engagor day iii - chapel digital: use case on thomas cook

ENGAGOR DAY 8TH MAY 2014

Chapel PR ! Chapel Social ! Chapel Productions ! Chapel IT

London ! New York ! Pinewood Studios

www.ChapelDigital.com

#engagorday

CHAPEL DIGITAL GROUP LTD

Linda Scott - Director

INTRODUCTION


•  Chapel PR

•  Chapel Social

•  Chapel Productions

•  Chapel IT

FOUR BUSINESSES


FOUR LOCATIONS

Andover UK

London UK

New York US

Pinewood Studios UK

THOMAS COOK GROUP PLC

•  Thomas Cook Group plc is one of the world's leading leisure travel groups

•  Over 20 million customers in the year ended 30 September 2013

•  Supported by c27,000 employees

•  Operates from 17 countries

•  c50 global brands •  20 brands in the UK

WHAT DO CHAPEL DO FOR THOMAS COOK? •  24/7 Global brand listening and monitoring

•  Email alerts

•  Daily, weekly and monthly reporting of global brands by region

•  Customer Care for 20 UK brands from 7am to 10pm – 7 days/week

•  Weekly and monthly reporting of Customer Care analysis

•  Proactive outreach for UK brands

•  Campaigns and engagement for Thomas Cook Airlines

•  Weekly and monthly reporting for the Thomas Cook Airline Group

WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW IN 2013? •  24/7 Global brand listening and monitoring - via Sysomos

•  Email alerts - via Sysomos

•  Daily, weekly and monthly reporting of global brands by region - via Sysomos

•  Customer Care for 20 UK brands from 7am to 10pm – 7 days/week - via Engagor

•  Weekly and monthly reporting of Customer Care analysis - via Engagor

•  Proactive outreach for UK brands - via Engagor

•  Campaigns and engagement for Thomas Cook Airlines - via Engagor

•  Weekly and monthly reporting for the Thomas Cook Airline group - via Engagor

WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW IN 2014? •  24/7 Global brand listening and monitoring - via Engagor

•  Email alerts - via Engagor

•  Daily, weekly and monthly reporting of global brands by region - via Engagor

•  Customer Care for 20 UK brands from 7am to 10pm – 7 days/week - via Engagor

•  Weekly and monthly reporting of Customer Care analysis - via Engagor

•  Proactive outreach for UK brands - via Engagor

•  Campaigns and engagement for Thomas Cook Airlines - via Engagor

•  Weekly and monthly reporting for the Thomas Cook Airline group - via Engagor

MONITORING - SYSOMOS V. ENGAGOR

MONITORING - SYSOMOS V. ENGAGOR

Airtours OR "club 1830"~1 OR "club 18-30"~1 OR "club 18 30"~1 OR club1830 OR "club18-30.com" OR "@club1830" OR from:club1830 OR CruiseThomasCook OR "Thomas Cook Cruise"~1 OR "@cruisetc" OR from:cruisetc OR "Direct Holidays"~1 OR "directholidays.co.uk" OR DirectHolidaysUK OR "@DH_UK" OR from:dh_uk OR Flexibletrips OR "flexibletrips.com" OR "escapades plane"~5 OR "escapades flight"~5 OR "escapades holiday"~5 OR "escapades holidays"~5 OR "escapades flight attendant"~5 OR "escapades flight attendants"~5 OR "escapades flights"~5 OR OR

INVESTOR RELATIONS

CUSTOMER CARE

THOMAS COOK GROUP PLC – GOALS - UK

•  Successful management of customer care via Social Media plaHorms – Monitoring 27

UK brands, engaging with 20 UK brands and monitoring c150 Social Media PlaHorms

•  Reduce customer response Lme to 1-‐15 minutes (between hours 0700 – 2200)

•  In associaLon with Thomas Cook, reduce negaLve senLment

•  ProacLve outreach to potenLal customers to increase sales and brand awareness

•  Demonstrate Thomas Cook cares about its customers

HOW THE GOALS ARE ACHIEVED •  Specialist Trained Social Media Customer Care Staff

•  24/7 crisis service management and reporLng

•  07.00-‐22.00 manned response operaLon

•  Average 3-‐4 customer care/customer outreach staff per day based on volume with mulLple language capabiliLes

•  1-‐15 minute response Lme to social menLons

•  OperaLonal SLAs in place with relevant Thomas Cook departments

•  Frequent daily interacLon with Thomas Cook teams to obtain updates and resoluLons

HOW THE GOALS ARE ACHIEVED

Monitoring aka Listening

Campaigns

Engagement Customer

Care

WHAT DO CHAPEL DO FOR THOMAS COOK AND HOW?

Chapel developed and launched the first outsourced Social Media Rapid Response Customer Care Centre in the UK

THE CHAPEL FACILITY •  99.98% upLme of services

•  Mobile applicaLon – remote access

•  Secure locaLon with door access control, burglar alarm and CCTV

•  24/7 network and service monitoring

•  8 x large monitors displaying various Social Media plaHorms, and team analyLcs

•  2 x monitors per staff member to facilitate customer care and engagement

•  Fully air-‐condiLoned (benefit to staff and equipment!)

•  3 TVs for world and local news, and Crisis Management

CUSTOMER CARE - REPORTING

CUSTOMER CARE - PERFORMANCE

CUSTOMER CARE PERFORMANCE

CUSTOMER CARE - PERFORMANCE

PRO-ACTIVE OUTREACH

CUSTOMER ENGAGEMENT

OUTREACH AND ENGAGEMENT

WHAT HAVE WE LEARNED

•  Properly trained social media specialist staff are essenLal

•  Properly developed faciliLes and so#ware ☺ are highly beneficial

•  Proper hours of operaLons are necessary to respond to people before and aaer work

•  Proper tone of voice is essenLal

•  It works, and reduces negaLve senLment

ENGAGOR DAY 8TH MAY 2014

Chapel PR ! Chapel Social ! Chapel Productions ! Chapel IT

London ! New York ! Pinewood Studios

www.ChapelDigital.com

#engagorday