Outsourcing contact centre is a multifunctional marketing tool able to communicate with consumers through many channels.
Regardless of the business type, whether it is a small online store selling narrowly specialized goods or a huge retail network, valuable consumer experience will be aggregated in social networks.
Why do customers post in social networks? Firstly, it is more convenient, and secondly, any problem is made public in social networks becoming more important than a complaint put through one-on-one hotline to an operator.
Our client from beauty e-commerce field did not have pages in social networks before we proposed to introduce customer communication in Facebook.
We faced following tasks:
- To develop customer communication strategy
- To develop reaction algorithms to address various reviews and comments
- To produce solutions to tackle destructive comments
- To prepare individual responses to each client
- To carry out customer experience analysis
Thus, we performed following steps:
- We developed Tone of Voice – the specific style of our communication with the client. It is based on the principles and policies of the company’s relationship with the consumer. The client provided the parameters, and our team has developed a communication style. Please not, the result was the style, not a pre-defined script.
- We trained operators to think without a script. The operator through the client’s prism is a representative of the company. If he answers all customers identically, even if the questions are similar, the client will perceive this as indifference, a signal to sweep the problem under the rug with a scripted phrase. Our task is to form an individual approach to each question, complaint, and gratitude. It is important that the operator does not learn this by himself, it is the responsibility of a mentor/trainer to help the operator to do the job efficiently, for the benefit of the client and the company, and to prepare an action algorithm and a knowledge base for him.
- We started to create a positive circle. The company’s webpage is not immune from a wave of destructive negativity, often created by competitors. We started producing positive traffic on the page to counter-balance the negative one. It is important not to abuse with own content, but to act realistically, because it will be strange to see 10 comments from the same user with the praise of your company on its page.
- Implemented tagging comments by category.
- We built up an analytics system. We make analytical conclusions for the client, based on the tested comments: activity peaks for the particular period, main types of complaints, main topics of complaints, etc.
- We finalised analytical conclusions. Conclusions about the audience mood and the key “pain points” (the main points where customers get negative experience when interacting with the company) were made on the basis of analytics, so you can build a business strategy based on information about how users react to the company now. We can also see how they react to certain activities (campaigns, challenges, etc.) and how they consider their positive and negative aspects in the future. Customers’ complaints during the analysis will indicate the processes that are necessary to be optimized and reworked.
- We took the webpage with customer reviews into work. Due to the activity of negative bots by competitors the rating was 2.4/5, but after a month of our efforts it rose to 4/5.
All these steps are aimed to improve corporate reputation and customer satisfaction. If you add to this activities and user events on the page itself – an increase in a positive-minded audience is guaranteed.
After Facebook, we connected tools with Google reviews, Instagram, specialized review websites, PlayMarket, AppStore. Now, the client is just running business – and we accompany and analyze the key activities. We were able to achieve much more calls, more announcements and campaigns, and more sales as a result.