cdo conclave 2016 presentations part 2
TRANSCRIPT
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Customer Service Through Social Media
Maha AboueleneinManaging Director
Organizational Consultants (OC)@mahagaber
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Social Customer Service
• Is the New Telephone or Next Email• There has been a paradigm shift in
customer service• Social Media isn’t just for marketing• Prominent channel for customer
service
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Social Care
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Customer Service Expectations on the Rise
• Brands Create Seamless Experience• Not Enough to be
Present• Live in Real Time
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Statistics Tell the Story
68% use social media to ask questions, report satisfaction, or to complain
50% of social media users prefer "social care" to the phone.
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Social Media Top Internet Activity• Over email• Messaging• Gaming
70% Daily14x’s 84%
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Approach to Customer Care
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Why It Matters• 95% Dissatisfied Customers Tell Others About Their
Bad Experience• One Happy Customer = 9 referrals for your business• 74% customers have spent more due to good
customer service• By 2017, 89% of businesses will compete mainly on
customer experience• By 2020, Customer Experience will overtake price
and product as differentiator• Customer Service Impacts Revenue +/-
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Impact on Reputation
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Customers Love to Contact a Brand Through Social
Media
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Power of Influence
Customer Company
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Advantages of Social Media Customer Support
• Instant Gratification• Positive Feedback• Responses Are Visible to
Everyone• Literal “Personalized” Service• Next Level Interaction• Image & Reputation Control• Loyalty
Transparency
Productivity
Builds Trust
Bolsters Credibility
Convenience
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Downsides Exist Too
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Plan Your Approach
• Which Platform?• Add Value• LEAP Method
• Listen• Engage• Adapt• Promote
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Listening
• Collect and analyze customer activity• Identify problems or misconceptions• Track and Manage Volume• Help plan staffing and resources
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Speed of Response
• Crucial• Social Care is CARE. • Determine When to Go Offline• Look for Opportunities
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Plan Your Approach
• A Separate Customer Service Profile?
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KPIs of Social Care
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Be Human
• Personal Care
• Be “Social”
• Make a connection
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Reap the Benefits
• Do it Right or Don’t Do it At All
• Be Socially Devoted– Respond to 65% audience questions
• Get 3.5 more brand interactions
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Reap the Benefits
• This is all about reputation
• Have Guidelines
• Know that its here to stay!
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Thank YouQuestions or Need Help? Contact me
@mahagaber