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Recap: Dublin Web Summit - How Social is Changing Customer Service

By Rachel Tran on Oct 18, 2012 4:31:00 PM

If you missed Conversocial CEO Josh’s presentation, “From Local Village to Global Village” at this year’s Dublin Web Summit, here is a recap.

This week saw the very first dedicated Digital Marketing Summit at the Dublin Web Summit. Our CEO, Joshua March, had the pleasure of being one of the many world class speakers who took the stage yesterday. The Dublin Web Summit is one of Europe’s biggest tech conferences, renowned for having some of the most influential people in the industry speaking, and a great pull for international, innovative startups.

Josh’s presentation focused on the shift from traditional customer service methods to using social media as the primary channels, sharing his own personal experience of “Dell Hell” as an example of bad social customer service. 

Josh also discussed:

  • The effects of ignoring your customers online – It may sound simple enough, but our studies show that nearly a third of customers are being neglected online. The consequences of ignoring your customers on social networks like Twitter and Facebook will result in you losing them, and other potential customers.

  • Social Crises – Without embracing social as channels for customer service, you risk the chances of a social media crisis breaking out. You are also missing out on a chance to turn negatives sentiment online into positives. Bad news travels fast online, but so does how well you dealt with it.  

  • Dedicated Social Agents – Make sure your online customer service team is trained proficiently in tone of voice and escalation processes you have in place in preparation for a social issue bubbling up. This will ensure all problems are solved efficiently and as quickly as possible, guaranteeing customer satisfaction.

  • First Contact Resolution – Your customers contact you on social networks because they want your help there and then – online – and not on any other traditional customer service channels. Redirection does not give your consumers a positive customer experience, first contact resolution does. 

  • Social Customer Service is Cost Effective – Not only is redirecting customers away from social channels frustrating for customers, it is also expensive. A Click Fox study found that on average phone supports costs an astounding $15 per call.

Check out Josh’s slideshow presentation from the event below. If you want to find out more about the points Josh discussed at the Dublin Web Summit, download our Definitive Guide to Social Customer Service and check out our Resources page!


Got any suggestion for what you’d like to hear from us? Send them over to Rachel@conversocial.com or @Conversocial. We’re always looking for new ideas!

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