enhance your customer service with social media

@antennasocial • antennasocial.ca

Enhance Your Customer Service

With Social Media

1 07_26_EnhanceCustomerService.key - July 26, 2016

@antennasocial @antennasocial • antennasocial.ca


@antennasocial

Why social media is important to customer service. Examples of customer service fails & what went wrong. Examples of great customer service & what went right. Best practices summary. Q&A

Agenda


@antennasocial Your customers are on social media.


@antennasocial Promoted complaint reached 76,000.


@antennasocial

Delay in response • This complaint was out gaining reach for 8 hours before British Airways

responded. How to do better

• Provide customer service support at every touch-point for your customers, using all communications methods your customer uses. For British Airways that means providing baggage claims customer service in-person, over the phone, via email, and through social media.

What went wrong?


@antennasocial Never publicly complain about a customer.


@antennasocial

Negative responses can drag you down • People judge you by your response to complaints rather than the complaint itself.

How to do better • In the words of Michelle Obama: “When they go low, go high.” • Make your customers feel like they are always right by letting them know that their

concerns are heard & understood.

What went wrong?


@antennasocial Fines for bad reviews.


@antennasocial

Attempts at censorship will provoke the Internet • Social media has given a voice to the people so when businesses attempt to

control what’s being heard, the reaction is strong and has wide reach. How to do better

• Provide excellent customer service in all aspects of your business so that the reviews will be overwhelmingly positive.

• Respond to negative reviews with an authentic attempt at solving the problem.

What went wrong?


@antennasocial

Good “Listening” Examples: Telus CNIB


@antennasocial

Constant monitoring for brand mentions enabled speedy resolution • Using online listening tools such as Google Alerts, HootSuite, or Hubspot, Telus &

CNIB were able to resolve customer service issues. • For social media savvy consumers, a positive experience will also be shared.

What went right?


@antennasocial Answer questions.


@antennasocial

Answering questions in a timely manner • In the case of Coastal Connections they responded to a few questions in one

comment and provided additional contact details.

What went right?


@antennasocial Inside information builds community.


@antennasocial

Providing added value • Using social media channels, Skipper Otto’s Community Supported Fishery

provides information in the form of stories that add value to their customers & potential customers.

• Providing inside information makes people feel they are part of a unique community.

What went right?


@antennasocial

Improve response time • Add social media to the roles & responsibilities of those who provide customer

service for your organization. It should be normalized – telephones & email were once the “new kids on the block”.

• Clearly outline your customer support hours. Be authentic & transparent

• When mistakes or complaints are made, provide authentic & sincere responses. • Accept responsibility. • Give your customers a voice, don’t try to stifle it.

Summary of Best Practices


@antennasocial

Listen for brand mentions • Search for mentions of your brand across the Internet. Leverage positive mentions

to reward ambassadors, respond to negative mentions by providing solutions. Answer questions publicly

• If someone has taken the time to post a question, chances are others have the same one – respond publicly to ensure everyone has access to the answer.

Add value • Post content on social networks that improves your customer’s overall experience

with your brand. Occasionally go over-the-top

• See next 2 examples from Samsung & Morten’s Steakhouse

Best Practices


@antennasocial Go Over The Top Sometimes


@antennasocial

Q&A Type a question into the chat feature

& I’ll respond verbally.


@antennasocial

What’s Next? Watch for an email from me!

I’ll send you: • Tips from this webinar. • A link to the recording. • Upcoming webinar schedule. • Special offers and/or other goodies.
