So tames Telia Facebook - Computer Sweden

Written communication can be easily misinterpreted and you have to be careful not to get too personal. “Is it going into a customer and have not had broadband in two weeks, then you can not really use five smileys in their responses, so you must be good at sensing,” says Marielle Ceken, Director of Social Media and Telia’s customer service on Facebook.

Telia’s customer service Facebook is growing. With approximately 1000 customer contacts per week needed a tool that administrators can keep track of all the posts and ensure that all customers, both angry and happy and get answers instantly.

class=”paragraphIntro”> Then two years back Telia test client of small Swedish Developer Relations Desk and the company’s tool for customer service on Facebook. Although the ratio Desk is relatively new and have just gone through the incubator Stings accelerator Fast Forward, the company has high-profile clients. Alongside Telia’s airline SAS and hamburger chain McDonald’s on the client list. All three companies with many customers who have strong opinions about their products. Far from all the people that complain are positive. All questions and answers are open and can quickly become widespread.

class=”paragraphIntro”> Marielle Ceken is responsible for social media and Telia’s customer service on Facebook. She has hand-picked the people who work in social media.

class=”paragraphIntro”> – Social the media is the ultimate customer front where everyone can read what you write. There you have to be really good to be able to have a dialogue, she says.

class=”paragraphIntro”> This does not only be able to spell and keep track of the grammar. According to Marielle Ceken differ much from social media chat or email.

class=”paragraphIntro”> – The dialogue in social media is different compared to the dialogue you by e-mail with a customer. In the email, it can easily become formally but in social media it is not seldom that we get criticized because we are too formal and almost sounds like an autoresponder, she says.

class=”paragraphIntro”> Telia responds to customer questions on Facebook, Twitter and various blogs where they seek out posts about the company’s products.

class=”paragraphIntro”> – I’d enough say that we are conducting the largest customer service in social media. I know of no other company that has so much resources are gathered in social media that we have. It is about 40 to 50 people who answer questions.

class=”paragraphIntro”> Most importantly, Facebook where Telia has 90,000 followers. To cope receive all questions then Relation Desk assign different administrators individual issues. When someone answered the question disappears from the inbox and if ytterliagare questions come from the same person will raise the whole dialogue forward again. Similarly, paired direct messages from users together with the other posts. It is also important that the administrator can write comments and information to other officers in connection with the questions.

class=”paragraphIntro”> – Relationship Desk has changed work very very much. On Facebook.com, you can not engage in customer service work. There is no support for multiple users on the same account, it is not possible to assign certain posts to certain officers and et is no inbox or option to select which cases are completed, said Marielle Ceken.

She says now shortened response times on Facebook by 30 percent since the system was introduced, although the number of questions increased over the same period. Officers at Telia always respond with their first name on Facebook for customers to understand that there are different officer who answers the questions.

class=”paragraphIntro”> More importantly, , according to Marielle Ceken be careful who the sender when the company responds customers to blog posts.

class=”paragraphIntro”> – Applies to to be very clear so that the customer does not think there is any hanky-panky , she says.

class=”paragraphIntro”> Today more not to handle either Twitter or blogs in Relation Desk. For Twitter use Telia a tool called Sprout Social and blog coverage using Telia Twingly to keep track of keywords that have been with the company to do. Obviously there are both Telia and Felia with in the searches for it to be fully comprehensive.

class=”paragraphIntro”> – If someone write that they entered a Telia store and bought an Iphone then of course it neutral and not something we need to comment. However if there are factual errors, questions, unhappy customers or positive, it is important to respond to all channels I think.