DHL U.S. SOCIAL CUSTOMER CARE PLAYBOOK
Volume One - First Edition October 14, 2014
DHL U.S. Social Customer Care Playbook
TABLE OF CONTENTS Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Mission & Vision Goals, Business Objectives Strategic Pillars Social Customer Care Overview and Best Practices
Community Management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Staffing, Listening Schedule Responsibilities & Tasks General Process Issues Categories Post Assignments Identifying Leads Voice & Tone Off-Limits Topics Role Play: Responses to Tweets (RTT) and Proactive Messages
Governance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Moderation / Engagement Rules Escalation Policy / Crisis Situations
Measurement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Key Performance Indicators Social Customer Care Dashboard Reporting
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
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DHL U.S. Social Customer Care Playbook
OVERVIEW DHL Express has two Twitter accounts: @DHLUSHelp for Customer Care and @DHLUS for general marketing. This playbook provides essential information for the @DHLUSHelp Customer Care channel on Twitter. (A separate document guides the marketing channel.) Mission & Vision
Our mission is to be the best choice in the eyes of our customers, while building value through meaningful engagements that strengthen our customers’ satisfaction with services provided. Our vision is to create seamless integration of social interactions with established customer support processes, unifying efforts across channels to provide ultimate customer care. Goals, Business Objectives
The goal is to be a reliable online conduit for DHL Express U.S. customers to receive support on service-related issues, to respond to inquiries and complaints in a timely manner and move conversations with customers offline and into the traditional customer service channel. Our efforts should increase the positive sentiment expressed and decrease the negative over time, while meeting and exceeding established KPIs. Strategic Pillars
Our Twitter-based Social Customer Care is intrinsically connected to and supports DHL Express’ FOCUS strategy as follows: Motivated People
Encourage employees to provide better service through online interactions with customers who are anxious to be heard, and increase brand exposure Quality Service
Be where DHL customers already are and expect us to be: providing access, insight and assistance reliably and consistently Customer Loyalty
Invigorate loyalty to DHL Express through attentiveness, care and relationship building that reinforces DHL Express’ expertise, reputation and credibility Profitable Network Convert customers into advocates and, in turn, sales leads
DHL U.S. Social Customer Care Playbook
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Social Customer Care Overview and Best Practices
Today’s consumers not only expect great products and services, they speak loudly and clearly when their expectations are not met. Twitter is one of the platforms where the modern customer speaks loudest. As it’s become apparent, the modern customer dictates the terms of customer service. In this environment, DHL Express is primed to provide excellent, fast and reliable social customer care on Twitter. Twitter excels at offering the opportunity for social customer care because of its format, which allows for real-time responsiveness and direct customer engagement in a public forum. Through this, DHL Express is able to show the world how it cares for its clients and handles good and bad situations, ultimately reinforcing why customers should choose DHL Express over its competitors. The most important elements for exceptional customer care on Twitter, which we’ll explore in more detail in this playbook, are as follows:
• BE TRANSPARENT • BE AUTHENTIC • BE RESPONSIVE • BE HELPFUL This playbook will provide you with the tools and resources needed to effectively solve a myriad of customer issues, coordinate responsiveness as a team, create more positive brand experience and drive traffic to DHL Express’ online properties, when appropriate. Ultimately, our actions can turn customer complaints into positive customer experiences and even online endorsements.
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DHL U.S. Social Customer Care Playbook
COMMUNITY MANAGEMENT Staffing, Listening Schedule for @DHLUSHelp
Social Customer Care will be handled by the Straight To The Top (STTT) team. Additional social media training will be provided for at least seven representatives. There will be approximately two representatives on duty during Twitter operating hours.
Twitter listening and operating hours are as follows (EST): Monday through Friday: 8 a.m. to 9:30 p.m. Saturday: 8 a.m. to 7 p.m.
Responsibilities & Tasks
The following tasks are the primary responsibilities of the Social Customer Care representatives:
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Monitoring opportunities and fielding customer questions on Twitter
• •
Sunday: 9 a.m. to 5 p.m.
One of the primary objectives is to move the conversation offline to
[email protected]
Posting responses (i.e., tweets) in @replies to assist customers
•
Using mostly pre-approved templates
•
Addressing unique issues where a template may not exist
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Responding to comments as per this playbook and escalation policy
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Engaging with customers on a one-to-one or one-to-many basis, depending on volume and response complexity
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Handling the customer care issue according to company protocol once the conversation has been moved “offline” to socialcare.us@ dhl.com
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Accurately routing, classifying and closing posts in the prescribed social care dashboard
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Understanding the business objectives in order to support them in the social care initiative
DHL U.S. Social Customer Care Playbook
COMMUNITY MANAGEMENT: GENERAL PROCESS 1. Monitor Twitter via Netbase Software Continually check the Twitter feed for new mentions and initially respond to each mention as soon as possible; 60 minutes should be the maximum time before initial engagement. Resolution of the issue can take longer. 2. Identifying Issues Issues may fall into three categories: 1. Specific mentions or tweets to @DHLUSHelp where customer is seeking a response 2. Specific mentions or tweets to @DHLUS that pertain to customer service issues 3. General complaints or rants regarding DHL, where DHL makes the first contact in an effort to resolve customer issues proactively (using key search terms) Not all tweets will explicitly mention “DHL Express”; some may simply refer to “DHL.” If appropriate, these posts should be addressed to obtain more details and route the issue accordingly.
What we respond to Mentions of company – positive, negative or neutral – when the post pertains to DHL U.S. Compliments or complaints about service or people Recommendations or referrals to company Customer service/customer support issues or inquiries Sales leads Requests for information
3. Prioritize, Route and Classify Posts in the Social Care Dashboard
Initial point of contact will lead the customer care representative down one of two paths: 1. If general complaint, inquire for more information/offer help. Example: Sorry to hear about your frustration. Please let us know how we can help you today.
2. If specific complaint (or as a follow-up to general complaint response); take the conversation offline to be resolved. (In some cases, an easy question can simply be answered over Twitter, as long as specific customer details are not needed.) Example: Please email your name, twitter handle, delivery address, tracking & phone # to
[email protected].
If inquiries present an opportunity to direct customers and prospects to the information they seek available on DHL’s other web properties, provide link using approved link shortener. Include initials at the end of every post in this format ^CT
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DHL U.S. Social Customer Care Playbook
4. Monitor Email Most customer service issues will be referred to an email address (
[email protected]) for processing. Check the email continually, and handle the issue using DHL Express’ standard customer care protocol. 5. Resolve Issues and Assign Posts as Needed Customer care issues for other divisions or departments If inquiries need to be handled by another division or department (e.g., marketing, business unit or country), use the approved template and alert the division via email for resolution and follow through. (See RTT included in this protocol document.) Non-customer care issues Forward non-customer care issues to appropriate team members for response, follow-up and resolution (see table on page 10). For marketing issues, contact the community manager of the marketing channel, (rbb agency) who will respond directly to tweets that pertain to marketing no matter who is tagged. You can also reply and tag @DHLUS to alert the marketing team of issues that pertain to them. Assign sales leads to the lead qualification team to capitalize on potential sales opportunities. (Per standard company process.) Email other departments, countries and business units as appropriate and follow-up on the resolution of issues in order to be able to close the loop on Twitter with the original poster. (See RTT included in this protocol document.) Marketing issues Example: @TwitterHandle Thank you for your interest. @DHLUS has some info about that. ^XX Be sure to leverage DHL Express’ current CSV system to enter leads. 6. Close the Loop Every hour, follow-up via Twitter with approved template/messaging on all items that have been resolved to “close the loop” and reinforce the positive customer experience. Example: I’m glad we were able to help solve your problem. Have a great day! / Has our suggestion helped you? / Can we give you any further support? If the problem has not been resolved by the end of the same business day, tweet out with approved copy that we are working on the issue and we appreciate their patience. Example: @TwitterHandle Thank you for your patience and understanding. We are clearing this up and will be in touch soon. ^XX
DHL U.S. Social Customer Care Playbook
COMMUNITY MANAGEMENT Issues Categories
What issues belong to the “Customer Service” category?
