a wise approach to a social consumer oriented practice
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a Wise approach to a social consumer oriented practice
NW SOCAP * Artemis September 2012
Who is blake?
Client List
Let’s get started
This isn’t any of you but....
Why Are We Here?
• consumers “cut the line,” gravitating to social channels
• Customer service is now responsible for the most public messaging the company will ever do
• Social media provides a big opportunity for customer Care
Can you relate to this?
We have some support, but how do we get more buy-in from leadership?
Once we have the technology, how do we do a better job of getting it set up past the pilot phase?
Where do I start with metrics for my reps on social?
Are you answering the door?
Do you have the Executive support to staff up for social?
the new customer service reality
Challenge or Opportunity?
sharing best practices
Filtering and prioritizing posts for agents
With a limited number of contact center resources, it becomes increasingly important to determine which posts require a response
Improving your Klout
Effectiveness metrics such as influence and klout can help prioritize posts
You want to attend to influential customers without alienating everyone else
Be aware that….
Routing the right post to the right agent
Use sentiment analysis or keyword filtering to determine which posts need to be routed to which group
KPIs
1. Service measures 2. Quality measures 3. Effectiveness measures
Service measures
‘Service level’ is one of the more important indicators of success for social care platforms
A strong service level for social is around 85%. answering tweets within 15 minutes, and FB posts within a couple of hours.
abandonment rate
•measure the percentage of posts that are never responded to or looked at by the social media team.
•high ‘abandon rate’ means the volume is too high for agents to handle and usually occurs after an issue or big event.
Quality Measures
Evaluating the written ‘quality of response’ given by an agent. This should be evaluated using a customer survey or an outside quality team at your company
First post resolution
If an issue is addressed on the first response then the advice given was clear and on point.
Channel redirections?Channel redirection occurs when a customer asks a question on a channel that is not able to support an appropriate response.
effectiveness measures
Social care conversations affect the overall perception of the brand.
‘Post sentiment’ to judge the attitude, opinion or emotion communicated through customers’ social posts
ReachCalculate ‘Reach’ of the agent’s response by calculating the number of people who are following (for Twitter) or are friends with (for Facebook) the individual that’s having a public conversation with an agent
Channels
Blogs
Google+
Youtube
Quora
Owned versus Earned Media
Owned social media includes the channels you control such as the Facebook page, twitter and Slideshare. Earned social media includes content off of your owned pages, such as external blogs, videos, and forums. you don’t control this.
customer service blog
Write 1-2 blogs per week. Market the blogs on your social channels
Respond to comments
Track engagement via traffic, comments, RTs, tweets, Likes, Shares and more.
Tweet content that directs customers to the right information
If responding to a tweet, post initials. Anything specific--not sent out as a piece of news--should have initials (-BL or –MS).
Tweet in the morning and at night notifying when you’re “open” for business and “closed” for business
Participate in tweetchats such as #custserv tuesdays at 6pm pt every week
include faces with profiles for social customer care team--makes it more human
take conversations offline as needed
Facebook Page
Highlight customers of the week, or customer creations
Answer customer inquiries when it has to do with something actionable
don’t always respond to venting. there’s nothing cs can do about customer anger
collaborate with other teams (PR, Marketing) to ensure streamlined approach
Google+ Content Helps SEO More Than Twitter
Youtube
Upload “how to” content
Create videos with your customers
Create videos with your customer service team
Quora Create a profile
Follow relevant influencers in your industry
Using tags Search for your brand, and answer questions on quora
in conclusion
Start where you are
Do what works for your particular organization
Make the most with what you have
Be brave to fight for the resourcesyou need
Be patient
Dust yourself off and get back up when things go badly
Simplify social
Questions?
Blake Landau, Consultant, Artemis
347.907.0968
Blake @ Artemis Strategies.com
citations
http://www.slideshare.net/carmen.f/the-new-smart-customers-how-they-really-buy-and-how-we-can-address-this-5313432
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