Prepare your organization internally: Pick the right model to integrate social

media into your customer service function

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Gain Social Media And Lose The On Hold Music

http://www.flickr.com/photos/scottmacbride/5687660589/

Jas Dhaliwal Head of Social Media Communities AVG Technologies

@Jas on Twitter Blogs at http://www.thewebpitch.com

Source: American Express – Open Forum

Today’s Reality • 17% of Americans have used social media at

least once in the past year to obtain a customer service

• 65% of consumers who complain on social media prefer it to call centers

• 68% of those who have used social media to engage with brands believe it gives them a

greater voice

• 40% of all consumers believe that social has improved customer service for good

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• More than 8 in 10 of consumers have bailed on a purchase because of poor service

• Research suggests that Americans spend 21% more with companies who deliver great service

Source: American Express® Global Customer Service Barometer

Social Savvy Consumers Have High Expectations

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Twitter has become the new call center and this impacts how firms and staff respond to customer feedback

http://www.flickr.com/photos/niallkennedy/4333290782/

Who Should Handle Customer Service Over Social Media?

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•The customer service department? •Your call centre? •Your marketing team? •Or a separate social media department?

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Escape the silo

How can you overcome organization challenges when trying to apply social?

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Get your social strategy off the ground

Team Motivate and enable your team to go above and beyond the extra mile for your customers

Relationships Great service comes down to forming relationships. Use it as an opportunity to deepen your connection with customers

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Feedback Listen to your customers and use their feedback to improve your product and services

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http://www.flickr.com/photos/miaelliottphotos/5689800291/

Listen Customers don’t except every problem to be solved instantly. They just want to be kept updated

Opportunity Every customer interaction is an opportunity to drive lifetime customer loyalty and engagement

AVG’s Super Fans Empower Community

Social Customer Care

Alignment Symptom Influence Diagnosis Triage Resolution

Customer Complaining

Identifies self as customer with issue

Can influence their immediate circle

Quickly respond, and ask “May we help?” or “I’m listening”

Respond on clients’ behalf or quickly inform them

Keep a log

Blogger Likely not a customer – but feel self entitled

Their readers – and greater community

First, identify their history, what’s their MO?

Find the right level within a company to respond

Pull closer for briefings

Troll Anonymous name calling

Immediate circle – and other distractors

Ignore or remove

Perhaps “cone of silence”

Monitor

AVG’s VIPs

AVG VIPs, are a group of Brand Advocates who contribute their time and experience to help build a Peace of Mind community

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AVG VIPs

AVG VIPs make an impact through their passion and expertise in the antivirus

space, and support of fellow AVG customers

What He Does for AVG Makes instructional videos to support AVG users Reviews AVG products on 3rd party websites Contributes to AVG blog by writing tips and tricks Supports the AVG online community with helpful comments

Barry Eyt AVG Super Fan

Kyle Moore AVG Super Fan What He Does for AVG Reviews AVG products on 3rd party websites Contributes to AVG’s blog By writing tips and tricks Supports the AVG online community with helpful comments

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• Social customer service works best when it is resourced properly. Which includes emergency plans to manage busy periods

• Don’t try and do social customer service if you haven’t got your traditional customer service right.

• If your traditional customer service channels aren’t up to scratch, don’t try social media – it’ll just backfire.

Three Key Learnings

Thanks for Listening!