When your brand is about connecting drivers and keeping them safe on the road, customer service is the top priority. Having been an active player in the social landscape for the past five years, we focus on engaging with subscribers and consumers each day making sure they have the best possible experience with OnStar. Positive experiences are created not only through issues resolution, but also by staying one step ahead by providing tips and helpful information. Keeping our fans and subscribers well informed is a primary focus: • Letting fans know that we are opening up services in an area affected by severe weather • Giving loved ones tips on how they can connect to family on the road • Sharing tips about summer vehicle maintenance before fans start their Memorial Day weekend road trip • Reaching out to someone who thanked OnStar for being there when they were in a crash that morning to make sure that the subscriber and anyone involved is doing okay Customer service is not just about conflict resolution; it’s about going above and beyond by giving fans strong resources to insure their safety each day. This establishes a trust between fan and brand where they know where they can come when they need help. OnStar is all about the human connection to help, on the road and in the social space. Every year we strive to find new ways to help subscribers and fans of our brand. With an engaged audience of over 603,000 fans and subscribers, we are committed to providing upbeat assistance and friendly conversation each day. Integrating OnStar Customer Care Advisors on our social channels to actively moderate subscriber issues has helped to escalate and resolve more than 1,500 subscription related concerns in 2013 alone beating last year’s benchmarks. With a response rate of 81% across social channels, far above the industry average of 48%, fans know that they can talk with a team that is always there to help. Whether it’s the mom who had her child lock her out of the vehicle during her chaotic morning, the road warrior who got a flat tire on their morning commute, or the family involved in a crash who had a connection to help before they were able to realize what had happened, we strive to be there when it matters most. More times than not, subscribers return to their social platform of choice to thank moderators and Advisors for the quick response and resolving their issue. Brand listening and monitoring tools found that some of the most common phrases used on owned platforms were variations of “Thank you!" or “I love OnStar!" Nearly one third of all conversations contained expressions similar to those. We saw an overwhelming number of posts from fans wanting to thank specific Advisors but unsure of how to reach them. This showed the need for a place for subscribers to share their “Thank Yous" in the social space. In September, we launched a tab on Facebook where visitors could upload a video, photo, or text to say thanks to those who helped them on the road when they needed it most. Engagement was very high, with 77% of visitors sharing something on the tab. They then spent on average over 4 minutes reading and watching other submissions. For OnStar, customer service goes beyond issue resolution – it’s also about service education, severe weather/crisis alerts and relationship building. Within our scheduled outgoing content, a significant portion are tip or education focused to ensure that active subscribers are getting the most out of their subscriptions. The OnStar Connections blog was created specifically for those interested in or who have subscribed to OnStar. We highlight life in and around the vehicle with many content pieces created based off of needs we identify through social posts from fans. It also contains real stories from subscribers, advisors and the leaders behind the technology. Our tips and tricks board on Pinterest is a top spot for fans to see new ways to use their service and find helpful information to improve their driving experience on the road. Weekly Facebook posts show vehicle tips ranging from vehicle maintenance to sharing the road with deer. YouTube videos are created to demonstrate how to use new OnStar technology and keep subscribers learning more. Showing that OnStar is not just there for emergencies but also to connect users to technology in and around their vehicle is important. In the event of severe weather or crisis situations, OnStar proactively messages affected and surrounding areas with safety messaging and alerts that all services, regardless of subscription level will be available to residents. Over the years we have built strong relationships with fans, engaging in thoughtful banter about new vehicle purchases, life events and making subscribers feel comfortable pushing the OnStar button in their car for help. We are constantly focused on learning more about our audience and their needs by asking questions to prompt engagement, thus creating more authentic conversations. It’s these things that go above and beyond the typical customer service and put OnStar above the rest. With this experience provided to fans, come passionate advocates for OnStar and its team of Advisors. In November, we launched an Ambassador program to help foster these relationships and create true insiders for our brand. We brought members to our Command Center headquartered in Detroit, Michigan to give them a behind the scenes look at where OnStar is headed and had experts on site to answer questions. Ambassadors also got a behind the scenes look into one of our Advisor call centers where they were able to listen to calls and meet the people that help them most. All of this social interaction has helped OnStar create a robust community that wants to be a part of our great customer service. During late hours and on the weekends, these active fans help answer new subscriber questions, point them to help, and continue to share their stories and knowledge on the road. For OnStar, we know that outstanding customer service cannot be achieved by just one or two individuals, but takes an army committed to the same goal of being there when it matters most.
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