swat.io social customer service the essentials
TRANSCRIPT
-
8/20/2019 Swat.io Social Customer Service the Essentials
1/33
SWAT.IO
SOCIAL CUSTOMER SERVICE
THE ESSENTIALS
-
8/20/2019 Swat.io Social Customer Service the Essentials
2/33
2
CONTENTS
CHAPTER 1: INTRODUCTION 3
CHAPTER 2: ONLINE VS OFFLINE 5
CHAPTER 3: STATISTICS 9
CHAPTER 4: WHY SOCIAL CUSTOMER SERVICE 12
CHAPTER 5: BENEFITS 14
CHAPTER 6: FACEBOOK & TWITTER 17
CHAPTER 7: FUTURE CHANNELS 21
CHAPTER 8: BEST PRACTICES 24
CHAPTER 9: SOURCES & LINKS 29
-
8/20/2019 Swat.io Social Customer Service the Essentials
3/33
CHAPTER 1
INTRODUCTION
-
8/20/2019 Swat.io Social Customer Service the Essentials
4/33
CHAPTER 1: INTRODUCTION
4
Changes such as the explosion of digital, the
empowered customer, and the acceleration of
innovation are having a profound impact oncustomer expectations. In a digital world, with
digital customers, it is important that companies
step out of the traditional and embrace new
forms of reaching out to their customers and of
providing best-in-class customer service. We see
the speed of innovation increasing in every sector
and this should constitute the main motivation
for companies to create a competitive advantage
by putting more emphasis on the experiences
that they deliver to their customers. Otherwise
put, companies that will focus upon adapting their customer experience initiatives to meet the changing
expectations of customers, will be likely to survive the disruption brought by innovation.
Customers nowadays tend to be more informed and in charge of the experience they receive. Their
expectations are high and companies need to understand their unique needs and personalise the
experience accordingly. Furthermore, providing immediate resolutions to their problems may not be enough
in the future, as more and more customers expect companies to proactively address not only their current
but also their future needs.
CUSTOMERS SERVICE: RISING TO THE C-LEVEL
In this fast-pacing world, companies can either nd ways to adapt or die a slow but certain death. This is
where social media comes in. To be relevant and out there in the coming years, companies must focus on
leveraging social media to create unique customer experiences and provide eective and personalised
customer service in order to grow and retain their customers.
As customer experience becomes a strategic, C-level initiative, the purpose of the “chief customer
champion” will be to create an unrelenting focus on the customer throughout the enterprise. Social
media thus becomes a means to an end, allowing all company representatives to interact with customers
regardless of place and time.
http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/
-
8/20/2019 Swat.io Social Customer Service the Essentials
5/33
ONLINE VS OFFLINE
CHAPTER 2
-
8/20/2019 Swat.io Social Customer Service the Essentials
6/33
CHAPTER 2: ONLINE VS OFFLINE
6
Social customer services are all about immediacy, transparency, personalisation, human 2 human (H2H)
interaction, while traditional customer services are more often than not associated with queues, automatic
responses, lack of transparency and being transferred from one representative to the next.
TRADITIONAL CUSTOMER SERVICE STILLLINGERS ON
Although for big companies traditional customer services are necessary since scale equals survival and call
centres are the epitome of scale, the latter fail to provide the desired customer experience. On the contrary,
long wait times, dropped calls, restating a single problem dozens of times represent real pain points for
customers looking to solve their problems.
According to a 2013 study by Accenture, almost 75% of respondents cited being “extremely frustrated”
when having to contact a company multiple times for the same reason. Other frustrations that arise from
tried-and-true customer service methods include being on hold for a long time and having to repeat the
same information to multiple employees.
Nearly 40% of respondents from a Dimensional Research study said they avoided companies for two or
more years after a negative customer experience.
