incorporating customer service into your social media strategy
DESCRIPTION
Customer service is essential to all business whether B2B or B2C. The introduction of social media tools has made customer service into a new game. From company-side execution to customer participation, social media has changed the game. This presentation shows you how to do Social Customer Service right!TRANSCRIPT
Into Your Social Media Strategy
Incorporating Customer Service
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Consulting Workshops Resources
linkedin.com/in/jgibbard
Jeff GibbardPresident & Chief Strategist at True Voice Media Adjunct Professor, Speaker, Blogger & Podcaster
@jgibbard
google.com/+JeffGibbard
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
TRUE VOICE MEDIAThe Social Business Agency
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#SMSSummit
RULESInterrupt me Don’t fall asleep Tweet everything I say Tweet about how handsome I am Stay off Facebook Stay off email Call your mother (she worries)
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I talk, you interrupt
break time
Workshop
AGENDA
ResourcesSlides, Links and Tools Mentioned
!
!
truevoicemedia.com/notes
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Let’s Dive In
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Clearing Up The B2B -Vs- B2C
Issue
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“This Doesn’t Apply To My Business”
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B2B -vs- B2C★Use the internet to find information
★Rely on friends, family and peers for advice
★Have questions, have needs
★Want their questions answered
★Want problems fixed
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Customer Service Applies To All Businesses
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What Is Social Customer Service?
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Getting The Customer What They Need,
Empowered By Social Tools
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Be
Helpful
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Build
Relationships With Your Customers
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Customer Service Isn’t Just About
Tweeting
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Social Customer Service★Twitter, Facebook, Google+, Email, etc
★Support Forums
★YouTube Videos
★Manuals and Technical Descriptions
★eBooks, PDFs, and Whitepapers
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Customer Service
Imperative
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The Customer
Is Changing
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Internet Adoption &
Social Media
72% of Online Adults are
Social Networking Site Users
users
non-users
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89% 78% 60%18-29 30-49 50-64 65+
How that breaks down by age
43%
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Mobile
Is Right At Our Fingertips
Connection
Is Right At Our Fingertips
Information
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012It’s Part Of Our Everyday Life
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Customers Don’t Use Phones Anymore, They Are Armed With One
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Behavior
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A Fun Experiment
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What Would You Do?
...And Be Honest
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If An Airline Cancels Your Flight While You Are On The Runway?
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If You Order Delivery And There’s A Bug In Your Salad?
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If You Buy A Product On Amazon And When It Arrives, It’s Different Than The Picture
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If You’ve Wasted An Entire Day, Waiting For The Cable Guy
...Never Shows.
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If You Go See A Movie That You Were Really Excited
About...It Sucks!
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But Let Me Ask You This
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Is There Anything
That Could Make It Right?
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The Airline Could Help You Book A New Flight
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The Restaurant Could Credit You Immediately And Send A New Salad
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The Product Manufacturer Could Send A Replacement
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The Cable Company Could Give You A Free Month Of Cable
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The Theater Could Give You Free Passes
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How Would That Change
Your Reaction?
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Hooray!Boo!
Twice As Likely To Talk About Bad Customer Service
51%
22%
Positive reactions after getting a response
Posted a positive comment
Sentiment Shift
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Expectations
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According to the Lithium research,
74% of customers believe that if they take to social media to criticize a brand, this leads to better service.
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42% Expect A Response Within 60 Minutes
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What Makes Them Leave?
78%of consumers have
abandoned a transaction due to bad customer service
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89%of consumers have
reportedly stopped doing business with companies
because of bad customer service
What Makes Them Leave?
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73%55%
Friendly customer service representative
Easily find info or help needed
What Makes Them Stay?
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36% 33%Personalized Experience
Good Reputation
What Makes Them Stay?
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To recap, your customer...★Will go online
★Is more likely to complain than promote
★Expects a fast response
★Will leave, possibly forever, over bad customer service
★Will stay if you’re friendly, and provide help, personalized experience and have a good reputation.
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What you probably need to do:★Be online
★Listen for and address complaints
★Provide a fast response
★Give great customer service
★Be friendly, provide help and a personalized experience. Manage your reputation.
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But Wait There’s More
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“What’s In It For Me?”
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Social Customer Service...★Can reduce customer service costs
★Can increase customer loyalty
★Can open new sales opportunities
★Can improve products and services
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The Art Of ”Doing It Right”
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Six Aspects Of Excellent Social Customer Service★Speed
★Personality
★Ownership
★Listening
★Specificity
★Personalization
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Culture Technology
Process
Things fall through the cracks
Slooooow & Buggy “Good in theory”
Break Time!
Workshop Time!
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What you’ll need before we start★A computer, or tablet; or
★A pen and paper.
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Get To Work!
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Key Takeaways★There is a Social Customer Service Imperative
★You’ll need harmony between: Culture, Technology and Process
★Master the Six Aspects: Speed, Personality, Ownership, Listening, Specificity, Personalization
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What Did You Think
Submit an evaluation here: jgibbard.com/eval
TRUE VOICE MEDIAThe Social Business Agency
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!215.948.2012
!@truevoicemedia
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Jeff GibbardPresident & Chief Strategist at True Voice Media
Adjunct Professor, Speaker, Blogger & Podcaster
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
THANK YOU!
Go here, to find me everywhere: jgibbard.com
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Data Sources Cited
http://econsultancy.com/blog/63750-72-of-customers-expect-complaints-on-twitter-to-be-answered-in-one-hour
http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/
http://sproutsocial.com/insights/customer-service-response-time/
http://www.pewinternet.org/
http://BLS.gov
http://USAtoday.com