Social Media Response Procedures

Below is a suggested procedure for responding to customer interactions (especially complaints) on social media.

The following procedures are to be followed by the Social Media Specialist Team in Customer Care. Phase 3 is only followed by the Social Media Supervisors.

Phase 1: Prevention

·        Encourage Customer Contact: Attached to every official post made to social media, there should be at least one way to contact a real person.

·        Analyze Interaction: Customers are often predictable so every customer interaction should be analyzed and tracked in the provided analytics software.

Phase 2: Direct Response

·        Empathy First: All initial responses are to be reviewed by someone who has not read the initial post and be graded on the empathy included in the response.

·        Gain Complete Understanding: The primary goal of every interaction is to gain complete understanding of the customer’s problem.

·        Track Everything: Every agent who responds to a customer via social media will document every interaction in Tesla’s internal software.

·        Respond Promptly: During Business hours, every social media post, praise or complaint will be responded to within one hour.

·        No Post Forgotten: The opening Social Media Specialist Team will have a second team to specifically respond to any posts made during off business hours.

·        Own the Problem: Each Specialist is expected to own the problem from start to finish with the specific goal of doing everything possible to resolve the customer’s issue.

·        Promise Follow-up: Obtain contact info from each customer who has complained and follow up with them on their issue after 1 week, 1 month, and 6 months to ensure long term resolution.

Phase 3: Adjust Operations

·        Find Patterns: Review logs of every interaction to find patterns that exist in customer complaints.

·        Connect Patterns: When patterns emerge in customer complaints, identify what company operations may be connected or contributing to those problems.

·        Report: Report all identified patterns, along with any suggestions on improvement, using provided Supervisor reporting tools.

·        Provide Training: When changes are implemented, ensure all agents are properly trained and tested on all new procedures.