Swat.io Social Customer Service the Essentials

8/20/2019 Swat.io Social Customer Service the Essentials

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SWAT.IO

SOCIAL CUSTOMER SERVICE

THE ESSENTIALS


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2

CONTENTS

CHAPTER 1: INTRODUCTION 3

CHAPTER 2: ONLINE VS OFFLINE 5

CHAPTER 3: STATISTICS 9

CHAPTER 4: WHY SOCIAL CUSTOMER SERVICE 12

CHAPTER 5: BENEFITS 14

CHAPTER 6: FACEBOOK & TWITTER 17

CHAPTER 7: FUTURE CHANNELS 21

CHAPTER 8: BEST PRACTICES 24

CHAPTER 9: SOURCES & LINKS 29


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CHAPTER 1

INTRODUCTION


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CHAPTER 1: INTRODUCTION

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Changes such as the explosion of digital, the

empowered customer, and the acceleration of

innovation are having a profound impact oncustomer expectations. In a digital world, with

digital customers, it is important that companies

step out of the traditional and embrace new

forms of reaching out to their customers and of

providing best-in-class customer service. We see

the speed of innovation increasing in every sector

and this should constitute the main motivation

for companies to create a competitive advantage

by putting more emphasis on the experiences

that they deliver to their customers. Otherwise

put, companies that will focus upon adapting their customer experience initiatives to meet the changing

expectations of customers, will be likely to survive the disruption brought by innovation.

Customers nowadays tend to be more informed and in charge of the experience they receive. Their

expectations are high and companies need to understand their unique needs and personalise the

experience accordingly. Furthermore, providing immediate resolutions to their problems may not be enough

in the future, as more and more customers expect companies to proactively address not only their current

but also their future needs.

CUSTOMERS SERVICE: RISING TO THE C-LEVEL

In this fast-pacing world, companies can either nd ways to adapt or die a slow but certain death. This is

where social media comes in. To be relevant and out there in the coming years, companies must focus on

leveraging social media to create unique customer experiences and provide eective and personalised

customer service in order to grow and retain their customers.

As customer experience becomes a strategic, C-level initiative, the purpose of the “chief customer

champion” will be to create an unrelenting focus on the customer throughout the enterprise. Social

media thus becomes a means to an end, allowing all company representatives to interact with customers

regardless of place and time.

http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/http://www.walkerinfo.com/customers2020/


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ONLINE VS OFFLINE

CHAPTER 2


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CHAPTER 2: ONLINE VS OFFLINE

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Social customer services are all about immediacy, transparency, personalisation, human 2 human (H2H)

interaction, while traditional customer services are more often than not associated with queues, automatic

responses, lack of transparency and being transferred from one representative to the next.

TRADITIONAL CUSTOMER SERVICE STILLLINGERS ON

Although for big companies traditional customer services are necessary since scale equals survival and call

centres are the epitome of scale, the latter fail to provide the desired customer experience. On the contrary,

long wait times, dropped calls, restating a single problem dozens of times represent real pain points for

customers looking to solve their problems.

According to a 2013 study by Accenture, almost 75% of respondents cited being “extremely frustrated”

when having to contact a company multiple times for the same reason. Other frustrations that arise from

tried-and-true customer service methods include being on hold for a long time and having to repeat the

same information to multiple employees.

Nearly 40% of respondents from a Dimensional Research study said they avoided companies for two or

more years after a negative customer experience.

A SHORT CHRONOLOGICAL JOURNEY FROMTRADITIONAL TO SOCIAL

Chronologically speaking, if customers had a complaint 200 years ago, they needed to go to the source in

order to solve it. Face-to-face conversations were the only way. Later on, the telephone changed everything

by allowing customers to dial a xed number to communicate with the company of their choice regardingcertain products and services. In the early 90’s, the internet was made available to the world, meaning

that customers could use this new channel as means of interacting with companies. In 2015, with the

widespread internet adoption, companies need to be able to provide customer services through a variety of

channels in order to meet their customers’ needs and expectations. Social media is one of those channels

and is constantly gaining traction.

https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://www.dimensionalresearch.com/http://www.eventusg.com/blog/the-complete-history-of-customer-service-operationshttp://www.eventusg.com/blog/the-complete-history-of-customer-service-operationshttp://www.dimensionalresearch.com/https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf


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SOCIAL MEDIA IS GAINING TRACTION

Not long ago social media was a service channel of last resort, with consumers turning to it only after

failing to get satisfaction in traditional ways, but this is changing. More customers recognize social as an

immediate and easy platform for service. Facebook, Twitter and other social networks are becoming a

channel of preference for many.

