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8/3/2019 9 Ways Top Brands Use Social Media for Better Customer Service
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9 Ways Top Brands Use Social Media for Better CustomerService
October 28, 2011 by Rohit Bhargava 39
Rohit Bhargava is SVP of global digital strategy at Ogilvy , an award-winning marketing blogger and the
best-selling author of Personality Not Included , a book
about creating a more human brand. His is currently writing
his second book called Likeonomics on how to be more
believable.
When an irate traveler tweeted about how he had arrived
late to The Four Seasons in Palo Alto and been “bumped”
to an inferior room, the hotel saw it immediately and
responded, promising to make it up to him. Turns out, the customer spends about 60 nights a year in Palo
Alto for work, and promised in his next tweet to spend many of those nights at The Four Seasons.
The brand has had several similar stories posted online by delighted customers, and they are exactly the kind
of successes that justify the investment in social media for customer service (which, in turn, drives sales).
Oct. 27 was the first day of the Social Media for Customer Care Summit in New York, a gathering of some of
the largest brands in the world focused on how social service can be leveraged more effectively. Nearly every
brand was struggling with the same three big questions, which became discussion topics and hashtags in
their own right:
How can customer care better integrate with other functions across a company, like marketing?
#integrationHow can an organization take the efforts of one or two pioneering individuals and employ it
brand-wide? #scaling
How can social media be used to mitigate negative posts or a brand crisis? #crisis
Throughout the day, there were many strong ideas and lessons offered on these topic. Here are just a few of
the highlights.
#Integration
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1. Don’t allow any one team to own social media. (KLM)
In April 2010, Dutch airline KLM was thrown into the jaws of social media head first thanks to the Icelandic
ash cloud that covered Europe and grounded flights across the continent for nearly a week. Moving quickly,
KLM earned credit by creating a rebooking tool for Facebook within 24 hours and created a “multi-
functional” team across customer service, marketing, PR and operations. For the world’s largest airline, this
forced integration was just what they needed to build a highly sophisticated view that social media belongs
belongs everywhere across the company. When they recently launched 24/7 support on Twitter and
Facebook, they did it through a highly engaging “Live Replies” campaign in which they responded to tweets
with a small army of staff in an airplane hanger holding up signs.
2. Go through the experience to really get it. (Telus)
Canadian telecom brand Telus shared an important lesson about walking in someone else’s shoes. For them,
it meant bringing executives into the real “down and dirty” conversations that customers were having with
service reps on social media channels. As Carol Borghesi, senior vice president of the brand’s Customer First
initiative candidly shared, Telus was rated high on the Canadian list of companies with the “worst customer
service.” Social media is a key component of how they plan to be the first telecom in Canada to make it off
that notorious list.
3. Help your customer service people feel like rock stars. (Zappos)
Of course, no conference about customer service would be complete without a great Zappos story, and
Scott Klein and Marlene Kanagusuku from its customer loyalty team certainly delivered. A key thread in theirpresentation was how every employee is required to take four weeks of customer service training, and they
are planning to cash in for the holiday season by bringing everyone from across the company in to man the
phones and work with customers directly during that busiest time.
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4. Get top-level buy-in through stories and data. (Citi)
Frank Eliason became something of a rock star within the world of social customer care thanks to his work
founding the @comcastcares Twitter account and helping to change that brand’s corporate culture. Now he’s
got a unique point of view on how and why social media for customer service is a failure, and how brands
can fix it. One of his main points was that you need to combine data with real powerful stories in order to
actually make a change. As he shared, “I’ve never met a CEO who wanted to create a bad customer
experience.” Amen.
5. Find your ROI formula to justify your own existence. (Xbox)
Everyone has his own secret strategy for how to answer the big ROI question. But McKenzie Eakin, LIVE
community programs manager for Xbox pulled back the curtain on her relatively simple formula:
Unique customers engaged with Xbox on Twitter x The percent of people who say they would have called
instead of tweeting x Average cost per call = $$ saved in call center costs.
