prepare your organization internally: pick the right model to integrate social media into your...
TRANSCRIPT
Prepare your organization internally: Pick the right model to integrate social
media into your customer service function
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AVG Confidential 2
Gain Social Media And Lose The On Hold Music
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Jas Dhaliwal Head of Social Media Communities AVG Technologies
@Jas on Twitter Blogs at http://www.thewebpitch.com
Source: American Express – Open Forum
Today’s Reality • 17% of Americans have used social media at
least once in the past year to obtain a customer service
• 65% of consumers who complain on social media prefer it to call centers
• 68% of those who have used social media to engage with brands believe it gives them a
greater voice
• 40% of all consumers believe that social has improved customer service for good
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• More than 8 in 10 of consumers have bailed on a purchase because of poor service
• Research suggests that Americans spend 21% more with companies who deliver great service
Source: American Express® Global Customer Service Barometer
Social Savvy Consumers Have High Expectations
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Twitter has become the new call center and this impacts how firms and staff respond to customer feedback
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Who Should Handle Customer Service Over Social Media?
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•The customer service department? •Your call centre? •Your marketing team? •Or a separate social media department?
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Escape the silo
How can you overcome organization challenges when trying to apply social?
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Get your social strategy off the ground
Team Motivate and enable your team to go above and beyond the extra mile for your customers
Relationships Great service comes down to forming relationships. Use it as an opportunity to deepen your connection with customers
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Feedback Listen to your customers and use their feedback to improve your product and services
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Listen Customers don’t except every problem to be solved instantly. They just want to be kept updated
Opportunity Every customer interaction is an opportunity to drive lifetime customer loyalty and engagement
AVG’s Super Fans Empower Community
Social Customer Care
Alignment Symptom Influence Diagnosis Triage Resolution
Customer Complaining
Identifies self as customer with issue
Can influence their immediate circle
Quickly respond, and ask “May we help?” or “I’m listening”
Respond on clients’ behalf or quickly inform them
Keep a log
Blogger Likely not a customer – but feel self entitled
Their readers – and greater community
First, identify their history, what’s their MO?
Find the right level within a company to respond
Pull closer for briefings
Troll Anonymous name calling
Immediate circle – and other distractors
Ignore or remove
Perhaps “cone of silence”
Monitor
AVG’s VIPs
AVG VIPs, are a group of Brand Advocates who contribute their time and experience to help build a Peace of Mind community
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AVG VIPs
AVG VIPs make an impact through their passion and expertise in the antivirus
space, and support of fellow AVG customers
What He Does for AVG Makes instructional videos to support AVG users Reviews AVG products on 3rd party websites Contributes to AVG blog by writing tips and tricks Supports the AVG online community with helpful comments
Barry Eyt AVG Super Fan
Kyle Moore AVG Super Fan What He Does for AVG Reviews AVG products on 3rd party websites Contributes to AVG’s blog By writing tips and tricks Supports the AVG online community with helpful comments
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• Social customer service works best when it is resourced properly. Which includes emergency plans to manage busy periods
• Don’t try and do social customer service if you haven’t got your traditional customer service right.
• If your traditional customer service channels aren’t up to scratch, don’t try social media – it’ll just backfire.
Three Key Learnings
Thanks for Listening!