Roughly one out of every ve people worldwide log on to Facebook each month. Even smaller networks,

like Instagram and Snapchat, are growing at an impressive rate. Interestingly enough, consumers are no

longer using social media only as a way of interacting with one another, they’re using it to communicate with

brands. Otherwise put, customers are using social media channels to tell brands about their faulty products,to ask questions about their return policy, to express opinions and give suggestions.

Bottom line, brands cannot promote themselves as responsive, caring, and customer-focused if they ignore

the needs and complaints their customers express via social media. The solution is for brands to place as

much importance on social customer services as they do on traditional customer care, such as phone and

email communications.

http://www.ibtimes.com/facebook-one-out-every-five-people-earth-have-active-account-1801240http://www.ibtimes.com/facebook-one-out-every-five-people-earth-have-active-account-1801240


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SOCIAL VS. TRADITIONAL AT A GLANCE

Transparency

Everybody can see and take part in discussions

on social media.

Feedback & problem-oriented

Customers can look for a solution to

their problem but also provide feedback

on existing products and services.

Companies can then use the latter to make

improvements.

Personalized responses

Fast replies and personalised interactions,

which help build trust and bring companies

closer to their customers.

It’s constant and doesn’t depend on actually

having a problem. Companies can interact

with their customers without any particular

reason. They can just show that they care

and value their customers’ feedback.

It’s about and for the

customers.

Opacity

There are no third parties involved.

Mainly problem-oriented

In the sense that customers call a xed

number to complain about a certain issue

and are then redirected to a customer

representative specialised in that eld.

Automatic responses

Any times customers are being transferred

from one representative to another. It may

take ages.

Companies only hear of their customers

when the latter are confronted with a

problem they can’t solve by themselves.

And even then, it’s not certain that

companies will immediately tackle the

situation.

It’s about the company.

TRADITIONAL CUSTOMERSERVICE

SOCIAL CUSTOMER SERVICE


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STATISTICS

CHAPTER 3


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CHAPTER 3: STATISTICS

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Expect a response from a brand

within 24 hours.


within one hour.


within thirty minutes.

86%24h

56%1h

33%0.5h

THE 2015 CUSTOMER SERVICE ON TWITTER STUDY

CONDUCTED BY SIMPLY MEASUREDSource: Customer Service On Twitter March 2015

When you’re responding to customers, it’s better to be fast than eective. 33% of

respondents say they’d recommend a brand that oered a quick but ineective

response, nearly double the number (17%) who’d recommend a brand providing a

slow but eective solution. Even “no company response,” at 19%, scored higher than

slow/eective.

33%

1 5

A single negative post on social media has, on average, as much impact on customer

decisions as ve positive posts.

NIELSEN-MCKINSEY VENTURE NM INCITESource: Turn customer care into social care

http://get.simplymeasured.com/rs/simplymeasured/images/CustomerServiceOnTwitterMarch2015.pdfhttps://hbr.org/2012/12/turn-customer-care-into-social/https://hbr.org/2012/12/turn-customer-care-into-social/http://get.simplymeasured.com/rs/simplymeasured/images/CustomerServiceOnTwitterMarch2015.pdf


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CHAPTER 3: STATISTICS

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71%

Word-of-mouth, including that shared via social media, continues to be the most

important and impactful source of company information across industries and is used

by 71% of surveyed customers.

2013 GLOBAL CONSUMER PULSE SURVEY ISSUED

BY ACCENTURESource: Accenture Global Consumer Pulse Research Study 2013 Key Findings

95% of Millennials expect brands to have a Facebook presence.