A SHORT CHRONOLOGICAL JOURNEY FROMTRADITIONAL TO SOCIAL
Chronologically speaking, if customers had a complaint 200 years ago, they needed to go to the source in
order to solve it. Face-to-face conversations were the only way. Later on, the telephone changed everything
by allowing customers to dial a xed number to communicate with the company of their choice regardingcertain products and services. In the early 90’s, the internet was made available to the world, meaning
that customers could use this new channel as means of interacting with companies. In 2015, with the
widespread internet adoption, companies need to be able to provide customer services through a variety of
channels in order to meet their customers’ needs and expectations. Social media is one of those channels
and is constantly gaining traction.
https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://www.dimensionalresearch.com/http://www.eventusg.com/blog/the-complete-history-of-customer-service-operationshttp://www.eventusg.com/blog/the-complete-history-of-customer-service-operationshttp://www.dimensionalresearch.com/https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf
-
8/20/2019 Swat.io Social Customer Service the Essentials
7/33
CHAPTER 2: ONLINE VS OFFLINE
7
SOCIAL MEDIA IS GAINING TRACTION
Not long ago social media was a service channel of last resort, with consumers turning to it only after
failing to get satisfaction in traditional ways, but this is changing. More customers recognize social as an
immediate and easy platform for service. Facebook, Twitter and other social networks are becoming a
channel of preference for many.
Roughly one out of every ve people worldwide log on to Facebook each month. Even smaller networks,
like Instagram and Snapchat, are growing at an impressive rate. Interestingly enough, consumers are no
longer using social media only as a way of interacting with one another, they’re using it to communicate with
brands. Otherwise put, customers are using social media channels to tell brands about their faulty products,to ask questions about their return policy, to express opinions and give suggestions.
Bottom line, brands cannot promote themselves as responsive, caring, and customer-focused if they ignore
the needs and complaints their customers express via social media. The solution is for brands to place as
much importance on social customer services as they do on traditional customer care, such as phone and
email communications.
http://www.ibtimes.com/facebook-one-out-every-five-people-earth-have-active-account-1801240http://www.ibtimes.com/facebook-one-out-every-five-people-earth-have-active-account-1801240
-
8/20/2019 Swat.io Social Customer Service the Essentials
8/33
CHAPTER 2: ONLINE VS OFFLINE
8
SOCIAL VS. TRADITIONAL AT A GLANCE
Transparency
Everybody can see and take part in discussions
on social media.
Feedback & problem-oriented
Customers can look for a solution to
their problem but also provide feedback
on existing products and services.
Companies can then use the latter to make
improvements.
Personalized responses
Fast replies and personalised interactions,
which help build trust and bring companies
closer to their customers.
It’s constant and doesn’t depend on actually
having a problem. Companies can interact
with their customers without any particular
reason. They can just show that they care
and value their customers’ feedback.
It’s about and for the
customers.
Opacity
There are no third parties involved.
Mainly problem-oriented
In the sense that customers call a xed
number to complain about a certain issue
and are then redirected to a customer
representative specialised in that eld.
Automatic responses
Any times customers are being transferred
from one representative to another. It may
take ages.
Companies only hear of their customers
when the latter are confronted with a
problem they can’t solve by themselves.
And even then, it’s not certain that
companies will immediately tackle the
situation.
It’s about the company.
TRADITIONAL CUSTOMERSERVICE
SOCIAL CUSTOMER SERVICE
-
8/20/2019 Swat.io Social Customer Service the Essentials
9/33
STATISTICS
CHAPTER 3
-
8/20/2019 Swat.io Social Customer Service the Essentials
10/33
CHAPTER 3: STATISTICS
10
Expect a response from a brand
within 24 hours.
Expect a response from a brand
within one hour.
Expect a response from a brand
within thirty minutes.
86%24h
56%1h
33%0.5h
THE 2015 CUSTOMER SERVICE ON TWITTER STUDY
CONDUCTED BY SIMPLY MEASUREDSource: Customer Service On Twitter March 2015
When you’re responding to customers, it’s better to be fast than eective. 33% of
respondents say they’d recommend a brand that oered a quick but ineective
response, nearly double the number (17%) who’d recommend a brand providing a
slow but eective solution. Even “no company response,” at 19%, scored higher than
slow/eective.
33%
1 5
A single negative post on social media has, on average, as much impact on customer
decisions as ve positive posts.
NIELSEN-MCKINSEY VENTURE NM INCITESource: Turn customer care into social care
http://get.simplymeasured.com/rs/simplymeasured/images/CustomerServiceOnTwitterMarch2015.pdfhttps://hbr.org/2012/12/turn-customer-care-into-social/https://hbr.org/2012/12/turn-customer-care-into-social/http://get.simplymeasured.com/rs/simplymeasured/images/CustomerServiceOnTwitterMarch2015.pdf
-
8/20/2019 Swat.io Social Customer Service the Essentials
11/33
CHAPTER 3: STATISTICS
11
71%
Word-of-mouth, including that shared via social media, continues to be the most
important and impactful source of company information across industries and is used
by 71% of surveyed customers.
