How do you hold employees accountable for monitoring and responding to customers' service requests via social?
There's a resource team and the training is surprisingly basic. They have to be experienced and highly skilled. The training is to sit with people on the team that is handling the Twitter account. They watch them and tell people to have fun and use their best judgment and we encourage them to interact with customers and empower them to interact on their own. We don't have an official policy and don't make them sign a document. - At Zappos, Customer Loyalty Starts with Employee Engagement
I love those last two sentences. Let's read them again.
They watch them and tell people to have fun and use their best judgment and we encourage them to interact with customers and empower them to interact on their own. We don't have an official policy and don't make them sign a document.
It signals trust, respect and that this is a community of adults who understand their mission, are excited and incented for their mission and can explain to anyone how their mission with social media aligns with their organization's purpose.
But it starts with trust, communication, and respect.
Who said this? Rob Siefker, Director of the Customer Loyalty Team at Zappos. Read the whole interview with Rob; it's excellent. That's not surprising. Zappos is known for customer loyalty and for understanding the fundamentals of creating customer loyalty: it starts with creating loyal employees. Loyal employees are engaged employees. Those last two sentences outline how you create engaged employees.
- Watch them.
- Let it be fun.
- Use their best judgment.
- Empower them to make decisions.
- Understand no official policy can customize, personalize, every customer interaction.
- Trust your employees to use their best judgment with the right tools to deliver the best experience. For everybody.