Imagine: ten Amsterdam ArenA's full of people asking you all kinds of complicated questions about work, pensions and social security. FNV Bondgenoten has been doing this for years and recently also via webcare. Imagine that! The union has therefore started working in a structured way. Now they have entered the exciting roll-out phase.
I speak with project leader Irena Marmelstein and Birgit van Wikselaar , one of the webcare team members.
For such a large organization you need to have a clear definition of webcare.
What is that definition according to FNV Bondgenoten?
Irena: “Webcare consists of two channels, where we answer questions and do community management: since February 2013 there is @FNVBwebcare on Twitter and on our corporate Facebook page we receive a lot via private messages. In addition, since 2009 there is @FNVBondgenoten where press releases are sent from.
It has historically grown that we have two Twitter accounts, but we make a clear distinction between the corporate and service channels. For Facebook, no one actually creates a new page for webcare, it is more of a hub where everything takes place in one place.”
Early 2012, Irena started as a strategic project leader, to integrate all kinds south africa mobile phone number list of social media activities into the organization (which employs almost 900 people). Webcare is the largest subproject: “I led a project team that generated a lot of support, because it included many enthusiastic thinkers and doers.” In a few months, they prepared the operational phase of webcare, with guidelines and the design of the channels. Training also turned out to be an essential part of the preparation of webcare and employees are still being updated.
“That has to do with a few things. We are not only the largest trade union in the country, we also deal with a huge number of different subjects. And as a representative of workers, we naturally have an extensive process to safeguard all processes. For example, the works council had to agree to the social media guidelines, which form the basis for the communication style in webcare. The lessons learned from the pilot period in the spring are now with the management, and webcare only needs to be implemented.”
Customer tracking system with integrated webcare
If everything goes according to plan, the social monitoring tool Coosto will be integrated with the system in which all other messages already arrive at the Contact Center. There, employees will see all inbound phone calls, emails and social media questions appear.