2013 GLOBAL CONSUMER PULSE SURVEY ISSUED
BY ACCENTURESource: Accenture Global Consumer Pulse Research Study 2013 Key Findings
95% of Millennials expect brands to have a Facebook presence.
87% of Gen X’ers (30- to 44-year-olds) and even 70% of those ages 45 to 60
think brands should, at the very least, have a Facebook page.
Reported they’d complimented a brand in the past 5 months, 35% complainedabout a brand and 30% requested support. Many populations, including those
over age 60, are using social media to connect with companies to express their
gratitude, get guidance or express their satisfaction.
95%
87%
50%
THE 2014 SOCIAL LIFECYCLE: CONSUMER INSIGHTSTO IMPROVE YOUR BUSINESS BY HUBSPOTSource: The social lifecycle consumer insights to improve your business
https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://de.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-businesshttp://de.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-businesshttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf
-
8/20/2019 Swat.io Social Customer Service the Essentials
12/33
WHY SOCIAL CUSTOMER SERVICE
CHAPTER 4
-
8/20/2019 Swat.io Social Customer Service the Essentials
13/33
CHAPTER 4: WHY SOCIAL CUSTOMER SERVICE
13
In order to truly grasp the benets of using social media for customer services, one must rst understand
the factors that are currently making consumers extremely frustrated. In this sense, the 2013 Global
Consumer Pulse Survey issued by Accenture highlighted the following customer service experiences asbeing irritating to consumers:
These may sound like minor inconveniences but they are actually very powerful factors that can impact
your business. And not in a good way! Actually, 66% of survey respondents said they switched service
providers due to poor customer service. To make things worse, a study conducted by Dimensional
Research has found that nearly 40% of consumers would avoid companies for two or more years after a
negative customer experience. Mind this: 95% of these dissatised customers will tell others about their
bad experience. And almost half will share these experiences via social. In other words, if a company fails
to provide eective customer services, not only will its customers leave, they’ll also tell other potential
customers to avoid doing business with that company.
74% 69% 66%
64% 74%
Having to contact the
company multiple times
for the same reason
Having to repeat the same
information to multiple
employees or through
multiple channels
Being on hold for a long
time when contacting the
company
Dealing with employees or
self-help sites/systems that
cannot answer my questions
Dealing with employees
who are unfriendly or
impolite
https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/https://www.accenture.com/https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf
-
8/20/2019 Swat.io Social Customer Service the Essentials
14/33
BENEFITS
CHAPTER 5
-
8/20/2019 Swat.io Social Customer Service the Essentials
15/33
CHAPTER 5: BENEFITS
15
LOWER COSTS
It costs less than $1 per interaction, whereas telephone care is typically at least USD 6 per call. Even e-mail
care costs USD 2.50 to USD 5 per interaction.
PROVIDE THE OMNI-CHANNEL EXPERIENCE THATYOUR CUSTOMERS ARE LOOKING FOR
Nowadays, people are using various channels (phone, social media, web, mobile, email) to interact with
brands. That is why it’s extremely important for companies to provide them with omni-channel customer
services, as opposed to investing their time and resources into covering a single communication channel.
Why? Simply because brands need to be where their customers are and make the most of every interaction,
be it via social media, phone, email, etc. It’s the only way for them to make their customers happy.
GATHER PRECIOUS CUSTOMER FEEDBACK FROMEVERY INTERACTION
Nowadays, people are not just using social
media to communicate with each other but alsoto communicate with their preferred brands. And
this is the best part! Customers are using social
media channels to tell brands about their products
and services. Consequently, companies can use
their customers’ feedback in order to improve
their products and services and stay ahead of
the competition. What they need to do is to learn
how to really listen and monitor conversations in
real-time or at least on a daily basis. Almost 30%
of social-media users prefer social care to phoning
customer service. Consumers with positive social-
care experiences are also three times more likely
to recommend the brand to others.
https://hbr.org/2012/12/turn-customer-care-into-social/https://hbr.org/2012/12/turn-customer-care-into-social/
-
8/20/2019 Swat.io Social Customer Service the Essentials
16/33
CHAPTER 5: BENEFITS
16
ENRICH THE LIVES OF YOUR CUSTOMERS THROUGH
DIALOGUEIf they chose to follow the right (human) approach to customer services, the rst thing that companies need
to do is to understand that social media is not TV or other forms of mass marketing. Far from that! It is a
space that thrives on word-of-mouth, but the mouth people care most about is their own, or those of their
closest friends. That is why companies need to embrace change in order to truly succeed. And success
stems from meaningful conversations and the ability to address the precise needs and preferences of their
customer base.
