Best Use of Social Media for Customer Service← Go back to category
Citibank-LivePerson: Social Real-Time Engagement
Feb. 10, 2012
- Customer Service
Team members: Frank Eliason - SVP of Social Media, Citibank NA Consumer, Michael Cardace - VP of Internet, Mobile, and Social Media, Citi, Rob Coverdale - Regional Program Manager - Consumer Markets
About this entry
The @AskCiti - LP Chat integration enables a customer service rep to chat directly with a customer who has tweeted a question or concern. The Citi agent tweets a “click-to-chat” link to the customer, and once the link is clicked, an authentication page appears, prompting the customer to enter their online banking credentials. Once authenticated, the customer is then connected directly to the same rep who replied to their original tweet. In a matter of seconds after tweeting, a customer is receiving personalized and secure account-specific assistance with a Citibank customer service agent.
The case for why this entry should win a Shorty
In 2011, Citi decided to take their “social customer service” strategy to the next level by introducing the @AskCiti- LP Chat integration to the Twittersphere. Many companies can offer some form of customer service in the Twittersphere by monitoring their twitter handle and acknowledging customer tweets with re-tweets and DMs. However, it’s a challenge to offer direct customer service and personal assistance within the basic Twitter platform. How do you verify the identity of the customer and offer relevant account-specific assistance? How can a company know exactly who they’re talking to and provide a secure and direct channel of communication without leaving the online environment?
Citi found a solution by integrating LP Chat with their Twitter customer service platform. Citi agents can now offer personal, secure, and effective customer service in the social space via real-time chat. Citi recognizes the importance of expanding engagement from more traditional channels to social channels in order to meet the preferences of consumers who interact with their brand. Citi has found that when a customer can receive seamless, immediate service, without ever leaving the twitter environment, they are transformed from a discontent customer to a brand ambassador.