Unit 3, Lesson 9 Customer Service and Social Media AOHT Delivering Great Customer Service Unit 3, Lesson 9 Customer Service and Social Media Copyright © 2007–2015 NAF. All rights reserved.

Social media is all about virtual interaction Media: a form of mass communication, like TV, newspapers, websites Social: interacting in a community Social media: an online, interactive form of mass communication

Social media includes some of today’s most popular technology Facebook, Google+, Twitter, Pinterest Snapchat, Instagram YouTube Skype, Google+ Hangouts Yelp, YP, TripAdvisor Groupon, OpenTable, Living Social Which social media tools & technologies do you use?

Businesses use social media in many different ways Listen to the customer Offer the customer something more Respond to complaints Manage problems Build customer loyalty

You can “listen” to the conversation about your business People are “talking” on social media—listen! What is being said about your business? Look for hashtags, company mentions, and common search terms. @northbeachcafe #northbeachcafe #northbeachlunch #itslunchtime

Customer complaints must be handled well If a customer reaches out for help, you should respond quickly on the same channel. In other words, if they tweet a complaint, respond on Twitter. Take the problem offline if necessary, but don’t pass the buck. Be transparent. Have you ever complained about customer service online? Did you get any response?

Customers expect good customer service over social media A survey in late 2013 found… 57% think the response time should be the same on evenings & weekends. 42% expect a response on social media within 1 hour. Only 36% said their issues were resolved quickly via social media. If it’s a question or complaint, 72% expect a response within 1 hour.

Businesses use social media to offer extra value Welcome guests Take reservations or orders Offer freebies or “insider tips” How does offering more connect to the rules of customer service?

A business needs to be proactive and handle problems before they get too big Problems will happen. Be honest. If it affects a lot of people, make a public announcement on social media. If it doesn’t, work with the affected people to fix it quickly. If you don’t fix it, they can use the power of social media to complain to a very large audience.

Companies also use social media to build customer loyalty Become a part of your customers’ lives. Find ways to have fun with them. Give them a glimpse of life “behind the curtain.” What makes you loyal to a particular business?

Customer Relationship Management (CRM) involves customer service and marketing/sales CRM asks every employee to work together to increase customer loyalty, which makes the business more successful.

Customer service on social media has some unique qualities Informal tone Everyone can hear you. “Free” testimonials Requires good policies and training Customer Service on Social Media