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Presented by: Clayton Closson, Web Content Manager Quicken Loans and Kelly LaVaute, Social Media Manager Quicken Loans Hosted by: VIPdesk Find Out: -The importance of reputation management and customer communication via social media -How Quicken Loans makes it easy for their customers to communicate with them via social media channels -What social media tools Quicken Loans is using for communicating with its customers -Best practices for communicating with customers via social media -Lessons Quicken Loans has learned -Suggestions for other brands starting the social customer communication process
Citation preview
VIPdesk Webinar Series
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1
How Quicken Loans Uses Social Media to Strengthen Customer Relationships
Presented by:
Clayton ClossonWeb Content ManagerQuicken Loans
Kelly LaVauteSocial Media ManagerQuicken Loans View the Webinar
Today’s Agenda
• The importance of reputation management and customer communication via social media
• How Quicken Loans makes it easy for their customers to communicate with them via social media channels
• What social media tools Quicken Loans is using for communicating with its customers
• Best practices for communicating with customers via social media
• Lessons Quicken Loans has learned
• Suggestions for other brands starting the social customer communication process
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 2
The Presenters
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 3
Clayton ClossonWebsite Content ManagerQuicken Loans
Kelly LaVauteSocial Media ManagerQuicken Loans
Tweeting about Today’s Webinar?
Hashtag: #vipdesk
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 4
• Founded in 1985 - Privately owned
• The nation’s largest online retail lender
• The 5th largest overall lender
• $25 billion in closed loans in 2009
• One million closed loans since 1985
About Quicken Loans
About Quicken Loans
• We work with 10,000 new clients daily
• 300-500 closed loans every day
• 94% of closed clients would recommend us
• 49-member Client Relations Team
• Social Media Manager is liaison between Client Relations
and our clients
• Complaints represent only .33% of our clients
• Misunderstandings about: Real estate appraisals
Quicken Loans Deposit
Why would we a get complaint?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 7
Our Reputation Management Approach
1. Respond to complaints
2. Educate and react
3. Encourage positive reviews
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 8
Respond to Complaints
• Get buy-in from senior mgt, PR and Legal
• Make sure offline resolution process is in place
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 9
Respond to Complaints
• Change in online client relations strategy
• Put our social media manager on front line
• Answer and resolve every complaint – blogs, review sites, complaints sites, social media, offline
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 10
Educate and React
• Responding isn’t enough
• We need to ADDRESS any issues
• EDUCATE our clients
• REACT by improving our processes
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 11
Educate and React
• Created information about appraisals
• Articles on our site
• Videos
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 12
Educate and React
• Answer questions as a Knowledge Partner in Yahoo! Answers
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 13
Educate and React
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 14
Educate and React
• Added appraisal and deposit information to
MyQuickenLoans.com
• Every client sees this BEFORE they sign their documents
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 15
Educate and React
• Created information about Quicken Loans Deposit
• Article on our sites
• Video
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 16
Educate and React
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 17
Encourage Positive Reviews
• 94% of our clients would recommend us, but most
online reviews were negative, so…
• We send EVERY closed client an invitation to review us, and…
• We ask happy clients to do video testimonial. Send them a FLIP.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 18
Encourage Positive Reviews
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 19
Encourage Positive Reviews
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 20
Encourage Positive Reviews
Encourage Positive Reviews
We don’t pay for monitoring. There are too many free tools!
Who wants to know?
The Good
The Bad
Examples from the Front
Examples from the Front
Examples from the Front
Examples from the Front
Examples from the Front
Examples from the Front
Examples from the Front
Quicken Loans’ Social Networks
• Yahoo! Answers
• YouTube
• FriendFeed
• Flickr
• Zillow
• Linked In
• Active Rain
Quicken Loans’ Review Sites
• QuickenLoansReviews.com
• Epinions
• Viewpoints
• Facebook reviews
• YouTube
Quicken Loans-Operated Blogs
• What’s The DIFF? blog
• Community DIFF
• Quicken Loans Insider
• Quicken Loans Mortgage News
In Conclusion…
• Look for EVERY opportunity
• See complaints as an opportunity to educate the public and improve internally
• Make it easy for your clients to review you - offer incentives?
• Make SURE you have buy-in from stakeholders and internal processes that work
• Importance of offline Reputation Mgt. initiatives
VIPdesk. Making Great Brands Even Better.
Questions and Discussion
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 40
Upcoming VIPdesk Webinars
November 2010•November 9: Customer Experience Management: The Key to Continued Business Growth & Success
December 2010•December 8: How to Integrate Social Media Into Your Contact Center
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 41
About Us
VIPdesk. Making Great Brands Even Better.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 42
Connect With Us Online
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 43
Website: http://www.vipdesk.com
Blog: http://blog.vipdesk.com
Twitter: http://twitter.com/vipdesk
Facebook: http://facebook.com/vipdesk
LinkedIn: http://linkedin.com/companies/vipdesk
YouTube: http://youtube.com/user/vipdesk
Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss
Making Great Brands Even Better
Serving as a seamless extension of leading brands, our innovative
Brand Experience Management Solutions deliver memorable
customer experiences, business insights and actionable intelligence
that generate customer advocacy and drive business growth.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 44
VIPdesk Service Offerings
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 45
Concierge and Loyalty
Services
Customer Care
Solutions
Social Media
Support
Experiential Programs
IVR Services
Voice of Customer Surveying
and Analytics
Customer Care Experts
• 20+ years of customer service experience
• 10+ years optimizing home-based model
• Expertise in virtual recruiting, training and performance management
• Demographically matched Brand Ambassadors and Concierges
• Unique platform, processes and culture
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 46
Brand Leaders Trust VIPdesk
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 47
VIPdesk. Making Great Brands Even Better.
Clayton ClossonWebsite Content Manager
(313) 373-3070ClaytonClosson@QuickenLoans.com
www.twitter.com/quickenloanswww.QuickenLoans.com
Kelly LaVauteSocial Media Manager
(313) 373-3021KellyLaVaute@QuickenLoans.com
www.twitter.com/quickenloanswww.QuickenLoans.com
(703) 837-3507marketing@vipdesk.comwww.twitter.com/vipdesk
www.vipdesk.com
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