Quick thinking in online customer service - Community behaviour matrix

| Community behaviour matrix

Quick thinking in online customer service Community behaviour matrix

Clive Andrews - NixonMcInnes


Online customer service

I don’t know why I bother with you lot!

You’re a useless waste of space. Get another job!

I hate you more that you can imagine. Go to hell.

Hi guys! Did you see the football last night?

Remember me? Want to hear another joke?

What’s the weather like where you are?

Good job on the new product. I like the extra features.

When are you holding another big event like the last one?

I’ve just got the new version. Nice! How do I set it up?

Really disappointed with the late service.

Your prices seem way too high. Don’t think I’ll be using you.

I phoned 3 weeks ago and haven’t heard back!

How do we quickly prioritise all these different conversations?


Two things to consider…

1. Consider the SENTIMENT of a person’s conversation

•  Is it POSITIVE or NEGATIVE? •  Does this person seem to like

or dislike your brand or organisation?

2. Consider the level of CONSTRUCTIVENESS around a person’s BEHAVIOUR

•  Is the conversation CONSTRUCTIVE or UNCONSTRUCTIVE?

•  Does this conversation invite input, is it helpful, is it relevant or interesting? Or is it none of these things?


Community behaviour matrix

•  Use SENTIMENT and BEHAVIOUR to locate conversations on this grid

•  Let the categories guide your management and prioritisation of each conversation

•  Decide how to deal with CHATTER, ADVOCACY, AGGRESSION AND CRITICISM

BEHAVIOUR

SE

NTI

ME

NT


Community behaviour matrix

BEHAVIOUR

SE

NTI

ME

NT




Good job on the new product. I like the extra

features.


Advocacy

•  Conversations that are POSITIVE and CONSTRUCTIVE are ADVOCACY

•  Treated correctly, these conversations can help you to build reputation and loyalty

•  Aim to maintain good relationships with ADVOCATES

Good job on the new product. I like the extra features.

When are you holding another big event like the last one?

I’ve just got the new version. Nice! How do I set it up?

ADVOCACY


Criticism

•  Conversations that are NEGATIVE but are CONSTRUCTIVE are CRITICISM

•  Listen sincerely, assist with problems and be willing to accept feedback

•  If you respond well, work on relationships and demonstrate listening, CRITICS may be turned into ADVOCATES


Your prices seem way too high. Don’t think I’ll be using you.

I phoned 3 weeks ago and haven’t heard back!

CRITICISM


Aggression

•  Conversations that are NEGATIVE and NOT CONSTRUCTIVE are AGGRESSION

•  Despite initial anger, allow an opportunity for these people to share their thoughts with you

•  Aim to move these conversations into CRITICISM by asking for details or further information

•  If, after being given a chance to engage, aggression remains, time and attention may be better spent on other conversations

I don’t know why I bother with you lot!


I hate you more that you can imagine. Go to hell.

AGGRESSION


Chatter

•  Conversations that are POSITIVE but NOT CONSTRUCTIVE are CHATTER

•  Acknowledge friendly comments, but be careful not to waste time

•  Do your social media objectives including cultivating a chatty, friendly reputation? Perhaps allow more time for CHATTER conversations

•  Look for opportunities to switch to ADVOCACY, by rewarding on-topic discussion


Remember me? Want to hear another joke?

What’s the weather like where you are?

CHATTER


Who are NixonMcInnes? •  We are a social business consultancy

•  We are a democratically-run team of strategists, technologists and consultants who understand how the world is changing

•  We help organisations adapt to the landscape of social business

•  Through the NixonMcInnes Academy we offer training in social customer service and other specialist skills

•  We’re based in Brighton

•  You can reach us on 01273 764010 or [email protected]

Quick thinking in online customer service - Community behaviour matrix

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