SOCIAL CUSTOMER SERVICE

THE ESSENTIALS

SWAT.IO

SOCIAL CUSTOMER SERVICE: RISING TO THE C-LEVEL

Customer expectations are growing due to:- Explosion of digital- Empowered customers- Acceleration of innovation

- From face-to-face, to telephone callcenters, to Internet- Traditional customer Service still lingers on in terms of scalability- Yet: 75% of customers “extremely frustrated” with traditional customer service!- Customer service on social media is gaining traction!- Customers are using Facebook, Twitter & Co. to tell brands about their faulty

products, to ask questions, to express opinions and give suggestions.

A SHORT CHRONOLOGICAL JOURNEY FROM TRADITIONAL TO SOCIAL CUSTOMER SERVICE

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SOCIAL CUSTOMER SERVICE: THE STATISTICS

56% of Customers Expect Response Within 1 Hour!

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11 Negative Post = As Much Impact on Customer Decisions as 5 Positive Posts!

SOCIAL CUSTOMER SERVICE: THE BENEFITS

- Gather precious customer feedback from every interaction - Provide the omni-channel experience that your customers are looking for- Enrich the lives of your customers through dialogue - Outperform the competition across a wide range of KPIs

Social Customer Service outperforms Traditional Customer Service!

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SOCIAL CUSTOMER SERVICE ON FACEBOOK

- BE TRANSPARENT! Always remember that transparent and honest brands are just better brands!- BE QUICK! Your customers expect a quick response on Facebook. Remember that if they reached out

to you on social media, they most certainly wouldn’t like to be kept waiting for hours. - RESPOND AROUND THE CLOCK! Customers won’t stop voicing complaints because you want to take

your 5 p.m. beauty sleep ;)

SOCIAL CUSTOMER SERVICE ON TWITTER

- BE NICE! Of the consumers who reported friendly customer service interactions, 76% said they were likely to recommend the brand

- BE FAST! Customers want answers fast, with 60% in the survey saying they expect a response in less than an hour.

- GO ALL THE WAY TO SOLVE A PROBLEM! The research found that there were an average of five interactions between brand and consumer per customer service inquiry.

SOCIAL CUSTOMER SERVICE ON WHATSAPP

- IT’S WHAT THE STATISTICS SAY. As compared to Twitter which reported having 241 million active users, WhatsApp has 450 million.

- IT’S MORE PERSONAL. People usually use WhatsApp from their mobile device, and they’re more likely to have them enabled because it’s more personal.

- BETTER SUITED FOR A WIDER RANGE OF CUSTOMER SERVICES. - When people tweet brands for help, the conversation is public or assumed to be public.

SOCIAL CUSTOMER SERVICE ON FACEBOOK MESSENGER

- IT’S WHAT THE STATISTICS SAY. As compared to Twitter which reported having 241 million active users, WhatsApp has 450 million.

- IT’S MORE PERSONAL. People usually use WhatsApp from their mobile device, and they’re more likely to have them enabled because it’s more personal.

- BETTER SUITED FOR A WIDER RANGE OF CUSTOMER SERVICES. - When people tweet brands for help, the conversation is public or assumed to be public.

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BEST PRACTICES - A FEW EXAMPLES…

BEST PRACTICE: STARBUCKS

Starbucks teamed up with Match.com to host the world’s largest coffee date in honour of Valentine’s Day. They were set to throw what was aimed to be the ‘World’s Largest Starbucks Date’ on February 13 at participating Starbucks locations.

BEST PRACTICE: KING OF SHAVES

After taking a closer look at their feed, you actually understand that they are actively practicing what they preach and actually listen to what their customers have to say.

BEST PRACTICE: HIPPOPOTAMUS

Looking at their Facebook page, you easily understand that these people seize every opportunity of connecting their promotional messages and campaigns with exterior events!

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EXPERT ADVICE…

“For me, good social customer service is about empowering customers, not making them a slave to your channel.”

Richard Baker is currently Senior Internal Communications and Engagement Manager at Carlsberg.

“We have reached a point where social media is not just a necessary component of a credible customer service strategy but one which offers powerful insights that drive better innovation, co-creation and collaboration. To make this a reality, social media needs to be a central part of a coherent, sustained and long-term focus on customer service strategy, something that many organisations are yet to do.”

Jo Causon, CEO of The Institute of Customer Service.

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