Excelling at Customer Service in the Social Media Age

Paul Weald

21 January 2010

Multi channel communications

• The business context – the fours Cs– Contact Strategy– Customer

demographics– Communications

capability– Control

So what makes excellent Customer Service?

How to exploit social media

• Information Distribution– Own web site– Third party sites– Multi-media (text, voice and video)

• Customer Response– Callback– Webchat– Collaboration tools– Chat Moderators

Anglian sell windows and conservatories

Online form filling to make an enquiry

Callback form pops up

Anglian have increased the appointment conversion rate by 80%

They have also simplified the form as a result of user feedback

West End Theatre bookings

Text chat – Hemareplies promptly

Web chat potential

• Example of an ISP– Telco client e.g. selling broadband– Dedicated live chat operators handle up to 4

simultaneous chat sessions– Option of chat provided at key pages in purchase

process – to specific customer groups– Conversion increased from 5% to 20% on these

pages– Significant ROI on providing facility

Collaboration tools

• Innovative use of technology– NSPCC Online service designed

to help youngsters communicate more freely with counsellors

– Secure environment 'white board' allows children to draw pictures

– Commonly used in the counsellingof children who find it difficult to express themselves on painful issues like family breakdown.

Chat Moderators

• With the rise in use of social networking communities – how do ensure user generated content is

appropriate?• Example from RXP online bingo client

– Role of CM is to monitor users, run online bingo chat games and foster a sense of community

– Studies show providing this level of Customer Service means that players stay longer and return more often

Don’t forget the strategy!

• Start with the fours Cs– Contact Strategy

• Channel Management– Customer demographics

• Who uses what?– Communications capability

• Insource and/or outsource– Control

• Remember - it’s a viral thing!