customer service in 140 characters
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DESCRIPTIONJust thought I would share some insights from how we have used Twitter as a customer service channel. I hope you find it of interest.
Customer service in 140 characters
“Fish where the fish are”Our ecosystem#cpwcares @cpwcaresTweetdeckHow we use TwitterWhy we use TwitterFuture challengesA final word
“Fish where the fish are…”
People have created their own networks and ecosystems built on social platforms where the sharing of information between trusted ‘friends’ is paramount.
In this new paradigm, customers are increasingly helping each other or complaining on third party sites; bypassing the need to engage with a company altogether.
Companies are now having to proactively and publicly reach out to customers on their terms and in their spaces.
One shared account, one common hashtag: #cpwcaresFanatical Support Escalations agents + insurance agent responding to issues on Twitter, Facebook, ComplaintCommunity, Plebble, blogs etc
Customer service issues handled via TwitterOrders, repairs, chequeback, billing, PUK codes, disconnection, data support for O2-CPW (MMS, web settings, BB can’t send emails), insurance-related issues, complaints (general), tariff (can I use free minutes to call overseas)…
ReportingSource, type, department, inbound / outbound tweets, escalated / first time tweet resolution, response time, handling time, issue type / status, RTs, +/- tweets…
If required the issue is then escalated through to resolution to Fanatical Support.
Tweetdeck with searches set up for Carphone Warehouse, Carphone, Carphonewarehouse ; @becksatcarphone, @stuartcarphone
How we use Twitter
Provide customer service alertsIdentify and resolve complaintsEarly warning systemAnswer queries about products and serviceProvide information: help tips, stock availability, store locationMonitor / manage brand reputationLead generation / soft sellLet people know what we’re doing
Why we use Twitter
Real time loop: feedback, search, issue identificationIt’s part of the futureOur customers are thereCost savings for general low level query deflectionEarly warning systemInformation / knowledge harnessingListening empathetically and saying ‘I’m sorry’ works
Trust: company information vs crowd sourced informationIntegrity of ‘mobile information of convenience’Knowledge: harnessing, reusing ; local, at sourceBuilding awareness of TwitterScalability of serviceShowing ROI / having the right KPIsBrand ‘me’ vs company brandIntegrating social media with traditional channels: public, real timeThe use of #hashtags as a common link between channels (#cpwcares)Educating / training staffSilos vs collaborationFreedom within a frameworkTwitter outagesSocial media exposes a company’s heartbeat; everything is laid bare
A final word
…in desperation - I turned to Twitter to try to penetrate what felt like the huge,uncaring behemoth of Carphone Warehouse. And I found Guy Stephens, the company’s
Knowledge and Online Help Manager, who appeared to be tackling customer rage ina passionately empathetic way on Twitter. I tweeted him at 8pm; by 8.07pm, I had a
reply, rendering me unconditionally blown away. Three months of periodic call centretorture had got me nowhere, but via social media I felt listened to within minutes
and my problem solved within a few days.
True, I was a departing customer, but not before being turned from a ”hater” to a fanof what Carphone Warehouse is doing to improve its customer experience
via social media….
Guy StephensCustomer Knowledge Manager, The Carphone WarehouseTweet me: @guyatcarphoneEmail me: gu[email protected] me: 07515 034 622LinkedIn: in/guy1067