How can Social Media servethe Customer Experience

Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr

Initial Priority for Many Brands: Social Penetration

Then engagement got into the Game

Nikos Varvadoukas

Are 600k Fans & +30% ER over average enough?

All these would be CRAP

If he did not REALLY listen to his customer..

for an e-tailer

No 1 Retailer Fan page in Inquiries should not have been a Surprise

We realized that our FanPage was flooded by messages

16-24 Audience, The Chatting Generation

fanpage is active, so creates expectation for responsevarious products from Mobile,

Telco till Books and Events

Fans used the WALL to express themselves publicly (Questions,

Complaints etc)

Users ASK / SHOUT anywhere they can contact you

Fan BIG Growth Opened a BIG interaction channel, BUT

60% of Inquiries were repeated

Tough internal monitoring and Inquiries

delegation

Facebook Restrictions, when user asked again you were not notified

Public Social Community Manager

“ Can I quit Today?”

NOT an Easy Case to deal with

STEP 1: Quick Response to Customer became Top Priority

Average Response time per post reached

~4 hours LESS than key competitor

Source: Greece Data, SocialBakers.com

STEP 2: Launch a Social Customer Service Architecture

STEP 3: Create an Innovative Customer Service App

Key Benefits for the User

Public forum

Better Speed of Answer is Provided (Ticketing Integration) More & Easier Notifications are there User Has Archive of his Questions Ability to Search prior to Asking Remains in Facebook- commenting style SEO / Google Friendly

Public forum homepage

Αναζήτηση για το CD «take me home»

Public forum search function

My Recommendations

Do never forget the hygiene. This is Called Customer Service

Adjust Social Media to your Needs not the opposite

If you are a customer contact intensive

company, take execution in house

Thank You

Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr