The Evolving State of
Social Media as a
Customer Service
Platform
presented by:
@ZachGerber614
Overview
•  About me
•  Geben Communication overview
•  The evolution of the customer service model
•  Social listening to earn brand advocates
About Me
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Geben Communication
@ZachGerber614
Geben’sHouseRules
Social Clients
Social Clients
“Our expectation is to respond to
tweets within 10 minutes. From the
onset of the relationship, we work
closely with our clients to build trust and
clarify what needs approval and what
doesn’t,” says Heather Whaling,
President at Geben Communication,
Geben manages social media for a
wide range of brands, from FORTUNE
100 retailers and a large education
publisher, to a marathon, transit
authority, and local restaurants. “Our
approach enables us to respond
quicker and to build better relationships
with customers on the brand’s behalf.”
The Evolution of Customer Service
@ZachGerber614
The Evolution of Customer Service
Injustafewyearswewentfromcallinginallofourissues,
complaints,andpraises.WequicklytransiAonedintolivedigital
assistantsthatcanbeaccessed24/7.
But that wasn’t enough….
The Evolution of Customer Service
67%
ofconsumershaveusedacompany’s
socialmediaforcustomerservice
-J.D.Power
…when they do, they expect a
response within 60 minutes.
-Jae Baer
Social Listening to Earn Brand
Advocates
@ZachGerber614
Case Study: Understanding Your Audience
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•
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Supportive
Positive
Willing to help
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Community
Attributes
Case Study: Timeliness and Voice
Case Study: Managing Negativity
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@Cota_Cares
•
•
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Isolate customer service issues
Reduce tweet volume for primary
account
Operated and managed by COTA
customer service team
Surprise and Delight
@ZachGerber614
Case Studies
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Hyatt has been quick to jump into this trend and
understand the emerging needs of our modern
consumers:
•
A guest Instagrammed (tagging the hotel)
that he was on a business trip and unable to
be there for the birth of his child.
•
Within 20 minutes, the hotel had a “father-tobe-kit” at the guest’s room that included 4
craft beers, 4 different types of bacon, an ondemand movie voucher and a hand-written
congratulatory note.
Case
Conclusion
Studies
Social media is going to continue to become a
power player in the world of customer service.
When using social media as a platform for customer service:
•
Earn brand advocates through understanding a brand’s voice
and being authentic in your responses
•
Be timely in your responses (over 30 minutes and you’ve lost your
sweet audience)
•
Whenever possible, offer your customers the unexpected.
Surprise and delights can quickly earn brand advocates.
Case
Conclusion
Studies
Q &A