It’s not a perfect methodology, but it’s all about finding the right lens through which to view data your
company cares about.
6. Consider and leverage employees’ personal passions. (Best Buy)
No discussion of scaling a social media for customer service effort would be complete without delving into
the amazing work of Best Buy and its Twelpforce. All 180,000 of their employees are encouraged to use
social media tools (a staggering number) and they have many training programs and content creation
initiatives (like an in-house production studio). One important key — they let employees share their personal
passions for technology and intersect those with their jobs. More companies should find a way to do this.
#Crisis READ NEXT
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7. Don’t freak out. (Four Seasons)
Earlier in the post, I started with a great customer service example from The Four Seasons hotels. While this
tip itself was not something that Andrew Gillespie, Four Seasons’s manager of guest services, shared from
the stage, it was an important reminder. Not every piece of negativity from a customer is bad news. Many
times, it’s an opportunity to confound expectations, deliver something unexpected and completely turn that
experience around.
8. Respond with empathy, but defend your brand. (Comcast)
Kip Wetzel didn’t have an easy job when he became the new voice of the @comcastcares Twitter handle. At
the conference, he talked about striking the right tone, how a human quality like empathy can be translated
into 140 characters, and how engaging on social media doesn’t mean you need to let go of defending yourbrand. Be real and genuine and detailed, but also share the truth.
9. Don’t feed the trolls. (Samsung)
In one of the final sessions of the day, Carla Saavedra from Samsung shared the important reminder that not
everyone is worth engaging online. Some people are looking to pick a fight, get free stuff, or just get some
attention on Twitter. Ignore those trolls and have a real strategic or customer-centric reason for responding to
content online. This relates closely to the scaling topic because you can’t scale without prioritizing your
responses.
Email Story Reprints
38 Comments
Corbin Kappler Follow
If only there were a tool…
October 28, 2011 Reply 0 Flag this comment
1.
Mark Ryan Tripole Follow 2.
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This was definitely an enjoyable read enough said. Everything that one needs in order to
establish better customer service through social media is addressed by those three questions. And I
wholeheartedly agree with the rep from Samsung, not everyone is worth engaging online. It all boils
down to every detail on how customer service responds to their respective consumers.
October 28, 2011 Reply 2 Flag this comment
Ulises Bolivar Follow
9 maneras mejores marcas utilizan las redes sociales para la mejor atención al cliente
October 28, 2011 Reply 0 Flag this comment
3.
Sid Hassim Follow
Right up my alley, pay attention folks
October 28, 2011 Reply 0 Flag this comment
4.
Kev Hudson Follow
“Technology erodes brand loyalty”
October 28, 2011 Reply 0 Flag this comment
5.
Rae Gross Follow
I ran the Twitter and Facebook account for Boost Mobile when they were going through
some growing pains, and I found that just tell ing people that you are working on an issue will make
them feel better. They are worried that you as a vendor are not aware of an issue, and thus it will not
be fixed. Communicating awareness, empathy, and promises of a quick resolution make 95% of
people feel happy and heard.
PS – love the idea of everyone doing social media at a company, but if you want a social media team,
this is what I think it takes: http://www.theprprofessional.com/forming-the-perfect-social-media-team/
October 28, 2011 Reply 2 Flag this comment
Nathan Weaver Follow
I agree about communicating awareness, Rae.
Response + Response Time = Happy Customer.
That’s been our experience where I work. We respond quickly, and even if it’s just to say
‘We’re not sure yet, we’ll check into this.’ And then respond a second time with the answer.
Our staff at the Missouri S&T Video Communications Center has built a fantastic reputation
with our students and faculty by being responsive (and as the post says, ‘empathetic’).
