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Service Levels on Social Media are being observed by customer care analysts. Brands can be ranked low and suffer if they don't set up tools and processes to monitor and enforce SLAs.
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Copyright Dimelo SA http://www.dimelo.com
SLAs on Social Media
CEMT Vienna 2013
Copyright Dimelo SA http://www.dimelo.com
Still young ?
Stephane LEE
• CEO of Dimelo SocialCRM SW company
Real life : 46 years old
• Blogs : 9 years old
• Linkedin : 9 years old
• Xing : 8 years old
• Facebook : 6 years old
• Twitter : 5 years old
• Google+ : 2 year old
• Pinterest : 1 year old
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Queues are public on social media
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Advertising SLA
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Social Media included in rankings
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Why do customers express their problems on Social Media ?
SIMPLICITY:
• Because it is more straightforward if social media channels are already open on their desktop/mobile
• Digital natives
PRESSURE:
• Because they think the public nature of social media will put more pressure on companies to answer their question
ESCALATION:
• Because they tried other channels and it didn’t work
VENGEANCE:
• Because they felt rebuffed by a previous company response
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What about expectations ?
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How do others fare ?
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Only response time ?
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KPI funnel
Response Rate
Response Time
CSAT
NPS
Value
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Failed expectations
#complainvertising
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Don’t let others choose the ranking
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Exceeded expectations
WOW but not scalable !
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Don’t forget
The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions Marcel Corstjens INSEAD
It’s all about CONSISTENCY
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Why should you enforce SLAs ?
Because customer expectations are high
Because of the public nature of social media messages
Because your company must consider social media as a valid channel
Because you have the opportunity to do things the right way this time
Because customer service is the new marketing, and it will make a difference
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Ensuring service levels
1. De!ne SLAs for selected sources (Twitter, Facebook, etc.)
2. Anticipate volume
3. Plan resources
4. De!ne work"ows
5. Choose the right tool
6. Measure
7. Find improvement points
8. Survey customers
9. Make it better
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Introducing Dimelo SMCC
CELLPHONE
FORMS/EMAIL
In-App Chat
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SMCC Agent Interface
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SMCC Dashboard
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SMCC Service Level
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You can monitor and commit on Social Media SLAs NOW !
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Questions ?
