Charlotte Davies Consumer Communication Manager Coca-Cola Great Britain
Aug 16, 2015
Charlotte DaviesConsumer Communication ManagerCoca-Cola Great Britain
5 ways To Unlock the Digital Power of Social Customer Service
Every conversation has the potential to impact engagement, loyalty, brand & corporate love & trust
Consumer Interaction Centre evolution: before
Disparate approach spread across too many agencies challenge to provide consistently great customer service
Consumer Interaction Centre evolution: afterSocial Listening
Traditional
Community management Influencer Identification & Management
One Team
5 ways - 5 steps
Social listening across key areas
Reputational topics
Corporate topics
Product launches
Sponsorships
Campaigns
One Team
Knowledge sharing and crisis management consistent across traditional and digital
channels to address consumer questions
Monitoring and reporting under the same umbrella – one status update to reach all stakeholders
5 ways - 5 steps
Coca-Cola Journey
• Launched globally in 2012
• Launched in GB in 2015
• Not a corporate website
• Features original and curated content
coca-colaanswers.co.uk
Social Conversations
Daily News Room
What?The digital team discusses most relevant topics of the day - trending topics & popular Coca-Cola content
When? 15 min meeting every AM + ad hoc
BenefitsEnable Coca-Cola to be involved in relevant conversations in a timely manner 682 RT’s, 400 Favourites
1.3 Million Impressions All time highest performing @CocaCola_GB Tweet
@Coca-Cola_GB – Content Examples
5 ways - 5 steps
Meeting Social Media Customer Service Demands Demand
Only 22-30% questions or complaints get answered by brands on Twitter
83% of complainants that received a reply liked or loved the fact that the company responded
Social Listening & Engagement Consumer Social team answers the questions
of and proactively engages with an average* of 50 individuals on Twitter and Facebook on a
daily basis. From original tweet to a reply, including internal approval processes, takes no
longer than two hours.
*With higher engagement during campaigns such as Christmas and events such as Rugby World Cup (expected for 2015).
Traditional Customer Care Channels
SLA Performance (All 5 Hit)
Target (Sec)
Actual (sec)
Target (%)
Actual (%)
Target (%)
Actual (%)
30.00 7.51
90.00 94.70
5.00 0.30
We engage with our consumers through
phone conversations, e-mails & letters with an aim to respond within
24 hours. Over the past year we have had over 23,000 enquires with
an average of 95 contacts a day.
One Team
Consumer conversations captured across digital and traditional channels
Approved messaging and content for use across all channels
Efficient & personalised response process
5 ways - 5 steps
Reactive• Answering consumer
questions via our social channels
Proactive• Amplifying our content
through multiple channels
5 ways - 5 steps
Content distribution
5 ways - 5 steps
Reporting
• Digital snapshot gives overview of total company mentions and sentiment
• Maintains focus on key reputational topics while broadening scope to include wider online conversation
• Comprehensive tracking of select campaigns & activations, product launches & sponsorships
Questions?