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TEI- Total Economic Impact and ROI in Social Media for Customer Service

Many of you have emailed me looking for the link to the Forrester information that I discussed at the BMA conference. Dr Natalie Petouhoff,  has done a great job of  proofing the model for customer service ROI, when it comes to social media.

 Here is her deck, that she sent to me and agreed to let me use and put on my blog.

 http://www.slideshare.net/drnatalie/dr-natalie-petouhoff-roi-of-social-media-social-media-club-presentation-forrester-research

Use misspellings and typos in social media to your advantage.

List your terms that describe your product and see how many ways your customers will missspell or misstype it.  Also look for other countries spelling if it is different than the US.  As an example, odor, odours, oders, odars.  There may be keen competition for the correct term, but not for the missspell versions.  And you may find that you will get a 25% lift in conversion for miss spell terms.

This works well for tags also on blogs, photos and websites.

Now I tweet on twitter in different terms depending on the time of day. I am looking to attract attention in England, I would use the “odours” spelling overnight, then go back to regular and then may add in a few misssplells that  I would use during the day.

Now some say, but if you “twwet” a missspell world, does it  not hurt “yur” brand.  Well the true way is to test it.  If you are seeing higher click through on certain missspell tweets then keep expanding it, it is no better than the ways words are being compressed for the 140 characters.

Should customer service have its’ own tweet stream?

Yes.  Customer Service Twitter should be a key initiative you set up right now. A company should be very clear as to the strategy for each tweet stream.  Ie :Interaction, customer service, content and message embedded into organic search, with links no links.

 Twitter is also a perfect listening and response tool. It can be used for listening to your customers by going to http://www.search.twitter.com, type in you companies name and see in real time what people are saying, commenting or connecting in various ways to you.

I feel that Customer service should look at Twitter as another extension to thier  current communication ways like: phone, fax and email. This is just a new way to connecting and creating customer engagement, just like click to chat or live operator calling.

Twitter for customer service can head off in real time issues that start out small can be easily taken care of in a twitter. Think of it this way, if some one has gone to twitter about your company, it is either going to be great or they have a beef and what everyone to know how really bad they were treated, the product was or how your companies actions have impacted them in some way.

Customer Service Tweets can also be used to tweet FAQ’s, special offers and help customers are tweeting about an issue or a success. There are some great examples of this with airlines using Twitter to reroute customers, retailers using it for ways to keep their KPI on customer service so high.

So yes, give the customer service area their own Twitter, it is really OK .  Just set up the same rules as what ever they can say to a customer on the phone they can tweet, if not they can’t say it.  You do need to monitor the tweets, so you don’t find an employee bagging in the company.

Also there is a celebrity following with Twitter, so be sure the person(s) you are using won;t let it go to their heads. I would suggest a senior customer service person or exec be assigned to be the keeper of the customer service twitter.