social media for customer service

Customer Service through Social MediaSocial Media Enterprise Forum 2011

Arun Nairarun.nair@indianeye.org www.indianeye.org

Changing ParadigmsThe 3Es of Customer ServiceBenefits and CostsInvaluable ToolsCase StudiesKey Insights

Any consumer can become an Influencer by having a bad experience and having their tweet go viral

Contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one

- Global Customer Service Barometer survey, American Express

58% of consumers wants the company to respond to comments if they had tweeted about a bad experience

- Global Customer Service Barometer survey, American Express

Word of Mouth. 22 % is sparked by advertising, 78% is sparked by something else

Remarkable and entertaining stuffGreat customer service or experience

Communities are formed everyday that interacts with each other on an ongoing basis, talking about your brand

Not all customers pick up the phone!

More than 50% of Fortune 100 companies are using Twitter for customer service

- Burson-Marsteller

By 2013 at least 35% of customer service centres will integrate some form of community/social capabilities as a part of the contact centre solution.

- Gartner

40% of Indian consumers are using social networking websites to air their problem

- Economic Times, research firm Ovum

* Internet users

*

Changing Paradigms

The 3Es of Customer ServiceBenefits and CostsInvaluable ToolsCase StudiesKey Insights

The 3Es of Customer ServiceEar to the groundEngageEnergize

The 3Es of Customer ServiceEar to the groundEngageEnergize

Seek first to understand, than to be understood- Stephen R. Covey

Arun Nair Indianeye.org

Ear to the ground

• What do you listen for?• Complaints, questions, concerns, ideas, suggestions.

Gauge the sentiment.• Whom do you listen to?• Prospects, customers, fans, competition, influencers.

• Where do you listen?• Blogs, Facebook, Twitter, Communities/forums,

Youtube, Linkedin• Compile keywords about your brand from the social

universe.

Arun Nair Indianeye.org

The 3Es of Customer ServiceEar to the groundEngageEnergize

Arun Nair Indianeye.org

Engage

• Engage proactively.• Get your best customer service agent(s) for

the job.• Trust and empower your agent(s).• Create more touch points with your

customers.• Respond in the same medium.

The 3Es of Customer ServiceEar to the groundEngageEnergize

Buzz does not create evangelists. Evangelists create Buzz

Arun Nair Indianeye.org

Energize – create evangelists

• Transition loyal customers into evangelists.• Convert detractors into evangelists.• Identify influencers, experts and harness their

power.• Empower the evangelists.

Changing Paradigms

The 3Es of Customer Service

Benefits and CostsInvaluable ToolsCase StudiesKey Insights

Arun Nair Indianeye.org

Benefits

• Reduce call and email volume.• Increase in FCR (first contact resolution).• Increase agent productivity.• Increase customer lifetime value.• Decrease the cost of knowledge creation.

Arun Nair Indianeye.org

Costs

• Consulting• People• Training• Staff

• Marketing of the community• Technology• Platform fee (SaaS model)• Community website design• Integration to contact center• Analytics

* Based on Forrester report: the ROI of Social Media customer service communities

*

Changing Paradigms

The 3Es of Customer ServiceBenefits and Costs

Invaluable ToolsCase StudiesKey Insights

Arun Nair Indianeye.org

Invaluable Tools

• Basic• Google Alerts, Twitter Search

• Dashboards • Tweetdeck, Seismic, Hootsuite, Scoutlabs• Social Mention• Radian6, BuzzMetrics

• Online Helpdesk• Kayako, Web Help Desk, Zendesk, Liveperson• Salesforce, RightNow

• Community/Forum Tools• Jive, SocialEngine, Openwack, Dolphin, IP.Board, vBulletin, YABB

Arun Nair Indianeye.org

Google Alerts

Arun Nair Indianeye.org

Twitter Search

Arun Nair Indianeye.org

Social Mention

Arun Nair Indianeye.org

Tweetdeck

Arun Nair Indianeye.org

Kayako

Arun Nair Indianeye.org

Radian6

Arun Nair Indianeye.org

Jive

Changing Paradigms

The 3Es of Customer ServiceBenefits and CostsInvaluable Tools

Case StudiesKey Insights

Arun Nair Indianeye.org

Zappos

• Has raised the bar for social media customer service.

• Authentic connections with customers rather than selling or promoting products.

• Dedicated page for Twitter on its site. • CEO Tony Hsieh, leading by example.• Transparency.

Arun Nair Indianeye.org

United Airlines (service gone horribly wrong)

Changing Paradigms

The 3Es of Customer ServiceBenefits and CostsInvaluable ToolsCase Studies

Key Insights

One size doesn’t fit all. Pick the medium that makes sense for your business and prioritize your investments.

Apply the Pareto principle when it comes to your interactions.

If a brand lacks confidence, then it will not want to listen to negative conversations.

No social is better than bad social!

Be human. Authentic voices, empower staff.

Arun Nair Indianeye.org

INTERACTIVE SESSION, Q&A

Questions, ideas, suggestions…

arun.nair@indianeye.org facebook.com/indianeye twitter.com/nairarun

Arun Nair Indianeye.org