OUTPERFORM THE COMPETITION ACROSS A WIDERANGE OF KPIS
According to a study issued by the Aberdeen Group, social customer care users enjoy higher year-over-year
performance advancements than those who don’t use social media for customer services.
Y e a r - o v e r - y e a r p e r c e n t c h a n g e
n=235
Social Customer Care Users
Non Users
20%15%10%5%-15% -10% -5% 0%
Number of quality SLA´s
Average revenue per contact
Agent productivity
Cross-sell and up-sell revenue
First contact resolution rates
Improvement in number of
customer complaints
Agent utilizaiton rate
SOCIAL CUSTOMER CARE USERS OUTPERFORM NON-USERS
http://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdfhttp://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdf
-
8/20/2019 Swat.io Social Customer Service the Essentials
17/33
FACEBOOK & TWITTER
CHAPTER 6
-
8/20/2019 Swat.io Social Customer Service the Essentials
18/33
CHAPTER 6: FACEBOOK & TWITTER
18
Providing immediate replies to your audience, owning up to your mistakes and keeping your customers in
the loop go a long way to building trust.
KEY TIPS
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.
Social media should be dierent from endless phone calls without any result. That is why, every
business should have at least one sta member dedicated to addressing customer service requests.
Demonstrate your willingness to address complaints; most customers will appreciate you for being
proactive despite their frustrations. Avoid deleting any negative posts as this will only infuriate
customers more and make things a lot worse.
BE TRANSPARENT. Always remember that transparent and honest brands are just better
brands. If you’re not able to commit to something, or there is a problem with your product/service,
share as much information as possible with your customers and keep them updated even after the
problem is fully resolved.
SOCIAL CUSTOMER SERVICE ON FACEBOOK
ACCORDING TO STATISTICS:
71% of customers who experience a quick and eective response are expected to
recommend the brand to their peers, compared to those who didn’t receive any response.
Only 36% of customers who made customer services inquiries on Facebook reported having
their complaint solved eectively and quickly.
43% of customers consider a direct response to their question on a social media site as
most important, and 31% consider the social platform to provide direct access to company
representatives.
https://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdfhttps://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdfhttp://www.oracle.com/us/products/applications/commerce/live-help-on-demand/oracle-live-help-wp-aamf-1624138.pdfhttp://www.oracle.com/us/products/applications/commerce/live-help-on-demand/oracle-live-help-wp-aamf-1624138.pdfhttps://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdfhttps://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdf
-
8/20/2019 Swat.io Social Customer Service the Essentials
19/33
CHAPTER 6: FACEBOOK & TWITTER
19
SOCIAL CUSTOMER SERVICE ON TWITTER
Customer service has long been one of Twitter’s killer features. Consumers use the social channel to ask
questions about products or, more likely, complain about poor service from a rental car company, airline,
restaurant, etc. For businesses, it’s an opportunity to learn about problems that haven’t reached call centers
and, if handled well, can turn dissatised customers into advocates.
Customer service interactions are accelerating on Twitter; the company reports a 250% increase in such
conversations in the last two years.
When the interaction wasn’t personal, 66% said they were unlikely to recommend the brand.
Customers were also 19% more likely to reach a resolution and 22% more likely to be
satised after personalized conversations.
When brands created personal interactions — dened as conversations that included
the customer’s name and the customer service rep’s signature in tweets — 77% of those
customers were likely to recommend the brand.
Brands that got personal in customer service interactions did far better than those that kept it
businesslike.
RESPOND AROUND THE CLOCK to both negative as well as positive feedback.
Customers won’t stop voicing complaints because you want to take your 5 p.m. beauty sleep.
Many of the complaints that companies receive are not made within oce hours and if your social
media manager is not at his/ her desk when an angry customer voices his dissatisfaction, you
may be in for an online restorm with dire consequences. That’s why companies need a software-
solution that automates responses and enables them to keep track of complaints without having
to switch back and forth between countless Facebook tabs.
