How Social Media Can Lead the Voice of Customer Initiatives

Building Bridges Through Listening

Creating year-round social initiatives for a seasonal product is tricky enough. Creating interest for something that many people dread adds another layer of complexity to this challenge.

Alaina has figured out how to engage her customer base during the tax off-season in a way that makes the stressful experience of filing your taxes feel effortless and fun. By listening closely and empathetically to her customers through social media, she has developed a sixth sense when it comes to knowing what they want to see in their tax software.

Through a focused internal effort, she has also built bridges between herself and departments all across the organization. By becoming the known expert on customer needs and wants, she ensures that their voice is heard and represented throughout the company.

This two-part punch of social listening and proactive networking has helped transform TurboTax into a receptive and reactive brand with a year-round presence.

In This Episode

• How an empathetic social pro can create an internal bridge for customer care


• Why successful social initiatives means close listening to your customer's voice


• How a public forum leads to valuable customer care opportunities


• Why innovative customer programs means a startup approach and a fun, empathetic team

 

Quotes From This Episode

“Social is a way to connect customer care to PR.” -@alainamaloney (highlight to tweet)

“Our audience on Facebook is an audience of your everyday customer, whereas our answers exchange community is a crowd of engaged experts.” -@alainamaloney

“We may only be January through mid-April seasonal business, but taxes are impacting your everyday life.” -@alainamaloney

“Targeting is an evolving area where we do our best to keep up and leverage data on customers.” -@alainamaloney

“We have a team of innovation catalysts who do a lot of experimental stuff.” -@alainamaloney

“Empowering people and their finances is something that is such a challenge in our country and across the world.” -@alainamaloney

“We're in there to let customers know if they had a poor experience, or if they're not happy with a certain area, that we are listening.” -@alainamaloney

Resources

• Alaina Maloney on Twitter: @alainamaloney


• TurboTax on Facebook, Twitter, YouTube, Tumblr, Instagram, and Amazon


• TurboTax Tax Parties

 

The Big Two:

Alaina Maloney

What's your one tip for becoming a social pro?

There is an aspect of this business that is best classified as “social care” and it's key to becoming a successful social pro. The best way to grow your strength in social care is to find a way to help people in your community, your customers, your friends, or even your family. It's a great path to establishing yourself as a positive and uplifting social personality.

If you could do a Skype call with any living person, who would it be?

Alaina would love to sit down and Skype with the living legend, Dolly Parton. Her authentic, fun, and open personality embodies the spirit of the Grand Ole Opry. Not only that, but she is one of the greatest philanthropists to ever come out of Tennessee. A virtual conversation with Dolly would be a once-in-a-lifetime experience for anybody!

See you next week!

       

How Social Media Can Lead the Voice of Customer Initiatives

from Convince and Convert Blog: Social Media Strategy and Social Media Consulting http://ift.tt/2aZ3ai4

via
rgh–