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

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

Strategic Emphasis on Customers 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 Approach to Performance Strategic Approach to Performance Focus on a Wildly Important Goal Focus on a Wildly Important Goal Act on Lead Measures Act on Lead Measures Create Compelling Scoreboards Create Compelling Scoreboards Create A Cadence of Accountability Create A Cadence of Accountability Good Government in Action Initiative

Improved Customer Satisfaction Improve Customer Satisfaction to 80% Our WIG: Statewide Goal:

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

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

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

Data Resources Data Resources Field Detectors Field Detectors NAVTEQ NAVTEQ Trucking Companies Trucking Companies Crowdsourcing Crowdsourcing

Performance Measures Accountability Accountability Employee Engagement Employee Engagement Cadence Cadence Scoreboard

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

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 Providing Customer Service Through Social Media

Social Media MDOT recognizes that social media works both ways Communication isnt 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 doesnt stop on the weekend, so MDOT staff keeps tabs on social media feeds during the weekends when at all possible

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

The Michigan Department of Transportation Social Media - Customer Service Sometimes you need to ask an expert to help answer a question. Everyones busy, so getting that help may not come quickly. Make sure to let the customer know youre working on it and that they havent been forgotten. Dont leave customers hanging

A quick Facebook post about rest area maintenance led to a question from a follower about why MDOT doesnt use that money to fix roads instead. A.j. BertinA.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? A.j. Bertin The Michigan Department of Transportation Social Media - Customer Service Example

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 TransportationMichigan Department of Transportation Working on a response for you, A.j. Bertin. Thanks for the question! A.j. Bertin Michigan Department of TransportationA.j. Bertin The Michigan Department of Transportation Social Media - Customer Service Example

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 TransportationMichigan Department of Transportation Haven't forgotten about your question, AJ. Verifying some information we plan to pass along to you. Michigan Department of Transportation Haven't forgotten about your question, AJ. Verifying some information we plan to pass along to you. Michigan Department of Transportation -- Follower responded by liking MDOTs post. -- Follower responded by liking MDOTs post. The Michigan Department of Transportation Social Media - Customer Service Example

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 TransportationMichigan 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. Michigan Department of Transportation -- Follower responded by liking MDOTs post. -- Follower responded by liking MDOTs post. The Michigan Department of Transportation Social Media - Customer Service Example

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

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

Dealing with an angry customer Example Angry Detroit motorist stuck in construction following y'all need to get together

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

Dealing with an angry customer Example Angry Detroit motorist stuck in construction following a I cant responded to my angry tweet lol. #humbled

Dealing with an angry customer Example Angry Detroit motorist stuck in construction following 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 Example Angry Detroit motorist stuck in construction following thank you

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

Summary Monitor social media channels Monitor social media channels Meet issues head-on Meet issues head-on People want to be heard People want to be heard Stay positive, dont be confrontational Stay positive, dont be confrontational Opportunity to convert critics to fans Opportunity to convert critics to fans

Use of Social Media tools is no excuse for distracted driving - Dont drive while intexticated! MDOT Social Media Sites Twitter YouTube Instagram

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