Response Guidelines for Social Customer Service Staff

1. ENERGISE2-0.COM
Best Practice Social
Customer Service
Response Guidelines
Dr Jim Hamill
jim.hamill@energise2-0.com
www.twitter.com/drjimhamill
www.energise2-0.com
23/09/13

2. ENERGISE2-0.COM
Response Guidelines for Social
Customer Service Staff

3. ENERGISE2-0.COM
Response Guidelines
• Response guidelines presented in the following areas:
– Be Human
– Proactively Promote the Channel
– Pre-empt and Plan Ahead
– Set the Tone
– Prioritise
– Set Boundaries
– When to Take Off Channel
– Close the Loop
– Crisis Periods

4. ENERGISE2-0.COM
Be Human
• Identify yourself at login and periodically through your
session; use ^XX (for initials ) when posting
• Be personal but don’t take it personally
• Keep it cool and avoid fights, especially with trolls
• Avoid formal, corporate language
• Follow guidelines but there is no formal script to follow
• Demonstrate your commitment to customer service
• Be honest and transparent at all times

5. ENERGISE2-0.COM
Proactively Promote the Channel
• Proactively promote the channel for customer service
• State how comments, complaints and enquiries will be
handled
• Always respond directly
• Only signpost when appropriate (see later)

6. ENERGISE2-0.COM
Notify and Plan Ahead
• Plan ahead
• Pre-emptively notify potential disruptions as soon as possible
• Provide ‘heads-up’ on other possible issues
• Cross promote across channels if appropriate
• Use clear categories e.g. NEW, CLEAR,INFO

7. ENERGISE2-0.COM
Set the Tone
• Proactively set the tone
• Pleasant and positive
• Acknowledge the issues, don’t deny
• Apologise when appropriate to do so
• State you have investigated and express regret for poor
service
• Mention the steps being taken to avoid re-occurrence
• Avoid formal language/ ‘corporate speak’
• Don’t get angry and avoid gaffs at all costs
• Express thanks for positive comments

8. ENERGISE2-0.COM
Prioritise
• A speedy response is required to most comments/complaints
• But it is also important to prioritise the speed of response
depending on the importance of the comment and likely
impact on brand reputation
• Some comments do not merit a response e.g. most rants

9. ENERGISE2-0.COM
Set Boundaries
• Do not respond to comments using foul or abusive language
• Periodic posts to remind customers of acceptable use policies
and that posts using foul or abusive language will not be
answered
• Remind people, when appropriate, that you are trying to help
them – this will often bring an apology and a more positive
tone

10. ENERGISE2-0.COM
When to Take Off Channel
• Connected customers expect their ‘socialised’ questions to be
answered using the same social channel
• Signposting to other sources of help should be kept to an
absolute minimum and only when necessary to do so e.g.
refunds
• Twitter DM and FB Messaging can be used for private
conversations when necessary

11. ENERGISE2-0.COM
Close the Loop
• It is critical to take ownership of the customer’s problem and
provide a solution or acceptable response
• Even when referring the customer to other sources of
support, it is critical to ensure that this generates prompt
action

12. ENERGISE2-0.COM
Crisis Periods
• Special Guidelines should be developed covering potential
crisis periods

13. Suggested Worksheets for Developing an
agreed Social Customer Service Response
Policy
These can be used as part of Staff Training
based on accepted ‘best practice’

14. Worksheet for Response Guidelines
Comment Category: Topic X
Subject Typical Comment Suggested Response Additional
Comments
Notes: e.g. differences between FB and Twitter

15. Worksheet for Response Guidelines
Comment Category: Topic Y
Subject Typical Comment Suggested Response Additional
Comments
Notes: e.g. differences between FB and Twitter

16. Questions / Discussion
Next Steps

17. Thank You