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How Carillion has started to use social media to directly engage with its customers
27 July 2011
20,000 email
5,000
2,000
10,000 texts
calls
whitemail
Neutral = Thanks for the feedback, Ill pass it to the right person Active = Thanks for the feedback, sorry we failed, well use this to get better Robust = Thanks for the feedback, sorry we have failed, I will sort this for you, give me your details in a PM
How do we handle arguments and untruths, and protect our team? What are other people doing? We didnt engage with these five organisations, but we closely evaluated their facebook sites
Key Tactics Owned by the Customer Service Team Led from the Director initially to help convince our doubters Adopt a proactive robust approach to issues Informal but professional language: different from a complaint letter
The Three Golden Rules Customers who use facebook should receive the same service standard Criticism of named people is deleted with an apology and an explanation, and a request that Private Messages are used instead Criticism of our client or other stakeholders is not allowed as they have no right of reply
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Growth in membership was straight line for the first few thousand
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Our resourcing quotient is about 0.25 FTE for every 1,000 members
But some compliments are very backhanded But about 99% are true
Facebook will be eclipsed at some point, but we are on the road now
If you dont get into social media, your customers will (are) anyway Getting involved opens a whole new world of pain & pleasure Youll get a wealth of valuable feedback, actions and ideas Youll get credit from customers for doing it, even the unhappy ones Losing control can be really good