Source: Make your Brand as Human as Possible
https://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitterhttps://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitter
-
8/20/2019 Swat.io Social Customer Service the Essentials
20/33
CHAPTER 6: FACEBOOK & TWITTER
20
KEY TIPS
BE FAST. Customers want answers fast, with 60% in the survey saying they expect a response in
less than an hour. Twitter reports that brand response times are slightly slower than that on average -
1 hour 24 minutes.
Go all the way to solve the problem. The research found that there were an average
of ve interactions between brand and consumer per customer service inquiry. This means that a
single tweet is rarely enough to nd a solution to an issue. Furthermore, the survey found that 30% of
consumer issues remained unresolved.
BE NICE. Of the consumers who reported friendly customer service interactions, 76% said they
were likely to recommend the brand; of those with an unfriendly interaction, 82% were unlikely to
make a recommendation.
-
8/20/2019 Swat.io Social Customer Service the Essentials
21/33
FUTURE CHANNELS
CHAPTER 7
-
8/20/2019 Swat.io Social Customer Service the Essentials
22/33
CHAPTER 7: FUTURE CHANNELS
22
The mobile messaging app bought by Facebook for $19bn – could become the primary customer service
channel of the future. Here is why:
WHATSAPP
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. As a consequence,
when companies reply to customer queries using WhatsApp, customers are more likely to see
it, rather than it getting lost in the spam folder of an email inbox.
BETTER SUITED FOR A WIDER RANGE OF CUSTOMER SERVICES.
When people tweet brands for help, the conversation is public or assumed to be public –
which is not always great for the consumer who could have a more personal problem in mind.
On WhatsApp, consumers and shoppers can ask sensitive or private questions, and receive a
quick, personal response, without their comments being indexed on the internet for eternity.
IT’S WHAT THE STATISTICS SAY. As compared to Twitter which reported having
241 million active users, WhatsApp has 450 million. Of those, only 46% of users on Twitter
return daily – on WhatsApp, it’s 70%. Twitter has 135,000 new users signing up each day,
while WhatsApp has 1 million.
http://www.theguardian.com/technology/2014/feb/19/facebook-buys-whatsapp-16bn-dealhttp://www.theguardian.com/media-network/media-network-blog/2014/feb/26/whatsapp-customer-service-brand-twitterhttp://mashable.com/2014/02/05/twitter-q4-earnings/http://blog.whatsapp.com/499/Facebook%3Fhttp://www.pewinternet.org/2013/12/30/frequency-of-social-media-use/http://www.pewinternet.org/2013/12/30/frequency-of-social-media-use/http://blog.whatsapp.com/499/Facebook%3Fhttp://mashable.com/2014/02/05/twitter-q4-earnings/http://www.theguardian.com/media-network/media-network-blog/2014/feb/26/whatsapp-customer-service-brand-twitterhttp://www.theguardian.com/technology/2014/feb/19/facebook-buys-whatsapp-16bn-deal
-
8/20/2019 Swat.io Social Customer Service the Essentials
23/33
CHAPTER 7: FUTURE CHANNELS
23
Early 2015, Facebook turned its Messenger chat app into a platform that can integrate third-party apps,
allowing consumers to send multimedia messages, such as GIFs, stickers, and videos. The platform
reaches 600 million users a month, representing a real opportunity for businesses to better engage with
their customers.
Businesses are able to privately message users who leave wall posts or comments for them. Users in turn
will be able to message businesses straight from Facebook News Feed ads, and then companies can replywith pre-saved support messages to save time.
Facebook has also created a new standard for customer support response time. Businesses that reply to
90 percent of messages within ve minutes are awarded a “Very Responsive To Messages” badge on their
Page.
Employees using instant messaging can simultaneously handle multiple customer queries at the same time,
thus keeping company’s customer support costs to a minimum.
FACEBOOK MESSENGER
http://qz.com/370089/everything-facebook-announced-today-at-f8/http://techcrunch.com/2015/08/05/facestomer-support/http://techcrunch.com/2015/08/05/facestomer-support/http://qz.com/370089/everything-facebook-announced-today-at-f8/
-
8/20/2019 Swat.io Social Customer Service the Essentials
24/33
BEST PRACTICES
CHAPTER 8
-
8/20/2019 Swat.io Social Customer Service the Essentials
25/33
CHAPTER 8: BEST PRACTICES
25
KING OF SHAVES – “VERY RESPONSIVE TO
MESSAGES”This is the rst thing that you see in their
Facebook page, right below their picture
and, 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. Their
customer service representatives are fast and
caring. Apart from that, they are also doing a
great job at keeping spirits high and promoting
their products via funny posts.
