eduguru summit - boost customer service with social media
TRANSCRIPT
Mike Petroff
• Web Manager for Enrollment Management at Emerson
College in Boston, MA
• Oversee online communications to prospective students
• Manage social media channels for Emerson College with
Office of Marketing and Communications
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Customer Relationship Cycle
Brand Quality
Regular Customers
Word of Mouth
New Customers
Customer Experience
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Customer Cycle Disconnect
Brand Quality
Regular Customers
Word of Mouth
New Customers
Customer Experience
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Stop Treating New Customers like
One-Night Stands!
Brand Quality
Regular Customers
Word of Mouth
New Customers
Customer Experience
Lose New Customers
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Our Grandparents Had It Right
Close, personal relationships with stores
Small communities that shared product information and
recommendations
Niche stores that sold specific goods
Develop life-long partnerships with brands
1920’s – 1950’s
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Brands Become Global
Broad, impersonal relationships
Large communities with little interaction
Customers develop life-long partnerships with brands
because of constant advertising
1960’s – 1980’s
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The Internet and e-Commerce
Make Things Even Worse
Automation of call centers and customer services
Less in-person interaction leads to more impersonal relationships
Customers develop short-term relationships with brands because of infinite choice
Brands care less about local customers because of true global reach of their brand
1990’s – 2000’s
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Social Media Changes
Everything? Not Really…
Close, personal relationships with brands
Small communities that share product information and
recommendations
Niche stores that sold specific goods
Develop life-long partnerships with brands because of quality customer service and interactions
mid-late 2000’s
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Social Relationship Cycle
Brand Quality
Regular Customers
Word of Mouth
New Customers
Customer Experience
Social
Social
Social
Social
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Develop the Culture Before
Investing in the Technology
• Focus on engagement
• Find employees that are passionate about your brand
• Exceed expectations and give your customers what they need
before they ask for it
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Set Up Listening Stations
• Google Reader and Google
Alerts
• Hootsuite or Tweetdeck
• Facebookhttp://youropenbook.o
rg/
• Radian6 and other paid services
http://bit.ly/SMlistening
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Set Up Listening Stations
Know what to look for:
• Monitor positive and negative
feedback about your company
• Track industry trends and know
your competitors
• Create daily or weekly reporting
strategy and update staff about
online chatter and trends
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Go Where Your Customers Go
Frequently visit websites like:
• CollegeProwler.com
• StudentsReview.com
• Unigo.com
• Yahoo Answers
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Real-Time Online Chat
Embed real-time chat options like
Meebo or Olark on high-traffic
sections of your website:
• Admissions
• Academics
• Directions
• Events
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Meebo Me Widget
• Allows you to embed a chat
directly within your website
• Meebo account required
• Embedded using a HTML + Flash
widget
• Size, colors and text customizable
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http://www.meebo.com/meebome/
Olark Real-time Chat
• Embed chat and real-time
monitoring on your site
• Initiate chat with your visitors
• Monthly cost (free trial)
• Install requires a few lines of
JavaScript
• Example:
http://www.fhu.edu/admissions/
apply
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http://www.olark.com
Web Video & Audio Chat
Schools using services like Skype and Adobe Connect for video and audio chats:
One-on-one chats using Skype
• Ask A Librarian at Ohio University http://www.library.ohiou.edu/ask/skype.html
• Current student Skype sessionshttp://admit.indiana.edu/skype/index.shtml
Admission Information Sessions in Adobe Connect
• Emerson College Graduate Admissionhttp://www.emerson.edu/admission/graduate-admission/learn/webinars
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Online Surveys
Improve the customer experience by following up with surveys:
• Customers want to be heard
• Find inefficiencies and correct them earlier
• Connect surveys at the end of any process (events, application cycle, etc.)
• How to Use Online Tools for Customer Surveys: http://bit.ly/SurveyHelp
• Examples: SurveyMonkey, Zoomerang, Wufoo, Google Docs
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Real-time Feedback with KISSinsights
• Ask a question and your
customers see it slide up from the
bottom corner of your website
• Short surveys are more likely to
be completed by a customer
• Find out more about inbound
traffic or customer experience
• Monthly cost
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http://www.kissinsights.com/
Social Tools
• Social tools allow customers to
assist each other
• Allow brands to answer single
questions but reach a wide
audience
• Everyone knows about Facebook
and Twitter
• Others include GetSatisfaction
and Formspring
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Facebook and Twitter
• Develop infrastructure to support
answering questions and
requests within 24 hours
(weekends too!)
• Respect all users (you can’t
assume that they have little or no
influence)
• Need to respond? There’s a
workflow for that:
http://bit.ly/SM-response-guide
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GetSatisfaction
• “Simple way to build online
communities that enable
productive conversations
between companies and their
customers”
• Example: Tech Help at Biola
University:
http://techcommunity.biola.edu/
biola_it
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http://getsatisfaction.com/
Formspring
• Allows customers to submit
questions and get public
responses
• Allows companies to ask
questions and get customer
feedback
• Example: Formspring embedded
on St. Michael’s College blogs
website:
http://www.smcvt.edu/blogs/
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http://www.formspring.me/
Examples of Customer
Engagement Using Social Media
@ComcastCares
http://rww.to/comcast-cares
Old Spice Guy on YouTube
http://rww.to/old-spice-guy-videos
Zappos culture
http://mashable.com/2009/04/26/zappos/
http://twitter.zappos.com/
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- Gary Vaynerchuk
Thank You Economy
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“Learn how to implement a culture of caring
and communication into your business, scale
your one-to-one relationships, and watch
your customers reward your efforts by using
their new and massively powerful word of
mouth to market your business and your
brand for you.”
Thank you!
For more information:
Twitter: @mikepetroff
Email: [email protected]
Web: http://mikepetroff.com
Blog: http://www.doteduguru.com
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