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General service questions/information
• • • • • • •
Hours of operation Tracking information Transit time Pricing & billing International shipping General shipping
Services feedback
• • • • • • • • •
General DHL website issues Late package Delayed package Tracking update Damaged package Lost package Customer service experience Driver service experience Overall service experience
What issues belong to the “Marketing” category?
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General company information
• •
Corporate criticism
• • • • •
Sharing of DHL branded news
Global sponsorships (request, sharing news, or general inquiry) Sharing of industry events or presentation (local and global) Digital assets Feedback and engagement on services through Twitter Go Global website/blog (questions, opinions and complaints)
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DHL U.S. Social Customer Care Playbook
POST ASSIGNMENTS What types of posts should you refer to other departments? While the Customer Care team will often be the first to encounter a conversation, they will often assign posts to others, either to be handled offline by another department, or as an FYI (for instance, to alert management and the C-Suite of an emerging issue). The following table represents a variety of topics that could be referred to other departments. This list is by no means exhaustive (as per standard operational procedures). Every tweet should receive a response within the hour, even if being passed along to other units.
Team
Topic
Customer Care
Customer support; pick-ups; deliveries; packaging materials and condition; etc.
Marketing
High-level business conversations; C-level; financial; industry analysis Community and overarching industry conversations; corporate and brand communities; niche/ vertical industry conversations; webinars; blog and GoGlobal website content
Various Business Units
Other business units; send an email using standard procedure
Other Countries and DHL Express Counterparts
Other countries; send an email using standard procedure
Customer IT
Website problems/questions; technical support; troubleshooting
Marketing
Product questions; enhancement recommendations
Sales, Business Development
Account inquiries; expressed need for a demo or quote
Public Relations/Marketing
Media inquiries; story ideas; article postings (to be handled by @DHLUS)
HR
Human resources; recruiting; corporate culture; employees
DHL U.S. Social Customer Care Playbook
Fielding inquiries for other business units and other countries need to be slightly different than current standard STTT protocols.
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EDITORS NOTE: CARLO TO PROVIDE REVISED GRAPHIC
DHL CS issue is discovered on Twitter and DHLE U.S. CS team responds on Twitter
2 Conversation is moved to email and DHLE U.S. CS team discovers issue is with other BU or Country
NEW STEP:
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@DHLUSHelp
DHLE U.S. CS team closes loop on Twitter: “Glad we could help resolve your issue”
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NEW STEP: WE MUST CLOSE THE LOOP ON TWITTER DUE TO WORLDWIDE VISIBILITY
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Other BU or Country follows up with DHLE U.S. CS team to
Email is forwarded to other BU or Country for resolution and receipt of email is acknowledged
IDENTIFYING LEADS Use existing protocols to identify and pass leads on to business development/sales team (as per standard operational procedures).
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DHL U.S. Social Customer Care Playbook
VOICE & TONE Our voice, tone and brand meanings create consistency in how customer care is delivered on Twitter. Keep these words and meanings in mind when communicating to maintain a distinct personality that is appropriate for the content and channel. Brand Meanings
• Resource and destination for small businesses (friend, partner and authority) • Experts in international shipping
Brand Characteristics
• • • • • • • • •
Experienced Knowledgeable Reliable Convenient Likable Worldly Helpful Flexible Trusted
Customer Care Tone
Empathetic Helpful
Polite
Respectful
Authentic Friendly
Compassionate
Transparent
Personal
Calm
DHL U.S. Social Customer Care Playbook
Voice & Tone Do’s
• • • • • • •
Be friendly Use levity Be understanding Use “we” Be human Be yourself/authentic Use emoticons when appropriate
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Voice & Tone Don’ts
• • • •
Don’t be flippant Don’t use irony or sarcasm Don’t be overly apologetic Don’t use corporate speak/jargon
Additional notes
• •
Use the word “feel,” to convey empathy to customers (e.g., “I understand why you feel that way.”) Use niceties like “please,” “thank you” and “I understand…”)
Off-Limits Topics
When it comes to off-limits topics, it is important to remember the goals of the social care program. As important as it is to be responsive, have engaging conversations and be transparent, it’s equally helpful to think of social spaces as a physical place of business. You would certainly help your customers – even those disgruntled – but would not tolerate behavior that goes beyond the brand’s standards. What we DON’T respond to Sarcastic, snarky or potentially inflammatory comments which provide no opportunity for assistance Discussions/conversations between individuals that mention the company in passing, in which our involvement could be perceived as intrusive, unless we can contribute a solution to a problem Posts in a foreign language, if we do not have the resources in that language It is preferred but not required to immediately respond to issues that arise outside of posted operating hours for the channel. If necessary, after-hours issues can be dealt with according to protocol during the next shift, by whoever is next on duty Do not engage in public debate with DHL detractors DHL internal affairs, gossip, rumors, whistle-blowing Unreleased or upcoming products, campaigns, press releases, or other unannounced DHL news Specific mentions of competition, unless there is a direct question for DHL. Only address DHL specific information and never mention other brands Straight retweets of company content or company news Trolls – After an initial problem or question has been resolved, some users may continue to harass and post comments or complaints for which there is no reasonable solution
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DHL U.S. Social Customer Care Playbook
ROLE PLAY: RESPONSES TO TWEETS (RTT) AND PROACTIVE MESSAGES In this playbook, DHL Express is providing its Social Customer Care Representatives with template responses to aid in handling recurring customer issues. This will help ensure ease of response, consistency and thoroughness, but is by no means meant to represent the allowable responses in their entirety. How we communicate will affect the way customers interact with us on Twitter and elsewhere. The responses outlined in these “Responses To Tweets” (RTT) are simply guidelines to provide a framework for topics and responses, and are meant to be customized. The best customer care will result from a combination of these responses, the DHL Express prescribed voice & tone, and your own humanness and personality. Process
As you can see in the RTT, most inquiries will be handled in three steps. Depending on the length of the person’s Twitter handle and expressed concern, step 1 and 2 may need to be a two-part tweet due to character length (limit of 140). Otherwise, steps 1 and 2 may be combined. The goal is to initiate the first tweet as soon as possible after receiving the complaint (within an hour, maximum), and then take the conversation offline to email right away.
• Recognize outreach and/or sympathize with issue (depending on how detailed or vague the complaint is will dictate whether the response is general or customized) Example: Sorry to hear about your frustration. Please let us know how we can help you today.
• Ask person for additional details
Example: Please email your name, twitter handle, delivery address, tracking & phone # to
[email protected].
• Follow through to make sure we were able to provide a solution
Example: I’m glad we were able to help solve your problem. Have a great day! / Has our suggestion helped you? / Can we give you any further support?
DHL U.S. Social Customer Care Playbook
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DHL EXPRESS @DHLUSHELP SAMPLE RESPONSES TO TWEETS •
@twitter_handles represents the maximum length a Twitter handle can be (16 characters including the @ symbol). All responses were written with that parameter in mind.
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^XX represents the agent on duty’s initials. These three characters were factored into the tweet response length.
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Text in red represents variables that may exist (e.g., Twitter handles, specific issues, agent initials).
•
Tweets listed with (1) and (2) are meant to be two-part tweets, due to character length.
