Download - ARDA World: The New Customer Service

The New Customer ServicePANEL MEMBERS

Brooke Doucha, Holiday Inn Club VacationsLisa Burby, Wyndham Vacation OwnershipBrad Pennington, RCISharon Freed, Interval International

ARDA World 2012, Annual Convention


Lisa BurbyI lead a team of comms pros who handle strategic initiatives for our assoc., owner, PR, community relations + social media constituencies. Brad PenningtonI’m the “Social Media Guy,” handling all aspects of online mktg + operations for @RCI_Timeshare, including email, #socialmedia + mobile.

Sharon FreedI have a multi-channel focus, overseeing the strategic design/deployment of mktg, comms, product dev. Members <3 our "Community" forum.

Today’s Session

- Know the landscape- Discover tools- Listen up!- Uncover metrics


Know the Landscape


Today’s Customer


- Empowered- Influential- Marketers- Advocates- Active“neutral” contributors- Saboteurs- Social… at least online

Customer Service – The New Landscape


Today, 43% Say companies should use social media to solve customer issues

By 2013, 75% US companies expect to use social media for customer service

Opportunities we can’t ignore


78% of travel booking sites listed social media as a top 8 source of referral traffic

90% of all travel site users visit social media pages after they post a review

2 out of 3 consumers admit being influenced by traveler-generated ratings

Travel talk online


TripAdvisorOut of 70% travel originating online, 30% travelers visit TripAdvisor before booking

TPIs103,000+ reviews across Expedia, Hotels.com, Travelocity, Booking.com

Hello. Is there anybody out there?


Over 58% of tweeters who have tweeted about a bad experience have never received a response from the offending company

55% of consumers expect a response the same day to an online complaint – yet only 29% receive one

Discover Tools


Build a virtual toolbox


Listen up!


Listen up to the social chatter


- Learn frequency of mentions- Discover opportunities - Understand trending topics

Understand trending topics and transfer feedback into action


Best practices for engagement


- Don’t allow any one team to own social media

- Do respond with empathy, but defend your brand

- Don’t feed the trolls

- Don’t panic


+

Uncover Metrics


Metrics


Examples of common metrics:

Number of mentionsSentiment of mentionsNumber of customer service recoveriesOverall comparison within your competitive setWeb traffic / page views

Drive brand LOVE


Know today’s customer + give them servicing options

Consider creating a new servicing “toolbox”

Listen to what customers are saying online

When you engage, remember our 4 tips

Use metrics to show improvements

Customer service has a place in your social media toolbox


Thank You!

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at www.arda.org/conv12/handouts


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