Customer Service & Social Media

1. Jeff Cranson Communications Director Michigan Department of Transportation Customer Service & Social Media

2. Our Mission Providing the highest quality integrated transportation services for economic benefit and improved quality of life.

3. “The role of government is to serve our citizens as customers ---to make a difference in their lives in a positive way.” Governor Snyder Strategic Emphasis on Customers

4. ‘Good Government in Action’ Initiative • Focus on a ‘Wildly Important’ Goal • Act on Lead Measures • Create Compelling Scoreboards • Create A Cadence of Accountability Strategic Approach to Performance

5. Our ‘WIG’: Statewide Goal: Improve Customer Satisfaction to 80% Improved Customer Satisfaction

6. Transportation System Operations: A Platform for Customer Service and Satisfaction Customer-Centered System Operations Goal: Limit User Delay Costs on High Priority Corridors Statewide

7. Limit User Delay Costs • Winter Operations • Work Zone Management • Traffic Incident Management Lead/Lag Measures

8. Normal Speeds <2 hours • After Storm Huddles when regain > 2 hours • Pre-storm communications with contract agencies Winter Regain Time

9. Field Detectors • NAVTEQ • Trucking Companies • Crowdsourcing Data Resources

10. Scoreboard • Accountability • Employee Engagement • Cadence Performance Measures

11. Driving Customer Service Through Communications • Winter Operations • Work Zone Impacts • Quick Clearance • Post Incident Review Performance Measures

12. Providing Customer Service Through Social Media • Important traffic, safety & construction information • Notification about news releases, reports, public events & public comment periods • Links to informational videos, photos & the MDOT Web site Social Media

13. MDOT recognizes that social media works both ways • Communication isn’t just one-sided • Communications staff actively monitors Facebook & Twitter feeds for questions, complaints & traffic news tips from the public • State of Michigan social media policy is to respond to a public question within 24 hours during the work week • Of course traffic doesn’t stop on the weekend, so MDOT staff keeps tabs on social media feeds during the weekends when at all possible Social Media

14. Dealing with an angry customer • Opportunity to convert critics into fans • Offer help, or at the very least to listen • Even if you can’t solve their current problem, show them that you’re always there to help • Be honest & helpful, not confrontational Social Media

15. Don’t leave customers hanging • Sometimes you need to ask an expert to help answer a question. • Everyone’s busy, so getting that help may not come quickly. Make sure to let the customer know you’re working on it and that they haven’t been forgotten. The Michigan Department of TransportationSocial Media - Customer Service

16. A quick Facebook post about rest area maintenance led to a question from a follower about why MDOT doesn’t use that money to fix roads instead. A.j. Bertin I just have to ask... why have so many of Michigan's rest areas been demolished and rebuilt over the last few years? Couldn't those funds have gone toward improving more of the actual roads? Example The Michigan Department of TransportationSocial Media - Customer Service

17. MDOT responded within an hour to acknowledge the question. Communications staff drafted a response and forwarded it to a department expert on rest areas to make sure it was thorough and accurate. Michigan Department of Transportation Working on a response for you, A.j. Bertin. Thanks for the question! Example The Michigan Department of TransportationSocial Media - Customer Service

18. As it turned out, the expert was away at a meeting and could not respond immediately. MDOT made sure to provide the Facebook follower an update the next morning. Michigan Department of Transportation Haven't forgotten about your question, AJ. Verifying some information we plan to pass along to you.  -- Follower responded by liking MDOT’s post. Example The Michigan Department of TransportationSocial Media - Customer Service

19. The rest area expert provided information to pass along to the follower. Staff made sure to apologize for the delay in the response. Michigan Department of Transportation Sorry for the time it took to give you the full response. We wanted to make sure we included a thorough explanation of why rest areas/Welcome Centers are so valuable, given the current funding issue. -- Follower responded by liking MDOT’s post. Example The Michigan Department of TransportationSocial Media - Customer Service

20. A few hours later, the follower made sure to thank MDOT for keeping our promise to respond to him. A.j. Bertin Thank you for this thorough answer. I appreciate you getting back to me!  Example The Michigan Department of TransportationSocial Media - Customer Service

21. Example Angry Detroit motorist stuck in construction following a concert. @KINGVERN: @MichiganDOTI hate you for this traffic on 75 after the Kevin Heart show. Down to two lanes... EFF YOU!! Dealing with an angry customer

22. Example Angry Detroit motorist stuck in construction following a concert. @KINGVERN: @MichiganDOTy'all need to get your @$!$ together Dealing with an angry customer

23. Example Angry Detroit motorist stuck in construction following a concert. @MichiganDOT: @KINGVERN Sorry for the inconvenience, Vern. Which area of I-75 was that? I can explain the work with that info. Thanks! Dealing with an angry customer

24. Example Angry Detroit motorist stuck in construction following a concert. @KINGVERN: @MichiganDOTit was Saturday night between The palace of auburn hills and Crooks road. What happened? Thanks for the response. Dealing with an angry customer

25. Example Angry Detroit motorist stuck in construction following a concert. @KINGVERN: I cant belIeve@MichiganDOTresponded to my angry tweet lol. #humbled Dealing with an angry customer

26. Example Angry Detroit motorist stuck in construction following a concert. @MichiganDOT: @KINGVERN Found it - maintenance work. Hard to do that kind of work during work week, so wkend only option. Sorry again for the delays. Dealing with an angry customer

27. Example Angry Detroit motorist stuck in construction following a concert. @KINGVERN: @MichiganDOTthank you Dealing with an angry customer

28. Example Recap • Angry motorist called out MDOT by name • MDOT responded with offer to help explain the delay • Motorist surprised MDOT responded • Motorist attitude changed from anger to appreciative Dealing with an angry customer

29. Summary • Monitor social media channels • Meet issues head-on • People want to be heard • Stay positive, don’t be confrontational • Opportunity to convert critics to fans

30. MDOT Social Media Sites Twitter@MichiganDOT@MDOT_MetroDet@MDOT_West@MDOT_Southwest@MDOT_Bay@MDOT_Lansing@MDOT_A2@MDOT_Traverse@MDOT_UP@MDOT_Rail Facebook www.facebook.com/MichiganDOT YouTubewww.youtube.com/MichiganDOT Instagramwww.instagram.com/mdotpicoftheday Use of Social Media tools is no excuse for distracted driving- Don’t drive while “intexticated!”

31. Questions? Customer Service is ImportantPlease take our customer survey:https://www.research.net/s/ZKC9H99