Episode 146 – Response Equality on Social Customer Care

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A Thoughtful Thursday Episode. On Thoughtful Thursday we discuss deep thoughts including overarching strategy and organizational structure.

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“We came equals into this world, and equals shall we go out of it.” – George Mason

 Book of the Day: Amaze Every Customer Every Time – Shep Hyken

Response Equality on Social Customer Care

Informed by The London School of Economics and Political Science article titled “Fast and Fair: Delivering Customer Service on Social Media” written by Huaxia Rui and Abraham Seidmann  

  • Article Inspired by United Express Flight 3411
    • Dr. David Dao dragged from his seat
    • Refused to give up his paid seat to a United Airlines employee
    • CEO
      • Issued statement justifying the removal
      • Commended the crew for following procedure
    • Experts disagree over whether the airline has the right to do this
    • Regardless, customers posted their view of the treatment as unfair on social media
  • Nature of Customer Response
    • Call Centers
      • Calls come into queue
      • Triaged by urgency of issue
      • Typically all calls are answered if there is capacity
    • Social Media
      • Companies pull in the mentions they
        • Are able to find
        • Determine they want to search for
      • Companies determine which of those mentions they will answer
      • Companies determine the order of the mentions they will answer
        • Urgency of request
        • Nature of request
        • Importance of poster
          • Spend
          • Popularity
          • Influence
  • Research by Priyanga Gunarathne
    • Examined factors that may affect the chance and speed of a complaint receiving a response from an airline
    • Controlled for
      • Time
      • Content of complaint
      • Overall volume of complaints at the time
    •   Result: Customers with more social media followers are more likely to:
      • Receive a response
      • Those who did receive a response receive one faster than those with fewer followers
    • This goes against claims that social media customer service doesn’t consider influence when responding
      • Companies tend to deny providing preferential service based on influence
      • Fundamental reason: it’s unfair
      • Social psychology theories suggest fair allocation of the resource should be consistent  with at least one of the three principles of distributive justice:
        • Equality
        • Equity
        • Need
      • Preferential treatment based on one’s influence violates all 3
  • What Should Companies Do?

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    • The Social Pack: Get on the inside to stay on the topside. Join today!
    • ParknFly: Save 10% off Posted Rate Reserve Now 
    • bluehostThe Best Web Hosting for just $3.95/month, bluehost is the #1 recommended web hosting by WordPress.org. Every account features 1-click WordPress installation. Plus, bluehost’s trained, in-house experts are there to help 24/7. Their robust help center includes guides, video tutorials and more. You can try them and love them, or get a refund within 30 days fo signing up. Your satisfaction is their top priority and they’re confident you’ll be pleased with their services. Click here to learn more:
    • Ticket Liquidator:  Concerts, Sports Theater tickets. Buy or sell!
    • GoldMedalWineClub.comWine of the Month Club Award-winning wines delivered to your doorstep every month. They never feature bulk wines, private labels, or close outs. Each selection is a genuine, small-production wine crafted by a winery with their family’s reputation on the line in each and every bottle.
    • CraftBeerClub.comGood People Drink Good Beer. Get the finest craft beers from America’s best microbreweries delivered to your door! They search out exceptional craft beers from around the country and then deliver the monthly beer club selections direct-to-you or your gift recipient’s door. You can choose an ongoing beer club membership or Craft Beer Club gifts to ship monthly, every-other-month or even quarterly. This is a fantastic gift for the Craft Beer enthusiast in your life. Give 1 to 12 shipments and receive up to 3 bonus gifts and an additional $25 bonus with your order.
    • OneTravel: Search and compare flights from over 450 airlines.

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Who’s Doing it Well?

About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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