Best Supporting Role: Social Care takes Center Stage

Oct 16 • Business, Social Media • 2453 Views

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Social care is an extension of and essential to the success of your 2014 social media strategy. Session 2 on October 16, 2014 at Spredfast Summit features two panelists and their unique experiences showing how sensational customer care can leave a lasting impression on customer relationships. Here is what we learned from each expert:

 

Dan Moriarty – Director of Digital, Hyatt

The thing that makes Hyatt different than other hotel companies is the emotional connections it makes with guests. Staff does not simply serve guests, but cares for them.

 

It’s not all about social media; it’s about being a more social business. Hyatt’s global contact centers’ Control Rooms are in Omaha, Germany, Australia and China, and they allow staff to respond to customers all over the world, 24/7.

 

Hyatt goes as far as delivering poolside drinks to guests who Tweet them each day.

 

Hyatt Tweets 6x more often than hotel competitors, despite being ¼ of the size of Marriot, Hilton, etc.

 

5 Things I wish I’d known before we started social care:

  • Nothing matters more than the people behind social care. Customer service and social experience make for the best community managers.
  • You need to invest in new methods of training those people. Training had to adapt to reflect the realities of social.
  • Picking the right technology partner is absolutely crucial.
  • Connection & Education with operations team makes or breaks the effort.
  • There’s no such thing as a beta test in social care – there’s no going back.

 

The coolest thing is: There’s no argument about ROI around social care. Net Promoter Scores have increased directly as a result of social care.

 

Dan Gingiss – Director of Digital Customer Experience and Social Media at Discover

Discover’s Approach to Social Care

  • Service the customer in their channel of choice — Nobody Tweets a brand so they can be called or emailed in return.
  • Respond to everything: praise, questions and complaints.
  • First Tweet resolution: answer the customer quickly and effectively.
  • Allow reps to showcase their individual personalities. Reps sign their own names, and personalities humanize the Discover brand.
  • Social is the only channel where Discover’s award-winning customer service can be experienced publicly.

 

If you aren’t good at customer service, social media will kill you.

 

Social care starts with a culture of customer service. The voice of the customer defines the service expectations. Discover has a culture of customer service, and thus has been able to integrate social care relatively easily.

 

Measurement:

  • Creation-Closed Response Time
  • Competitive Response Time – currently at 19 minutes
  • Service Volume
  • Rep-level statistics: AHT (average handle time)
  • Total VOC (wall posts, comments, @mentions, retweets, private messages)

 

Discover only uses one Twitter handle for customer service, so customers can easily find it (@Discover).

 

Discover responds to customer issues with a personalized link that is active for 24 hours, which leads to a private chat where their account security can be validated and the problem can get solved. Social care team members are completely integrated with email and chat, so it becomes a relatively seamless process to quickly resolve issues.

 

Discover ranked highest in Customer Satisfaction with Credit Card Companies in a tie with American Express by J.D. Power and Associates in 2014.

 

Splash Media’s team is covering #SFSummit 2014 in Austin, Texas. For more information on the event, follow Spredfast on Twitter. Rob Howe, Splash Media’s Associate Director of Strategy, is on site in Austin, Tweet him here.

 

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This post is sponsored by Splash Media

 

 

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