Issue: Shipping > Lost Package Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
DHL sucks at delivering (1) @DHLUSHelp: @twitter_ packages… This isn’t the first time handles I'm sorry to hear about my stuff doesn’t get delivered. your experience. I would like to help locate your package. ^XX
See "Response Text Options" in "Specific Delivery" section
Specific Delivery
Argh @DHLUSHelp is making my life hell today! How can you misplace a 149kg pallet!?!?
@twitter_handles Were we able to help solve your problem? ^XX
@DHLUSHelp “lost” my 5-packet delivery and call center refused to help. So I investigated myself
(1) @DHLUSHelp: @twitter_ handles I understand your frustration, and I’d be more than happy to assist you. ^XX (1) @DHLUSHelp: @twitter_ handles I’m sorry to hear your item didn’t arrive in time. I’d be more than happy to look into that for you. ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. Have a great day! ^XX @twitter_handles I received your email and will get back to you shortly. ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Shipping > Checking on Delivery Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
What in the world happened to my (1) @DHLUSHelp: @twitter_ package? DHL, what gives? handles If you would like I can look into where your package is. ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
DHL Express where is my package!!
@twitter_handles Is there anything else I can help you with today? ^XX
@DHLUS is driving me nuts!! There hasn’t been a tracking update on my package since Monday at 4am. @DHLUS tracking is worthless. It might get there today but you won’t know until you get a knock on your door DHL Express delivery is the most stressful thing. I’m too scared to leave the house even for 5 minutes to get coffee.
(1) @DHLUSHelp: @twitter_ handles I understand your frustration and would appreciate the chance to help you. ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
@twitter_handles I appreciate the @DHLUSHelp: @twitter_handles opportunity to help you get this Our drivers deliver between 7am- matter resolved. ^XX 7pm. Let me know if you need any more information or help. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: Shipping > Overnight Delivery Delay Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
You know, when I say that I want (1) @DHLUSHelp: @twitter_ something overnight, it’s because I handles I’m sorry to hear about want it THE NEXT DAY. DHL fail. your experience. I would like to look into the issue. ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
I hate @DHLUS!! I want my shoes, (1) @DHLUSHelp: @twitter_ they were supposed to be here handles I understand your overnight!! frustration and would appreciate the chance to help you. ^XX @DHLUS is so terrible. I’d rather send a pigeon to deliver my (1) @DHLUSHelp: @twitter_ package overnight handles I’m sorry your item didn’t arrive in time. I’d be happy to look Finally my package arrived, it was into this issue for you. ^XX only 3 weeks late. (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Were we able to help solve your problem? ^XX
@DHLUSHelp: @twitter_handles Our transit time varies by country and international holidays during this season, but I’m happy to hear it’s arrived. ^XX
@twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Shipping > International Package Taking too Long to Deliver
General or Vague Complaint
Specific Delivery
Sample Customer Tweets
Response Text Options
Follow-Through Options
DHL: Can’t you ever deliver an international package on time? Geez.
(1) @DHLUSHelp: @twitter_ See “Response Text Options” in handles That’s certainly not on par “Specific Delivery” section with our high service standards. I would be happy to look into your package details. ^XX
(2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX I hate @DHLUS!! I want my shoes, (1) @DHLUSHelp: @twitter_ @twitter_handles Were we able they were supposed to be here handles I understand your to help solve your problem? ^XX overnight!! frustration and would appreciate the chance to help you. ^XX @twitter_handles Has our @DHLUSHelp is so terrible! suggestion helped you? ^XX Promised all goods would arrive (1) @DHLUSHelp: @twitter_ DATE, now they are two days late! handles I’m sorry that your item @twitter_handles Can I give you didn’t arrive in time. I’d be happy any further support? ^XX Never use DHL Express for to look into this for you. ^XX shipping. NEVER! They’ve been @twitter_handles I apologize, but delaying our shipments for over 2 (2) @DHLUSHelp: @twitter_ I haven’t received your response. weeks now! Such a shame. handles Please email your name, Please send to socialcare.us@dhl. Twitter handle, delivery address, com. ^XX @DHLUS is terrible! Paid $X to tracking & phone # to socialcare. receive package in X days and
[email protected] & I’ll take care @twitter_handles I appreciate the the shipment has been stuck in of you. ^XX (Note: Remove opportunity to help you get this COUNTRY since the DATE “Please” if Twitter handle is matter resolved. ^XX too long)
DHL U.S. Social Customer Care Playbook
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Issue: Shipping > Package Says it’s Out on Delivery at 7am but not Delivered Until End of Day Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
Seriously. DHL, where is my (1) @DHLUSHelp: @twitter_ package? Why can’t you deliver on handles I’m sorry to hear about time like you promised? this. Can I assist in locating your package? ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
@DHLUS your tracker SUCKS. The package has been out since 7 a.m., but I JUST got it?
@twitter_handles Were we able to help solve your problem? ^XX
(1) @DHLUSHelp: @twitter_ handles I understand your frustration, and I’d be more than happy to assist you. ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long) @DHLUSHelp: @twitter_handles Our drivers typically deliver between 7am - 7pm, but we hear you and will share your feedback with our team. ^XX
@twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com? ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Shipping > Delivery to Wrong Address
General or Vague Complaint
Specific Delivery
Sample Customer Tweets
Response Text Options
Follow-Through Options
Why do I even have an address, if DHL isn’t going to deliver my package there?
(1) @DHLUSHelp: @twitter_ See “Response Text Options” in handles Well that’s not on par with “Specific Delivery” section our delivery standards. Is there anything I can assist with? ^XX
(2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX So angry DHL Express delivered (1) @DHLUSHelp: @twitter_ @twitter_handles Were we able my stuff to the wrong address handles I understand your to help solve your problem? ^XX frustration, and I’d be more than I live in CITY why did my @DHLUS happy to assist you. ^XX @twitter_handles Has our package just arrive at CITY?! I am suggestion helped you? ^XX 2,500 miles away! (1) @DHLUSHelp: @twitter_ handles I’m sorry your package @twitter_handles Can I give you @DHLUS sucks for delivering my didn’t arrive as planned. I would any further support? ^XX jersey to the wrong place. appreciate an opportunity to help you. ^XX @twitter_handles I apologize, but I haven’t received your response. (2) @DHLUSHelp: @twitter_ Please send to socialcare.us@dhl. handles Please email your name, com. ^XX Twitter handle, delivery address, tracking & phone # to socialcare. @twitter_handles I appreciate the
[email protected] & I’ll take care opportunity to help you get this of you. ^XX (Note: Remove matter resolved. ^XX “Please” if Twitter handle is too long)
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Issue: Shipping > Package Not Delivered on Time Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
Never use DHL for shipping. NEVER! They’ve been delaying our shipments for over 2 weeks now! Such a shame.
(1) @DHLUSHelp: @twitter_handles That’s certainly not on par with our high service standards. I would like the opportunity to help you. ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
I hate DHL!! I want my shoes, they were supposed to be here overnight!!
(1) @DHLUSHelp: @twitter_handles I understand your frustration and would appreciate the chance to help you. ^XX
@twitter_handles Were we able to help solve your problem? ^XX
@DHLUSHelp wants to ruin my business. 50% of the time they never deliver my stuff on time smh.
(1) @DHLUSHelp: @twitter_handles I’m sorry your item didn’t arrive in time. I’d be happy to look into this for you. ^XX
@DHLUSHelp is so terrible! Promised all goods would arrive DATE, now they are two days late! @DHLUSHelp from COUNTRY is very slow. Can take up to a month for some of my shipments. @DHLUSHelp is terrible! Paid $X to receive package in X days and the shipment has been stuck in COUNTRY since the DATE
(2) @DHLUSHelp: @twitter_handles Please email your name, Twitter handle, delivery address, tracking & phone # to
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Shipping > Package Insurance
General or Specific Complaint
Sample Customer Tweets
Response Text Options
Follow-Through Options
We’re never trusting DHL’s package insurance again. Awful.
