incorporating customer service into your social communications strategy
DESCRIPTION
This presentation/workshop was intended to be delivered at the Social Media Strategies Summit 2014 in Las Vegas. Unfortunately snow grounded the flight out to Vegas and instead we had to cancel this workshop. Organizations looking to add social customer service into their mix should take a look at these slides.TRANSCRIPT
Incorporating Customer Service Into Your Social Strategy
215-948-2012TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Jeff GibbardPresident & Chief Strategist at True Voice MediaSpeaker, Blogger & Coach
@jgibbard
google.com/+JeffGibbard
linkedin.com/in/jgibbard
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
TRUE VOICE MEDIAThe Social Business Agency
www.truevoicemedia.com
215.948.2012
@truevoicemedia
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
#SMSS2014
RULESInterrupt meDon’t fall asleepTweet everything I sayTweet about how handsome I amStay off FacebookStay off emailCall your mother
Shout out to @marcusnelson
(she worries)
I talk, you interrupt
break time
Workshop
AGENDA
ResourcesSlides, Links and Tools Mentioned
truevoicemedia.com/notes
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Let’s Dive In
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Clearing Up TheB2B -vs- B2C
Issue
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
“This Doesn’t Apply To My Business”
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
B2B -vs- B2C★Use the internet to find information★Rely on friends, family and peers for advice★Have questions, have needs★Want their questions answered★Want problems fixed
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Customer Service Applies To ALL
Businesses
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What Is Social Customer Service?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Getting The Customer What They NEED,Empowered By
Social Tools
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Be
Helpful
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Build
RelationshipsWith Your Customers
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Customer Service Isn’t Just About
Tweeting
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Social Customer Service★Twitter, Facebook, Google+, Email, etc★Support Forums★YouTube Videos★Manuals and Technical Descriptions★eBooks, PDFs, and Whitepapers
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Customer Service
Imperative
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Customer Service
Imperativewhy?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Consumer
Is Changing
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Internet Adoption&
Social Media
72% of Online Adults are
Social Networking Site Users
users
non-users
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
89% 78% 60% 43%18-29 30-49 50-64 65+
How that breaks down by age
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Mobile
Is Right At Our Fingertips
Connection
Is Right At Our Fingertips
Information
It’s Part Of Our Everyday Lives
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Customers Don’t Use Phones
Anymore, They Are Armed With
One
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Behavior
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
A FunExperiment
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What Would
You Do?
...and Be HONEST
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
If An Airline Cancels Your Flight While You Are On The
Runway?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
If You Order Delivery, And
There’s A Bug In Your Salad?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
If You Buy A Product On Amazon, When It Arrives, It’s Different
Than The Picture
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
If You’ve Wasted An Entire Day, Waiting For
The Cable Guy...Never Shows.
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
If You Go See A Movie That You
Were Really Excited About...It Sucks!
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
But Let Me Ask You This
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Is There ANYTHING
That Could Make These Scenarios Right?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Airline Could Help You Book A
New Flight
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Restaurant Could Credit You Immediately And
Send A New Salad
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Product Manufacturer Could Send A Replacement
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Cable Company Could Give You A Free
Month Of Cable
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Theater Could Give You
Free Passes
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
How Would That Change
Your Reaction?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Hooray!Boo!
Twice As Likely To Talk About Bad Customer Service
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Sentiment Shift
51%22%
Positive reactions after getting a response
Posted a positive comment
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Expectations
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
According to the Lithium research,
74% of customers believe that if they take to social media to criticize a brand, this leads to better service.
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
42% Expect A Response Within 60 Minutes
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What Makes Them Leave?
78%of consumers have
abandoned a transactiondue to bad customer service
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
89%of consumers have
reportedly stopped doing business with companies
because of bad customer service
What Makes Them Leave?
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What Makes Them Stay?
73%55%
Friendly customer service representative
Easily find info or help needed
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What Makes Them Stay?
36% 33%Personalized Experience
Good Reputation
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
To recap, your customer...★Will go online★ Is more likely to complain than promote★Expects a fast response★Will leave, possibly forever, over bad customer service★Will stay if you’re friendly, and provide help, personalized
experience and have a good reputation.
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What you probably need to do:★Be online★Listen for and address complaints★Provide a fast response★Give great customer service★Be friendly, provide help and a personalized experience.
Manage your reputation.
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
But WAITThere’s MORE
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
“What’s In It For ME?”
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Good Customer Service...★Can reduce customer service costs★Can increase customer loyalty★Can open new sales opportunities★Can improve products and services
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
The Art Of ”Doing It Right”
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Six Aspects Of Excellent Social Customer Service★Speed★Personality★Ownership★Listening★Specificity★Personalization
Culture Technology
Process
The Three Enabling Factors
Culture Technology
Process
The Three Enabling FactorsThings fall through the cracks
Culture Technology
Process
The Three Enabling FactorsThings fall through the cracks
“Good in theory”
Culture Technology
Process
The Three Enabling FactorsThings fall through the cracks
Slooooow & Buggy “Good in theory”
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Break Time!
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Workshop Time!
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
What you’ll need before we start★A computer, or tablet; or★A pen and paper.
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Get To Work!
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Key Takeaways★There is a Social Customer Service Imperative★You’ll need harmony between: Culture, Technology and
Process★Master the Six Aspects: Speed, Personality, Ownership,
Listening, Specificity, Personalization
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Data Sources Cited
http://econsultancy.com/blog/63750-72-of-customers-expect-complaints-on-twitter-to-be-answered-in-one-hour
http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/
http://sproutsocial.com/insights/customer-service-response-time/
http://www.pewinternet.org/
http://BLS.gov
http://USAtoday.com
Jeff GibbardPresident & Chief Strategist at True Voice Media
Speaker, Blogger & Coach
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
THANK YOU!
Go here, to find me everywhere:www.jeffgibbard.com