how can social media serve customer experience
DESCRIPTION
Best Customer Experience is a must for any e-tailer or any competitive B2C business. Social Media can play a great role there apart from just entertaining consumers.TRANSCRIPT
How can Social Media servethe Customer Experience
Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr
Initial Priority for Many Brands: Social Penetration
Then engagement got into the Game
Nikos Varvadoukas
Are 600k Fans & +30% ER over average enough?
All these would be CRAP
If he did not REALLY listen to his customer..
for an e-tailer
No 1 Retailer Fan page in Inquiries should not have been a Surprise
We realized that our FanPage was flooded by messages
16-24 Audience, The Chatting Generation
fanpage is active, so creates expectation for responsevarious products from Mobile,
Telco till Books and Events
Fans used the WALL to express themselves publicly (Questions,
Complaints etc)
Users ASK / SHOUT anywhere they can contact you
Fan BIG Growth Opened a BIG interaction channel, BUT
60% of Inquiries were repeated
Tough internal monitoring and Inquiries
delegation
Facebook Restrictions, when user asked again you were not notified
Public Social Community Manager
“ Can I quit Today?”
NOT an Easy Case to deal with
STEP 1: Quick Response to Customer became Top Priority
Average Response time per post reached
~4 hours LESS than key competitor
Source: Greece Data, SocialBakers.com
STEP 2: Launch a Social Customer Service Architecture
STEP 3: Create an Innovative Customer Service App
Key Benefits for the User
Public forum
Better Speed of Answer is Provided (Ticketing Integration) More & Easier Notifications are there User Has Archive of his Questions Ability to Search prior to Asking Remains in Facebook- commenting style SEO / Google Friendly
Public forum homepage
Αναζήτηση για το CD «take me home»
Public forum search function
My Recommendations
Do never forget the hygiene. This is Called Customer Service
Adjust Social Media to your Needs not the opposite
If you are a customer contact intensive
company, take execution in house
Thank You
Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr