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Customer Service Blog


C3 '16: Bringing your social media customer service to the next level

by Sarah Wetzel | September 26, 2016

On 20 and 21 September, 5CA had the great pleasure of attending Clarabridge’s C3 event in London for the second year. This year brought a lot of exciting news from Clarabridge, and also a selection of keynote speakers from many industries, including Barbi Buresh of eBay, Erwin Thomas of Philips, and an exciting opening keynote from Sir Clive Woodward, Rugby World Cup Winning Rugby Coach. Here are some key ideas about social media customer service presented at C3:


When you think of a good strategy used by a World Cup-winning rugby coach, you might not expect to hear that laptop PCs are involved. Sir Clive Woodward would say that IT actually plays a key role in a champion strategy, and he proved that during his time with the England rugby team. This left us to wonder what he might be doing speaking at a customer experience conference, but then it makes plenty of sense: Using IT to manage your data gives you a competitive edge with the ability to analyze your own performance, as well as that of your competitors, no matter what your business is.

But IT isn’t the only key to a champion customer experience – you also need to build a champion team. So what do you look for in you customer experience champions? Talent, ability, and skill, but also the capacity to be teachable and thus absorb your coaching. Being able to think and act correctly under pressure is also paramount and needs to be learned. So “be a sponge, not a rock,” as Woodward would put it!


The first thing companies consider when it comes to social customer care is the return on investment (ROI). Building ROI comes down to one thing, according to eBay’s Senior Manager of Global Customer Insights, Barbi Buresh: action. Once you determine the key performance indicators your business wants to focus on with social support, use those results every month to create an action plan. And when you’re presenting these actions to be taken by the relevant departments, explain by storytelling. Bring your colleagues into the experience. Immerse them with screenshots of the conversation or clips of the phone call. That will give them a better idea to create an efficient action plan and build that ROI.


Kim Daenen and Claudia Tluk of Brussels Airlines shared their experience managing a social media crisis, after the terrorist attack on Brussels Airport of March 2016. The way that Brussels Airlines employees came together to serve their customers during such an emotional and intense event is something most brands would strive for in crisis preparation. Although their team had plenty of crisis scenarios in place, no one could predict what they would have to go through after this attack. Our key takeaway from Kim and Claudia’s presentation was their crisis checklist, which lays out everything that needs to be done at the time of a crisis, allowing you to take appropriate action when your team’s mind is still digesting recent events.

Listening to these various real life experiences and seeing how problems in these CX scenarios were solved were invaluable, and we look forward to seeing the ideas that came out of it, especially for us at 5CA, come to life!

Sarah Wetzel

Sarah Wetzel

Social Media Project Manager Sarah works from our Buenos Aires office, with a wealth of knowledge on how to make the customer experience shine on social media. When she's not busy tweeting or reading up on Facebook's latest algorithm changes, she's working with our clients to create a seamless flow of information from the customer to the product developers themselves through effortless customer experience. She enjoys long walks in the park with her fur child and coffee.

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