(1) @DHLUSHelp: @twitter_ handles I’m sorry to hear you didn’t have a positive experience. I would appreciate the chance to assist you. ^XX
@twitter_handles Were we able to help solve your problem? ^XX
(1) @DHLUSHelp: @twitter_ handles That’s certainly not on par with our high service standards. I would be happy to look into your package details. ^XX
@twitter_handles Can I give you any further support? ^XX
Back and forth with @DHLUSHelp dealing with lost package, insurance is a scam!
(2) @DHLUSHelp: @twitter_ handles email your name, Twitter handle, delivery address, tracking & phone # to socialcare.us@dhl. com & we’ll file a damage claim. ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Has our suggestion helped you? ^XX
@twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: Shipping > Mismanaged Delicate Items (Folded Pictures, Broken Electronics) Sample Customer Tweets General or Vague Complaint
Response Text Options
Follow-Through Options
This is the last time I ship anything (1) @DHLUSHelp: @twitter_ See “Response Text Options” in with DHL. Package arrived in handles That’s certainly not on par “Specific Delivery” section horrible condition. with our high service standards. How can I assist you with this issue? ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX
Specific Delivery
@DHLUSHelp you broke my headphones!!!
(1) @DHLUSHelp: @twitter_ handles I’m sorry to hear about your package. ^XX
@twitter_handles Is there anything else we can help you with today? ^XX
@DHLUSHelp: @twitter_handles Please email, your name, twitter handle, delivery address, tracking & phone # to socialcare.us@dhl. com ^XX
@twitter_handles I apologize, but I haven’t received your response. Please send to
[email protected]. ^XX
(2) @USDHLHelp: @twitter_ handles We understand your frustration. Please email your name, twitter handle, delivery address, tracking & phone # to
[email protected]. ^XX
@twitter_handles We appreciate the opportunity to help you get this matter resolved. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Shipping > Having to Drive to Facility to Pick Up Package After Several Missed Deliveries Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
Hey DHL, if you keep missing (1) @DHLUSHelp: @twitter_ deliveries, we’re just going to stop handles I’m sorry to hear about delivering with you. Deal? your experience. I would like to look into this for you. ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
Screw @DHLUSHelp for being too lazy to deliver to my door. Now I have to drive all the way into town for my present.
@twitter_handles Is there anything else we can help you with today? ^XX
(1) @DHLUSHelp: @twitter_ handles That’s certainly not on par with our high service standards. I’d appreciate an opportunity to help you. ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Thank you for your patience and understanding. ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: Shipping > Other DHL Entities: Global Mail, Forwarding, Other Countries
General or Specific Complaint
Sample Customer Tweets
Response Text Options
Follow-Through Options
Where’s my package, DHL? Why does it take SO LONG to ship out of Spain?
(1) @DHLUSHelp: @twitter_ handles That’s certainly not on par with our high service standards. I’m here to help. ^XX
@twitter_handles I’ve shared your information with the [appropriate team] and will make sure someone contacts you soon. ^XX
Specific delivery: DHL Australia’s customer service is (2) @DHLUSHelp: @twitter_ absolutely ridiculous. handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected]. ^XX
@twitter_handles Thank you for your patience and understanding. We are clearing this up and will be in touch soon. ^XX @twitter_handles We appreciate the opportunity to help you get this matter resolved. ^XX
Issue: Shipping > U.S. vs. International Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
Um, what’s the difference between @DHLUSHelp: @twitter_handles If See “Response Text Options” in DHL here and global? I thought this pertains to DHL Express, I can “Specific Delivery” section they were all the same certainly assist. Or visit Global Mail for more info: insert link here. ^XX
Specific Delivery
We’re a little confused and can’t decide - can I use DHL Express to ship in the US? Help!
@DHLUSHelp: @twitter_handles @twitter_handles Great! Let me DHL Express delivers only from US know if there’s anything else that to international destinations. You I can do for you. ^XX need XXXXXX. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Shipping > Long Lines in Stores
General or Specific Complaint
Sample Customer Tweets
Response Text Options
Follow-Through Options
I swearrrr... DHL is THE worst!!! This man went on break when the line for pickup is out the door! What?!”
(1) @DHLUSHelp: @twitter_ handles That’s certainly not on par with our high service standards. Can you please let me know more about the location? ^XX
@twitter_handles Is there anything else I can help you with today? ^XX
DHL Express you need way better customer service in person - these lines are outrageous. The lines at this @DHLUS are too long. Can someone help?
(1) @DHLUSHelp: @twitter_ handles Would you like us to schedule a pick up for you? ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, delivery address, tracking & phone # to socialcare.
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Thank you for your patience and understanding. ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: Shipping > Rates/Prices Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
I prefer FedEx over DHL. DHL is so expensive.
@DHLUSHelp: @twitter_handles DHL Express tries to be as competitive as possible while delivering high quality services. ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
DHL Express is expensive though. Eh.
@DHLUSHelp: @twitter_handles DHL Express tries to be as competitive as possible while delivering high quality services. ^XX
@twitter_handles Were we able to help solve your problem? ^XX
@DHLUS is awful. Their prices are NOT competitive & delivery times are in NO way worth the $$
@twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to
[email protected]. ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. ^XX
Issue: Shipping > Weight of Package Affecting Pricing Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
DHL’s package prices are ludicrous. (1) @DHLUSHelp: @twitter_ handles Like most carriers, weight is a factor in pricing [pricing URL]. ^XX
N/A
Specific Delivery
I can’t understand how it is that DHL Express’ pricing is affected by the weight of the package. What gives?
N/A
(1) @DHLUSHelp: @twitter_ handles Like most carriers, weight is a factor in pricing [pricing URL]. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: General Questions
Questions About International Shipping to Specific Countries
Sample Customer Tweets
Response Text Options
Follow-Through Options
Wait, does DHL Express deliver to COUNTRY?
@DHLUSHelp: @twitter_handles Yes, we deliver to over 220 locations across the globe. Email me at
[email protected] for help shipping to COUNTRY. ^XX
@twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX
@DHLUSHelp: @twitter_handles Why not try this out?: [Solution option] ^XX
International Questions
If we’re in Spain, can I ship something to the U.S. with DHL Express?
@DHLUSHelp: @twitter_handles Of course! Would you like me to help you ship a package? ^XX @DHLUSHelp: @twitter_handles Why not try this out?: [Solution option] ^XX
@twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX
Email Issues
DHL has the worst email service ever :/ so frustrating!! #arg
@DHLUSHelp: @twitter_handles I apologize for the trouble some users are having. Our engineers have resolved/are resolving the issue causing this. ^XX @DHLUSHelp: @twitter_handles We are aware and currently working to resolve the email trouble some users are experiencing. ^XX
@twitter_handles I apologize for the inconvenience. We are urgently working to fix this matter. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: General Questions Cont’d. Sample Customer Tweets General Questions
Response Text Options
How can I get more @DHLUSHelp: @twitter_handles information about where DHL Thank you very much for your Express ships to? [question/ post/ comment]. You can find a full list of export countries at [URL]. ^XX @DHLUSHelp: @twitter_handles This page is your guide to shipping internationally. But ask me anything that’s what I’m here for! [URL] ^XX
Duties/Taxes
What are the duties charged for shipping with DHL Express?
(1) @DHLUSHelp: @twitter_handles I’d be happy to help. Are you planning on sending or receiving a package? ^XX (2) @DHLUSHelp: @twitter_handles Please email your name, Twitter handle, phone #, destination, tracking # to
[email protected] & I can assist. ^XX (Note: Remove “Please” if Twitter handle is too long) (2) @DHLUSHelp: @twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX
Follow-Through Options @twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: General Questions Cont’d.
