how comms and customer service teamed up to talk the social language

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How Comms and Customer Service teamed up to talk the social language Gritt er?

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Gritter?. How Comms and Customer Service teamed up to talk the social language. Nearly 10,000 calls received in December 2010, usually a quieter month due to Xmas. The highest rate of e-mails sent to the team ever (822). - PowerPoint PPT Presentation

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Page 1: How Comms and Customer Service teamed up to talk the social language

How Comms and Customer Service teamed up to talk the

social language

Gritter?

Page 2: How Comms and Customer Service teamed up to talk the social language

In the Customer Service Centre… Nearly 10,000 calls received in December 2010, usually a quieter month due to XmasThe highest rate of e-mails sent to the team

ever (822)Double the average abandoned rate (almost quadruple that to January or February 2011)

We officially hated this Winter.

Page 3: How Comms and Customer Service teamed up to talk the social language

Meanwhile, over in the Communications Team…

Highways-related calls account for 30% of all

received

Page 4: How Comms and Customer Service teamed up to talk the social language

Print media is awash with questions and criticisms

“Were the gritters even out last night?...”Lincolnshire Echo reader, 22/11/10

“…I would like to know their grit bin policy…

Louth Target letters, 29/10/10

“…with many residents

asking if council gritters had

been caught on the hop…

Spalding Guardian,

01/02/11

Page 5: How Comms and Customer Service teamed up to talk the social language

So how could this be better-managed and the public better-informed?

Page 6: How Comms and Customer Service teamed up to talk the social language

In an alternate dimension somewhere…

Page 7: How Comms and Customer Service teamed up to talk the social language

Engineers are proactively treating the prioritised network with 20gms pre-wet, reverting to 20gms dry where brine is unavailable, as sanctioned at HTMG. L O L.

Page 8: How Comms and Customer Service teamed up to talk the social language

REPLY FROM USER @Karl46

What does all that mean? R U gonna bother gritting today? My road’s NEVER done, useless.

Page 9: How Comms and Customer Service teamed up to talk the social language

Why don’t you shut the fu

Page 10: How Comms and Customer Service teamed up to talk the social language

The better way…

Page 11: How Comms and Customer Service teamed up to talk the social language

The result in the CSC…Within the first month we saw an immediate reduction in calls received and abandoned

By the end of the first full season we had seen an average abandoned rate reduction of 33%

+ a reduction in calls received from the bad winter in 2010/11. 11,000 fewer calls, a 20% reduction. Of course this won’t all be down to Twitter but there’s no doubt it played a large role.

Page 12: How Comms and Customer Service teamed up to talk the social language

Staff morale increased and staff didn’t start panicking when snow was predicted.

Positive comments could be fed immediately into the internet by retweeting.

We could put a human face on an invisible service and ensure people knew we were out there doing what they often said we weren’t…

Page 13: How Comms and Customer Service teamed up to talk the social language

Thanks for all you do gritting our icy roads, I’ve arrived safe & sound, thanks guys!

Stay safe out there on the roads, gritting teams.

Shout-out to the LincolnshireCC Twitter team, v helpful, they GET Twitter!

You know me so well! Thanks for looking into it for me.

January 2013140 positive comments of thanks and praise (and 26 negatives - to respond to and discuss live)

Page 14: How Comms and Customer Service teamed up to talk the social language
Page 15: How Comms and Customer Service teamed up to talk the social language

Plus…. CREATIVITY!

What other job allows you to send pictures of AT-ATs from Star Wars from a Corporate feed in an attempt to gain a positive response from people usually angry with a perceived lack of service?

Page 16: How Comms and Customer Service teamed up to talk the social language
Page 17: How Comms and Customer Service teamed up to talk the social language

@LincolnshireCC: “Our cameras show Lincs drivers today must beware black ice, frozen snow and an Imperial assault on the rebel base."

497 Re-tweets…

worldwide.

Mentions in print media

Loads of new followers

Page 18: How Comms and Customer Service teamed up to talk the social language

According to an NM Incite report, nearly three-quarters of customers would recommend a brand that gives them a ‘quick and

effective’ response on social media.

Given this massive pay-off, brands are clamouring to get their social customer care in order – a Mashable post revealed that

80% of companies plan to use social media for customer service.

The two big upsides to this approach are that conversations (and complaints) are away from public

channels, and queries can be grouped by subject, making it much easier for a customer service rep to

address them in one go.