87% of Gen X’ers (30- to 44-year-olds) and even 70% of those ages 45 to 60

think brands should, at the very least, have a Facebook page.

Reported they’d complimented a brand in the past 5 months, 35% complainedabout a brand and 30% requested support. Many populations, including those

over age 60, are using social media to connect with companies to express their

gratitude, get guidance or express their satisfaction.

95%

87%

50%

THE 2014 SOCIAL LIFECYCLE: CONSUMER INSIGHTSTO IMPROVE YOUR BUSINESS BY HUBSPOTSource: The social lifecycle consumer insights to improve your business

https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://de.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-businesshttp://de.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-businesshttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf


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WHY SOCIAL CUSTOMER SERVICE

CHAPTER 4


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CHAPTER 4: WHY SOCIAL CUSTOMER SERVICE

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In order to truly grasp the benets of using social media for customer services, one must rst understand

the factors that are currently making consumers extremely frustrated. In this sense, the 2013 Global

Consumer Pulse Survey issued by Accenture highlighted the following customer service experiences asbeing irritating to consumers:

These may sound like minor inconveniences but they are actually very powerful factors that can impact

your business. And not in a good way! Actually, 66% of survey respondents said they switched service

providers due to poor customer service. To make things worse, a study conducted by Dimensional

Research has found that nearly 40% of consumers would avoid companies for two or more years after a

negative customer experience. Mind this: 95% of these dissatised customers will tell others about their

bad experience. And almost half will share these experiences via social. In other words, if a company fails

to provide eective customer services, not only will its customers leave, they’ll also tell other potential

customers to avoid doing business with that company.

74% 69% 66%

64% 74%

Having to contact the

company multiple times

for the same reason

Having to repeat the same

information to multiple

employees or through

multiple channels

Being on hold for a long

time when contacting the

company

Dealing with employees or

self-help sites/systems that

cannot answer my questions

Dealing with employees

who are unfriendly or

impolite

https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/https://www.accenture.com/https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf


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BENEFITS

CHAPTER 5


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CHAPTER 5: BENEFITS

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LOWER COSTS

It costs less than $1 per interaction, whereas telephone care is typically at least USD 6 per call. Even e-mail

care costs USD 2.50 to USD 5 per interaction.

PROVIDE THE OMNI-CHANNEL EXPERIENCE THATYOUR CUSTOMERS ARE LOOKING FOR

Nowadays, people are using various channels (phone, social media, web, mobile, email) to interact with

brands. That is why it’s extremely important for companies to provide them with omni-channel customer

services, as opposed to investing their time and resources into covering a single communication channel.

Why? Simply because brands need to be where their customers are and make the most of every interaction,

be it via social media, phone, email, etc. It’s the only way for them to make their customers happy.

GATHER PRECIOUS CUSTOMER FEEDBACK FROMEVERY INTERACTION

Nowadays, people are not just using social

media to communicate with each other but alsoto communicate with their preferred brands. And

this is the best part! Customers are using social

media channels to tell brands about their products

and services. Consequently, companies can use

their customers’ feedback in order to improve

their products and services and stay ahead of

the competition. What they need to do is to learn

how to really listen and monitor conversations in

real-time or at least on a daily basis. Almost 30%

of social-media users prefer social care to phoning

customer service. Consumers with positive social-

care experiences are also three times more likely

to recommend the brand to others.

https://hbr.org/2012/12/turn-customer-care-into-social/https://hbr.org/2012/12/turn-customer-care-into-social/


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CHAPTER 5: BENEFITS

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ENRICH THE LIVES OF YOUR CUSTOMERS THROUGH

DIALOGUEIf they chose to follow the right (human) approach to customer services, the rst thing that companies need

to do is to understand that social media is not TV or other forms of mass marketing. Far from that! It is a

space that thrives on word-of-mouth, but the mouth people care most about is their own, or those of their

closest friends. That is why companies need to embrace change in order to truly succeed. And success

stems from meaningful conversations and the ability to address the precise needs and preferences of their

customer base.

OUTPERFORM THE COMPETITION ACROSS A WIDERANGE OF KPIS

According to a study issued by the Aberdeen Group, social customer care users enjoy higher year-over-year

performance advancements than those who don’t use social media for customer services.

