Tag Archives: Spain

What Does a Community Manager in the Tourism Industry Need to Know?

What Does a Community Manager in the Tourism Industry Need to Know?

The tourism industry is particularly sensitive to clients’ opinions, that’s why we need to care for so much the service we give, including of course Social Customer Service offered by customer-oriented Community Managers with experience in that sector.

A Community Manager in the tourism industry needs to:

1.-Master several languages:

It’s fundamental to handle clients of different nationalities who value assistance in their mother tongue. This is particularly true for countries where English is not widely spoken, such as Italy, France or Spain. Ortography has to be correct in each of the languages they use to communicate.

2.-Make an appropriate Diversity Management and Segmentation:

Do not publish any post or make any comment that could be perceived as discriminatory by any customer because of his/her nationality, race, gender, religion, age, sexual orientation, political preference or any other reason. Furthermore, you should always be inclusive and take advantage of the business opportunities that these diverse characteristics offer to your brand by making a right segmentation.

3.-Know how to handle difficult customers:

Be always grateful for the valuable information you receive with their complaints. Be empathetic, seek the best solution, keep your promises, offer Social Customer Service excellence in due time and form. You need to make a special effort to change any bad perception of the brand you manage and turn it favorable.

4.-Provide attractive content:

Nothing better than a blog to help us selling the destinations we want to draw our target audience attention and enthusiasm. From the blogs posts link the product you want to sell. Create communities of fans in large or specialised social networks and enliven them with daily publications with interesting content and attractive pictures.

5.-Customise to obtain engagement:

If you have a good CRM or you can create it, much better. In any case, call customers by name, identify their needs in order to give them a customised product, handle them personally from start to finish, create enthusiasm. At the same time run promotions and contests through social networks. This will surprise your followers and help you to obtain their engagement.

6.-Know and use the social networks best suited to your product:

The tourism sector has the great advantage that the visual factor is particularly powerful to attract sales. Social networks like Pinterest, You Tube, Google Plus, Facebook, Twitter, Instagram, Flickr and Vimeo are particularly suitable for touristic promotions. Regarding Social Customer Service, we recommend the use of Twitter, Facebook and Google Plus. Short response service times are particularly important for any brand in this sector.

7.-The geolocation and specialised social networks:

For hotels, restaurants and similar establishments it’s essential to have a presence on Foursquare, Google Maps, Google Places and Facebook Places. Manage the comments made through them and keep the information updated. Also control and be particularly interactive for those received through tourism specific social networks like Trip Advisor.

You Get What You Pay For in Social Customer Service

You Get What You Pay For in Social Customer ServiceNice to see you again, Premium Social Customer’s friends!

At a time of deep economic crisis, most companies are forced to adopt cost cutting measures. These affect too frequently Customer Service, which many managers still see as a function that can be performed by untrained and not sufficiently motivated low-cost staff. So, in an effort to spend less financial resources, service is provided by people in a working environment that doesn’t promote productivity, effectiveness or efficiency. Employees don’t fell identified with the company they work for and consequently Customer Service level becomes affected. This certainly has a negative influence on the image projected by the brand and in the Social Media Era with its high virality, any malfunction becomes quickly evident for all its customers and followers.

All of the above also applies to Community Managers. The management of a brand cannot be left in the hands of people without motivation, training, customer-oriented attitude and communication skills needed to successfully overcome any crisis on Social Networks. We see with amazement that many jobs in this sector are aimed at extremely young people without any work or life experience, without the “savoir être” or the “savoir faire” required to successfully carry out such a delicate task. Sometimes, employers ask for technical knowledges but they do not mention the most important aspect: the art of communicating properly with their Social Network users. It is very usual to see big brands badly managed regarding response times and interaction manners with their users on Social Media pages and accounts. In this sense, Customer Service experts have a lot to offer to this relatively new profession. On this blog there are several posts already published that speak about the importance of an excellent Social Customer Service level. Only those managers who realise the great added value that this represents and devote the necessary human and physical capital resources to it will succeed in making their brands become leaders in Social Media engagement, because you get what you pay for in Social Customer Service.

The Importance of a Quick Response to Customers


Hi, friends of Premium Social Customer! I’m always delighted to welcome you to my blog!

On Thursday afternoon two weeks ago I couldn’t find in any shop any parts of the model I use of a much needed product for the daily care of men image. It was the third time that the perfumery where I use to buy them had told me that since the brand had produced a defective batch, the manufacturer decided to withdraw them temporarily from the market and therefore I had to wait for new merchandise in good shape to be brought. Then I decided to try my luck in a well-known German drugstore without success, so I checked the Facebook page in Spain of the multinational that manufactures and markets the product, and I explained in a post my problem and waited to have a reply in a reasonable period of time. That happened on a Thursday at 8:00 PM or so and I finally had a response from the brand on Monday at 1:30 PM. That Monday morning I had already found the parts and purchased them at another store. The response they gave me on Facebook was that there were no problems in the supply and that I should ask the store where I use to buy their products the reason why they did not have them and that for any more questions I should get in touch with their Toll Free Customer Service phone number.Analyzing what happened, we see that the response given by the company in terms of its content is correct:

1.      I am informed that there is no supply problem.
2.      They suggested that the problem may be in the store where I usually buy the product and told me to insist with that shop (Showing respect to their distribution network and avoiding to ask me to go to an alternative POS)
3.      They facilitated me a Toll Free Customer Care number (This is very important specially for an upset customer) to get my feedback on aspects that may be interesting for them to know (eg : a way of double-checking the supply of the stores in the district where i live) or where they can give me an alternative solution if the problem persists and therefore my anger as a loyal customer to the brand grows.

On the other hand, the failure by the Community Manager is that he/she has not taken into account some characteristics that Social Media Customers expect from a brand, such as:

1.      The customer wants a quick response, maximum 24 hours in the case of Facebook.
2.      When the client gets in touch with a brand through social networks is because he/she prefers to use this communication channel. I must say that on their Facebook page next to the logo there was information about the Customer Service phone number but the consumer should have the right to get in touch through Social Media only. Do not forget that the growing trend is that social networks are becoming more and more popular for users to express their comments about brands.

Finally, I thanked and informed them that the problem was already solved. This is an interesting case of a good but not optimal Social Customer Service management.