In his presentation, U.S. Cellular's Social Media Manager, Sonny Gill, teaches a class on how to manage a scalable and reliable process to extend customer service to social channels. He shares how having a correctly-trained team and updated tools are key to maintaining a successful customer service program.

1. How to integrate social media
with customer service
SONNY GILL
U.S. CELLULAR
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT

2. How to Integrate Social Media
with Customer Service
Sonny Gill | @sonnygill
Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

3. The Starting Line
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

4. Where do I start?
Know where you want to go
• Before you start, understand…
– Your business
– Your social communities
– Your customers
• What are they asking for?
– Know what they need!
• What did we learn?
– The obvious: our customers wanted help in social
• Realized social is faster than phone/email
– Program lives in our call center
– Customers have technical/account related ?s
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

5. Finding Your Team
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

6. Who do I involve?
Integration is key
• Biz unit identified, but now what?
– It’s not all about social
• Think people + logistics
Manager
– Operational requirements
Coach
• Forecasting
– Scale
• Build a team!
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Staffing models
Hours of operation
Hiring process
Scheduling
Social
Media
Managers
• Coaching
Examples of future channels
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

7. Measure It
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

8. What do I measure?
Know what you want to accomplish
• Customer service + social metrics
– Determine
• What’s important to both teams
• Who manages reporting
• Individual and team performance
•
•
•
•
SLA (Service Level Agreement)
Average handling time
# social issues routed
# social issues resolved
• Framework = complete
– Now, the technology…
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

9. Tools
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

10. What about the technology?
Remember where you’re going
• Which tool do I go with?
– No single tool is a jack-of-all-trades
• Every tool has strengths and weaknesses
• Understand what’s most important to you
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Reporting dashboards
Workflow for team structure
Macros/automated routing
Stream view
• Visualize competing tools’ capabilities
– Training
• Customized for social service team
– Company voice, social tone, expectations, tool ins/outs
• Periodic refreshes to keep team/program up to speed
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

11. Thank You!
Sonny Gill | @sonnygill
sandeep.gill@uscellular.com
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Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

12. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT