Episode 221 – Respond to Everything

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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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  • New Book coming soon: What Customers Want

“Courteous treatment will make a customer a walking advertisement.” – James Cash Penney (aka J.C. Penney)

Book of the Day: Hug Your Haters: How to Embrace Complaints and Keep Your Customers – Jay Baer or get it free with a one-month free trial to Audible.

Respond to Everything

Informed by “Kick-Ass Customer Service” from the January-February 2017 issue of the Harvard Business Review by Matthew Dixon, Lara Ponomareff, Scott Turner and Rick DeLisi

  • The Overview:
    • Ignoring customers in person is a terrible plan
    • So is ignoring them online
  • Why Is Ignoring Customers Bad?
    • It creates more volume. Here’s how:
      • Customer asks a question once on Private Messenger
      • When no response comes, the customer tries again on your Facebook wall
      • When still no response comes, other customers see this and start to comment. I call this the “pile-on phenomenon.”
    • It makes your company look like you’re hiding something
    • It makes you look nervous
    • It makes you look understaffed
    • It makes you look like you don’t care
  • Define “Everything” 
    • Compliments – Say thank you. Ask for a recommendation
    • Complaints – Avoid apologizing immediately. Offer assistance
    • Controllers – Outspoken, opinionated, demonstrate expertise
    • General Brand Conversation – Get in the general conversation out there on the web about your brand that’s not directed to you (where appropriate)
  • How Could I Possibly Answer Everything?
    • Get a Fancy Tool – One that has Automatic Distribution. Yes, a few tools have it and it’s awesome. email me to find out which one could be right for you. Frankie@SociallySupportive.com
    • Set Prioritization in your Fancy Tool
      • Service-based Businesses
        1. Out of Service – My service isn’t working at all
        2. Trouble with Service – My service isn’t working as expected
        3. Questions about Service / Billing – It’s working fine, but I have a question
        4. I Hate Your Service – General disgust with no particular issue
        5. I Love Your Service – Everything’s awesome, just sending you a compliment
      • Product-based Business
        1. Missing Product – I didn’t receive my product
        2. Broken Product – I received my product, but it’s broken
        3. Questions about Product / Billing – I received it, but I don’t understand it
        4. I Hate Your Product – General disgust with no particular issue
        5. I Love Your Product – Everything’s awesome, just sending you a compliment
      • Why Prioritize Like This?
        • Because triaging posts by order of anxiety level saves repeat posts.
        • Because being out of service/missing a product violates customer expectations and causes anxiety, aka a terrible experience
        • Because trouble with service/product is slightly less disturbing
        • Because you are keeping your overall brand promise to deliver; the customer just has a question
        • Because general distaste for the brand will keep a bit longer than no service/product
        • Because you should always say thank you when you receive a compliment if you want to receive more!
    • What if I Don’t Have a Fancy Tool?
      • Get a Facilitator.
        • Assign different skill types to each agent on the team. Manually if necessary
        • Designate a “facilitator” to review all incoming posts and assign them to agents as appropriate
        • **Note: According to Frankie, fancy tools are almost always a better option than a facilitator. email me for more info. Frankie@SociallySupportive.com
    • In Case of Emergency… If your tool doesn’t have mass-response functionality (or, as I call it, semi-automatic response), follow these steps.
      • Split your workforce into two groups or more
      • Half FIFO – Have one group work first post in, first post out. This assures that the oldest volume piling up is being handled.
      • Half LIFO – Have this group work last post in, first post out. This assures that new problems are being handled separately from the emergency
      • Search Terms – If you can, have a group work search terms related to your emergency, outage, etc. This group can be using approved messaging to respond very quickly and ensure customers know they have been heard.

Brought to you by:

    • 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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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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