incorporating customer service into your social communications strategy

74
Incorporating Customer Service Into Your Social Strategy

Upload: truevoicemedia

Post on 30-Nov-2014

141 views

Category:

Business


6 download

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

Page 1: Incorporating Customer Service Into Your Social Communications Strategy

Incorporating Customer Service Into Your Social Strategy

Page 2: Incorporating Customer Service Into Your Social Communications Strategy

215-948-2012TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Page 3: Incorporating Customer Service Into Your Social Communications Strategy

Jeff GibbardPresident & Chief Strategist at True Voice MediaSpeaker, Blogger & Coach

@jgibbard

google.com/+JeffGibbard

[email protected]

linkedin.com/in/jgibbard

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Page 4: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 5: Incorporating Customer Service Into Your Social Communications Strategy

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)

Page 6: Incorporating Customer Service Into Your Social Communications Strategy

I talk, you interrupt

break time

Workshop

AGENDA

Page 7: Incorporating Customer Service Into Your Social Communications Strategy

ResourcesSlides, Links and Tools Mentioned

truevoicemedia.com/notes

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Page 8: Incorporating Customer Service Into Your Social Communications Strategy

True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Let’s Dive In

Page 9: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Clearing Up TheB2B -vs- B2C

Issue

Page 10: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

“This Doesn’t Apply To My Business”

Page 11: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 12: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Customer Service Applies To ALL

Businesses

Page 13: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

What Is Social Customer Service?

Page 14: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Getting The Customer What They NEED,Empowered By

Social Tools

Page 15: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Be

Helpful

Page 16: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Build

RelationshipsWith Your Customers

Page 17: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Customer Service Isn’t Just About

Tweeting

Page 18: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 19: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Customer Service

Imperative

Page 20: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Customer Service

Imperativewhy?

Page 21: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Consumer

Is Changing

Page 22: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Internet Adoption&

Social Media

Page 23: Incorporating Customer Service Into Your Social Communications Strategy

72% of Online Adults are

Social Networking Site Users

users

non-users

Page 24: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 25: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Mobile

Page 26: Incorporating Customer Service Into Your Social Communications Strategy

Is Right At Our Fingertips

Connection

Page 27: Incorporating Customer Service Into Your Social Communications Strategy

Is Right At Our Fingertips

Information

Page 28: Incorporating Customer Service Into Your Social Communications Strategy

It’s Part Of Our Everyday Lives

Page 29: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Customers Don’t Use Phones

Anymore, They Are Armed With

One

Page 30: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Behavior

Page 31: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

A FunExperiment

Page 32: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

What Would

You Do?

Page 33: Incorporating Customer Service Into Your Social Communications Strategy

...and Be HONEST

Page 34: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

If An Airline Cancels Your Flight While You Are On The

Runway?

Page 35: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

If You Order Delivery, And

There’s A Bug In Your Salad?

Page 36: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 37: Incorporating Customer Service Into Your Social Communications Strategy

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.

Page 38: Incorporating Customer Service Into Your Social Communications Strategy

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!

Page 39: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

But Let Me Ask You This

Page 40: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Is There ANYTHING

That Could Make These Scenarios Right?

Page 41: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Airline Could Help You Book A

New Flight

Page 42: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Restaurant Could Credit You Immediately And

Send A New Salad

Page 43: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Product Manufacturer Could Send A Replacement

Page 44: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Cable Company Could Give You A Free

Month Of Cable

Page 45: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Theater Could Give You

Free Passes

Page 46: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

How Would That Change

Your Reaction?

Page 47: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Hooray!Boo!

Twice As Likely To Talk About Bad Customer Service

Page 48: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 49: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Expectations

Page 50: Incorporating Customer Service Into Your Social Communications Strategy

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. 

Page 51: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

42% Expect A Response Within 60 Minutes

Page 52: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 53: Incorporating Customer Service Into Your Social Communications Strategy

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?

Page 54: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 55: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

What Makes Them Stay?

36% 33%Personalized Experience

Good Reputation

Page 56: Incorporating Customer Service Into Your Social Communications Strategy

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.

Page 57: Incorporating Customer Service Into Your Social Communications Strategy

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.

Page 58: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

But WAITThere’s MORE

Page 59: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

“What’s In It For ME?”

Page 60: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 61: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

The Art Of ”Doing It Right”

Page 62: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Six Aspects Of Excellent Social Customer Service★Speed★Personality★Ownership★Listening★Specificity★Personalization

Page 63: Incorporating Customer Service Into Your Social Communications Strategy

Culture Technology

Process

The Three Enabling Factors

Page 64: Incorporating Customer Service Into Your Social Communications Strategy

Culture Technology

Process

The Three Enabling FactorsThings fall through the cracks

Page 65: Incorporating Customer Service Into Your Social Communications Strategy

Culture Technology

Process

The Three Enabling FactorsThings fall through the cracks

“Good in theory”

Page 66: Incorporating Customer Service Into Your Social Communications Strategy

Culture Technology

Process

The Three Enabling FactorsThings fall through the cracks

Slooooow & Buggy “Good in theory”

Page 67: Incorporating Customer Service Into Your Social Communications Strategy
Page 68: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Break Time!

Page 69: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Workshop Time!

Page 70: Incorporating Customer Service Into Your Social Communications Strategy

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.

Page 71: Incorporating Customer Service Into Your Social Communications Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

Get To Work!

Page 72: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 73: Incorporating Customer Service Into Your Social Communications Strategy

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

Page 74: Incorporating Customer Service Into Your Social Communications Strategy

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