Y e a r - o v e r - y e a r p e r c e n t c h a n g e

n=235

Social Customer Care Users

Non Users

20%15%10%5%-15% -10% -5% 0%

Number of quality SLA´s

Average revenue per contact

Agent productivity

Cross-sell and up-sell revenue

First contact resolution rates

Improvement in number of

customer complaints

Agent utilizaiton rate

SOCIAL CUSTOMER CARE USERS OUTPERFORM NON-USERS

http://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdfhttp://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdf


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FACEBOOK & TWITTER

CHAPTER 6


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CHAPTER 6: FACEBOOK & TWITTER

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Providing immediate replies to your audience, owning up to your mistakes and keeping your customers in

the loop go a long way to building trust.

KEY TIPS

BE QUICK. Your customers expect a quick response on Facebook. Remember that if they

reached out to you on social media, they most certainly wouldn’t like to be kept waiting for hours.

Social media should be dierent from endless phone calls without any result. That is why, every

business should have at least one sta member dedicated to addressing customer service requests.

Demonstrate your willingness to address complaints; most customers will appreciate you for being

proactive despite their frustrations. Avoid deleting any negative posts as this will only infuriate

customers more and make things a lot worse.

BE TRANSPARENT. Always remember that transparent and honest brands are just better

brands. If you’re not able to commit to something, or there is a problem with your product/service,

share as much information as possible with your customers and keep them updated even after the

problem is fully resolved.

SOCIAL CUSTOMER SERVICE ON FACEBOOK

ACCORDING TO STATISTICS:

71% of customers who experience a quick and eective response are expected to

recommend the brand to their peers, compared to those who didn’t receive any response.

Only 36% of customers who made customer services inquiries on Facebook reported having

their complaint solved eectively and quickly.

43% of customers consider a direct response to their question on a social media site as

most important, and 31% consider the social platform to provide direct access to company

representatives.

https://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdfhttps://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdfhttp://www.oracle.com/us/products/applications/commerce/live-help-on-demand/oracle-live-help-wp-aamf-1624138.pdfhttp://www.oracle.com/us/products/applications/commerce/live-help-on-demand/oracle-live-help-wp-aamf-1624138.pdfhttps://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdfhttps://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdf


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SOCIAL CUSTOMER SERVICE ON TWITTER

Customer service has long been one of Twitter’s killer features. Consumers use the social channel to ask

questions about products or, more likely, complain about poor service from a rental car company, airline,

restaurant, etc. For businesses, it’s an opportunity to learn about problems that haven’t reached call centers

and, if handled well, can turn dissatised customers into advocates.

Customer service interactions are accelerating on Twitter; the company reports a 250% increase in such

conversations in the last two years.

When the interaction wasn’t personal, 66% said they were unlikely to recommend the brand.

Customers were also 19% more likely to reach a resolution and 22% more likely to be

satised after personalized conversations.

When brands created personal interactions — dened as conversations that included

the customer’s name and the customer service rep’s signature in tweets — 77% of those

customers were likely to recommend the brand.

Brands that got personal in customer service interactions did far better than those that kept it

businesslike.

RESPOND AROUND THE CLOCK to both negative as well as positive feedback.

Customers won’t stop voicing complaints because you want to take your 5 p.m. beauty sleep.

Many of the complaints that companies receive are not made within oce hours and if your social

media manager is not at his/ her desk when an angry customer voices his dissatisfaction, you

may be in for an online restorm with dire consequences. That’s why companies need a software-

solution that automates responses and enables them to keep track of complaints without having

to switch back and forth between countless Facebook tabs.

Source: Make your Brand as Human as Possible

https://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitterhttps://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitter


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KEY TIPS

BE FAST. Customers want answers fast, with 60% in the survey saying they expect a response in

less than an hour. Twitter reports that brand response times are slightly slower than that on average -

1 hour 24 minutes.

Go all the way to solve the problem. The research found that there were an average

of ve interactions between brand and consumer per customer service inquiry. This means that a

single tweet is rarely enough to nd a solution to an issue. Furthermore, the survey found that 30% of

consumer issues remained unresolved.

