Joshua MarchCEO & FounderConversocial

@JoshuaMarch

Rachel ArthurGlobal Senior Editor, Digital Media

& Marketing, WGSN@rachel_arthur

#12daysofsocial

@conversocial

#12daysofsocial

Retailers powered by Conversocial Include

Build an escalation process

#12daysofsocial

- Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop- Use approval workflows within software

Download report now: conversoci.al/us-holiday-report

#12daysofsocial

Setting the scene this holiday season–The NRF predicting sales to be up 3.9% to $602.1bn

–More stores to open on Thanksgiving itself

–Big promotional offers coming out ever earlier than Black Friday

Have a social customer service team1

st

DAY

#12daysofsocial

believe companies should offer customer support on their profiles *Social News Daily

2nd Know what your customers

are talking about

#12daysofsocial

– Urgent issues– Common issues– Technical or specialist issues – Sensitive issues

DAY

3rd

#12daysofsocial

Establish a clear and consistent tone

Whether you have

- Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop- Use approval workflows within software

DAY

social agents

Build an escalation process

#12daysofsocial

- Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop- Use approval workflows within software

4thBuild an escalation process

DAY

5thPut a crisis plan in place

#12daysofsocial

• Lock-down on outbound posts

• Holding message or silence

• Official response as soon as possible (NOT days)

• 1-1 engagement with customers

• Use approval workflows

DAY

6th Set Expectations

#12daysofsocial

- Make hours of operation clear- Build staffing plans accordingly- Understand the time critical nature of social

DAY

7th Prepare for holiday surges in

activity

#12daysofsocial

- Train additional agents for spikes in volume- Anticipate a surge post Cyber Monday- Ensure agent resourcing matches marketing- If something goes wrong, be prepared

DAY

8thPrioritize who you respond to

#12daysofsocial

- Don’t waste time with manual filtering - Influence should only matter for proactive engagement - A human should still check (unprioritized) direct posts - Fast response is essential

DAY

9thHelp customers in-store

#12daysofsocial

- 1 in 4 use Twitter while shopping- Influence a sale at the point-of-purchase- Real-time engagement essential

DAY

10

th Use social to instantly identify supply chain issues

#12daysofsocial

–Escalate supply chain issues to managers–Monitor keywords and complaint categories in real-time–Social feedback direct to business units–Proactively update customers

DAY

11

th Proactively engage to directly

impact purchasing decisions

#12daysofsocial

- Design searches to find relevant tweets- Engage with influencers- Surprise & delight- Add value–don’t spam

How much customers will spend if they receive good customer service via social media

DAY

12

th Create a social customer

service playbook

#12daysofsocial

- Tone of voice- FAQs- Roles & responsibilities of team members- Escalation and crises plans

DAY

@JoshuaMarch @rachel_arthur

#12daysofsocial @conversocial