social customer service & marketing

Delivering Effective Social Customer Service

oursocaltimes.com/events

How did we get here?

Source: 2013 Raga/NASDAQ OMX Corporate Communications Survey of 2,714 communications professionals, marketers

Who controls the money?

Global annual budget for marketing?

Global annual budget for customer service?

$500 billon

$9 billonSource: Genesys G-Force Barcelona,, 2012

Marketeers are still struggling with customer centricity

“87% say that their companies currently engage in co-ordinated, cross-channel activity and within this, the level of specific targeting (38%) is strong.”

“Only 3% of senior marketers say that their cross-channel marketing activity is customer-centric to a point where it is individualised and set against right-time, right-place priorities.”State of Customer Engagement Report, Econsultancy, 2013

All this is set to change…

The symptoms…

“That campaign only had a budget for 6 months.”

“We need to generate 2000 new leads month on month”.

“I want valuable information and help when I need it.”

“Why haven’t you replied to my Facebook comment?”

“You screwed up - big time!”

“Can someone call customer support? (Who are those guys?)”

2013 ‘Grand’ European Tour Highlights

Greater Anglia Rail: UK

• Provide real-time support via @greateranglia (esp. during bad weather).

• Receive feedback from their 20k followers. Learning of problems before the driver.

• Offer a Tweet the Manager service (#TTMGA) for feedback about stations.

• Daily ‘Web watch’ provided to Directors.https://www.slideshare.net/oursocialtimes/social-media-and-greater-anglia-paul-bentley-greater-anglia

ABN AMRO Bank - Netherlands

• Social customer support with a 360-view of the customer relationship (Genesys)

• Offering financial advice for young people on Hyves, a niche youth social network.

• Giving free advice on the daily challenges of life, e.g. recession. Call this ‘pre-customer support’.

http://www.frankwatching.com/archive/2013/06/14/webcare-anno-2013-waar-liggen-de-gemiste-kansen/

Where does this leave Marketing?

“Imagine if marketing became more caring and customer service was more engaging?”

Bian Salins - Head of Social, Now TV (BSkyB)

Thank you.

Luke Brynley-Jones