enhance your customer service with social media
TRANSCRIPT
@antennasocial • antennasocial.ca
Enhance Your Customer Service
With Social Media
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@antennasocial @antennasocial • antennasocial.ca
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@antennasocial
Why social media is important to customer service. Examples of customer service fails & what went wrong. Examples of great customer service & what went right. Best practices summary. Q&A
Agenda
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@antennasocial Your customers are on social media.
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@antennasocial Promoted complaint reached 76,000.
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@antennasocial
Delay in response • This complaint was out gaining reach for 8 hours before British Airways
responded. How to do better
• Provide customer service support at every touch-point for your customers, using all communications methods your customer uses. For British Airways that means providing baggage claims customer service in-person, over the phone, via email, and through social media.
What went wrong?
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@antennasocial Never publicly complain about a customer.
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@antennasocial
Negative responses can drag you down • People judge you by your response to complaints rather than the complaint itself.
How to do better • In the words of Michelle Obama: “When they go low, go high.” • Make your customers feel like they are always right by letting them know that their
concerns are heard & understood.
What went wrong?
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@antennasocial Fines for bad reviews.
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@antennasocial
Attempts at censorship will provoke the Internet • Social media has given a voice to the people so when businesses attempt to
control what’s being heard, the reaction is strong and has wide reach. How to do better
• Provide excellent customer service in all aspects of your business so that the reviews will be overwhelmingly positive.
• Respond to negative reviews with an authentic attempt at solving the problem.
What went wrong?
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@antennasocial
Good “Listening” Examples: Telus CNIB
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@antennasocial
Constant monitoring for brand mentions enabled speedy resolution • Using online listening tools such as Google Alerts, HootSuite, or Hubspot, Telus &
CNIB were able to resolve customer service issues. • For social media savvy consumers, a positive experience will also be shared.
What went right?
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@antennasocial Answer questions.
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@antennasocial
Answering questions in a timely manner • In the case of Coastal Connections they responded to a few questions in one
comment and provided additional contact details.
What went right?
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@antennasocial Inside information builds community.
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@antennasocial
Providing added value • Using social media channels, Skipper Otto’s Community Supported Fishery
provides information in the form of stories that add value to their customers & potential customers.
• Providing inside information makes people feel they are part of a unique community.
What went right?
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@antennasocial
Improve response time • Add social media to the roles & responsibilities of those who provide customer
service for your organization. It should be normalized – telephones & email were once the “new kids on the block”.
• Clearly outline your customer support hours. Be authentic & transparent
• When mistakes or complaints are made, provide authentic & sincere responses. • Accept responsibility. • Give your customers a voice, don’t try to stifle it.
Summary of Best Practices
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@antennasocial
Listen for brand mentions • Search for mentions of your brand across the Internet. Leverage positive mentions
to reward ambassadors, respond to negative mentions by providing solutions. Answer questions publicly
• If someone has taken the time to post a question, chances are others have the same one – respond publicly to ensure everyone has access to the answer.
Add value • Post content on social networks that improves your customer’s overall experience
with your brand. Occasionally go over-the-top
• See next 2 examples from Samsung & Morten’s Steakhouse
Best Practices
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@antennasocial Go Over The Top Sometimes
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@antennasocial Go Over The Top Sometimes
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@antennasocial Go Over The Top Sometimes
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@antennasocial
Q&A Type a question into the chat feature
& I’ll respond verbally.
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@antennasocial
What’s Next? Watch for an email from me!
I’ll send you: • Tips from this webinar. • A link to the recording. • Upcoming webinar schedule. • Special offers and/or other goodies.
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