BE NICE. Of the consumers who reported friendly customer service interactions, 76% said they

were likely to recommend the brand; of those with an unfriendly interaction, 82% were unlikely to

make a recommendation.


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FUTURE CHANNELS

CHAPTER 7


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CHAPTER 7: FUTURE CHANNELS

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The mobile messaging app bought by Facebook for $19bn – could become the primary customer service

channel of the future. Here is why:

WHATSAPP

IT’S MORE PERSONAL. People usually use WhatsApp from their mobile device, and

they’re more likely to have them enabled because it’s more personal. As a consequence,

when companies reply to customer queries using WhatsApp, customers are more likely to see

it, rather than it getting lost in the spam folder of an email inbox.

BETTER SUITED FOR A WIDER RANGE OF CUSTOMER SERVICES.

When people tweet brands for help, the conversation is public or assumed to be public –

which is not always great for the consumer who could have a more personal problem in mind.

On WhatsApp, consumers and shoppers can ask sensitive or private questions, and receive a

quick, personal response, without their comments being indexed on the internet for eternity.

IT’S WHAT THE STATISTICS SAY. As compared to Twitter which reported having

241 million active users, WhatsApp has 450 million. Of those, only 46% of users on Twitter

return daily – on WhatsApp, it’s 70%. Twitter has 135,000 new users signing up each day,

while WhatsApp has 1 million.

http://www.theguardian.com/technology/2014/feb/19/facebook-buys-whatsapp-16bn-dealhttp://www.theguardian.com/media-network/media-network-blog/2014/feb/26/whatsapp-customer-service-brand-twitterhttp://mashable.com/2014/02/05/twitter-q4-earnings/http://blog.whatsapp.com/499/Facebook%3Fhttp://www.pewinternet.org/2013/12/30/frequency-of-social-media-use/http://www.pewinternet.org/2013/12/30/frequency-of-social-media-use/http://blog.whatsapp.com/499/Facebook%3Fhttp://mashable.com/2014/02/05/twitter-q4-earnings/http://www.theguardian.com/media-network/media-network-blog/2014/feb/26/whatsapp-customer-service-brand-twitterhttp://www.theguardian.com/technology/2014/feb/19/facebook-buys-whatsapp-16bn-deal


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CHAPTER 7: FUTURE CHANNELS

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Early 2015, Facebook turned its Messenger chat app into a platform that can integrate third-party apps,

allowing consumers to send multimedia messages, such as GIFs, stickers, and videos. The platform

reaches 600 million users a month, representing a real opportunity for businesses to better engage with

their customers.

Businesses are able to privately message users who leave wall posts or comments for them. Users in turn

will be able to message businesses straight from Facebook News Feed ads, and then companies can replywith pre-saved support messages to save time.

Facebook has also created a new standard for customer support response time. Businesses that reply to

90 percent of messages within ve minutes are awarded a “Very Responsive To Messages” badge on their

Page.

Employees using instant messaging can simultaneously handle multiple customer queries at the same time,

thus keeping company’s customer support costs to a minimum.

FACEBOOK MESSENGER

http://qz.com/370089/everything-facebook-announced-today-at-f8/http://techcrunch.com/2015/08/05/facestomer-support/http://techcrunch.com/2015/08/05/facestomer-support/http://qz.com/370089/everything-facebook-announced-today-at-f8/


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BEST PRACTICES

CHAPTER 8


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CHAPTER 8: BEST PRACTICES

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KING OF SHAVES – “VERY RESPONSIVE TO

MESSAGES”This is the rst thing that you see in their

Facebook page, right below their picture

and, after taking a closer look at their feed,

you actually understand that they are actively

practicing what they preach and actually listen

to what their customers have to say. Their

customer service representatives are fast and

caring. Apart from that, they are also doing a

great job at keeping spirits high and promoting

their products via funny posts.

