Originally, communication was divided into service-related questions that are handled by customer service, reputation management is the responsibility of corporate communication and promotional expressions by the marketing department. A Service Level Agreement stipulates that Twitter messages concerning Menzis will be responded to within half a day. The webcare coordinator is the connecting factor and provides the short lines that are required to be able to respond quickly. 9292 will soon be active on Twitter during the weekend and in the evening. Menzis is also considering this and will be working on a pilot in the coming year, with the possible result that they will also want to be present outside normal working hours.
The webcare employees of 9292 and Menzis tweet about news items themselves, but also follow what is tweeted about their organisations. This is done to proactively help consumers find answers to questions and remove frustrations. 9292 helps by following tweets to discover and resolve any imperfections in the planner more quickly. For example, if a certain bus route is tweeted a lot, this could be a sign that something is wrong with the data, after which this is investigated and improved by webcare. Conversely, there are a few consumers who follow 9292, think proactively along via Twitter and point out possible improvements to 9292. Twitter really creates interaction between the consumer and 9292.
It is striking that negative expressions are sometimes turned into a word of thanks or regret from the tweeter after intervention by the webcare team. A recent example of the usefulness of following tweets was during the strike by employees of several bus companies. After a tweet about a misinterpretation of information on the website, the information text on the website about the strikes was adjusted, making the text much clearer. This is an example of how following tweeters can lead to direct improvements.
Protocols
On the Menzis intranet, ato everyone how Menzis is active on Twitter. malaysia phone number list Private tweeting and retweeting is encouraged. The specially trained webcare employees work with tips and tricks. For example, in terms of language use, one may deviate from the protocol that applies to letters and emails. The tone of the customer is leading, Menzis employees may actively respond to a wink or joke.
9292 uses an editorial formula in which the protocol for social media is laid down, including the do's and don'ts for language use. But also how you want to present yourself as an individual in the role of employee in social media. The employees of 9292 have jointly expressed their views on this. Messages are viewed on the basis of keywords and are responded to from 9292. Thanks to personal coding of messages, it is prevented that multiple colleagues, possibly with a different point of view, respond to the same message.
Cross-industry inspiration
Aarnout was inspired by the Nestlé case when setting up webcare. In March 2010, Nestlé & child labour showed what can happen if you do not respond alertly and adequately during the weekend. For Antina, the United Airlines case, previously explained in the article by Steven Van Belleghem , was decisive. A United Airlines customer published a song called United Breaks Guitars on YouTube out of dissatisfaction with the service . In 2011, this song had been viewed more than 10,000,000 times. In particular, the fact that United Airlines itself did not respond at all via social media, which caused the stream of complaints about the company to continue, made Antina realise that webcare can be of great value to Menzis.