Dangerous Goods
Sample Customer Tweets
Response Text Options
Follow-Through Options
We’re thinking of shipping [dangerous goods]. Is that something DHL Express can handle?
@DHLUSHelp: @twitter_handles DHL’s International Dangerous Goods Hotline can assist you further. You can reach them at EMAIL or PHONE. ^XX
@twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX
Customs
How long does customs clearance take if we’re shipping with DHL? I hate waiting. :/
(1) @DHLUSHelp: @twitter_ handles I’d be happy to help. Are you planning on sending or receiving a package? ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, Twitter handle, phone #, delivery address or tracking # to
[email protected] so I can assist. ^XX (Note: Remove “Please” if Twitter handle is too long) (2) @DHLUSHelp: @twitter_ handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX
@twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: General Questions Cont’d.
Scheduling Pick-Up
Sample Customer Tweets
Response Text Options
Follow-Through Options
I need help with this package we’re trying to send. @DHLUS help!
(1) @DHLUSHelp: @twitter_ handles I’d be happy to help. Would you like me to schedule a pick-up for you? ^XX
@twitter_handles I apologize, but I haven’t received your response. Please send to
[email protected]. ^XX
(1) @DHLUSHelp: @twitter_ @twitter_handles I hope you handles We are here to help. What find this information useful. I’d assistance do you need? ^XX be happy to answer any other questions you may have! ^XX (2) @DHLUSHelp: @twitter_ handles Please email your name, @twitter_handles Is there Twitter handle, delivery address, anything else we can help you tracking & phone # to socialcare. with today? ^XX
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if @twitter_handles Thank you Twitter handle is too long) for using DHL Express. We appreciate your business. ^XX Shipment Value Protection
Is there a way I can protect my shipment? @DHLUSHelp
@DHLUSHelp: @twitter_handles Shipment Value Protection can be bought for a nominal fee. SVP for express is a minimum of $2.90, for every $100 is .90 InsertSVPLink ^XX
@twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX @twitter_handles Were we able to help solve your problem? ^XX @twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX
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DHL U.S. Social Customer Care Playbook
Issue: General Questions Cont’d. Sample Customer Tweets Transit Times
Response Text Options
How long is it going to take DHL to @DHLUSHelp: @twitter_handles ship to CITY? Visit [URL] to get rate and time quotes. Keep in mind, holidays locally and internationally may impact transit time. ^XX
Follow-Through Options @twitter_handles I apologize, but I haven’t received your response. Please send to
[email protected]. ^XX @twitter_handles I hope you find this information useful. I’d be happy to answer any other questions you may have! ^XX @twitter_handles Is there anything else we can help you with today? ^XX @twitter_handles Thank you for using DHL Express. We appreciate your business. ^XX
Issue: Other Sample Customer Tweets Live Animal Transport
Response Text Options
DHL Express: I’ve got [animal] that @DHLUSHelp: @twitter_handles needs transporting. Can you help? DHL prohibits the transportation of live animals through our network. I wonder if DHL would let me ship Occasionally DHL participates in [animal] - does anyone know? conservation projects. ^XX
Follow-Through Options @twitter_handles Let me know if I can give you any further support. ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: Other Sample Customer Tweets Compliment
Response Text Options
Thanks DHL for getting my @DHLUSHelp: @twitter_handles package on time - couldn’t be Thank you for sharing this positive happier! experience with us! ^XX
Follow-Through Options Retweet positive customer message
Huge thanks to ^XX at @ DHLUSHelps for being SUPER helpful.
Bad Experience
Bad Experience > Specific Delivery
@DHLUSHelp: @twitter_handles Thank you for taking the time to share your good experience and recognizing XX for a job well done. ^XX I learned that two days (1) @DHLUSHelp: @twitter_handles See “Response Text Options” in later they still don’t have a We are here to help. What assistance “Specific Delivery” section resolution for me even though do you need? ^XX they promised me a phone call. #DHL sucks. (2) @DHLUSHelp: @twitter_handles Please email your name, Twitter handle, delivery address, tracking & phone # to
[email protected] & I’ll take care of you. ^XX DHL Express, I can’t believe I was treated so poorly on the phone. All I wanted to know is why my shoes package didn’t arrive on time. THANKS for nothing.
(1) @DHLUSHelp: @twitter_handles That certainly isn’t the experience we want you to have. I’d appreciate an opportunity to assist you. ^XX
@twitter_handles Were we able to help solve your problem? ^XX @twitter_handles Has our suggestion helped you? ^XX
(1) @DHLUSHelp: @twitter_handles We appreciate your business and are @twitter_handles Can I give you very sorry to hear of your experience. any further support? ^XX ^XX @twitter_handles I appreciate the (2) @DHLUSHelp: @twitter_handles opportunity to help you get this Please email your name, twitter matter resolved. Have a great day! handle, delivery address, tracking & ^XX phone # to
[email protected]. ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Staff Issues (Driver, Customer Service, Retail Center) > No Response From Other Customer Service Sample Customer Tweets General or Vague Complaint
Specific Delivery
Response Text Options
Does DHL actually have (1) @DHLUSHelp: @twitter_handles anyone working in their We are on Twitter 7 days a week. customer service department? How can I assist you? ^XX
Follow-Through Options See “Response Text Options” in “Specific Delivery” section
(2) @DHLUSHelp: @twitter_handles Please email your name, twitter handle, delivery address, tracking & phone # to
[email protected]. ^XX @DHLUS I couldn’t get any (1) @DHLUSHelp: @twitter_handles @twitter_handles Were we able to answers from cust serv! We appreciate your business and are help solve your problem? ^XX Please contact them to very sorry to hear of your experience. provide better service I’d be happy to help. ^XX @twitter_handles Has our suggestion helped you? ^XX Every time we call DHL (2) @DHLUSHelp: @twitter_handles Express they tell us a different Please email your name, Twitter @twitter_handles Can I give you story. Their call centers are handle, delivery address, tracking & any further support? ^XX lost! #Fail phone # to
[email protected] & I’ll take care of you. ^XX (Note: @twitter_handles I appreciate the Remove “Please” if Twitter opportunity to help you get this handle is too long) matter resolved. Have a great day! ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
DHL U.S. Social Customer Care Playbook
Issue: Staff Issues (Driver, Customer Service, Retail Center) > Customer Service Can’t Give Details Beyond Site Information
General or Vague Complaint
Specific Delivery
Sample Customer Tweets
Response Text Options
Follow-Through Options
Why does DHL even have a customer service department, if they just regurgitate what’s on the website?
(1) @DHLUSHelp: @twitter_handles I’m sorry to hear about your experience. Is there something I can assist you with today? ^XX
See “Response Text Options” in “Specific Delivery” section
(2) @DHLUSHelp: @twitter_handles Please email your name, twitter handle, delivery address, tracking & phone # to
[email protected]. ^XX @DHLUS terrible cust serv (1) @DHLUSHelp: @twitter_handles they just keep repeating what That’s not what we like to hear and I already read online! will do our best to assist you. ^XX (2) @DHLUSHelp: @twitter_handles Please email your name, Twitter handle, delivery address, tracking & phone # to
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles Were we able to help solve your problem? ^XX @twitter_handles Has our suggestion helped you? ^XX @twitter_handles Can I give you any further support? ^XX @twitter_handles I appreciate the opportunity to help you get this matter resolved. Have a great day! ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Staff Issues (Driver, Customer Service, Retail Center) > Driver/Carrier Attitude or Bad Driving Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
I really hate DHL’s trucks driving without a care in the world!
