At the beginning of March, I was fortunate enough to be contacted by Swinton Insurance to provide in-house HootSuite training for senior members of their customer service and compliance teams. Swinton needed a HootSuite expert to assist with the initial HootSuite training and creation of their social media customer service team. As you’ll probably know, Swinton Insurance are one of the biggest insurance brokers in the UK, with over 2 million policy holders across the business. 2 million customers is potentially 2 million social media questions, concerns and feedback.
People ARE Talking About Your Business on Social Media
Whether you like it or not, people ARE talking about your business on social media sites like Facebook, Twitter, Instagram, Vine, Google + and Foursquare. Even if you don’t manage or own your own accounts on any of these networks, people are still talking about you. It was so great to see a company like Swinton take a proactive and measured step towards being a social business and strengthening their relationship with their customers. Identifying HootSuite as their preferred social relationship platform made it easy for me when Swinton came calling. It would be pretty hard NOT to know that I am passionate about HootSuite as a social media solution for larger organisations and public sector bodies.
Swinton Insurance have been on Social for a couple of years now (2.5 years) and have combined community of approximately 39,000 fans and followers; customers. The challenge that Swinton faced is that although they wanted to communicate with their online community, they first needed an infrastructure for managing not only their Social properties, but also their employees. Working in the financial services industry also means that Swinton and many others in their sector are tightly regulated with compliance legislation, all of which fall under social media communications as well.
So what did we do…
Using HootSuite Teams and Streams for Customer Service
One of the coolest features when there is more than you and a colleague using HootSuite is HootSuite Teams. HootSuite Teams provide large-scale team management as well as the granular level of control suited to smaller teams. Designed to match any unique organisational setup, you can easily scale throughout your organisation, empowering teams to engage effectively while maintaining control. In the image below, you can see how a company like Swinton Insurance would want a social media solution that could be managed from an Organisational level.
Managing Social Media Workflow With HootSuite
One of the biggest challenges when larger organisations like Swinton engage on Social is the shear scale and scope of the opportunities. In order not to trip over each other with replies and direct messages, the customer service and compliance teams used the HootSuite Teams feature to create assignments and email workflows directly from HootSuite’s dashboard. As I mentioned earlier, Swinton Insurance are highly regulated by the FSA, so having this feature allows senior managers to manage customer and community questions, whilst also remaining compliant with respect to resolution time targets. Managing social media workflow with HootSuite couldn’t be any easier. Assignments in yellow and replies in blue make it crystal clear for users to see where the gaps are in customer service streams.
The granular structure of the HootSuite dashboard was one of the biggest features that assisted Swinton with their new social media customer service. Steven Downs, Marketing Manager at Swinton expressed a desire to stay on top of things from the beginning and to use tools that were both dynamic and scalable within Swinton’s future digital and social campaigns.
If you would like to know more about how HootSuite can help with customer service and compliance in the financial services industry, get in touch. I’d love to see how I can help your business become more Social!