STARBUCKS & MATCH.COM – THE “WORLD’SLARGEST #STARBUCKSDATE”
Starbucks teamed
up with Match.com
to host the world’s
largest coee date in
honour of Valentine’s
Day. They were set to
throw what was aimed
to be the ‘World’s
Largest StarbucksDate’ on February 13 at
participating Starbucks
locations. There was
romantic music, menu
specials and photo props! Starbucks and Match.com also added a ‘Meet at Starbucks’ feature to the
popular dating site, which allowed members to easily schedule coee dates. The social media strategy for
this campaign was based mainly on Twitter where both Starbucks and Match.com had been very active.
They posted on a daily basis and received positive feedback from their customers, plus many retweets and
favourites.
https://www.facebook.com/kingofshaveshttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttps://www.facebook.com/kingofshaves
-
8/20/2019 Swat.io Social Customer Service the Essentials
26/33
CHAPTER 8: BEST PRACTICES
26
Looking at their Facebook page, you easily
understand that these people seize everyopportunity of connecting their promotional
messages and campaigns with exterior events be
they the last days of spring, the beginning of sales
periods, the hot weather, Father’s Day, the end of
university and the list can go on. The great part
is that they are very good at this and they build
every campaign around their mascot, the hippo,
which their customers love. Similarly, they’re also
doing a good job at providing replies to customer
queries. Although they still need to work on the
timing (it sometimes takes them a whole day to
respond), none of their customers feel ignored.
For Twitter, they have the same strategy. Although
they post on a regular basis, their customers’
preferred channel is clearly Facebook.
HIPPOPOTAMUS RESTAURANT – THEY SEIZE EVERYOPPORTUNITY!
Mayor McCheese is the mayor of McDonaldland,
the magical world seen in McDonald’s commercials.
He has an enormous cheeseburger for a head.
Mayor McCheese is the most corrupt politician in
McDonaldland. Apparently, some customers are tired of
seeing him mayor and ask McDonald’s to conduct an
investigation into how the elections are organised.
MCDONALD’S
https://www.facebook.com/Hippopotamushttps://twitter.com/hippopotamusgirhttp://mcdonalds.wikia.com/wiki/McDonaldlandhttp://mcdonalds.wikia.com/wiki/McDonaldlandhttps://twitter.com/hippopotamusgirhttps://www.facebook.com/Hippopotamus
-
8/20/2019 Swat.io Social Customer Service the Essentials
27/33
CHAPTER 8: BEST PRACTICES
27
THE BEST EXPERT ADVICE
“We are in a new era that is more relationship driven than marketing
or message driven like the 40 years prior.”
Frank Eliason is currently Director Global Social Media at Citi.
“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.
“Treat people as humans. Be nice.
Use the right tone of voice. Always
try and x things. And remember –EVERYONE IS WATCHING!”
Richard Baker is currently Senior Internal Communications and
Engagement Manager at Carlsberg.
“Retro-tting traditional service
models to a new channel is do-able
but building the service model fromthe ground up around the customer
and their preferred channel mix, that
is where the real opportunity lies.”
Graeme Stoker is a Freelance Digital Consultant, currently
Interim Project Director at Northumbria University.
https://online.citi.com/US/Welcome.chttp://www.carlsberggroup.com/Pages/default.aspxhttp://www.carlsberggroup.com/Pages/default.aspxhttps://www.northumbria.ac.uk/https://www.northumbria.ac.uk/http://www.carlsberggroup.com/Pages/default.aspxhttp://www.carlsberggroup.com/Pages/default.aspxhttps://online.citi.com/US/Welcome.c
-
8/20/2019 Swat.io Social Customer Service the Essentials
28/33
-
8/20/2019 Swat.io Social Customer Service the Essentials
29/33
SOURCES & LINKS
CHAPTER 9
-
8/20/2019 Swat.io Social Customer Service the Essentials
30/33
CHAPTER 9: SOURCES & LINKS
30
SOURCES
Facebook Launches a New Feature - Page Responsiveness
http://www.solomosalsa.com/blog/facebook-launches-a-new-feature-page-responsiveness/
17 Social Customer Service Reports You Can’t Live Without
http://www.exacttarget.com/blog/17-social-customer-service-reports-you-cant-live-without/
How 20 top UK retailers handle social customer service
https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/
Brands Disappointed Fans in Q4 with Poor Social Customer Care
http://www.socialbakers.com/blog/2352-brands-disappointed-fans-in-q4-with-poor-social-customer-care
Customer 2020 - The Future of B2B Customer Experience
http://www.walkerinfo.com/customers2020/
The Complete Guide to Using Social Media for Customer Service
http://www.hungtonpost.com/courtney-seiter/the-complete-guide-to-usi_b_5556188.html
