Integrated Marketing Communication Facebook Customer Support: Swiss Interna6onal Air lines © 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK Monday, July 9, 12
Oct 20, 2014
Integrated Marketing Communication
Facebook Customer Support: Swiss Interna6onal Air lines
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
• Be on Facebook because the conversation is going on there!
• It’s about conversation not communication
• Enable the conversation and listen!
• Engage and personalize your answers.
• Be authentic and true.
• Allow comments and relinquish control!
• Share stuff! Share other information than your products or services.
• Use a variety of medias - images, video, text.
• Be social connect your , channel and links to your business website
Social Media Rules Things to remember on Facebook
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
Social Media Rules Things NOT to forget on Facebook
• Don’t spam!
• Don’t broadcast, use it as conversational tool.
• And don’t stalk people!
• It’s not a CRM tool it’s a social media platform.
• You don’t have the full customer contact information when you give feedback.
• And it’s not integrated to your other systems -
• However you can find dedicated customer care tools integrating social media like:
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
• Set-up a multi-functional team across departments.
• Train you staff, issue guidelines and have a COMA.
• Try to solve the problem without redirecting if possible.
• However, if the conversation with a customer is engaged try to move it off the Facebook wall.
• Negative feedback is an opportunity to confound expectations and over deliver.
• Ask questions - observe the answer and respond.
• Rapidity of response is key - but well thought answers are a must.
• Define your ROI formula and have metrics to justify your presence
Social Media Rules Costumer Care Specific Rules
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
• Know the 4 types of interactions: Complaints, Questions, Positive Feedback, Crowdsourcing.
• Use standard Customer Care strategies - Apologize, Acknowledge, Atone, Affirm.
• Create helpful reputation.
• Consider and leverage employees’ personal passions about the company’s products or services.
• Set up email alerts to be notified when something is posted!
• Never delete post with negative comments! Respond, and show that you are truly interested in finding a solution.
• Ignore the trolls! Have a customer-centric reason approach for responding to comments online.
Social Media Rules More Costumer Care Specific Rules
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
• Companies should use “Facebook Pages” as opposed to Profiles or Groups.
• They are more professional and offers more possibilities like:
Discussion Boards, Events, Info, Notes, Photos, Videos, Reviews
• The new Pages are Timelines and allow to engage in a whole new way for companies
Image centric and storytelling
• Facebook Pages have an Administration Panel which offers interesting metrics called Insights.
• Customers can now send private email to Pages.
Facebook Pages What companies should know
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
The Swiss Facebook Page www.facebook.com/flyswiss
• Swiss is Switzerland’s airline and is a synonym for traditional Swiss values and highest possible quality.
• Swiss is quite active in social media with a Facebook Page, a Twitter account, a Flicker page, a company blog, a YouTube channel and a corporate website.
• Swiss’s Facebook Page has 120,207
• It really started in 2010 after Iceland’s volcano eruption.
• They use a “Facebook Page” for their company presence on Facebook.
• The Page is linked to the Twitter account, the YouTube channel and has a Photo gallery.
• They offer the possibility to look for flights, take part in sweepstakes, link to their frequent flyer program and use Events for recruitment.
• They clearly focus on Customer Service but with product and service centric posts
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
• Answers are in 5 languages during the day and 2 languages (German, English) during night.
• Sometimes the agent sign with the names.
• Usually respond very fast within the hour.
• They answer most of the complaints.
• Lack of authenticity in some cases - See next slide.
• Queries are treated directly by Customer Care Agents.
• Their agents took a training and use a manual & guidelines, more info...
• They have a team in Cape Town an one in Basel in charge of Facebook.
The Swiss Facebook Page Key facts and observations
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
The Swiss Facebook Page Some examples
Standardized Answer
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
The Swiss Facebook Page Some examples
NO Answer, although there
are some criticism about co2 emissions!
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
KLM Facebook Page A comparison
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
SENSE OF HUMORalthough this is not
representative of all the conversations going on on KLM’s FP it shows a
more human and natural side.
Monday, July 9, 12
KLM Facebook Page Another example with more engagement
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12
Resources Links to Articles
• http://mashable.com/2011/10/28/social-customer-service-brands/
• http://socialmediaweek.org/blog/2011/05/04/facebook-for-customer-service/
• http://www.mymagneticblog.com/using-facebook-for-branding-and-customer-service/
• http://www.billingworld.com/news/2010/06/att-turns-to-twitter-facebook-for-customer-care.aspx
• http://newsblogs.chicagotribune.com/the-problem-solver/2010/04/social-media-as-a-consumercomplaint-avenue.html
• http://smallbusiness.chron.com/use-facebook-customer-care-45228.html
• http://www.ecommerce-guide.com/solutions/advertising/article.php/3939666/7-Tips-to-Manage-Customer-Service-on-Facebook.htm
• http://simonemccallum.com/2012/02/23/does-customer-service-belong-on-facebook/
• http://www.slideshare.net/TaiTran/how-to-use-facebook-as-a-social-customer-relationship-management-tool-for-free-presentation
© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK
Monday, July 9, 12