Social Customer Service effective January 1, 2014

Comm 610Ann JonesDigital Presentation Onboarding in the tweet suite

Thesis:Analysis of the onboarding process for an airline social media customer service team.

Why is this important?More companies are using Social Media to interact with customers.Successful customer engagement begins with careful analysis of information given (tweets or posts) and public responses.

Tweets as textsCustomers can share a lot of info in 140 characters.Each tweet is analyzed for context cluesReviewing profiles, timeline and other mentions give a clear picture of the customer

Audience InterpretationNew Hire audience- bridging the gap between Reservations training and Social Media onboardingCustomers audience-relevant and authentic responses for solutions in real-time

findingsThrough the current onboarding process, experienced front-line airline employees become social media ninjas They are able to solve customer issues, answer questions, and even share a virtual high-five while protecting the brand in a consistent voice

ImplicationsIndividual- Well trained social media reps increase the success of the entire team

Organizations- Provide an example of how excellent customer service and engagement can be done via social media channels

Society- Social media offers another, very public avenue for interactions between companies and consumers

Why is this important?Customers expect companies to be responsive whether its online or by phone

Experienced front-line reps with social media training are a great blend of customer service and marketing

conclusionSocial media is the future of customer service between companies and customers

Proper training of social media reps is key for successful customer engagement

It begins with understanding the communication from the customer regardless of social media channel

References

Eisenberg, E., Goodall, H., and Trethewey, A. (2010) Organizational Communication. Boston. Bedford/St.Martins

Argrawal, M., Oh, O., and Rao, H. (2012) Community Intelligence and Social Media Services: A rumor theoretic analysis of Tweets during a Social Crisis. McKinsey Quarterly, 37, p407-426.

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