6 Social Customer Interaction Management Tips. Use Them Wisely!
https://www.linkedin.com/pulse/6-social-customer-interaction-management-tips-use-them-kamleitner
10 Social Customer Service Tips
http://blog.swat.io/2015/03/17/10-social-customer-service-tips/
How Social Media Can Turn Your Customers into Brand Evangelists
http://blog.swat.io/2015/01/27/social-media-can-turn-customers-into-brand-evangelists/
The 7 Bs to perfecting your Social Media Community Management
http://blog.swat.io/2015/01/13/the-7-bs-to-perfecting-your-social-media-community-management/
New Social Media Research Shows What People Expect From Brands
http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/
http://www.solomosalsa.com/blog/facebook-launches-a-new-feature-page-responsiveness/http://www.exacttarget.com/blog/17-social-customer-service-reports-you-cant-live-without/https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/http://www.socialbakers.com/blog/2352-brands-disappointed-fans-in-q4-with-poor-social-customer-carehttp://www.walkerinfo.com/customers2020/http://www.huffingtonpost.com/courtney-seiter/the-complete-guide-to-usi_b_5556188.htmlhttps://www.linkedin.com/pulse/6-social-customer-interaction-management-tips-use-them-kamleitnerhttp://blog.swat.io/2015/03/17/10-social-customer-service-tips/http://blog.swat.io/2015/01/27/social-media-can-turn-customers-into-brand-evangelists/http://blog.swat.io/2015/01/13/the-7-bs-to-perfecting-your-social-media-community-management/http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://blog.swat.io/2015/01/13/the-7-bs-to-perfecting-your-social-media-community-management/http://blog.swat.io/2015/01/27/social-media-can-turn-customers-into-brand-evangelists/http://blog.swat.io/2015/03/17/10-social-customer-service-tips/https://www.linkedin.com/pulse/6-social-customer-interaction-management-tips-use-them-kamleitnerhttp://www.huffingtonpost.com/courtney-seiter/the-complete-guide-to-usi_b_5556188.htmlhttp://www.walkerinfo.com/customers2020/http://www.socialbakers.com/blog/2352-brands-disappointed-fans-in-q4-with-poor-social-customer-carehttps://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/http://www.exacttarget.com/blog/17-social-customer-service-reports-you-cant-live-without/http://www.solomosalsa.com/blog/facebook-launches-a-new-feature-page-responsiveness/
-
8/20/2019 Swat.io Social Customer Service the Essentials
31/33
CHAPTER 9: SOURCES & LINKS
31
87% of User Posts on Facebook Pages Ignored
http://www.socialmediatoday.com/social-business/adhutchinson/2015-06-17/87-user-posts-facebook-
pages-ignored-report
Social Customer Care: Steps to Success in 2014
http://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdf
Accenture 2013 - Global Consumer Pulse Survey Global & U.S. Key Findings
https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/
DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-
Key-Findings.pdf
Accenture - The changing consumer dynamic
http://click-accenture.com/wp-content/uploads/2014/01/accenture-changing-consumer-dynamic.pdf
Infographic: Your wealthiest customers want service on social media
http://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-
social-media
Customer complaints see 8-fold rise on social media
https://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-
media.html
http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://click-accenture.com/wp-content/uploads/2014/01/accenture-changing-consumer-dynamic.pdfhttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttp://click-accenture.com/wp-content/uploads/2014/01/accenture-changing-consumer-dynamic.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdfhttp://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20
-
8/20/2019 Swat.io Social Customer Service the Essentials
32/33
START YOUR FREE 30 DAY TRIAL NOW!
SWAT.IO
STAY ON TOP OF
SOCIAL CUSTOMER SERVICE WITH...
https://swat.io/en#demohttps://swat.io/en#demohttps://swat.io/en#demohttps://swat.io/en#demohttps://swat.io/en#demo
-
8/20/2019 Swat.io Social Customer Service the Essentials
33/33
SOCIAL MEDIA MANAGEMENT FOR TEAMS
www.swat.io
SWAT.IO