And oddly enough, we’ve built and maintained most of this reputation using a group email
address (which goes to all of our staff from Tech Guys to Producers to Management),
phone calls (when email just won’t cut it), WebEx sessions (if it’s a big, or bizarre issue),
and face-to-face contact. We’ve been on Facebook for over a year now, and what we’vefound is our customers still email or call us for help.
6.
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October 28, 2011 Reply 1 Flag this comment
McGregorAaron Follow
cool way is quentativo.com @QUENTATIVO today is fun with?
October 28, 2011 Reply 0 Flag this comment
7.
Patrick Cummings Follow
i think the use of social media is maturing a bit in terms of companies using throughout their
entire organization VS marketing/sales only approaches. will be a good change for the consumer and
hopefully drive companies to build customer meaningful relationships VS referring to a consumer as
an ID #
October 28, 2011 Reply 1 Flag this comment
8.
Laura Wilson Follow
Rohit is one of my favorite professor’s at Georgetown. I particularly like the rep from
Samsung’s advice about scaling and prioritizing responses. There are some people who just don’t
warrant your time to respond but I think the trouble is identifying who those people are. Sometimes it’s
not so obvious.
October 28, 2011 Reply 0 Flag this comment
9.
Cristhian Ferrufino Follow
must read!
October 28, 2011 Reply 0 Flag this comment
10.
Elizabeth Redd Follow
Do you believe in Social Media Customer service
October 29, 2011 Reply 0 Flag this comment
Jeff Woodruff Follow
I absolutely believe in social media for customer service and I’ll have to say I
almost always get the the assistance/response I need via twitter much faster than email or
phone. I had Comcast in mind when I saw the title of this post and sure enough, there they
were listed as one of the example brands. I was never a huge fan of Comcast’s level of
customer support until I happened to sent out a tweet that I wasn’t even expecting a
response to regarding some concerns I had. If you’re interested in reading more about the
incident, I wrote a post about the whole experience.
http://bit.ly/ComcastCustSvc
I actually had some service issues after I wrote that post and sure enough they were
addressed right away just as before.
11.
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I know this is only one example, but I think that if a company has the resources to use
social media for customer service, and to do it correctly, social media is a great platform
for doing so.
October 29, 2011 Reply 0 Flag this comment
Joel Marc Follow
Simply Brilliant!! These guys get it.
October 29, 2011 Reply 0 Flag this comment
12.
Valerie Wire Follow
Great tips worth reading! #SoMePR
October 29, 2011 Reply 0 Flag this comment
13.
Esteban Contreras Follow
Nicely done @samsungcarla
October 29, 2011 Reply 0 Flag this comment
14.
shira abel Follow
Great article, fantastic examples.
October 29, 2011 Reply 0 Flag this comment
15.
sherrychris Follow
This is a great post for all companies
October 29, 2011 Reply 0 Flag this comment
16.
Melissa Robison Follow
Yes, nice article. I agree that social media is a great tool for customer service. As this article
mentions, I also recommend that clients put the effort and care into social media to make it a
company-wide effort, where possible. The Zappos philosophy that every employee is required to take
four weeks of customer service training and Best Buy’s Twelpforce are good examples of this.
October 29, 2011 Reply 0 Flag this comment
17.
Joanne Redwood Follow
Social media is a fabulous tool and gaining insight
October 30, 2011 Reply 0 Flag this comment
18.
19.
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Franco Pepe Kalle Follow
I would promote PEPSI. It is a great drink.
October 30, 2011 Reply 0 Flag this comment
TomLambie Follow
It’s a shame all businesses/ brands that use Facebook for business aren’t more ‘clued-up’ on
how to engage/ interact with their customers on Facebook.
Some of them are absolutely clueless.
October 30, 2011 Reply 0 Flag this comment
20.
Larry McAllister II Follow
Some useful practices.
October 31, 2011 Reply 0 Flag this comment
21.
Harrods Ltd Follow
Very interesting article – it is always good to see how other companies handle the subject of
social media in relation to delivering great customer service as this is a key part of the social
conversation for any business.