@DHLUSHelp: @twitter_handles We train our drivers to be safe and courteous. Can you email more details to
[email protected], please? ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
This DHL Express truck has been blocking traffic for 20 minutes!!
@DHLUSHelp: @twitter_handles We train our drivers to be safe and courteous. Can you email more details to
[email protected], please? ^XX
@twitter_handles I appreciate the opportunity to help you get this matter resolved. Have a great day! ^XX
Apparently the @DHLUS driver missed the memo that its freaking raining, because he just went flying around a corner. Idiot.
DHL U.S. Social Customer Care Playbook
Issue: Staff Issues (Driver, Customer Service, Retail Center) > Store Employees Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
To the DHL employee at this store: DO. YOUR. JOB.
@DHLUSHelp: @twitter_handles See “Response Text Options” in That’s not what we like to hear. “Specific Delivery” section Please email us at socialcare.us@dhl. com so we can help you today. ^XX
Specific Delivery
Sent a package to Spain via DHL Express registered, return receipt. Clerk almost mailed it to Portugal. #fail.
(1) @DHLUSHelp: @twitter_handles That certainly isn’t the experience we want you to have. I’d be more than happy to assist you. ^XX
@twitter_handles Were we able to help solve your problem? ^XX @twitter_handles Has our suggestion helped you? ^XX
(1) @DHLUSHelp: @twitter_handles We appreciate your business and are @twitter_handles Can I give you very sorry to hear of your experience. any further support? ^XX ^XX @twitter_handles I appreciate the (2) @DHLUSHelp: @twitter_handles opportunity to help you get this Please email your name, Twitter matter resolved. Have a great day! handle, delivery address, tracking & ^XX phone # to
[email protected] & I’ll take care of you. ^XX (Note: @twitter_handles I apologize, but Remove “Please” if Twitter I haven’t received your response. handle is too long) Please send to socialcare.us@dhl. com. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Staff Issues (Driver, Customer Service, Retail Center) > Customer Service Being Rude Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
DHL’s customer service is useless, my item got sent back bc I put wrong zip code, how can I fix this?! HELP
(1) @DHLUSHelp: @twitter_handles I’m sorry to hear about your experience. Let’s get this fixed for you. ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
Worst customer service @DHLUS, you just permanently lost a customer. Thanks a lot.
(1) @DHLUSHelp: @twitter_handles @twitter_handles Were we able to We appreciate your business and are help solve your problem? ^XX very sorry to hear of your experience. ^XX @twitter_handles Has our suggestion helped you? ^XX (2) @DHLUSHelp: @twitter_handles Please email your name, Twitter @twitter_handles Can I give you handle, delivery address, tracking & any further support? ^XX phone # to
[email protected] & I’ll take care of you. ^XX (Note: @twitter_handles I appreciate the Remove “Please” if Twitter opportunity to help you get this handle is too long) matter resolved. Have a great day! ^XX
Really disgusted with DHL Express customer service in the Virgin Islands.
@twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
DHL U.S. Social Customer Care Playbook
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Issue: Website Issues/Errors > Website Errors Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
Can anyone actually get this DHL site working?
@DHLUSHelp: @twitter_handles I’m sorry to hear about your experience. Can you tell me which DHL site you’re referring to, so I can help? ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
@DHLUS has the worst website ever :/ so frustrating!! #arg
@DHLUSHelp: @twitter_handles @twitter_handles Thank you for I’m sorry you are having difficulties your patience and understanding. with [problem]. Can you tell us more ^XX about the problem? ^XX @twitter_handles We’ve fixed the @DHLUSHelp: @twitter_handles issue - can you please take a look We are aware and working to and let us know if [problem] is resolve the trouble some users are gone? ^XX experiencing. We apologize for the inconvenience. ^XX
Issue: Website Issues/Errors > Website Not Up to Date with Tracking or Not Showing Up at All Sample Customer Tweets
Response Text Options
Follow-Through Options
General or Vague Complaint
I can’t even deal with @DHLUSHelp: @twitter_handles I’m DHL’s website. None of the sorry to hear about your experience. information is actually current. Can you tell me which DHL site you’re referring to, so I can help? ^XX
See “Response Text Options” in “Specific Delivery” section
Specific Delivery
So, DHL Express’ site sends me to their website to get the latest, but everything is outdated. Huh?
@twitter_handles Thank you for your patience and understanding. ^XX
(1) @DHLUSHelp: @twitter_handles We are sorry you are having difficulties with [problem]. We are clearing this up and will be in touch soon. ^XX (2) @DHLUSHelp: @twitter_handles Please email your name, Twitter handle, delivery address, tracking & phone # to
[email protected] & I’ll take care of you. ^XX (Note: Remove “Please” if Twitter handle is too long)
@twitter_handles We’ve fixed the issue - can you please take a look and let us know if [problem] is gone? ^XX @twitter_handles We appreciate the opportunity to help you get this matter resolved. ^XX @twitter_handles I apologize, but I haven’t received your response. Please send to socialcare.us@dhl. com. ^XX
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DHL U.S. Social Customer Care Playbook
Issue: Proactive Messages Sample Tweets Holiday Schedule
Wishing everyone a safe Thanksgiving! We will have limited support on Twitter today, but will be back in full force in the morning. ^XX Our XX holiday schedule is out. No pick-up or delivery will be provided on these 6 days. View it here. [URL] ^XX Service Alert: There are no pick-ups or deliveries today. Happy Labor Day! ^XX Service Alert: Our XX holiday schedule varies by country and international holiday, which may impact transit time. ^XX
Weather Alerts
Service Alert: Next week is Chinese New Year which may affect transit times for packages leaving China ^XX Service Alert: Tropical Storm XX is affecting deliveries/pick-ups in Hawaii. ^XX Service Alert: We are monitoring the weather situation in XX. It may impact deliveries/pick-ups. See [URL] for more information. ^XX
On/Off Times
Good morning! ^XX & I are on duty this morning. Let us know how we can help w/your DHL Express questions today! ^XX Hope everyone had a great Wednesday! @DHLUSHelp will be back tomorrow at 8am ET to assist with any questions. ^XX Thank you for your tweets today. Hope everyone has a great night! We will return again at 8am ET to service your requests. ^XX & ^XX
Fraudulent Emails
Fraud Alert: We are aware of fraudulent emails being circulated. If you think you received one, don’t open it. Forward to
[email protected] ^XX Fraud Alert: Please don’t open any unknown email attachments. The virus didn’t originate from DHL. We apologize for the inconvenience. ^XX
Service Interruptions
Service Alert: We are monitoring the security issues in Algeria. For details, go to WEBLINK ^XX
Website Updates
Service Alert: The PAGE of the website will be down from 1-2am today for maintenance. We apologize for any inconvenience. ^XX
DHL U.S. Social Customer Care Playbook
GOVERNANCE Moderation / Engagement Rules
Do’s Thank customers for their thoughts, questions or comments Use customer @twitter_handles in responses Keep responses fact-based, not opinionated Always write on behalf of DHL/Customer Care or the company using “we” (or “I” when appropriate) Include initials at the end of every post in this format ^CT Respond within recommended time frames (within a few minutes for first response to no longer than one hour) Stay true to the DHL brand and culture Phrase your statements as positively as possible; avoid not, no, and other negatives. Add useful links, help provide and connect customers (and prospects) with the information they seek-direct users to DHL web content if needed; use shortened URLs per approved strategy Take customer service issues “offline” to email:
[email protected] Always follow-up on Twitter after an issue is resolved (“close the loop”) to provide an opportunity for positive closure Act human Put yourself in the customer’s shoes… What exactly do they want and how can we help Keep promises Emoticons are permitted, but only for positive posts :-)
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DHL U.S. Social Customer Care Playbook
GOVERNANCE Moderation / Engagement Rules
Don’ts Never allow yourself to be dragged into arguments. If there is a serious danger of escalation, take offline to email or phone Don’t post blanket apologies without confirming fault of DHL; we apologize in the event of errors, but within reasonable bounds. Assistance and actions matter more Don’t disclose any customer account or other information over Twitter. If users post personal data, we advise them that they should delete it Don’t post opinions or conjecture Don’t make empty promises Don’t use humor or sarcasm – it is difficult to translate over social media Don’t automate tweets or direct messages Don’t use jargon, technical terms, filler words and long-winded answers. Only use generally known abbreviations
DHL U.S. Social Customer Care Playbook
43
Escalation Policy
If a customer care issue on Twitter is not resolved after following the processes described in this playbook, please refer to DHL Express’ standard escalation policy for customer service. Crisis Situations
In the event of a crisis situation, the social care representatives will be notified and standard protocol may be suspended until further notice. All members of the team should share all email and phone contact information with each other to have on hand in case of emergency. Certain situations may call for proactive messaging on behalf of @DHLUSHelp to notify followers. Examples may be:
• • •
Holidays when DHL Express Service is not available Service interruption due to weather events, natural disasters or other situations Other changes in service
Included in the RTT/Role Playing section sample copy, which can be used in these scenarios. (See page 40.)
