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Social media and customer service - some examples

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Presentation used at a workshop at the Call Centre and Customer Strategy Conference, September 2009.

Presents a range of examples of good and bad use of social media in customer service: Zappos, Dell, Virgin Trains, United Airlines.

Publicada em: Negócios, Educação
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Social media and customer service - some examples

  1. 1. From Twitter to online communities Social media and the impact it has on your customer strategy and the contact centre
  2. 2. I just want to get home
  3. 3. Today is about three things <ul><li>Understanding what social media is and how it can help in a business setting </li></ul><ul><li>Learning from people who have got it right (and wrong) </li></ul><ul><li>Working on your own particular challenges </li></ul><ul><li>Let’s get cracking with the first of these… </li></ul>
  4. 4. Is it just me, or does everybody seem to be talking about Twitter…
  5. 5. … or Facebook, Flickr, forums and online communities
  6. 6. But for all this talk there is little revolutionary
  7. 7. It’s not just about doing old things in new ways. It’s about doing completely new things. Things can get much more exciting
  8. 8. But let’s take a moment to think about definitions
  9. 9. So what is social media? Source: McCann Key Social Platforms Photo Sharing Blogging Video Sharing Micro Blogging Podcasts Message Boards Product Reviews RSS Widgets Social Networking
  10. 10. And why should I care? (Let’s do the maths) 83% + = £££
  11. 11. Online social networks “ it’s all about me” Online communities “ it’s about us” Social Network or Online Community?
  12. 12. A hub and spoke approach Your Brand
  13. 13. So why could this work in a customer service business?
  14. 14. The role social media can play in customer service May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  15. 15. And the value of an online customer service community? May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  16. 16. So how do you do it? How do we achieve this?
  17. 17. Don’t listen to ‘experts’
  18. 18. Look for ideas and try things out
  19. 19. The good, the bad and the ugly
  20. 20. From $0 to $1bn in eight years. With “no marketing spend”.
  21. 21. The value of microinteractions <ul><li>Every day: </li></ul><ul><ul><li>6,000 people by phone </li></ul></ul><ul><ul><li>300+ people by live chat </li></ul></ul><ul><ul><li>100,000+ people through social media </li></ul></ul>
  22. 22. That’s right. They deal with 100,000 people every day through social media
  23. 23. That’s 365 million interactions every year
  24. 24. What about in a more traditional industry
  25. 25. listening correcting taking action informing we’re human educating offers
  26. 26. Richard uses Twitter to give information, to listen and to interact. And to show that he’s human.
  27. 27. He also gets other people to do his work for him, spreading the word through their networks.
  28. 28. d
  29. 29. What to do when your laptop explodes
  30. 30. Get your online engagement strategy right
  31. 31. Dell now make $3m from a single Twitter account
  32. 32. That’s $50 per year from everybody who follows them
  33. 33. But what about support?
  34. 34. One man has saved Dell $1m a year by answering questions about a CD Rom drive…
  35. 35. When social media is used against you
  36. 36. Viewed over 6 million times
  37. 37. With no response from United
  38. 38. Be good (not bad or ugly)
  39. 39. But the best thing is just to have a go
  40. 40. Time to think…what challenges are you facing right now?
  41. 41. So what have you learnt today?
  42. 42. That’s it… <ul><li>Matt Rhodes </li></ul><ul><li>FreshNetworks </li></ul><ul><li>[email_address] </li></ul><ul><li>020 7692 4199 </li></ul><ul><li>@mattrhodes </li></ul><ul><li>blog.freshnetworks.com </li></ul>
  43. 43. Photo credits <ul><li>Slide 2: Imperial Airways, Kodak Agfa (www.flickr.com/photos/96884693@N00/772162193/) </li></ul><ul><li>Slide 4: </li></ul><ul><li>Slide 5: </li></ul><ul><li>Slide 6: Jump on the social media bandwagon, Matt Hamm ( www.flickr.com/photos/matthamm/2945559128/) </li></ul><ul><li>Slide 7: </li></ul><ul><li>Slide 8: 1907 webster dictionary, jbrownell (www.flickr.com/photos/jbrownell/145765416/) </li></ul><ul><li>Slide 13: Telephone, Jon (www.flickr.com/photos/jonburnell/393385965/) </li></ul><ul><li>Slide 16: Question mark in Esbjerg, alexanderdrachmann (www.flickr.com/photos/drachmann/327122302/) </li></ul><ul><li>Slide 18: idea, by Matthew Burpee www.flickr.com/photos/mburpee/3570361432/ </li></ul><ul><li>Slide 19: Rub a dub dub, John Carleton (www.flickr.com/photos/johncarleton/2422621568/) </li></ul><ul><li>Slide 20: </li></ul><ul><li>Slide 24: 夜の電車 Night trains, kamoda (www.flickr.com/photos/kamoda/2874902779/) </li></ul><ul><li>Slide 38: Rub a dub dub, John Carleton (www.flickr.com/photos/johncarleton/2422621568/) </li></ul><ul><li>Slide 39: An Apple a Day, by jaredflo www.flickr.com/photos/jaredflo/219190131/ </li></ul><ul><li>Slide 40: In Flight, Shavar (www.flickr.com/photos/shavar/30536761/) </li></ul><ul><li>Slide 41: </li></ul><ul><li>I’m afraid some of these images have been used for so long at FreshNetworks that we seem to have lost the reference to who to credit for them. Sorry about this. They are great photos so we wanted to share them, but if they are yours let us know so we can give you all the credit they deserve </li></ul>