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Social Media Monitoring for Customer Service

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Customers are increasingly expecting to be able to solve customer service issues via social media. But why is customer service online important and how can it be implemented? www.brandwatch.com

To see the Brandwatch Customer Service Index on which this presentation's data is based, visit http://forms.brandwatch.com/customer-service-index-2012/

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Social Media Monitoring for Customer Service

  1. 1. Social Media Monitoring for Customer ServiceJuly 2012A BRANDWATCH PRESENTATIONam@brandwatch.com | Tel: +44 (0)1273 234 290
  2. 2. IntroductionBrandwatch has nearly 400 clients – a mixture of agency and direct customers – running morethan 30,000 continuous web searches across a vast range of topicsIt’s this exposure to a multitude of industries and the customer service obligations of each of ourclients that has helped us to further understand just how crucial this sphere is onlineFurther to this, Brandwatch recently analysed the views of online users towards the customerservice performance of large brands - published as the Customer Service Index 2012The message from this study was clear – brands are regularly perceived in a negative context bysocial media users in terms of customer serviceWhilst the reasons for this downbeat sentiment are vast, the situation remains and needs to bemanaged by large brands© 2012 Brandwatch | www.brandwatch.com 2
  3. 3. Why is monitoring customer service discussiononline important?Negative customer service experiences, in the wider context of our interaction with goods andservices providers, remain anomalous and therefore more worthy of comment by social mediausers than regular or even good practiceThe chart below covers the 40 brands shortlisted within the recent Brandwatch Customer ServiceIndex 2012:Brands that buck this trend stand out from the pack and appeal significantly to customers.A reputation for good customer service snowballs on online platforms at the same rate as acomplaint and is often cited as reason for choosing a brand© 2012 Brandwatch | www.brandwatch.com 3
  4. 4. Monitoring conversation in real time allows a brand toreact to customer service updates as they are posted• Customer service enquiries are frequently posted by social media users – monitoring these using an SMM tool means that responses can be given much sooner• Monitoring this content helps to quickly deal with difficult situations in the form of complaints (left) as well as encourage and escalate complimentary content posted by social media users (right)• Fast monitoring allows for responses to be sent to users by dedicated staff rather than a simple automated message acknowledging receipt of a tweet• Listening to social media conversation has taught us that users by far prefer good quality, personal responses over speed alone© 2012 Brandwatch | www.brandwatch.com 4
  5. 5. SMM also allows data to be analysed over time togain more insight to what works• Data can be categorised in a multitude of ways to ensure that specific areas of customer service can be reviewed and scrutinised. Rather than simply question the sentiment of brand conversation, we can ask questions such as: Why are complaints about our mobile phone division often negative on Facebook but not on Twitter?• Bespoke metrics and Key Performance Indicators (KPIs) can be used to give a snapshot of whether strategies are working over time• Data can be visualised using charts and other graphics to combine and contrast findings from various places• Sales or NPS data can be overlaid to identify the more tangible impact of good (or bad) customer service© 2012 Brandwatch | www.brandwatch.com 5
  6. 6. Social media strategies can be implemented to providegreat customer service before complaints are receivedAdidas uses similar approaches on both Twitter and Facebook. The brandengages with social media users proactively by segmenting output by sport,retail product and customer type to build a loyal community of fans© 2012 Brandwatch | www.brandwatch.com 6
  7. 7. Key findingsMonitoring social media activity improves a brand’s customer service output both on and offlineBy listening to both existing and potential customers, companies can design strategies thatimprove their reputation in the future as well as managing situations in real-timeSituations that create PR challenges in the short-term provide vital information about both how tomanage similar situations in the future as well as how to avoid them entirely© 2012 Brandwatch | www.brandwatch.com 7
  8. 8. CONTACTEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 8