Customer Service &
Social Media
Jeff Cranson
Communications Director
Michigan Department of Transportation
Our Mission
Providing the highest
quality integrated
transportation services
for economic benefit and
improved quality of life.
“The role of government is
to serve our citizens as
customers ---to make a
difference in their lives in a
positive way.”
Governor Snyder
‘Good Government in
Action’ Initiative
 Focus on a ‘Wildly
Important’ Goal
 Act on Lead Measures
 Create Compelling
Scoreboards
 Create A Cadence of
Accountability
Statewide Goal:
Improve Customer
Satisfaction to 80%
Transportation System
Operations:
A Platform for Customer
Service and Satisfaction
Goal: Limit User Delay Costs on
High Priority Corridors Statewide
Limit User Delay Costs



Winter Operations
Work Zone Management
Traffic Incident Management
Normal Speeds <2 hours

After Storm Huddles when
regain > 2 hours

Pre-storm communications with
contract agencies
 Field Detectors
 NAVTEQ
 Trucking Companies
 Crowdsourcing
Scoreboard
 Accountability
 Employee Engagement
 Cadence
Driving Customer Service
Through Communications




Winter Operations
Work Zone Impacts
Quick Clearance
Post Incident Review
Providing Customer Service
Through Social Media
•
•
•
Important traffic, safety &
construction information
Notification about news
releases, reports, public
events & public comment
periods
Links to informational
videos, photos & the MDOT
Web site
•
•
•
•
•
MDOT recognizes that social
media works both ways
Communication isn’t just onesided
Communications staff actively
monitors Facebook & Twitter
feeds for questions, complaints &
traffic news tips from the public
State of Michigan social media
policy is to respond to a public
question within 24 hours during
the work week
Of course traffic doesn’t stop on
the weekend, so MDOT staff
keeps tabs on social media feeds
during the weekends when at all
possible
Dealing with an angry
customer
• Opportunity to convert critics
•
•
•
into fans
Offer help, or at the very least
to listen
Even if you can’t solve their
current problem, show them
that you’re always there to
help
Be honest & helpful, not
confrontational
The Michigan Department of
Transportation
Social Media - Customer Service
Don’t leave customers hanging
• Sometimes you need to ask an expert to
help answer a question.
• Everyone’s busy, so getting that help may
not come quickly. Make sure to let the
customer know you’re working on it and
that they haven’t been forgotten.
The Michigan Department of
Transportation
Social Media - Customer Service
Example
A quick Facebook post about rest area maintenance
led to a question from a follower about why MDOT
doesn’t use that money to fix roads instead.
A.j. Bertin I just have to ask... why have so many of
Michigan's rest areas been demolished and rebuilt over
the last few years? Couldn't those funds have gone toward
improving more of the actual roads?
The Michigan Department of
Transportation
Social Media - Customer Service
Example
MDOT responded within an hour to acknowledge the
question. Communications staff drafted a response
and forwarded it to a department expert on rest areas
to make sure it was thorough and accurate.
Michigan Department of Transportation Working on a
response for you, A.j. Bertin. Thanks for the question!
The Michigan Department of
Transportation
Social Media - Customer Service
Example
As it turned out, the expert was away at a meeting and
could not respond immediately. MDOT made sure to
provide the Facebook follower an update the next
morning.
Michigan Department of Transportation Haven't
forgotten about your question, AJ. Verifying some
information we plan to pass along to you. 
-- Follower responded by liking MDOT’s post.
The Michigan Department of
Transportation
Social Media - Customer Service
Example
The rest area expert provided information to pass
along to the follower. Staff made sure to apologize for
the delay in the response.
Michigan Department of Transportation Sorry for the
time it took to give you the full response. We wanted to
make sure we included a thorough explanation of why rest
areas/Welcome Centers are so valuable, given the current
funding issue.
-- Follower responded by liking MDOT’s post.
The Michigan Department of
Transportation
Social Media - Customer Service
Example
A few hours later, the follower made sure to thank
MDOT for keeping our promise to respond to him.
A.j. Bertin Thank you for this thorough answer. I
appreciate you getting back to me! 
Example
Angry Detroit motorist stuck
in construction following a
concert.
@KINGVERN:
@MichiganDOT I hate you for
this traffic on 75 after the Kevin
Heart show. Down to two lanes...
EFF YOU!!
Example
Angry Detroit motorist stuck
in construction following a
concert.
@KINGVERN:
@MichiganDOT y'all need to
get your @$!$ together
Example
Angry Detroit motorist stuck
in construction following a
concert.
@MichiganDOT:
@KINGVERN Sorry for the
inconvenience, Vern. Which
area of I-75 was that? I can
explain the work with that info.
Thanks!
Example
Angry Detroit motorist stuck
in construction following a
concert.
@KINGVERN:
@MichiganDOT it was Saturday
night between The palace of
auburn hills and Crooks road.
What happened? Thanks for the
response.
Example
Angry Detroit motorist stuck in
construction following a
concert.
@KINGVERN:
I cant belIeve @MichiganDOT
responded to my angry tweet
lol. #humbled
Example
Angry Detroit motorist stuck in
construction following a
concert.
@MichiganDOT:
@KINGVERN Found it maintenance work. Hard to do
that kind of work during work
week, so wkend only option.
Sorry again for the delays.
Example
Angry Detroit motorist stuck in
construction following a
concert.
@KINGVERN:
@MichiganDOT thank you
Example
Recap
•
Angry motorist called out MDOT
by name
•
MDOT responded with offer to
help explain the delay
•
Motorist surprised MDOT
responded
•
Motorist attitude changed from
anger to appreciative
Summary
•
•
•
•
•
Monitor social media channels
Meet issues head-on
People want to be heard
Stay positive, don’t be
confrontational
Opportunity to convert critics
to fans
MDOT Social
Media Sites
Twitter
@MichiganDOT
@MDOT_MetroDet
@MDOT_West
@MDOT_Southwest
@MDOT_Bay
@MDOT_Lansing
@MDOT_A2
@MDOT_Traverse
@MDOT_UP@MDOT_Rail
Facebook
www.facebook.com/MichiganDOT
YouTube
www.youtube.com/MichiganDOT
Instagram
www.instagram.com/mdotpicoftheday
Questions?
Customer Service is Important
Please take our customer survey:
https://www.research.net/s/ZKC9H99
31