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DHL U.S. Social Customer Care Playbook
MEASUREMENT In the following guidelines, DHL Express identifies specific metrics to measure the effectiveness of our Social Customer Care program. These Key Performance Indicators (KPIs) will be vital when it comes time to optimizing and measuring the effectiveness of our strategy. Our KPIs correspond to one of four categories: 1. Volume 2. Responsiveness 3. Handling Time 4. Customer Satisfaction Key Performance Indicators
Customer Care KPI
Description
Calculation
Total Volume (TV)
Count of all customer service related messages that tag @DHLUSHelp or use DHL customer service related keywords (i.e., #DHL, #DHLExpress, mention of DHL, etc.) that are geo-tagged in the U.S. or unclassified
TV = ∑ of customer service related posts for an interval of time that fit customer service categories regardless of tagging @DHLUSHelp or not that are geo-tagged in the U.S. or are unclassified
Direct Volume (DV)
Count of incoming messages on social channels that tag @DHLUSHelp that are customer service related geo-tagged in the U.S. or unclassified
DV= ∑ of customer service related posts for an interval of time that tag @DHLUSHelp that are customer service related
Noise (N)
Count of all incoming messages to @DHLUSHelp that are not customer service related or geotagged outside of U.S.
N = ∑ of all incoming messages to @DHLUSHelp that are not customer service related
Customer Care KPI
Description
Calculation
Volume
Volume Response Volume (RV)
Count of responses issued by DHL to all customer RV = ∑ of posts responded to within threshold time by service related messages DHL
Volume by Category (VC)
Count of messages by interaction type (i.e., tracking, package late, pricing)
VC = ∑ of volume by category (VC) / ∑ of resolutions within threshold time by category
Resolution Rate (RR)
Percent of issues that have been resolved and loop has been closed
RR = ∑ of all resolved instances / total volume (TV)
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Customer Care KPI
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Description
Calculation
First Response Time (FRT)
Average time elapsed between initial customer messages and agent replies
FRT = (Difference between time first customer messaged received and agent replied)
Response Time (RT)
Average time elapsed between all customer messages and agent replies
RT = (Difference between time customer messaged received and agent replied)
Deflection Rate (DR)
Percent of issues received via social media successfully moved to a 1:1 channel such as email
DR = ∑ of messages moved off channels / ∑ of TV
Response Goal (RG)
Percent of issue received via social media that were responded to within 60 minutes
RG = (Difference between customers responded to within 60 minutes or less and total first responses)
Responsiveness
Handling Time Handling Time (HT)
Amount of time agents spend processing an issue Calculated by comparing time of first message to final customer communication
Average Handling Time (AHT)
Average amount of time agents spend processing issues over a given period
AHT = THT / number of instances
Total Handling Time (THT)
Total time agents spend processing issues over a given time period
Sum of all HT
Abandon Rate (AR)
The percentage of posts never responded to or looked at by social team during a pre-defined interval of time
AR = (∑ posts not responded to / TV)* 100
Sentiment (S)
Qualitative assessment of customer satisfaction based on the tone and content of messages
By having the agent properly classify the sentiment (i.e., positive, negative, neutral)
Sentiment Conversion (SC)
Change in sentiment as a result of brand interaction
Agent calculation from initial customer sentiment to final (i.e., negative to positive, neutral to positive)
Customer Satisfaction
Social Customer Care Dashboard
DHL Social Customer Care will be accessed and managed through a third party tool. Individual logins will be provided for each representative at www.app.netbase.com. All interactions with customers over Twitter will be managed and contained within this database for tracking and reporting purposes. Reporting
A monthly report will be compiled and provided by rbb Public Relations. As customer service issues are dealt with and resolved, representatives will input necessary information into the database to assist with the data needed for reporting. Instructions will be provided in training.
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DHL U.S. Social Customer Care Playbook
SUMMARY Please keep in mind the three basic steps needed to complete the social customer care cycle: • Help – ask if they want help • Email – move it to email and get details • Closure – close the loop Effective and exceptional social customer care depends on these four factors. Try and keep on top of each of these, and our customers will thank us for it: • Knowledgeable staff • Timely responses • Complaint resolution • Personal touch In summary, please keep in mind the following tips: BE TIMELY
A quick response is very important via social media. Adhering to the defined protocol and responding to initial tweets within 60 minutes is critical. Even if you can’t resolve a query in that time, let the customer know you’ve heard them and you are working on it. CONNECT AND EMPATHIZE
Social media can seem impersonal at first glance, but the opportunity is to connect personally with customers through clear empathy, especially in potentially emotional situations. Try to use words like “feel” and “understand.” It’s a proven model for conveying empathy to customers. SET THE TONE
Be pleasant and positive while acknowledging the issue. Apologize only if it is appropriate to do so. Always be transparent and honest. Use “please” and “thank you.” Avoid formal language or “corporate speak.” The conversation needs to be personal and casual. This is different than “Straight To The Top.” Social media is much less corporate and more personal and genuine – and social. PERSONALIZE
Customers like to know they are speaking to a real person. Use “me” and “I” and address people by first name if character count allows. Always sign off a tweet with your initials. You can also use emoticons if appropriate. FOCUS ON CUSTOMER RETENTION (BUT LEADS ARE GOOD TOO)
Customer service is all about retaining current customers. It’s easier to keep a customer than it is to find a new one. If you identify a lead for the LQ team, follow proper procedure. MOVE IT TO EMAIL
It’s not always possible to deal with queries in 140 characters. And it’s always best to move a difficult conversation out of the public eye. Same with keeping customer data private. Ensure you provide the Social Care email address –
[email protected] – and ask for the details required per protocol. Make sure they send the email to your specific attention. CLOSE THE LOOP
While we want to handle issues offline, it’s important that every query gets “closed out” on Twitter once the issue is resolved. For example, “Were we able to help solve your problem? ^XX; or Glad we were able to help you today. ^XX UNDERSTAND PROCEDURES
In order to deal with the high volume of queries effectively, we have numerous members of staff handling the Twitter account. Be sure you understand the correct procedures for responding to queries. The replies must be consistent, helpful and in keeping with our brand image. BE PROACTIVE
If we have a known issue such as website downtime or weather delays, let our customers know before the complaints start flooding in. If people are aware the website will be down for two hours, we’ll get fewer tweets and complaints. Refer to the “Responses to Tweets” for sample copy.
