1. Delivering Customer Service Excellence Through Online
Channels Presented by: Linda Hazzan Mabel Ho
2. The Evolution of Social Becoming traditional channels for
communications and customer service Personal/community interactions
and self-publishing Businesses: to engage, promote, establish
relationships
3. Part of a broad multi-channel engagement and service
strategy on Social Promotion & outreach Information &
service delivery Customer service Media and public relations
Accessibility
4. instagram.com/torontolibrary torontolibrary.tumblr.com
Connect with Us on Social
5. 29,200 26,100 1,873 787,383 video views 11,400 on
Social
6. Fast & easy content sharing Instant customer feedback
Learn about our audiences Relationship-building Increase brand
awareness Find new customers and expand audience Benefits of
Social
7. Customer service standards Provide free and equitable access
to high quality customer-driven services in-branch telephone email
live chat social media letter mail
8. Courteous, competent, and timely service Response time for
telephone, letter mail, and email is within 2 business days No
official standards for social media support, but
9. 7 million + Information Requests in 2014 Channel Information
Requests In person 6,243,593 (88%) Telephone 808,258 (11%) Online
(+ social media) 40,786 (1%)
10. The Evolution of Customer Service on Social Media at
TPL
11. Initial concerns Voice and brand Public airing and
resolution of complaints Risk management Filtering and escalation
of questions
12. Staff training key Types of questions and comments
Monitoring and Responding Risk Management Emergency Communications
Protocols
13. Common questions & comments
14. Common questions & comments
15. Common questions & comments
16. Common questions & comments
17. Monitoring & responding
18. Designated staff and processes in place to manage channels
Training staff prior to use of channels Enforcing the Librarys
Terms of Use Managing risk
19. Online and social media key to prompt communications of
service interruptions Designated staff, protocol, and guidelines to
manage communications Emergency & exception communications