How did webcare start at Delta Lloyd and OHRA?
“Bottom up. When customers started to express themselves on social media channels about our labels, we started organizing webcare with a group of colleagues who were already active on social media. Within Delta Lloyd, in the early days, there were even colleagues who, in a personal capacity, stood up for our customers out of pride.
In the 'real' webcare team I started with employees who already worked in the contact center. These people know perfectly well how to manage difficult issues. They were allowed to join the webcare team if they understood the reputation aspect, were active on social media themselves and could write concisely.”
Many organizations outsource customer service
Many companies do webcare from abroad. Could you outsource webcare?
Volume benchmark Delta Lloyd (webcare)“No. Really talking to the customer saudi arabia mobile phone number list can never be done by someone from outside the organization. Outsourcing the core of your organization as a 'direct writer' is a strange signal. We selected employees by presenting them with a case of all kinds of statements from people on Twitter and asking: 'How would you respond to this?'.
People already had a good sense of how to deal with this based on their experience. In fact, we all had pre-cooked standard answers ready, but they didn't really help. Internally, they were known as #failplan. To take the sting out of negative messages, you need empathy. You often only have to ask what went wrong and how you can fix it.”
Did they actually understand the technology of Twitter?
“In 2010, I was still explaining what 140 characters were, how hashtags work and that you don’t communicate one-on-one but one-on-world. And that you therefore have to pause for a moment with each message. After that first training and explanation of the tooling, internal communication professionals watched for another three weeks. After that, they started working independently. Very practical: we met every morning to discuss tweet cases and learn from each other.”
Many companies only start seriously with web care after an incident, because the urgency is there.
Have you also experienced such a moment of crisis?