In the new world order created by social media, the tradition of solving customer service problems quietly, behind the scenes, is gone. Today, unhappy customers vent their frustration with words, images and even videos. Understanding and deploying social media efforts can bail you out when a crisis comes along. The key is knowing which platforms are most effective for delivering your company's unique message. This panel aims to help advisors understand the “rules” – or etiquette – of managing complaints (and praise) expressed in open social forums. The objective in this free-for-all isn’t to win arguments; it’s to establish trust and respect – and survive in business for another day.

1. Social Channels:
The New Customer Service
Venue
Marisa Peacock
LTX International
#LTX13

2. Every 24 Hours
on Social Media:
over 350 million photos are uploaded on
Facebook
more than 2 billion search queries are
performed on Twitter
432,000 Vine videos are shared on Twitter
www.strategicpeacock.com #LTX13
source: Saxum: Social Media in a Day, 28 Jun 2013

3. Who Travels?
0
17.5
35
52.5
70
Gen Y Gen X Boomers Seniors
%
Leisure Business
www.strategicpeacock.com #LTX13
source: US Travel Association, March 2013

4. Who Uses Social Media?
0
22.5
45
67.5
90
Gen Y Gen X Boomers Seniors
%
www.strategicpeacock.com #LTX13
source: Pew Internet & American Life Project, August 2013

5. Reasons for Using
Social Media
14% of all adults
social media
users say that
connecting
around a hobby
or interest is a
major reason
they use social
media.
0
4.5
9
13.5
18
18-29 30-49 50-64
%
www.strategicpeacock.com #LTX13
source: Pew Internet & American Life Project, 2011

6. Reasons for Following
Brands on Social Media
70% of Facebook users choose to like a brand
because they want to gain from the special
offers and discounts that are exclusively
offered to fans and Facebook users.
94% of Twitter users choose to follow a brand
because they want to benefit from discounts
and promos
www.strategicpeacock.com #LTX13

7. Why Follow Travel
Brands on Social Media?
0 15 30 45 60
Coupons/Discounts
Sales Announcements
Loyal Customer
Makes Me Feel Connected With Others
www.strategicpeacock.com #LTX13
source: eMarketer, 2011

8. What Does Social
Media Have to Do
With Customer
Service?
www.strategicpeacock.com #LTX13

9. Social Media is Where
People Go to Complain...
#LTX13

10. Social Media is Where
People Go to Praise...
#LTX13

11. Social Media is Where People
Go to Ask Questions...
#LTX13

12. Customer Service
Doesn’t Begin with a
Purchase...
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13. The Customer Journey
image courtesy of McKinsey
www.strategicpeacock.com

14. Initial Consideration
What is it?
The consumer considers an initial set of brands
based on brand perceptions and exposure to
recent touch points.
How can social media help?
Brands can user social media by getting in front
of consumers’ minds across multiple platforms.
www.strategicpeacock.com #LTX13

15. Active Evaluation
What is it?
Consumers add or subtract brands as they evaluate
what they want.
How can social media help?
Reviews and recommendations from friends and
family play an integral part of the customer decision
making process. Brands can build up their presence
and appeal among their target audience by engaging
with influencers.
www.strategicpeacock.com #LTX13

16. Moment of Purchase
What is it?
The moment when a customer makes a purchase
based on the information gathered during the first
two stages.
How can social media help?
During this time, if customers experience any
issues completing purchase, they may turn to social
media for help. Responding quickly ensures that
they don’t abandon the purchase all together.
www.strategicpeacock.com #LTX13

17. Post-Purchase Experience
What is it?
After purchasing a product or service the
consumer builds expectations based on experience
to inform the next decision journey.
How can social media help?
Consumers will boast or complain about their
customer experience. Brands must be able to
respond to both positive and negative comments
in timely manner.
www.strategicpeacock.com #LTX13

18. Loyalty Loop
What is it?
This is where a consumer moves from making a one-
off purchase to developing loyalty with a brand.
How social media can help?
Consumers can influence marketing and opinions
about brands. Brands can recognize repeat
customers, offer special rewards and tailor messages
accordingly.
www.strategicpeacock.com #LTX13

19. Best Practices
www.strategicpeacock.com #LTX13

20. Define & Develop
Internal Processes
•How many staff will be monitoring social
media?
•Is there an easy, seamless way for call center
agents & online community managers to share
information?
•How will social media customer trends be
reported to sales & marketing?
www.strategicpeacock.com #LTX13

21. Create a Communications
Strategy
What will you do when someone complains
about a bad experience?
What will you do when someone boasts about
a great experience?
How long will you take to reply to a customer
inquiry?
www.strategicpeacock.com #LTX13

22. Customer Service
Etiquette for Social Media
Be polite.
Know when to take the conversation offline.
Ask for personal info in private.
Find your brand’s voice.
www.strategicpeacock.com #LTX13

23. Remember:
Social Media Doesn’t
Make You Good at
Customer Service...
#LTX13www.strategicpeacock.com

24. Good Customer
Service Can Make
Your Social Media
Better.
#LTX13www.strategicpeacock.com

25. Questions?
marisa@strategicpeacock.com
@marisacp51
www.strategicpeacock.com #LTX13