customer care in 140 characters or less
DESCRIPTION
Discover the ins and outs of the new social customer care teams – what works, what doesn’t, and how Spredfast is helping brands achieve organizational efficiencies and outperform traditional call centers. Insight from US Cellular's Sonny Gill, UnitedHealth Group's Rachel Medina, LexisNexis' Travis Burchart, and Hyatt's Jennifer Kedinger and Spredfast's Jim RuddenTRANSCRIPT
customer care in 140 characters or less
SONNY GILLUS CELLULAR@SONNYGILL
JIM RUDDEN SPREDFAST
@JIMRUDDEN
TRAVIS BURCHART
LEXISNEXIS@TRAVISBURCHART
RACHEL MEDINAUNITEDHEALTH GROUP
@REMEDINA
JENNIFER KEDINGER
HYATT@JENKEDINGER
unitedhealth group
Rachel Medina
Senior Communications Specialist
WHY ARE WE HERE? • Meet the customer where they want to be
met: in social media• Elevate our visibility in social media and
be comparable to our competitors• Add value and innovation in a traditional
company
HOW WE’RE ORGANIZEDCohesive and streamlined:
– 1 ‘air controller’– 3 customer service reps– Many SMEs across the
enterprise
3 buckets, 3 similar SLAs for issues:
– Life and Death– Claims– Service
u.s. cellular
Sonny Gill | Social Media Manager @sonnygill
WHY DOES IT MATTER?
The people matter.
U.S. Cellular had an opportunity to connect, engage,
and empower passionate associates, loyal customers
& advocates, and prospects through social.
Allows the organization to continue to deliver efficient
and effective customer service through a medium
where consumers expect the same.
TEAM DYNAMIC
Manager
Coach
Examples of future channels
SocialMedia
Managers
Subject Matter Experts, matter.
We realized that in order to build an efficient customer
service program, we needed to partner with the right
team to best serve our customers.
We developed the strategy and platform with our
customer service reps from our call center at the center.
They weren’t inherently ‘social’ – but it didn’t matter. We
leveraged their expertise and trained them on the
dynamics of social and the Spredfast platform.
lawyers & social media
Travis Burchart
LexisNexis
*2013 American Bar Association Legal Technology Survey Report
59% of law firms have a social presence (17% in 2010)
81% attorneys have a social presence (56% in 2010)
Attorneys primarily on LinkedIn and Facebook, but Twitter trending upward
More to Lawyers than Arguments and Courtrooms
SM legal considerations: marketing, evidence, ethics, communication
our Social media structure
Flagship Corporate Accounts
Central Marketing Team
Customer Support / Legal Experts
Product, Sales, Marketing
Questions
Internal External
Questions, Complaints &Support
Law Firms
Solo Practitioners
Paralegals
Law Librarians
Law Students
Response & engagement
Internal and External Stakeholders
Questions
importance of social media to our customer care
“Your company has the worst customer service I have ever experienced with a legal product. … I will be certain to tell all the other attorneys, paralegals, law clerks, etc. I know NOT to use Lexis ….
“Thank you very much for all of your help in this matter!”
We’re a B2B company, but in the social space, we’re P2P, talking to individuals behind brands/firms.
Our products/services attract customers: Our customer services keeps them coming back.
Building loyalty through countless, small personal interactions.
Our Customer Communications
“Was just confronted with the hard truth that I have absolutely no idea how to use LexisNexis. Like, at all.”
“Hi Hayley, I hope you're having a great Monday. Is there something I can do to help you with your use of LexisNexis?”
hyatt hotels & resorts
Jennifer Kedinger
Social Media Manager
GOALWe want to supercharge online sharing and how
our guests sell us to other guests.
OUR STRUCTURE
OUR GLOBAL SOCIAL STRATEGY