from local village to global village: how social is changing customer service

From Local Village to Global Village

How social media is changing customer service

Hi, I’m Josh

A nation of social shopkeepers

Small communities meant stories spread fast

Post-World War II: automobiles

The first supermarkets

The rise of mass media

Customer service became a cost centre

The internet started to change things

The world is connected, instantly, everywhere

First time, brands have a real social identity

Started as a last resort

Now becoming a primary support channel

Ignore your customers - and lose them

Social crises caused by shared bad experiences

Causes of Social Media Crises (2001-2011)

Customers want help, not redirection

Dedicated social agents

Training in tone of voice

Escalation process

Social agentSpecialist help

(eg store manager)

Team manager

Corporate comms / Social media team

Social media / comms agency

Management

It’s cheaper than dealing with a phone call

Opportunity to create positive brand mentions

conversocial.com/resources

Thank you

Follow me @joshuamarchCheck out www.conversocial.com