The Role Social is Playing in Customer Service Today, Tomorrow & Forever Tricia Gellman Sr. Director SMB Solutions
/tricia.gellman
@triciagellman
In/sfmrktg
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Our Mission: Cloud Computing Driver, Catalyst and Evangelist
Mainframe
Today 1960s
Client/Server
1980s
No Hardware/Software Subscription Model
Automatic Upgrades Constant Innovation
Enterprise Cloud Computing
#1 in Cloud Computing and Customer Relationship Management
#1 Sales, Service, Marketing
Cloud Computing
Innovation 2011, 2012
The Social Revolution
1960s Mainframe Computing
1970s Mini
Computing
1980s Client Server
Computing 1990s Cloud
Computing
2000s Mobile
Computing
2010s Social
Revolution
x 10x 100x 1,000x 10,000x 100,000x
Today, People Are Discussing Your Brand
340M Tweets Per Day
2.7B FB Posts Per Day
Billions Blog Posts Per Day
Sources: Penn State College IST Social Study, Twitter, Facebook, YouTube, Visible Technologies
150M Conversations
Per Day
Most Businesses Are Not Listening #FAIL
95% Facebook Brand
Posts NOT Answered
Sources: SocialBakers “Companies Respond to Just 5% of Questions on Facebook”; Sysomos “Replies and Retweets on Twitter” l Study, Twitter, Facebook, YouTube, Visible Technologies
71% Twitter
Complaints NOT Answered
= 88% People Unlikely to Buy
from Brands that Ignore Their
Complaints Online
If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
6 friends.
6000 friends. - Jeff Bezos, Founder & CEO
Cancels $5 debit card fee after Molly Katchpole’s online petition gains
over 150K signatures.
Spots misinformation around Holiday Tipsy Tow marketing program
Posts public Twitter apology to musician that was kicked off the
plane after clothing dispute.
Social Has Created a Dramatic Impact on Customer Service
The Impact Extends to Your Entire Company
Marketing
Service
Sales
How Can You Connect Everyone and Use Social As a Benefit?
You Need to Start By Listening
Today’s customer is social and mobile
Social media is the new 800 number
Connect to all channels: traditional and social
“25% of our cases now come from from social media, that’s equivalent to cases coming over the phone. If the phone was ringing would you not pick up?”
- John Rote, Head of Support
Bonobos Scales Customer Service
Leading men’s clothing e-commerce retailer
Needed to scale while maintaining personalized service
Increased customer satisfaction to 97% with Desk.com
Grew social support by 800% over Twitter
Put a System In Place
Setup a professional support tool that everyone can use
Share customer data between support and sales
Move cases from open to resolved so no customer falls through the cracks
Squarespace Personalizes Support with Desk.com
Provides a website development platform for business
Handles over 10K new tickets per month
Uses case routing and escalations to make sure no customers fall through the cracks Tracks agent productivity in real time with Desk.com reporting
Empower Customers to Help Themselves
Maintain public knowledge base
Create branded experiences
Increase satisfied self-service
Let customers help themselves
+31% Increase in call deflection
Square Reinvents Commerce with Desk.com
Revolutionizing transactions between buyers and sellers
Over 2M merchants using Square globally
$8B in payments processed annually by Square
Delivers and scales support over social channels and self-service
Measure: What Gets Measured Gets Done
Number of new cases
Case categorization
Source of cases
Avg. Time to 1st Response
Avg. Interactions to Resolution
Customer Satisfaction!!!
All-in-one Application for Any Small Support Team
Support Your Customers Across Any Channel
Easy to Get Up and Running
Help Your Customers Help Themselves
Connected Customers
Connected Employees
Connected Partners
Connected Products
Become a Customer Company: Connect to Your Customers in a Whole New Way
Service Solutions For Companies of All Sizes