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VIPdesk Webinar Series

324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1

How Quicken Loans Uses Social Media to Strengthen Customer Relationships

Presented by:

Clayton ClossonWeb Content ManagerQuicken Loans

Kelly LaVauteSocial Media ManagerQuicken Loans View the Webinar

Today’s Agenda

• The importance of reputation management and customer communication via social media

• How Quicken Loans makes it easy for their customers to communicate with them via social media channels

• What social media tools Quicken Loans is using for communicating with its customers

• Best practices for communicating with customers via social media

• Lessons Quicken Loans has learned

• Suggestions for other brands starting the social customer communication process

The Presenters

Clayton ClossonWebsite Content ManagerQuicken Loans

Kelly LaVauteSocial Media ManagerQuicken Loans

Tweeting about Today’s Webinar?

Hashtag: #vipdesk

• Founded in 1985 - Privately owned

• The nation’s largest online retail lender

• The 5th largest overall lender

• $25 billion in closed loans in 2009

• One million closed loans since 1985

About Quicken Loans

• We work with 10,000 new clients daily

• 300-500 closed loans every day

• 94% of closed clients would recommend us

• 49-member Client Relations Team

• Social Media Manager is liaison between Client Relations

and our clients

• Complaints represent only .33% of our clients

• Misunderstandings about: Real estate appraisals

Quicken Loans Deposit

Why would we a get complaint?

Our Reputation Management Approach

1. Respond to complaints

2. Educate and react

3. Encourage positive reviews

Respond to Complaints

• Get buy-in from senior mgt, PR and Legal

• Make sure offline resolution process is in place

Respond to Complaints

• Change in online client relations strategy

• Put our social media manager on front line

• Answer and resolve every complaint – blogs, review sites, complaints sites, social media, offline

Educate and React

• Responding isn’t enough

• We need to ADDRESS any issues

• EDUCATE our clients

• REACT by improving our processes

Educate and React

• Created information about appraisals

• Articles on our site

• Videos

Educate and React

• Answer questions as a Knowledge Partner in Yahoo! Answers

Educate and React

• Added appraisal and deposit information to

MyQuickenLoans.com

• Every client sees this BEFORE they sign their documents

Educate and React

• Created information about Quicken Loans Deposit

• Article on our sites

• Video

Educate and React

Encourage Positive Reviews

• 94% of our clients would recommend us, but most

online reviews were negative, so…

• We send EVERY closed client an invitation to review us, and…

• We ask happy clients to do video testimonial. Send them a FLIP.

Examples from the Front

Kelly@quickenloans.com

We don’t pay for monitoring. There are too many free tools!

Looking for a list of tools?

http://wiki.kenburbary.com/

Who wants to know?

The Good

The Bad

Examples from the Front

Quicken Loans’ Social Networks

• Twitter

• Facebook

• Yahoo! Answers

• YouTube

• FriendFeed

• Flickr

• Zillow

• Linked In

• Active Rain

Quicken Loans’ Review Sites

• QuickenLoansReviews.com

• Epinions

• Viewpoints

• Facebook reviews

• YouTube

Quicken Loans-Operated Blogs

• What’s The DIFF? blog

• Community DIFF

• Quicken Loans Insider

• Quicken Loans Mortgage News

In Conclusion…

• Look for EVERY opportunity

• See complaints as an opportunity to educate the public and improve internally

• Make it easy for your clients to review you - offer incentives?

• Make SURE you have buy-in from stakeholders and internal processes that work

• Importance of offline Reputation Mgt. initiatives

VIPdesk. Making Great Brands Even Better.

Questions and Discussion

Upcoming VIPdesk Webinars

November 2010•November 9: Customer Experience Management: The Key to Continued Business Growth & Success

December 2010•December 8: How to Integrate Social Media Into Your Contact Center

About Us

Connect With Us Online

Website: http://www.vipdesk.com

Blog: http://blog.vipdesk.com

Twitter: http://twitter.com/vipdesk

Facebook: http://facebook.com/vipdesk

LinkedIn: http://linkedin.com/companies/vipdesk

YouTube: http://youtube.com/user/vipdesk

Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss

Making Great Brands Even Better

Serving as a seamless extension of leading brands, our innovative

Brand Experience Management Solutions deliver memorable

customer experiences, business insights and actionable intelligence

that generate customer advocacy and drive business growth.

VIPdesk Service Offerings

Concierge and Loyalty

Services

Customer Care

Solutions

Social Media

Support

Experiential Programs

IVR Services

Voice of Customer Surveying

and Analytics

Customer Care Experts

• 20+ years of customer service experience

• 10+ years optimizing home-based model

• Expertise in virtual recruiting, training and performance management

• Demographically matched Brand Ambassadors and Concierges

• Unique platform, processes and culture

Brand Leaders Trust VIPdesk

Clayton ClossonWebsite Content Manager

(313) 373-3070ClaytonClosson@QuickenLoans.com

www.twitter.com/quickenloanswww.QuickenLoans.com

Kelly LaVauteSocial Media Manager

(313) 373-3021KellyLaVaute@QuickenLoans.com

www.twitter.com/quickenloanswww.QuickenLoans.com

(703) 837-3507marketing@vipdesk.comwww.twitter.com/vipdesk

www.vipdesk.com

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