Digital Marketing WebinarBrands And Customer Care – The All New Social

Media Hotline

April 24, 2015 | Harshita Pande Joshi (Social Media Strategist)

www.digitalvidya.com

Webinar:Brands & Customer Care: The all new social media hotline24 April 2015 by Harshita Pande Joshi (Social Media Consultant, harshita.in)

The ‘Social’ Customer

He is the aware customer.

#FAIL

When do customers look to social media?

FRUSTRATIONNEED A QUICK SOLUTION

FED UP OF CALLS/MAIL

S

HAVE HAD NO RESPONSE FROM OTHER CHANNELS

PUBLICLY VOICE THEIR ISSUE

SMEAR THE BRAND

NO TIME FOR OTHER

METHODS

How to build the best social CRM?

1. KPI for social media customer care is only one:

Intelligent Team

Efficient Tools

Fast Turnaround

Time+ =

vHappy

Customer

Set clear team roles:

Admin

Facebook Cust Care

Rep

Twitter Cust Care Rep

Data and Sentiment

Analyst

Red Alert / Crisis

Manager

Set clear team roles:

Weekend Cust Care

Night Cust Care

Social Media CRM is not a 9-5 job. It needs 24/7 attention.An unresponded midnight query could have become a crisis by morning.

Additional Team Members

Utilise the right listening tool for your team

2. The team must understand the brand personality and tone.

When a brand has to respond to customers, on social media, every response is being seen by all. Canned responses don’t show sensitivity. Each response is like a brand’s statement and is under constant public monitor.

The team members managing the account become the brand spokespersons. Hence a clear brand personality is needed - a character sketch, so the updates always talk and feel like the brand talking. Is the brand funny? Is it serious? Is it polite? Is it bold? Does it use slang, smileys, personal interactions? Or does it stick to proper grammar? Does it acknowledge? Does it apologise? Does it investigate?

FNB is a bank that has a purely user-centric Facebook page.

Ola Cabs response stirred positive brand image

Customer tweeted:@Olacabs Being a Hindu i usually prefer Driver of Hindu Faith Only , Particularly in Hyderabad.. pls Give us a chance to Choose a Driver .

Ola Cabs response stirred positive brand image

3. Customers HATE an incommunicado brand.

Respond to every single customer feedback. Follow the 4 A’s for complaints.

ACKNOWLEDGEACCEPTAPOLOGISEACT

Ola Cabs converted a negative customer to positive

Ola Cabs converted a negative customer to positive

British Airways’ customer’s smear campaign

4. Wow the customer!

The customer is usually experiencing the problem as he/she writes on social media. It is not a post mortem report, but a live update of things going wrong. Or things going well.

By constant listening, the brand can pick and intervene to make things better on the go. And enhance the customer experience. Plus get a pat on the back for the effort on social media - free word of mouth publicity.

Trident Hotel, Mumbai dished out a tweet request in 30 minutes.

In 30 mins, the query was heard, acted upon and ready to be served to the guest. The guest has returned many a time since and has been actively engaging on twitter.

5. Avoid Crisis

Fight fire in time or it grows like wildfire. Listening helps just this. Negative comments receive a lot of support on social media quickly, by other dissatisfied customers. While dealing with people, the brand must NOT sound arrogant, insensitive or unconcerned. People are ready to forgive a mistake but they do not accept insensitivity.

The team must have an emergency hotline with the CMO, COO, CEO of the organisation, at all times. For in extreme conditions, the brand response must come from the authority.

Social Listening Data

Flipkart

Airtel

Makemytrip

Organisations have in-house social media listening hubs

Dell, Cisco are some organisations, who have built their own social media listening centres, where they:

- Listen and respond to customers (best response time is within 30 minutes)

- Listen to indirect mentions of the brand or its products- Analyse patterns and feedback and use data for improvements and innovations

Clemson Social Media Listening Centre

Clemson University established a Social Media Listening Centre to teach students this niche analytics tool.

Clemson Social Media Listening Centre

Some projects include student teams listening to:

–Conversations among Millenials about an automobile brand to help another student team create an advertising campaign for a specific car.

–Conversations about emergency management issues to determine patterns in conversations that may help law enforcement deliver better services to citizens.

Q&A

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