Responding effectively how to use social media in handling complaints

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PowerPoint PresentationResponding Effectively: How to Use Social Media in Handling ComplaintsSocial 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.1 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 complaintsCustomers are turning to social media to air their complaints with increasing frequency. With other customers watching how online complaints are handled it is vital for firms to have a clear strategy to responding online. This session will explore strategies for dealing with social media complaints and how to create the best customer journey online. This session well be covering: 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 complaintsTalk about my experience of wildly different stages along the social journey from still reviewing to having years of experience and leading innovation in their field. Its also the case that the biggest obstacle isnt understanding what it is to do, but to get buy in from within the company. Cultural changes, resistance, lack of priority.2Deutsche Post DHL Three Key PillarsThe 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 interaction with our customers.It delivers millions of packages a day and handles more than 1 million customer contacts per hour. keeping tabs on what is being said about the brand on social media, and how its employees interact with customers on social media platforms, is a major challenge. Yet, meeting this challenge is growing in importance because, when things go wrong, customers are increasingly likely to resort to social media to vent their frustration.. DHLhas opted for a hub and spoke approach, with a social media team based at company headquarters in Bonn, Germany whose purpose is to support, advise and instill best practice in international business units and relevant business functions, such as marketing and customer service.3Integration: RiskBrand & ReputationInformation Security Legal & RegulatoryBrand and Reputation Risk: Social media does not exist in a Silo, it should be amplifying what youre already doing. Transparency and authenticity are key. All firms go through a cultural shift when becoming social, internal communications and collaborations are a natural part of this process, build this into your strategy to minimise risk.Not being on social doesnt mitigate your risks. Just have to remember NatWest a couple of years ago when their software went down.Legal & Regulatory Risk your social media policy, training, implementation and tools are all key in managing these risks. Most importantly firms who are unable to have an involved and proactive relationship with their compliance department struggle to make any impact with their social media.Information Security RiskInformation security risk covers unintended leaks of sensitive data, due to account hijacking and subsequent misuse4Integration: RiskBrand & ReputationThe 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. 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. 5Integration: RiskLegal & RegulatoryAudit trails to keep track:When every post came inWho actioned itWhat they saidWhen they said itWhy they said itAudit trails to keep track of when every post came in, who actioned it, what they said, when they said it, and why they said it will be absolutely essential should the FCA come knocking.6Integration: RiskInformation Security back endEnterprises must have security features in place to make sure everything runs according to plan. Passwords are up to dateAgents are logged out after inactivityIP addresses are locked to specific locationsEnterprises must have security features in place to make sure everything runs according to plan. Having the security infrastructure on the backend to ensure passwords are up to date, agents are logged out after inactivity, and IP addresses are locked to specific locations are a start.7Integration: RiskInformation Security front endThe front end workflow to make sure messaging is correct and customers' personal details aren't shared is also essential. The front end workflow to make sure messaging is correct and customers' personal details aren't shared is also essential. That can be through an approval system, or an alert system whenever customers post something that they shouldn't.8Integration: Social Maturity of your BusinessSocial Advocate Social Teams Social Business Social EnterpriseIt needs the buy in from not just customer service, but marketing, compliance, legal, HR and especially the C- Suite.1. Social Advocate a lone voice in the company determined to bring social media into their depatrment, usually marketing or PR. The social advocate can only do so much2. Social Teams as more individuals support the social advocate a social team emerges, typically they are departmentally focused and often emerge is silos.3. Social Business once your social teams have spread so you have a number of teams operating in separate departments youre on your way to becoming a social business4. Social Enterprise operating across cultures, good governing policy for your social engagement that empowers your teams to engage directly with your audience, clients, prospects alike. Collaboration across the departments and social media and digital are infused across the board. 