Companies increasingly use social media to gain a greater understanding of customer desires and to react to customer feedback more efficiently. But today, when anything on the Net can go viral within seconds, how do organizations keep up with customer interactions?
As a Dell social media customer services senior manager, my mission is to facilitate a two-way customer conversation on the Web. I’m happy to say my mission, Dell’s mission, has been a success both in terms of number of conversations and in terms of the quality of the interactions.
I have met some amazing people. During my tenure, we launched our @DellCares Twitter platform, which has handled thousands of direct connections with customers, as well as the Social Media Listening Command Center, which monitors more than 25,000 mentions of Dell online each day in English alone. The same Twitter activity has been expanded into 12 other languages to allow more customers around the world to connect with us.
It’s a lot of data to track, but we’ve learned some valuable lessons along the way:
1. Social channels bring customers and support closer together.
“E.T., tweet home.” It may sound funny, but social support is increasingly becoming the norm as connected customers turn to social media in droves. It’s now up to corporations to keep up. To accommodate the shift, we at Dell increased efforts to help customers on Twitter, Facebook, Google+ and our own Dell Community Forum, training and certifying thousands of team members as social media experts in order to ensure that Dell employees worldwide feel empowered to help customers on their terms.
2. Customers like to turn to communities of fellow customers for support and advice.
Our team members aren’t the only experts on Dell technology. Many of our customers gain valuable insights from one another. So we host forums for customers eager to share best practices. The Dell Community Forum is one community that quickly flourished with English-speaking customers — and is now available in German, French, Spanish, Portuguese, Korean, Japanese, and Chinese. We’ve learned how to say “welcome to Dell” in many languages.
The Dell-sponsored Community Rockstar Program recognizes independent experts and enthusiasts for their community contributions in solving technical issues, coming up with new ideas, and helping customers get the most from Dell products and services.
3. Sometimes customers want the tools to answer their own questions at their own pace.
Through social tools we are able to pay close attention to our customers’ needs and identify #what’s_trending. We monitor social channels and proactively create content, such as YouTube videos, to address common searches. And we don’t just provide support, we thank them as well. #DellLove
4. All it takes is a positive customer support experience to turn customers into fans.
Dell team members track chatter surrounding the Dell brand and aim to convert those previously unsatisfied with Dell services into brand promoters.
Among the key yardsticks we use to measure customer experience is Net Promoter Score (NPS) which we’ve doubled since we started tracking it in 2009. And, we’re happy to report Dell climbed to secondplace in the Annual American Customer Satisfaction Index (ACSI) survey, making us the highest-rated vendor of all Windows-based manufacturers.
I would love to hear about your experiences with the fast-paced, ever-changing world of social media. Join the conversation on Twitter at #DellSolves.
Giovanni Tavani is a Dell social media customer services senior manager.Tags: Business,Social Media,Technology