Digital Marketing WebinarBrands And Customer Care – The All New Social
Media Hotline
April 24, 2015 | Harshita Pande Joshi (Social Media Strategist)
www.digitalvidya.com
Webinar:Brands & Customer Care: The all new social media hotline24 April 2015 by Harshita Pande Joshi (Social Media Consultant, harshita.in)
When do customers look to social media?
FRUSTRATIONNEED A QUICK SOLUTION
FED UP OF CALLS/MAIL
S
HAVE HAD NO RESPONSE FROM OTHER CHANNELS
PUBLICLY VOICE THEIR ISSUE
SMEAR THE BRAND
NO TIME FOR OTHER
METHODS
Set clear team roles:
Admin
Facebook Cust Care
Rep
Twitter Cust Care Rep
Data and Sentiment
Analyst
Red Alert / Crisis
Manager
Set clear team roles:
Weekend Cust Care
Night Cust Care
Social Media CRM is not a 9-5 job. It needs 24/7 attention.An unresponded midnight query could have become a crisis by morning.
Additional Team Members
2. The team must understand the brand personality and tone.
When a brand has to respond to customers, on social media, every response is being seen by all. Canned responses don’t show sensitivity. Each response is like a brand’s statement and is under constant public monitor.
The team members managing the account become the brand spokespersons. Hence a clear brand personality is needed - a character sketch, so the updates always talk and feel like the brand talking. Is the brand funny? Is it serious? Is it polite? Is it bold? Does it use slang, smileys, personal interactions? Or does it stick to proper grammar? Does it acknowledge? Does it apologise? Does it investigate?
Ola Cabs response stirred positive brand image
Customer tweeted:@Olacabs Being a Hindu i usually prefer Driver of Hindu Faith Only , Particularly in Hyderabad.. pls Give us a chance to Choose a Driver .
Respond to every single customer feedback. Follow the 4 A’s for complaints.
ACKNOWLEDGEACCEPTAPOLOGISEACT
4. Wow the customer!
The customer is usually experiencing the problem as he/she writes on social media. It is not a post mortem report, but a live update of things going wrong. Or things going well.
By constant listening, the brand can pick and intervene to make things better on the go. And enhance the customer experience. Plus get a pat on the back for the effort on social media - free word of mouth publicity.
In 30 mins, the query was heard, acted upon and ready to be served to the guest. The guest has returned many a time since and has been actively engaging on twitter.
5. Avoid Crisis
Fight fire in time or it grows like wildfire. Listening helps just this. Negative comments receive a lot of support on social media quickly, by other dissatisfied customers. While dealing with people, the brand must NOT sound arrogant, insensitive or unconcerned. People are ready to forgive a mistake but they do not accept insensitivity.
The team must have an emergency hotline with the CMO, COO, CEO of the organisation, at all times. For in extreme conditions, the brand response must come from the authority.
Organisations have in-house social media listening hubs
Dell, Cisco are some organisations, who have built their own social media listening centres, where they:
- Listen and respond to customers (best response time is within 30 minutes)
- Listen to indirect mentions of the brand or its products- Analyse patterns and feedback and use data for improvements and innovations
Clemson Social Media Listening Centre
Clemson University established a Social Media Listening Centre to teach students this niche analytics tool.
Clemson Social Media Listening Centre
Some projects include student teams listening to:
–Conversations among Millenials about an automobile brand to help another student team create an advertising campaign for a specific car.
–Conversations about emergency management issues to determine patterns in conversations that may help law enforcement deliver better services to citizens.