9We 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 companys biggest challenges now is to turn KLM into a social business, says Van Dijk.We dont have all the answers, so its very important that our colleagues are also involved.April 2010 volcanic ash cloud also had their baptism of fire when flights were affected for 6 days. KLM did not revert to its previous social media presence, which had mainly centered around basic conversations and early social marketing activities. KLM now has a social media hub of over 50 people dedicated to delivering a valuable social experience via Twitter, Facebook and blogs, operating 24/7. Their aim is to respond to all relevant queries within one hour and find a solution where necessary within 24 hours although average response and resolution times are actually much faster.So the best response is to track conversations as closely as possible and be present on the relevant platforms to provide the necessary responses as quickly and transparently as possible.10Establishing the right tone and staying consistentNo one wants to be talked to like a press release, or God forbid like a lawyer. Everybodys heard the phrase, We regret any inconvenience you may have experienced. But who talks like that? People actually say, Im sorry about that. Let me see what I can do. And thats how our representatives on the Ford Service Twitter handle interact with people to provide good customer service.11Examples of best practice in different forms of social media29/12/12 29/12/13 received over 31,000 Facebook messages, up by 171% compared tothe previous year.Filter and PrioritiseBarclaycard was one of the first credit card issuer to establish a social media presence in 2009. As an early adopter, the volume of customer service issues Barclaycard received were minimal, all of which could be handled by the PR and Marketing Team. Barclaycard now has a team of 30 agents who specifically handle all social customer service issues.Having the ability to view the complete conversation history with a customer is vital for Barclaycard. 12Examples of best practice in different forms of social mediaPoint out the extra follow up to say thank you, notice each tweet is initialled. Sometimes its a call, sometimes its a DM always an @mentionNot only is Barclaycard able to process the incoming messages more efficiently, Barclaycard can also see whether the conversation has been picked up by another agent. Internal notes can also be left on assigned messages to better explain individual customer issues. Full visibility of customer messages means conversations are more fluid, and Barclaycard is able to provide a more personal service - going above and beyond what is expected on social media.13Examples of best practice in different forms of social mediaDefine what a complaint isGrade different complaint types by urgencyDefine what response and process to followDefine who should respondDraft template responsesDecide on your desired response times/SLAsWorkflows: routing conversations can drastically impact efficiency. Automatically directing content can allow social to be leveraged like any other customer service channel, meaning the appropriate experts can handle the content they specialise in. Some prioritisation in effect can ensure that only the most important posts are dealt with first, and the rest can wait for later.The front end workflow to make sure messaging is correct and customers' personal details aren't shared is also essential. That can be through an approval system, or an alert system whenever customers post something that they shouldn't.Alongside the social media team, AIB has a social customer support team that is responsible for direct inbound customer service queries.Regardless of channel, response time is a key driver of customer satisfaction, with first response time particularly important over social. Brands performing highly in social customer service respond to customer enquires within an hour.14Effective approaches to measuring social media complaintsRemember: to track conversations as closely as possible and be present on the relevant platforms to provide the necessary responses as quickly and transparently as possible.Reporting, both historically and in real time: keeping an eye on themes as they happen can help management resource appropriately. Perhaps more importantly, looking at previous trends can help managers get ahead of the curve in terms of staffing and expertise.15Effective approaches to measuring social media complaints16Effective approaches to measuring social media complaints17Effective approaches to measuring social media complaints18 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 complaintsResponding Effectively: How to Use Social Media in Handling ComplaintsCustomers are turning to social media to air their complaints with increasing frequency. With other customers watching how online complaints are handled it is vital for firms to have a clear strategy to responding online. This session will explore strategies for dealing with social media complaints and how to create the best customer journey online. This session well be covering: 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 complaintsTalk about my experience of wildly different stages along the social journey from still reviewing to having years of experience and leading innovation in their field. Its also the case that the biggest obstacle isnt understanding what it is to do, but to get buy in from within the company. Cultural changes, resistance, lack of priority.19To get your copy of this presentation and learn about the best tools you can useText 61211 with fsmuk infoline your@emailTweet me @BridgetFSMEmail bridget@financial-socialmedia.co.uk20