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Customer Service
In the Social Media Age
What is This Presentation About?
• The impacts of social media and internet review sites on business today• The growth of social media and what is driving it• The customers new found voice and how it is used to refer good
businesses and complain about the not so good• Discuss the type of complaints and how to deal with them• Review some examples of complaints and responses• But first let’s remind ourselves of traditional customer service
Traditional Customer Service
What is good service?• Always doing the right things the right way for customersWhy should we do it?• Customer satisfaction; leads to loyalty and improved profitsWhat is in it for my customers?• Easier to deal with you and they will repeat business. They are happyHow do you know you are doing it right?• Repeat business and your customers recommend you to others
Traditional Customer Methods of Complaint
The soft option of writing to you and probably delivered by email or fax.
The not so soft option of telephone call. In this scenario the total senses used are hearing and speech no visual interaction with the customer.
Face to face this means of complaint are usually the most successful as the customer and your business representative can quickly pick up on body language signals and most times reach a satisfactory outcome.
Finally if you cannot settle the customers complaint you might get a visit from…….
What is Social Media?
Dictonary.com define Social Media as:
“websites and other online means of communication that are used by large groups of people to share information and to develop social and
professional contacts”
Examples of Social Media and Internet Review Sites
Some well known social media used by a large spread of demographics
Examples of Internet reviewsites
Not So Smart Phones
Do we remember these iconic means of communication?They were great for calls and text and later versions even had a camera.It is not that long ago!!
Weighed nearly a kilo.
Smart Phones
2002 2008
Information Anywhere• Smart phones embraced by over 11
million Australians• Able to communicate with network easily• A generation that is now use to the ease
of information gathering• They will use online information to review
businesses• They listen what their network peers are
saying• Same generation now moving into buying
positions in companies
Amazing Rise of Facebook from Zero to 1.11 Billion ++
2004 2005 2006 2007 2010 2011 2012 2013100 1000 100000
200000000
400000000
550000000
1000000000
1100000000
Facebook Members
1st iPhone released1st Ipad released
Android OSreleased
2013 Facts
• YouTube 1 billion monthly users: 4 billion views per day• Facebook 1.11 billion active users• Apple 1 million apps• LinkedIn 225 million professional usersAustralian survey found:• 34% of social media users logged on at work• 13% at schools• 18% in the car• 49% in bed, what is wrong with sleep and other things?• 7% in the bathroom• 6% in the toilet ????By 2015 it is estimated 60% of the world’s population will be internet users
Internet Blogs
Customers now have a powerful voice.Good service will get recommends to a smaller network than bad service. This is not new, but now the audience is huge, this is newSome differing customer review sites: • Travel• Restaurants• Companies products and service• HotelsTo many to list: Lets take a look at some comments.
Examples
Viewed 1928 times
Actual client reviews
Extracts from actual posted reviews
Client reviews of a company’s performance are a strongInfluence on others buying decision.
Owner blaming customer. In full public view
Other client reviews
Engaging the customer publiclyIs not a good strategy
This is a facebook post. LookAt the number of likes.
This post was also a feature in aNews article.
The customer got a full refundFrom the dealer.
The dealership is based in Brisbane& is named in the original post.
See how Hyundai dealt with the post. They took it private.
Social Media ComplaintsFour main type of complaints:1. Straight problems
• The customer can pinpoint the problem with a product or service
2. Constructive criticism• The customer mentions how a product/service can
be improved
3. Merited attack• Your company did something wrong and someone
is angry about it
4. Trolling• Difficult person for no reason other than to get
reactions or make your company look bad
How to handle complaints
• If necessary take it off line• Respond publicly, follow up privately• Plan for social media complaints• Never Ignore a comment• Speak in the right way• Never delete a customer’s post• Be open, honest and transparent• Don’t be afraid of negative feedback• Use negative feedback as an opportunity to learn and grow• Don’t be an ostrich• Don’t feed the trolls
Social Media Use In MarketingSocial Media in the past 5-10 years has changed marketing strategiesNot only do we have traditional marketing methods of outbound lead generation
• Flyers• Cold calling • Trade shows
We now have inbound marketing systems. Web 2 has changed how marketing has been conducted for decades. We now have :
• Search engine optimisation strategies• Landing pages• Content management• Lead intelligence• Social media itself• Blogs
The understanding and handling of social media complaints must become part of the overall marketing strategy of any business
