Integrating social media into traditional customer services, carolyn blunt, real results

Experts in people development for Real Results in your organisation

Carolyn Blunt BSc MCIPD

Carolyn Blunt Customer Service Expert

www.real-results.co.uk

Integrating Social Media

into Traditional

Customer Services

The evolution of the contact centre

Change

Best practice

Selling the idea

How to deliver customer service

through social media


Evolution


1962


Change Should we do anything?

If we do, who should do it: PR, Marketing or

Customer Service?

What style: passive, neutral or proactive?

How do we handle conflict, arguments and

untruths?

How do we defend our people, team,

company, brand and client?

What are other people doing?



What are other people

doing?



Best Practice Separation of Twitter accounts: ‘@johnlewisretail’ and

’@JLcustserv’

Listening for mentions and routing to customer service

teams for proactive customer service

Advisers trained in social media –technology, soft

skills and internal work flow.

Owned by the Customer Service Team –Social media

subteam

Adopt a proactive approach to issues

Informal professional language; consciously different

to a complaint letter



3 Golden Rules Customers should receive the same service &

priority as other channels (60 minutes or OOH

9am next working day)

Criticism of named people is deleted with an

explanation

Never argue with a customer; acknowledge,

apologise and move-on

And perhaps a 4th…avoid the

Chardonnay/Stella staff postings -POLICIES



Best practice contd.


Celebrate success!

Some postings will be

positive.

Take the ‘thank you’s’

on board


Selling the Idea

It’s out there anyway, either ignore it or deal with it

(you get a whole new dimension of feedback, actions

and ideas)

You will get credit from customers for doing it

Lead from the front initially to help convince

stakeholders

Social media control in service organisations sits best

in customer services

Generation Y & Millennial –can’t go back to 1962

Can be cheaper than telephone & email to handle



How to start delivering customer

service through social media Start with Twitter, separated from Marketing/PR

In a study by Conversocial: 32% of all tweets are real

customer service issues, compared with only 7% of

Facebook comments and posts.

Create a sub team within the contact centre

Train them in Social Media & create policies

Join up the work flow as with telephone/email/web

Contact Centre Mangers to monitor usage and content

Get the stakeholders and senior execs on board. It’s

like 1962 all over again……



Thank You @carolynblunt

[email protected]


07775 734858


mailto:[email protected]



http://www.real-results.co.uk/



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Integrating social media into traditional customer services, carolyn blunt, real results