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Operationalizing Social Customer Service Christy Hajoway FirstEnergy Communications and Marketing Department @ChristyHaj April 8, 2016 YouToo Social Media Conference
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Operationalizing Social Customer Service
Christy HajowayFirstEnergy Communications and Marketing Department
@ChristyHaj
April 8, 2016YouToo Social Media Conference
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About FirstEnergy
■ Headquartered in Akron, Ohio■ One of the largest investor-owned electric systems in the U.S. based
on six million customers served■ 10 electric utility operating companies in six states■ 65,000-square-mile service territory■ 15,500 employees
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Connecting with Customers
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Operationalizing Social Customer Service 4April 8, 2016
Electricity is Cool!
Operationalizing Social Customer Service
Why Social Customer Care?
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Social Care Drives Real Results
■ Best in-class social care companies improved customer satisfaction by 19%
■ 82% of customers who have a good customer experience on Twitter are likely to recommend the brand
■ Companies that developed social care capabilities improved year-over-year revenue per contact by 6.7%
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Source: Social care in the world of "now“; McKinsey; July 2015
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The NOW Generation
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If it’s a complaint, it goes up to
53%of people who
tweet your brand expect an
answer in1 hour. 1 hour
Source: Social care in the world of "now“; McKinsey; July 201572%.
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When Customers Receive Timely Responses
■ 34% are likely to buy more from that company■ 43% are likely to encourage friends and family to buy their
products■ 38% are more receptive to their advertisements■ 42% are willing to praise or
recommend the brand through social media
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Source: Consumers Will Punish Brands that Fail to Respond on Twitter Quickly; Lithium Technologies; October 2013
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Setting Yourself Up for Social Customer Service Success
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Social Care Starts with the Right Team
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■ Community managers and customer service representatives should be qualified to handle the job
– Good writers– Capable of explaining complex information
– The right personality to connect with customers – Comfortable with social media and technology– Solid understanding of your business
– Has internal network to gather information when necessary
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General Customer Service Process
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Can community manager respond?
Message arrives
Yes – Respond and close
Assign to customer service
Customer service reviews account and responds, or
follows up via phone
Message is closed
Requires account review – ask customer to send info via
private message
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Invest in a Tool that Streamlines Workflow
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Invest in a Tool that Streamlines Workflow
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Create Dashboards for Each Role on Your Team
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Customer service team has a dedicated and simplified dashboard that includes only the messages that have been assigned.
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Governance is Vital For Any Organization
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■ Craft and share a social media policy – Protects brand and social media team
■ Established clearly defined responsibilities and SLAs■ Leverage your management platform to control access and
permissions ■ Conduct social media trainings for
new team members– Set up approval queue
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Plan for Speed
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■ Activate notification emails (if volume is low)– Know when you have a new message in real-time
■ Build an extensive content library ■ Templated posts and responses
– Helps you respond to common inquiries quickly– Templates can be adapted for the situation
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When Customers Are Mean
■ Establish a commenting policy■ Keep your cool – it’s not personal!■ View negative inquiries as an
opportunity– How can you turn the customer’s
experience into a positive one?
■ Take a solutions-first approach– What is the REAL issue?– How can you fix it?
■ Know when to end the conversation
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Customers Want to Be Heard
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Know When to Be ProactiveIntegrate listening into customer care
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Demonstrate to customers that you are listening, even if they don’t realize you are.
I also hate calling any company… Waiting an hour and a half to three hours for freaking penelec?! REALLY. Today is driving me crazy.
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Know When to Be ProactiveAnticipate your customers’ needs
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Know When to Be ProactiveProactive communication is key in a crisis
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Operationalizing Social Customer Service
Preparing for Customer Service During a Crisis
Primary Community Manager
Social Media Lead
Support Community Manager
Customer Service
Storm Team
Customer Service
Storm Team
Storm Team
Storm Team
Storm Team
Storm Team
Storm Team
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Support Community Manager
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Preparing for Customer Service During a Crisis
■ Storm team– Additional personnel trained and available to assist during a storm event– Provide regular training to review processes and technology
■ Documented processes– Helps to assist employees who may not perform social media tasks as part
of their regular responsibilities – Provide key messages
– Take advantage of templates – Develop reference guide for the technology used
■ Regulatory requirements– Know requirements (internal and external) for each step of a crisis event– Have processes in place to easily prepare reports at the end of the event
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More Food for Thought
■ Be friendly and express empathy
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Source: Twitter Customer Service Research; 2015
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More Food for Thought
■ Personalized interactions– Be authentic– Be relevant
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Source: Twitter Customer Service Research; 2015
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Example
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Measurement and Opportunities
■ Reporting built into your management tool– Pull reports by agent, day, week, etc.
■ Use tagging– Tags allow for efficient reporting by
topic– Excellent way to gauge your
customers’ biggest concerns
■ Use your insight to fuel social content– Use customer service data to
develop blog posts, videos, etc.– Do regular social posts on customer
service-related tips and tricks
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Takeaways
■ Team + technology■ Plan for speed■ Crisis plan – how will
you ramp up?■ Be friendly
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www.firstenergycorp.com/connect
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