CUSTOMER SERVICE AND TECHNOLOGY - YOU CAN WIN ONLINE

CONSULTING

DO WE REALLY NEED A SOCIAL MEDIA CUSTOMER SERVICE

STRATEGY?

Just ask United Airlines

THE STORY• United Broke Dave Carrols – Taylor Guitar

• He told 3 Employees – no one helped

• Put in complain to United two days Later

• Was past the 24 hours complain window

THE FALL OUT• Dave Wrote a song and posted it to Youtube

• A week later he hit 150,000 views ( united called him back )

• He Refused to take a $3,500 pay out

• Over following months Dave's video hit 12,500,000 views

• Dave did 200 TV, Radio and News Paper Interviews.

• Taylor Guitars ( who he referenced in the song) Gives free guitar and gets 500,000 views.

Online Customer Service • Providing great online customer service is critical

• Whether you're prepared or not - customers expect a quick response after online communicating

• Sharing great content is only half the battle on social media

• You also need to engage your customers online

• Ask yourself - Are you set up to handle customer service through social media?

Customer Service Online Strategy1. Develop a online Customer Service Tone

2. Use the Right Tools

3. Reach out directly to online complainers.

4. Be Timely - A delayed response can create a social media fiasco ( Set expectation )

5. The right staff handling social media

6. Prevent most online complaints in the first place.

Develop a online Customer Service Tone

Globe and Mail Rule

NeverMake excusesBlame the customerShow frustration

AlwaysAnswer every questionUse positive languageShow with images

Use the Right Tools• Facebook – Twitter – Istagram – Trip Advisor

•  Zendesk -  Zendesk offers the benefit of integrating Facebook and Twitter comments and messages, making it easy for your team to reply.

• Hootsuite  is specifically designed for managing replies to social media posts. • Hootsuite is ideal when you have multiple people

responding to comments on social media. It allows you to assign tasks to others and see who's replied to each post.

Reach out to Complainers!• Your First Feeling – To be Defensive

• First action - A thoughtful and positive response- Tell customer that you will make this right- Give customer option to take conversation offline• Offer Phone and Email

• Second Action – Propose solution- Offer full compensation ( if complaint is valid )

• Third Action - Ask comment to be removed

Be Timely!• The magnitude of a company’s social media

embarrassment is proportional to how delayed its online response • “Wifi doesn’t work at hotel #fail”

• An event in the online world gathers social steam with such speed that your delay can become more of a problem than the initial incident • “OMG! Wifi still broke and no one got back to me

#DoubleFail”

• Even an 4 hours lag in responding can be catastrophic

Have Dedicated Staff to respond• Social media responsiveness is customer service,

plain and simple

• It follows all the same principals of customer service

• Have only your best manage your social media

• Ensure dedicated personnel know expectation

• Out source to specialized company

Keep Bad Review offlineOffer your customers many ways to provide feedback

must be easymust be instantmust be able to respondStaff are your number one way to stop bad reviews

Technologies includeBamTextComment CardsSurveys24/7 Website Chat24/7 Customer service number

Are we ready for Online Service?

Workshop 5