In a series of Q & A’s presented in three video segments, we engaged in candid conversations with three leading Canadian brands on their journey into social media to support customer service; what it means to their business and why there is no turning back now.

Segment 1

Features: getting started with social media, mapping out the approach and scope, and ah-ha moments of delight with the media. One brand credits social media for averting a potential crisis by keeping customers informed and engaged during a difficult situation.

Robin Whalen, Partner/Managing Director, Real Interactive

Mathieu Legacé, Social Media Manager, Air Canada
Alon Marcovici, Vice-President, Consumer Sales and Marketing, Globe and Mail
Gina Mulic, Manager, Social Media Support, Rogers

Segment 2

Features: building a social customer service team, “scary” moments in the learning curve, and how technology can humanize a brand. For example, one brand uses quick video replies to people, including pictures or gifts, to show they care about their customers.

Segment 3

Features: common metrics used today, guidance for brands just getting started, and setting customer expectations. One brand recognized that its business would be challenged to operate 24/7 in social media, and took the bold step to communicate this policy decision.

Tell Us What You Think
  1. If you haven't left a comment here before, you may need to be approved by CMA before your comment will appear. Until then, it won't appear on the entry.
    Thanks for waiting. View CMA's Blogging Policy.

Tags: Digital, Social Media, Customer Service, Innovation, Integration, Measurement, Strategy, Contact Centre, Corporate Culture