Episode 71 – Separate Twitter Handles for Care?

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

Brought to you by:

  • The Social Pack: Get on the inside to stay on the topside. Join today!
  • Telligent, a Verint Company: A leader in community software for digital marketing and support communities. Its social software solutions help bring together modern collaboration technologies into a single integrated suite that includes social applications and social services that enable organizations to create communities of interest for their customers. Telligent’s solutions include both external customer and internal employee communities. A customer service community enables you to answer a question once and scale it to an unlimited number of customers.

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“It’s the little details that are vital. Little things make big things happen.” – John Wooden

Book of the Day:  At Your Service: How to Attract New Customers, Increase Sales, and Grow Your Business Using Simple Customer Service Techniques – Frank Eliason

Separate Twitter Handles for Care?

Informed by Conversocial’s March 1st 2017 blog titled “Should You have a Separate Twitter Handle for Customer Care?” written by Harry Rollason

  • What are we talking about?
    • Whether to have a single Twitter handle for your brand where help is provided, or whether to separate your customer support from your brand tweets
  • Two Theories
    • Separate Handles
      • Clear separation of ownership
      • Distinct voices for for brand and service
      • Dedicated service updates
      • Analytics and reporting
    • Single Handle
      • Limited consumer visibility for help handle
      • Marketing opportunity when fantastic help is given
      • Consistency of voice
      • Process consistency across channels
  • Industry Trends
    • Discover card has long provided customer support right on the @Discover handle
    • Delta retired the @DeltaAssist handle, moving to unite assistance with the brand handle @Delta for consistency
    • Comcast stopped individual agent handles like @comcastfrank and moved to one @comcastcares; however they are still separate from the @comcast brand handle

Sponsored by: Telligent, A Verint Copany

  • Why Community? Why Telligent Community?
    • An Absolute ROI: Customer support communities create a compelling return on investment and give your customers the support options they want.
    • Decrease support costs: By moving common support cases online, resolutions to cases can be used again and again. Plus you can quickly see which topics cause the most issues.
    • Plan support staffing: Telligent’s largest customers use their community to plan the staffing of their support centers – communities provide an early warning of incidents that are occurring with products. This type of optimization ensure that they maximize the investment in support.
    • Self-Service support: Support doesn’t start at your website, but at your customer’s favorite search engine. Every page is page one and the Telligent Community is optimized for SEO. And, people would rather self-serve (and help each other) than work through a traditional support team.

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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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