Martha roberts royal_mail_speakeasy_presentation
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Meeting customer social expectations Social Speakeasy Q&A with Martha Roberts, Head of Service Communications at Royal Mail Group
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Martha Roberts, Head of Customer Service Communication at Royal Mail discusses setting up a social team and managing Royal Mail’s social reputation. What’s more, she has some firm opinions on joining up service and marketing to give customers what they want through social service.
Transcript of Martha roberts royal_mail_speakeasy_presentation
Meeting customer social expectations
Social Speakeasy
Q&A with Martha Roberts, Head of Service Communications at Royal Mail Group
Martha RobertsHead of Service Communications at Royal Mail Group discusses social customer service at our May Speakeasy.
It was a chance to ask questions, and discover the secrets, successes and challenges faced by this iconic brand. And how social can motivate and overcome traditional silos.
Take a seat and enjoy Martha’s presentation…
Social Service @RoyalMail
Martha Roberts
Head of Service Communications
Royal Mail
May 2014
A little bit about a big organisation
• Huge, recognisable UK brand with nationwide responsibility
• A changing marketplace
Fewer letters posted
Huge parcel growth
Changes in regulation
Recent privatisation
• Powered by 150k people
• Support for customers more important than ever
An average year…
1.3 million conversations with Business Customers6 million calls with Consumers
500k emails230k twitter interactions (public and DM)15k web chats
7m letters to support modernisation activity7m proactive information/support (non-marketing) emails
Supporting Customers at Royal Mail
Section oneWhy use social media?
• To better what your customers think about your brand– individually and collectively
• Be alert to (and meet) emerging customer needs
• What’s the alternative – the conversations will still happen without you!
• It doesn’t have to be difficult or costly…
What customers want…
Hi – can you help me find out when I’ll be receiving my
parcel?
Can I send a parcel overseas (Europe) using first class
stamps and if so, how many do I need?
@royalmail #fail royal mail special delivery guaranteed before 1pm has not arrived.
What did I pay extra for?
@RoyalMail moaned about a redirection fail on Friday. Quick response and now resolved #creditwhereitsdue
Be humans, who connect
We’ve performed a full-twisting straight back somersault and
landed in the office. Drop us a tweet. #London2012
If you’ve got a problem, YO we’ll solve it! Check out the site
whilst Royal Mail resolves it. Tweet….tweet…baby!
In a bit of a 'pickle' with your postal Q's? Don't worry, we're
#HereUntil6pm to lend a 'ham' wherever we can #BritishSandwichWeek
@RoyalMail I flippin love your comedy sign on/offs every day – keep it up :-)
Connect with others…
@NandosUK We've sent a replacement voucher, hopefully this one gets to you! As an apology we think @RoyalMailshould draw you a chicken!
The @RoyalMail @Tesco accounts just combined for a Pokemon duet. All other corporate twitter accounts must now be closed ;)
@BBCNews @RoyalMail This is why Royal Mail Posties are the Best!
#weloveposties
And THIS is why I love the @RoyalMail! Royal Mail
worker leaves note about escaped chicken
#unexpected
@RoyalMail well done for bringing a bit of humanity
to the job!
We’re where you are…
Our village postie delivering the mail despite the flooding!
#wiltshire #floods
massive congrats to @royalmail and @amazon. Parcels still arriving in the arctic conditions :)
When does your organisation shine?
@RoyalMail country is in the grip of collective madness - crowds gathering in Sheffield to watch a postbox being painted.
@RoyalMail Posty brought Olympic tickets. So excited I locked myself out.. He let me use his phone to call Mum. Great service L18!
#1 social service in our busiest week
Join us at the next Social Speakeasy
Just ping us at:
