not attentive or days late● Rude response● No response: Fandango

Bad Examples

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Xbox@XboxSupport

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Dell@DellCares

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Wegmans@Wegmans

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Volvo@volvocarsus

● Team consists of 3 people○ Social Media Manager: in charge of strategy○ 2 Community Managers: monitor social channels

(Facebook, Twitter, Google+, Instagram, Pinterest) and create content

○ Work with Volvo's Customer Care team to address customer complaints

Do not receive enough customer complaints to have social channels dedicated to customer service

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Volvo Key Insights@volvocarsus

● "Being in social we try to answer everything that comes in whether it’s a question, comment or complaint, each deserves a response and we make sure the questions get answered."

● "Volvo customers are very loyal and we try to ensure that everyone has a positive experience with the brand."

Volvo's Social Media@volvocarsus

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"When we have an angry customer on social, we typically see them send messages that are angry or demanding. We usually find that after talking to them, they’re right back to normal."The plan: ● Respond fast ● Get the problem resolved quickly"If we do that we find that the customers are happy and in some instances will even turn around and become advocates for us. A win-win situation".

Volvo@volvocarsus

#TheNewERAA

#TheNewERAA

Delta@DeltaAssist

● Started with one lady from marketing in '09

● Made separate handle in '10○ Monday-Friday 9am-5pm

■ Customers complained: "You can't be a bank"

● Changed to 24/7 with a team of 15 people○ English, Spanish, & Portuguese

DeltaJerry Fletcher - Manager of Social Media Customer Service Team

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● "The Lab" ○ Customer Service, PR, Marketing team

● Customer service social media team○ As many as 5, as few as 2

■ Weather, popular travel dates, celebrities, etc.

○ Crisis mode: "everyone now" ○ Reactive, not proactive○ Because 24/7, can catch stuff before

anyone else and let other teams know

DeltaJerry Fletcher - Manager of Social Media Customer Service Team

#TheNewERAA

DeltaJerry Fletcher - Manager of Social Media Customer Service Team

#TheNewERAA

"Twitter is THE channel for service"○ Strategy: have to be where the customers

are, and the customers are on Twitter○ The shift: phone still has more volume, but

more people are tweeting ○ 30% more efficient on twitter○ 140 characters is a benefit

● All about the experience○ Loyal customers say "the most important

thing to me is to value my time"

● The more willing they were to help, the

more loyalty we were willing to give them

"Users say they're more likely to buy if a business answers their questions on Twitter.” (NYTimes.com)

What We Found

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● 60% believe passion for a business or brand is a prerequisite for social media engagement. Companies need to find creative ways to tap the power of the trusted social community.

● 38% feel social media interactions with a business will have a favorable influence on their loyalty to that company

● Half of consumers (49%) believe their engagement would likely lead to future purchases with that company (www.emeraldinsight.com)

What We Found

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● 81% of respondents believe that CEOs who engage in social media are better equipped to lead their companies than their peers

● Survey results show 77% of consumers are more likely to purchase from a company with an active executive presence on social media, while 22% disagree

● 50% of CEOs use Twitter, 47% use LinkedIn, 45% use Facebook, and 38% read corporate blogs. (http://www.hallmarkbusinessconnections.com/)

What We Found

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Through our research we believe that.....

● Companies should have a designated and experienced social media team

● Companies should be knowledgeable and answer questions on all social media platforms: Xbox example

● Responses should be timely, accurate and remember they are still a reflection of the brand

What Companies Should Work On

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“I have never seen such a transformative change as the one that we are living through today. We moved from about 11% to 12% of our media investment in digital to 36%, close to 40%” over the past 2-1/2 years.” – Antonio Lucio, global chief marketing, strategy and

corporate development officer at Visa.

• Expand to find your audiences on all social media platforms: not just Facebook and Twitter

• Consider using a mobile app to make it easier for your customers

• Start to use your audience as a resource to co-create campaigns

http://www.desk.com/blog/future-of-social-media/

Customer Service in the Future

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Poll Results

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Questions?

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Thank you for listening!