Responding Effectively: How to Use Social Media in Handling Complaints
Social customer service is one of the fastest growing points of contact between financial institutions and
their customers. According to Bain Consulting, by the
year 2020, 95% of all retail banking transactions will be digital.
• Integrating social media into complaints handling strategy• Establishing the right tone and staying consistent• Examples of best practice in different forms of social media• Effective approaches to measuring social media complaints
Deutsche Post DHL Three Key Pillars
“The first is governance: building up a framework and know-
how within the company. Second is intelligence — that is,
monitoring and reporting. And third, of course, is interactionwith our customers.”
Integration: Risk
• Brand & Reputation
• Information Security
• Legal & Regulatory
Integration: Risk
• Brand & Reputation
The data collected is then used to generate a wide variety of reports for corporate use, such as a bi-weekly report for the marketing team, a monthly board report for top management, and various others on issue-specific topics. “These all form a basis for decision-making within the business,” says Maybaum.
Integration: Risk
• Legal & Regulatory
Audit trails to keep track:
When every post came in
Who actioned it
What they said
When they said it
Why they said it
Integration: Risk
• Information Security back end
Enterprises must have security features in place to make sure everything runs according to plan.
Passwords are up to date
Agents are logged out after inactivity
IP addresses are locked to specific locations
Integration: Risk
• Information Security front end
The front end workflow to make sure messaging is correct and customers' personal details aren't shared is also essential.
Integration: Social Maturity of your Business
Social Advocate
Social Teams
Social Business
Social Enterprise
“We have to treat social media as a set of mature channels — as important as the other communication channels.”
KLM management learnt a lesson: customers
are going to talk about your business on social media, no matter what.
One of the company’s biggest challenges now is “to turn KLM into a social business,” says Van Dijk.
“We don’t have all the answers, so it’s very important that our colleagues are also involved.”
Establishing the right tone and staying consistent
“No one wants to be talked to like a press release, or God forbid like a lawyer. Everybody’s
heard the phrase, ‘We regret any inconvenience you may have experienced.’ But who talks like that? People
actually say, ‘I’m sorry about that. Let me see what I can do.’ And that’s how our representatives on the Ford Service Twitter handle interact with people to provide good
customer service.”
Examples of best practice in different forms of social media
29/12/12 – 29/12/13 received over 31,000 Facebook messages, up by 171% compared to
the previous year.
Filter and Prioritise
Examples of best practice in different forms of social media
Examples of best practice in different forms of social media
Define what a complaint is
Grade different complaint types by urgency
Define what response and process to follow
Define who should respond
Draft template responses
Decide on your desired response times/SLAs
Effective approaches to measuring social media complaints
Effective approaches to measuring social media complaints
Effective approaches to measuring social media complaints
Effective approaches to measuring social media complaints
• Integrating social media into complaints handling strategy• Establishing the right tone and staying consistent• Examples of best practice in different forms of social media• Effective approaches to measuring social media complaints
Responding Effectively: How to Use Social Media in Handling Complaints
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