October 31, 2011 Reply 0 Flag this comment
22.
Sally-Anne Follow
Great article!
October 31, 2011 Reply 0 Flag this comment
23.
Main Uddin Follow
Top brands can easily reach their goals in social media but we the small brands like
http://focusa2z.com is just wasting time and money in social media
October 31, 2011 Reply 0 Flag this comment
24.
TwoMenVegas Follow
Great article. Great things in this article to emulate.
November 01, 2011 Reply 0 Flag this comment
25.
paul Sargaison Follow
Always interesting to see how succesful businesses are doing it!
26.
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November 01, 2011 Reply 0 Flag this comment
Brant Emery Follow
A damn good checklist – I think there is a big wealth of social media cases showing it’s
leaving the domain of the hyped trend and entering the realm of an integrated consumer-centric
initiative, as it should be. I like that Rohit is a digital strategist and firmly places these points asreminders that it’s all about engaging with people. As I like to remind people, consumers are not
zombies.
November 01, 2011 Reply 0 Flag this comment
27.
TELUSint Follow
Rohit – great facilitation job at SMCS in NY! Social media has the potential to transform
customer contact if we do it right. TELUS’ recent Social Care Benchmark Study
(www.telusinternational.com/social_care_study) examined the SCRM methods of several Fortune 500
brands. Social care is clearly a brand building opportunity – and customer support departments candirectly boost (even lead) the overall brand sentiment scores for their companies when social care is
provided correctly. Lots still to learn as an early adopter of social care but this ‘aha’ is shaping our
own customer service practices. – Carol, TELUS
November 01, 2011 Reply 0 Flag this comment
28.
Kamille Wilkinson Follow
Brand Marketing!
November 01, 2011 Reply 0 Flag this comment
29.
RichardRShapiro Follow
Rohit, what a great and valuable recap of the Conference on Social Media for Customer
Service? Your examples are so descriptive and useful and can be employed as a roadmap for almost
any company. It was also great to meet you and Becky Carroll last week after the conference ended.
Kudos! For someone who was not lucky enough to attend the event this post is filled with numerous
gold nuggets of valuable info! Richard Shapiro, The Center For Client Retention @richardrdshapiro
November 03, 2011 Reply 0 Flag this comment
30.
Rm Sorg Follow
Great read!
November 03, 2011 Reply 0 Flag this comment
31.
Rm Sorg Follow
Great read… And a great way to show how SM can help with customer service issues… It’s
another great way to point out how important it is for brands to be online “listening” to their customersconcerns or issues..
32.
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Thanks for the post!
November 03, 2011 Reply 0 Flag this comment
Amy Donnelly Follow
“Respond with empathy, but defend your brand”
November 03, 2011 Reply 0 Flag this comment
33.
Juan Baez Follow
I believe that the time factor is also important. If a client asks for information, or for help, or
even complain it is essential to answer the posts as fast as possible. I think brands are also incepted
by quality customer service.
November 05, 2011 Reply 0 Flag this comment
34.
Kay Wilson Follow
Rohit, this was very informative but more important to me, is the thought of creating a twitter
acct for customer appreciation stories. I am in the Wellness Industry and although I give samples and
special things for my customers, It would be great to have a place where I can leave a note to publish
more appreciation & encouragement stories. Your opinion? A tweet, a FB book note and of course, an
email.
November 05, 2011 Reply 0 Flag this comment
35.
buzzquotient Follow
Its true. Social Media is for everyone working in an organization. It should be accesible and
used by one and all as it gives chance to create brand awareness and maintain online reputation and
this can be done by any employee of the organisation. Also Social Media helps in removing negative
buzz about a brand and this boosts brand value and help gain loyal customers. Also letting employees
share their personal passions for technology and intersect those with their jobs increases customer
service effort.
November 11, 2011 Reply 0 Flag this comment
36.
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