STARBUCKS & MATCH.COM – THE “WORLD’SLARGEST #STARBUCKSDATE”

Starbucks teamed

up with Match.com

to host the world’s

largest coee date in

honour of Valentine’s

Day. They were set to

throw what was aimed

to be the ‘World’s

Largest StarbucksDate’ on February 13 at

participating Starbucks

locations. There was

romantic music, menu

specials and photo props! Starbucks and Match.com also added a ‘Meet at Starbucks’ feature to the

popular dating site, which allowed members to easily schedule coee dates. The social media strategy for

this campaign was based mainly on Twitter where both Starbucks and Match.com had been very active.

They posted on a daily basis and received positive feedback from their customers, plus many retweets and

favourites.

https://www.facebook.com/kingofshaveshttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttp://www.dailymail.co.uk/femail/article-2938252/Starbucks-teams-Match-com-host-world-s-largest-coffee-date-honor-Valentine-s-Day.htmlhttps://www.facebook.com/kingofshaves


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Looking at their Facebook page, you easily

understand that these people seize everyopportunity of connecting their promotional

messages and campaigns with exterior events be

they the last days of spring, the beginning of sales

periods, the hot weather, Father’s Day, the end of

university and the list can go on. The great part

is that they are very good at this and they build

every campaign around their mascot, the hippo,

which their customers love. Similarly, they’re also

doing a good job at providing replies to customer

queries. Although they still need to work on the

timing (it sometimes takes them a whole day to

respond), none of their customers feel ignored.

For Twitter, they have the same strategy. Although

they post on a regular basis, their customers’

preferred channel is clearly Facebook.

HIPPOPOTAMUS RESTAURANT – THEY SEIZE EVERYOPPORTUNITY!

Mayor McCheese is the mayor of McDonaldland,

the magical world seen in McDonald’s commercials.

He has an enormous cheeseburger for a head.

Mayor McCheese is the most corrupt politician in

McDonaldland. Apparently, some customers are tired of

seeing him mayor and ask McDonald’s to conduct an

investigation into how the elections are organised.

MCDONALD’S

https://www.facebook.com/Hippopotamushttps://twitter.com/hippopotamusgirhttp://mcdonalds.wikia.com/wiki/McDonaldlandhttp://mcdonalds.wikia.com/wiki/McDonaldlandhttps://twitter.com/hippopotamusgirhttps://www.facebook.com/Hippopotamus


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THE BEST EXPERT ADVICE

“We are in a new era that is more relationship driven than marketing

or message driven like the 40 years prior.”

Frank Eliason is currently Director Global Social Media at Citi.

“For me, good social customer

service is about empowering

customers, not making them a slave

to your channel.”

Richard Baker is currently Senior Internal Communications and

Engagement Manager at Carlsberg.

“Treat people as humans. Be nice.

Use the right tone of voice. Always

try and x things. And remember –EVERYONE IS WATCHING!”

Richard Baker is currently Senior Internal Communications and

Engagement Manager at Carlsberg.

“Retro-tting traditional service

models to a new channel is do-able

but building the service model fromthe ground up around the customer

and their preferred channel mix, that

is where the real opportunity lies.”

Graeme Stoker is a Freelance Digital Consultant, currently

Interim Project Director at Northumbria University.

https://online.citi.com/US/Welcome.chttp://www.carlsberggroup.com/Pages/default.aspxhttp://www.carlsberggroup.com/Pages/default.aspxhttps://www.northumbria.ac.uk/https://www.northumbria.ac.uk/http://www.carlsberggroup.com/Pages/default.aspxhttp://www.carlsberggroup.com/Pages/default.aspxhttps://online.citi.com/US/Welcome.c


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SOURCES & LINKS

CHAPTER 9


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CHAPTER 9: SOURCES & LINKS

30

SOURCES

Facebook Launches a New Feature - Page Responsiveness

http://www.solomosalsa.com/blog/facebook-launches-a-new-feature-page-responsiveness/

17 Social Customer Service Reports You Can’t Live Without

http://www.exacttarget.com/blog/17-social-customer-service-reports-you-cant-live-without/

How 20 top UK retailers handle social customer service

https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/

Brands Disappointed Fans in Q4 with Poor Social Customer Care

http://www.socialbakers.com/blog/2352-brands-disappointed-fans-in-q4-with-poor-social-customer-care

