Cybersecurity Awareness Training Presentation v2024.03
Engaging customers through social media to build trust and loyalty
1. Engaging customers to build trust and
brand loyalty
Paul Hopkins, Group Director of
Customer Services, Thomas Cook
@futurecustomer
#CIPRSM
2. Engaging customers to build
trust and brand loyalty
• The story so far
• How customer interaction has changed
• Why should we look at Social Media differently?
• How do you drive engagement?
• Are there really any benefits?
• Which technology is available & is true contact centre
integration a myth?
• What does the future hold?
#CIPRSM
3. The Story So Far….
• 2007 - Presented at a conference about the growth in
customer discussions online
• 2008 – Launched Twitter feeds @easyjet &
@easyjetcare
• 2010 - Re-invigorated the dormant accounts of
Thomas Cook UK & launched customer forum
#CIPRSM
6. Why we should look at
Social Media differently
• Social Media is a type of media just as PR is a media.
We should really be calling it the ‘Social Web’
• It should also be consistent with all of your PR
communications, whether re-active or pro-active
Some examples of the Social Web;
#CIPRSM
7. Should you be scared?
• If your organisation isn't prepared to become more
customer centric as an entity then yes.
• On the other hand…customer interactions via the social
web account for less then 0.5% of customer contact
volume
• There will (may be should)
never be another ‘United
Breaks Guitars’
#CIPRSM
8. How to drive engagement
• Ensure internal stakeholders or onboard
• Never assume anything
• Communicate in the language of your customer even thought it
may not be your organisations ‘tone of voice’
• Use the platform which is relevant to your customer
• Build on topics which your customers interact with most
• Enable customers to receive customer service via the chosen
platform – but don’t allow a 2 tier customer service operation
#CIPRSM
9. Are there really any benefits?
Reduce customer service costs
• Allow customers to help each other
• Assists in creating a customer centric organisation
• Drive customer experience / product improvements
#CIPRSM
11. Are there really any benefits?
Exit Surveys / Inline Feedback (Kamyple)
Pre purchase queries and issues
Contact Centre Focus Groups
Social Web / Press Monitoring (social media & review sites)
Speech / Text Analytics (of customer calls / emails / chat / forums)
FAQ / Keyword Reporting (website FAQs)
SEO Keyword Monitoring (not just travel related terms)
After Trip Survey / Product Reviews / Complaints
#CIPRSM
13. Which technology is available & is true
contact centre integration a myth?
True contact centre integration is now possible – although special
skills are required in terms of communicating via the social web
Most organisations still treat it as a silo activity
It cannot be truly integrated into your CRM activity
Technology allows for stakeholders to be integrated into the channel
#CIPRSM
14. Which technology is available & is true
contact centre integration a myth?
Contact Centre Solutions Social Web Monitoring Tools
Salesforece.com TweetDeck
Parature HootSuite
Eptica Radian6 (Salesforce.com)
RightNow CoTweet
NanoRep UberVu
ZenDesk Social Mention
Kana Social Sprout
eGain Boardreader
Google Alerts
Boardtracker
#CIPRSM
15. What does the future hold?
The Patriot Act in the US & EU Cookie Directive
Customers are now more aware of companies ‘listening’ to their
conversations
Customers being more concerned about privacy
Organisations will be driving a better customer experience
#CIPRSM
16. Want more CIPR content?
Head to www.slideshare.com/CIPRPaul
#CIPRSM