A quick guide for brands, shopping centres and retailers in using social media as a customer services tool. Brought to you by www.theretailroom.co.uk.

2. If you have branded social media
accounts, people WILL use them as
a customer services touch-point.

3. Social Media doesn’t leave you listening to hold
music for half an hour or cost you a fortune
ringing ‘08’ numbers from your mobile.

4. Have a Social Media
team and a separate
Customer Services
team?
NEVER THE TWAIN
SHALL MEET!
This approach is not going to
cut it in 2014!

5. Social Media is not only available 24/7,
it’s a public forum. Anyone who wants to
can see what your customers are saying
about you – even when you’re not
around to see it too!

6. Using social as a
customer touch
point is a huge
opportunity.
It’s a great
way to help
you stand
out from the
competition.
20-40%
more
average
spend for
customers
who
engage
with a
brand
online.

8. Decide if a separate dedicated
customer service account needed…
Managed by trained Customer
Services staff.

9. If not, ensure your Social Media team receive
training in Customer Services and have a firm
policy in place so handling is consistent and
procedure is known by all.

10. Have a crisis plan in place
(just in case)
Speak to a reputable PR agency about
crisis comms.

11. Organise a rota for
monitoring social
accounts outside of
normal office hours.
No need for all-night
shifts though! 60% of consumer
tweets mentioning
brands are posted
outside of office hours.

12. • 53% of people talking to
brands on social media
expect a response within
60 minutes.
• 72% expect a response
within the same timeframe
when they make a
complaint.
• Even if you can’t resolve
immediately, let them
know you’re on the case.

13. • 70% of brand complaint tweets are not responded to.
Customers see that as being ignored.
• 30% of brand mentions on Twitter don’t include the @ –
monitor these too.
• 9% of brand mentions are directed at the brand – the rest
are conversations about them, but often no reason why
brands can’t join in.

14. 1. Parent posts on
shopping centre
Facebook account about
missing Lion toy.
2. Centre sends
announcement to staff,
retailers and prints
posters to alert shoppers
to look out for lost toy.
3. Centre “adopts” real lion
at a local zoo and gives
family free tickets to see
him in the meantime.

15. 76% of those who experience positive
social care are likely to recommend that
brand to others.
1) Guest checks into chain hotel in Canada. Finds mouldy meal leftovers
in mini-fridge.
2) Complains to hotel’s Twitter account on way out for a meal.
3) During meal, hotel responds, apologises and offers free breakfast to
compensate.
4) On return to room, fridge cleaned and complimentary wine and
handwritten note left.
5) Guest was so impressed with response that they shared story online
and now always stay at this chain hotel in any city they visit. Considers
himself a “customer for life”.
Story source

16. @theretailroom
theretailroom
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hello@theretailroom.co.uk
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