Customer 2020 - The Future of B2B Customer Experience

http://www.walkerinfo.com/customers2020/

The Complete Guide to Using Social Media for Customer Service

http://www.hungtonpost.com/courtney-seiter/the-complete-guide-to-usi_b_5556188.html

6 Social Customer Interaction Management Tips. Use Them Wisely!

https://www.linkedin.com/pulse/6-social-customer-interaction-management-tips-use-them-kamleitner

10 Social Customer Service Tips

http://blog.swat.io/2015/03/17/10-social-customer-service-tips/

How Social Media Can Turn Your Customers into Brand Evangelists

http://blog.swat.io/2015/01/27/social-media-can-turn-customers-into-brand-evangelists/

The 7 Bs to perfecting your Social Media Community Management

http://blog.swat.io/2015/01/13/the-7-bs-to-perfecting-your-social-media-community-management/

New Social Media Research Shows What People Expect From Brands

http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/

http://www.solomosalsa.com/blog/facebook-launches-a-new-feature-page-responsiveness/http://www.exacttarget.com/blog/17-social-customer-service-reports-you-cant-live-without/https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/http://www.socialbakers.com/blog/2352-brands-disappointed-fans-in-q4-with-poor-social-customer-carehttp://www.walkerinfo.com/customers2020/http://www.huffingtonpost.com/courtney-seiter/the-complete-guide-to-usi_b_5556188.htmlhttps://www.linkedin.com/pulse/6-social-customer-interaction-management-tips-use-them-kamleitnerhttp://blog.swat.io/2015/03/17/10-social-customer-service-tips/http://blog.swat.io/2015/01/27/social-media-can-turn-customers-into-brand-evangelists/http://blog.swat.io/2015/01/13/the-7-bs-to-perfecting-your-social-media-community-management/http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://blog.swat.io/2015/01/13/the-7-bs-to-perfecting-your-social-media-community-management/http://blog.swat.io/2015/01/27/social-media-can-turn-customers-into-brand-evangelists/http://blog.swat.io/2015/03/17/10-social-customer-service-tips/https://www.linkedin.com/pulse/6-social-customer-interaction-management-tips-use-them-kamleitnerhttp://www.huffingtonpost.com/courtney-seiter/the-complete-guide-to-usi_b_5556188.htmlhttp://www.walkerinfo.com/customers2020/http://www.socialbakers.com/blog/2352-brands-disappointed-fans-in-q4-with-poor-social-customer-carehttps://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/http://www.exacttarget.com/blog/17-social-customer-service-reports-you-cant-live-without/http://www.solomosalsa.com/blog/facebook-launches-a-new-feature-page-responsiveness/


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CHAPTER 9: SOURCES & LINKS

31

87% of User Posts on Facebook Pages Ignored

http://www.socialmediatoday.com/social-business/adhutchinson/2015-06-17/87-user-posts-facebook-

pages-ignored-report

Social Customer Care: Steps to Success in 2014

http://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdf

Accenture 2013 - Global Consumer Pulse Survey Global & U.S. Key Findings

https://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/

DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-

Key-Findings.pdf

Accenture - The changing consumer dynamic

http://click-accenture.com/wp-content/uploads/2014/01/accenture-changing-consumer-dynamic.pdf

Infographic: Your wealthiest customers want service on social media

http://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-

social-media

Customer complaints see 8-fold rise on social media

https://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-

media.html

http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://click-accenture.com/wp-content/uploads/2014/01/accenture-changing-consumer-dynamic.pdfhttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttps://www.instituteofcustomerservice.com/1711-17692/Customer-complaints-see-8-fold-rise-on-social-media.htmlhttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttp://www.mckinseyonmarketingandsales.com/infographic-your-wealthiest-customers-want-service-on-social-mediahttp://click-accenture.com/wp-content/uploads/2014/01/accenture-changing-consumer-dynamic.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttps://www.accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdfhttp://www.avanade.com/~/media/documents/social-customer-care-steps-to-success-in-2014.pdfhttp://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/%20


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