The Social Customer

TenConsiderations

Jane Wilson@thatwilsonwoman

1. From Last Resort to First

Resort

Why?

• Because its public• It’s quicker than waiting in a call

centre queue• It can circumvent your established

processes• It can be instant• It can gather momentum• It can help spread news• Because it’s natural

Example discussed: United Airlines / Marybeth Cadotte

2. Know Thyself (or the version you

want public)

3. Real Time is the Only Time

“We’re sorry, our customer service office is now closed.

Please call back between 9am and 5pm Monday to Friday.”

Bank response times

Bank Ave Response TimeNationwide 10 minutesNatWest Under 20 minutesLloyds Under 20 minutesHSBC Under 20 minutesRBS 4 hoursSantander 5 hours

Source: Radio 4 MoneyBox, 10 May 2014

4. Emotional & Human

“I’m so sorry Ms Wilson. 75 days is an unacceptable length of time to

open a business account for an existing customer. I apologise on

behalf of Bank of Scotland and understand if you wish to complain

to our Ombudsman”

It’s personal and important

5. But not too Emotional .. and

never argue!

6. You cant impose your rules on SM

7. Can you resolve the

issue?

8. Create the right internal

structure & guidelines

(don’t automate!)

9. Work within your Regulatory

Restrictions

10. Be honest

Examples: Argos, O2

The Social Customer

Jane Wilson@thatwilsonwoman