SOCIAL MEDIA + CUSTOMER SERVICE
@MaraLowrey
@LizBabiak
Welcome + Hello!
Mara Lowrey Liz Babiak Assistant Marketing Manager,
Ancillary Services Social Media Community Officer,
Advancement
Ancillary’s Social Media Accounts College’s Social Media Accounts
[email protected], x6521, @MaraLowrey
[email protected], x6452, @LizBabiak
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Agenda
• What is Social Care?
• Great Customer Service
• Guiding Principles on Social Media
• Response Assessment + Process
• Opportunities
• Ranters to Ravers
• Praise
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Who’s reached out to a company via
social media for Customer Service?
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What is “Social Care”?
• “Caring for” or “Serving” customers via
social media
• The efforts employees make through
social media to care for customers
• Social care enhances (and can
lead brand perception)
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Social Care
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— Nielson 2012 Social Media Report
Social Care
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— Nielson 2012 Social Media Report
Social Care
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— Nielson 2012 Social Media Report
Social Care
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• Social Media is the new Support Desk
• It’s an expected form of communication
• Algonquin has 5,000-8,000 interactions/month
Who are our customers?
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• Students
(Current + Future)
• Employees
• External Community
• Industry
The AC Community is Reaching Out!
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…and we’re listening!
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Great Customer Service
• Regardless of the channel…
• Be human + personable
• Ask questions/strive for knowledge
• Be objective
• Offer solutions
• Create memorable experiences
• Strive for quick turnaround
• Always follow through
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We’re Proud Employees!
• Complaints hit close to home
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Social Care: Guiding Principles
• Make it personal!
Address the user by first name.
• Acknowledge frustration.
“Sorry to hear that!”
• Dig deeper/offer a solution.
“How can we help?”
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Social Care: Guiding Principles
• Facilitate connections.
“Here’s a [link/email] to help with that.”
• Know when to take it offline.
“DM us your [student #/email address] so
we can follow up.”
• Wrap up conversation + give thanks.
“Thanks for reaching out! Let us know if
we can help with anything else.”
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Response Assessment + Process
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Customer Service Post
Do you have the knowledge or information to
address the concern?
Liaise with SME to craft a response
Is user satisfied?
Still negative? Reinforce proper channels ,
Evaluate situation, consider disengaging.
Thank user, offer future help.
Offer solution (information,
connections, etc)
Can you identify the person/area
to praise?
Email post to mentioned person/department,
cc: manager.
Recommend additional solutions (offline connections)
Y
N N
Y Y
N
Thank user for shout out.
Find out more from user.
Examples
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Examples
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Business Insights + Opportunities
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Turning RANTERS in to RAVERS
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Turning RANTERS in to RAVERS
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Turning RANTERS in to RAVERS
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Disengaging from the Conversation
• Give users the benefit of the doubt
• But sometimes Ranters are… Ranters
• Could disengage if you have:
• Evaluated the situation
• Engaged an SME
• Offered multiple solutions via official College
channels
• Taken the conversation offline
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Celebrating + Forwarding Praise
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Celebrating + Forwarding Praise
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Questions + Comments?
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