1. ARDA World 2012, Annual Convention
The New Customer Service
PANEL MEMBERS
Brooke Doucha, Holiday Inn Club Vacations
Lisa Burby, Wyndham Vacation Ownership
Brad Pennington, RCI
Sharon Freed, Interval International

2. ARDA World 2012, Annual Convention
Lisa Burby
I lead a team of comms pros who handle strategic
initiatives for our assoc., owner, PR, community
relations + social media constituencies.
Brad Pennington
I’m the “Social Media Guy,” handling all aspects
of online mktg + operations for
@RCI_Timeshare, including email, #socialmedia
+ mobile.
Sharon Freed
I have a multi-channel focus, overseeing the
strategic design/deployment of
mktg, comms, product dev.
Members <3 our "Community" forum.

3. ARDA World 2012, Annual Convention
Today’s Session
- Know the landscape
- Discover tools
- Listen up!
- Uncover metrics

4. ARDA World 2012, Annual Convention
Know the Landscape

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Today’s Customer
- Empowered
- Influential
- Marketers
- Advocates
- Active“neutral” contributors
- Saboteurs
- Social… at least online

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Customer Service – The New Landscape
Today, 43%
Say companies should use
social media to solve
customer issues
By 2013, 75%
US companies expect to
use social media for
customer service

7. ARDA World 2012, Annual Convention
Opportunities we can’t ignore
78% of travel booking sites listed
social media as a top 8 source of
referral traffic
90% of all travel site users visit
social media pages after they post
a review
2 out of 3 consumers admit being
influenced by traveler-generated
ratings

8. ARDA World 2012, Annual Convention
Travel talk online
TripAdvisor
Out of 70% travel originating online, 30% travelers visit
TripAdvisor before booking
TPIs
103,000+ reviews across
Expedia, Hotels.com, Travelocity, Booking.com

9. ARDA World 2012, Annual Convention
Hello. Is there anybody out there?
Over 58% of tweeters who have
tweeted about a bad experience
have never received a response
from the offending company
55% of consumers expect a
response the same day to an
online complaint – yet only
29% receive one

10. ARDA World 2012, Annual Convention
Discover Tools

11. ARDA World 2012, Annual Convention
Build a virtual toolbox

12. ARDA World 2012, Annual Convention
Listen up!

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Listen up to the social chatter
- Learn frequency of mentions
- Discover opportunities
- Understand trending topics

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Understand trending topics and
transfer feedback into action

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Best practices for engagement
- Don’t allow any one team
to own social media
- Do respond with empathy,
but defend your brand
- Don’t feed the trolls
- Don’t panic

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+

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18. ARDA World 2012, Annual Convention
Uncover Metrics

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Metrics
Examples of common metrics:
Number of mentions
Sentiment of mentions
Number of customer service recoveries
Overall comparison within your competitive set
Web traffic / page views

20. ARDA World 2012, Annual Convention
Drive brand LOVE
Know today’s customer + give them servicing
options
Consider creating a new servicing “toolbox”
Listen to what customers are saying online
When you engage, remember our 4 tips
Use metrics to show improvements

21. ARDA World 2012, Annual Convention
Customer service
has a place in your social media toolbox

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23. ARDA World 2012, Annual Convention
Thank You!
• Please fill out the evaluation form and return
it in the back of the room.
• Download presentations on the mobile app at
http://m.myiwf.com/arda or on our website
at www.arda.org/conv12/handouts