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GLOSSARY @
The @ sign is used to call out usernames in Tweets: “Hello @twitter!” People will use your @username to mention you in Tweets, send you a message or link to your profile. @username
A username is how you’re identified on Twitter, and is always preceded immediately by the @ symbol. For instance, Katy Perry is @ katyperry. #
See “hashtag.” Abandonment
Messages that are never responded to or looked at by social team during a pre-defined interval of time. Benchmarking
The measurement of key performance indicators established at the onset of a campaign using established industry best practices. Bio
A short (up to 160 characters) personal description that appears in your profile that serves to characterize your persona on Twitter. Blanket Apologies
Accepting blame using pre-scripted or generic statements without basis which are likely not personalized in any way. Block
If you block a Twitter user, that account will be unable to follow you or add you to their Twitter lists, and you will not receive a notification if they mention you in a Tweet. Bug
An internal error in Twitter’s site code and functionality. If you see one, you can send a message to @Support. Category Rate
Percentage of issues that have been resolved by predetermined category (e.g., tracking, pricing, etc.). Communication Channels
Various sources used to interact with customers or deliver messages (e.g., social media, telephone, email). Conjecture
An opinion or conclusion formed on the basis of incomplete information. Deactivation
If you deactivate your account, it goes into a queue for permanent deletion from Twitter in 30 days. You may reactivate your account within the 30-day grace period. Deflection Rate
The percent of issues received via social media successfully moved to a 1:1 channel such as email. Detractor
Person who disparages and criticizes a brand, product, or reputation in a public forum. Direct Message
Use Direct Messages to have private conversations with people you follow who also follow you. Messages have a 140-character limit and can contain text, hashtags, links, photos and video. Direct Volume
The number of incoming customer service-related messages on social media that directly tag the Twitter handle @DHLUSHelp.
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Discover
This Twitter feature surfaces personalized content tailored to your account profile. Emoticons
A representation of facial expressions formed by various combinations of keyboard characters and used in electronic communications to convey the writer’s feeling or intended tone, e.g., :). Favorite
Favoriting a Tweet indicates that you liked a specific Tweet. You can find all of your favorite Tweets by clicking on the favorites link on your profile page. Tap the star icon to favorite a Tweet and the author will see that you liked it. First Response
The very first response from Twitter handle @DHLUSHelp to a user’s message related to customer service issues. Follow
Subscribing to a Twitter account is called “following.” To start following, click the Follow button next to the user name or on their profile page to see their Tweets as soon as they post something new. Anyone on Twitter can follow or unfollow anyone else at any time, with the exception of blocked accounts. See “block.” Follow Button
Click the Follow button to follow (or unfollow) anyone on Twitter at any time. When you follow someone, you will see their Tweets in your Home stream. Follow Count
This count reflects how many people you follow and how many follow you; these numbers are found on your Twitter profile. Follower
Another Twitter user who has followed you to receive your Tweets in their Home stream. Geolocation, Geotagging
The use of location data in Tweets (a geolocation or geotag) tells those who see your Tweet where you are in real time. You can access the option to “Tweet With Your Location” at the bottom of the “Compose Tweet” box. This should be turned off for @DHLUShelp. Hacking
Gaining unauthorized access to an account. Usually this is followed by unauthorized posts from the account. Hacked accounts are sometimes referred to as “compromised.” If you feel the account has been hacked, report it immediately to the supervisor. Handling Time
The amount of time agent spends processing an issue. Hashtag
A hashtag is any word or phrase immediately preceded by the # symbol. When you click on a hashtag, you’ll see other Tweets containing the same keyword or topic. Header Photo
Your personal image that you upload, which appears at the top of your profile. Home
Your real-time stream of Tweets from those you follow. Jargon
Words or expressions specific to particular profession or group that may be difficult for others to understand. Key Performance Indicators (KPIs)
A type of performance measurement that evaluates the success of a particular activity based on predetermined parameters.
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List
From your own account, you can create a group list of other Twitter users by topic or interest (e.g., a list of friends, coworkers, celebrities, athletes). Twitter lists also contain a timeline of Tweets from the specific users that were added to the list, offering you a way to follow individual accounts as a group on Twitter. Mention
Mentioning other users in your Tweet by including the @ sign followed directly by their username is called a “mention.” Also refers to Tweets in which your @username was included. Noise
Any message that is irrelevant or falls outside of the scope of our social listening. Notifications
The Notifications timeline displays your interactions with other Twitter users, like mentions, favorites, Retweets and who has recently followed you. Online Conduit
Another term for internet based communication platforms whereby customers and customer service may interact (e.g., Twitter, blogs). Proactive Messages
Communication created in advance to preempt customer inquiries rather than waiting to respond after things happened. Profile
Your profile displays information you choose to share publicly, as well as all of the Tweets you’ve posted. Your profile along with your @username identify you on Twitter. Profile Photo
Your personal image found under the Me icon. It’s also the picture that appears next to each of your Tweets. Protected/Private Accounts
Twitter accounts are public by default. Tweets from users who choose to protect their account means their Tweets will only be seen by approved followers and will not appear in search. Reactivation
You may reactivate a deactivated account within 30 days of the deactivation date. After 30 days, deactivated accounts are permanently deleted. Reply
A response to another user’s Tweet that begins with the @username of the person you’re replying to is known as a reply. Reply by clicking the “reply” button next to the Tweet you’d like to respond to. Resolution
Occurs when a situation has been resolved and the communication loop has been closed. Response Time
Time elapsed between initial customer service-related message on Twitter and agent reply. Response Volume
Number of responses issued by DHL to all customer service-related messages. Responsiveness
Responding especially readily and sympathetically to any communication from customers. Retweet, RT
A Tweet that you forward to your followers is known as a Retweet. Often used to pass along news or other valuable discoveries on Twitter, Retweets always retain original attribution.
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Seamless Integration
Smooth and continuous relationship between customer service and social media/other departments. Sentiment
Emotional feeling toward an issue (e.g., positive, negative). Spam
Refers to a variety of prohibited behaviors that violate Twitter Rules. Spam can be generally described as unsolicited, repeated actions that negatively impact other users. Suspended
Suspended accounts have been prohibited from using Twitter, generally for breaking Twitter Terms of Service. Timeline
A timeline is a real-time stream of Tweets. Your Home stream, for instance, is where you see all the Tweets shared by your friends and other people you follow. Timestamp
The date and time a Tweet was posted to Twitter. A Tweet’s timestamp can be found in grey text in the detail view of any Tweet. Top Tweets
Tweets determined by a Twitter algorithm to be the most popular or resonant on Twitter at any given time. Total Volume
Count of all customer service-related messages that tag @DHLUSHelp or use DHL customer service-related keywords. (e.g., #DHL, #DHLExpress, mention of DHL, etc.). Transparency
Communication of information in such a way that it is clear, trustworthy, and easy to understand. Trends
A Trend is a topic or hashtag determined algorithmically to be one of the most popular on Twitter at that moment. You can choose to tailor Trends based on your location and who you follow. Trolls
Internet slang for a person who sows discord online by starting arguments or upsetting people with a deliberate intent to provoke emotional response. Twitter Handle
Username created for use in communication on Twitter. Twitter
Online social networking service that enables users to send and read short 140 character messages called tweets. URL
A URL (Uniform Resource Locator) is a web address that points to a unique page on the internet. Verification
A process whereby a Twitter account receives a blue check icon to indicate that the creator of these Tweets is a legitimate source. Verified users include public figures and those who may have experienced identity confusion on Twitter. Volume by Category
Count of messages by interaction type (e.g., tracking, late package, pricing, etc.). Who to Follow
Who to Follow is an automated list of recommended accounts Twitter creates for users based on the types of accounts they already follow and who those people follow.
