making a fan in the moment of failure: hearing your customers on social media

#RelateLive

Making a Fan in the Moment of Failure

Hearing your customers on social media

Veronica Belmont@Veronica

Who am I?

Arachnid Trigger WarningClose your eyes now please.

Why are we talking about this?

@United, I am disappointed in your lack of vegetarian options! I am hungry, but mostly just annoyed.

She’s mad and wants to tell everyone in her network

Not optimal

Really, really not optimal

Two nearly simultaneous experiences

Friday Saturday

89%8 in 9 of the messages sent to brands that require a response go unanswered

*4 ways to improve your social customer service

Thanks, Rent the Runway!

Hearing Your CustomersPart 1

http://oursocialtimes.com/23-of-people-complain-online-out-of-vengence/

VENGEANCE

83%expect a response onTwitter within the sameday of making the complaint

*4 ways to improve your social customer service

ANGER + TIME =LOST CUSTOMERS

Why does being heard matter?

Hey, I hear you.

SPECIAL

Empathy, Tone-matching, and the Promoter Economy

Part 2

“Among highly-satisfied consumers, 87 percent indicate that the online social interaction with the company ‘positively impacted’ their likelihood to purchase from that company.”- J.D. Power McGraw Hill Financial

Customer Service Empathy

Where your social voice should live

“A little empathy can go a long way. Customers are generally frustrated when seeking support, and showing them compassion creates a better customer experience.”- Chelsea Larsson, Zendesk

Who is this guy??

I love Zendesk! Me too!

Me too!

Me too!

Yes!!

Yes!!

Yes!!

Yes!!

Yes!!

Yes!!

“When a brand has chemistry with a customer, it creates an advocacy effect. Satisfied customers share the love of your brand online.This is the basis for the promoter economy that’s crucial to business success today.”- Chelsea Larsson, Zendesk

Probably a fan for life because his order issue was resolved

Setting Your Team Up For SuccessPart 3

Artist’s rendition of the ComcastCares team

*Track Every Important Conversation: 6 Simple Ways to Build a Social Listening Dashboard

An example of time being of the essence

Social

Marketing/PR Engineering

YOU

YOUR CUSTOMERS

Some takeaways:

Stay on top of your brand on social media.

31% of brand mentions on Twitter DO NOT include your company’s handle!1

2

3

4

Reply like a human being

Your customers are looking for empathy as well as having their needs met.

Time is of the essence

The more time you waste, the angrier your customer will be.

Give social some power!

Autonomy to help in a meaningful way.

5Respond to positive messages too!

Ignoring someone in that moment is also a huge missed opportunity to make a fan for life!