Best Customer Experience is a must for any e-tailer or any competitive B2C business. Social Media can play a great role there apart from just entertaining consumers.
5. All these would be CRAP
for an e-tailer
If he did not REALLY listen to his customer..
6. We realized that our FanPage was flooded by messages
No 1 Retailer Fan page in Inquiries
should not have been a Surprise
Fans used the WALL to express
16-24 Audience,
themselves publicly (Questions, Complaints etc)
The Chatting Generation
fanpage is active, so creates
expectation for response various products from Mobile,
Telco till Books and Events
7. Users ASK / SHOUT anywhere they can contact you
8. Fan BIG Growth Opened a BIG interaction channel, BUT
Tough internal
monitoring and Inquiries delegation
60% of Inquiries
were repeated
Facebook Restrictions, when
user asked again you were not notified
9. NOT an Easy Case to deal with
“ Can I quit Today?”
Public Social Community Manager
10. STEP 1: Quick Response to Customer became Top Priority
Average Response time per post reached
~4 hours LESS than key competitor
Source: Greece Data, SocialBakers.com
13. Public forum
Key Benefits for the User
Better Speed of Answer is Provided (Ticketing Integration)
More & Easier Notifications are there
User Has Archive of his Questions
Ability to Search prior to Asking
Remains in Facebook- commenting style
SEO / Google Friendly
16. My Recommendations
Do never forget the hygiene.
This is Called Customer Service
Adjust Social Media to your Needs not the opposite
If you are a customer contact intensive
company, take execution in house
17. Thank You
Nikos Varvadoukas
Group Digital Marketing Manager @Public, Multirama, Getitnow.gr