klm social customer service success story
TRANSCRIPT
![Page 1: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/1.jpg)
Use Case KLM Campbell McDermid Strategist Marketing Cloud
June 30th 2015
![Page 2: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/2.jpg)
14th April 2010 Eyjafjallajokull erupted
10M travellers effected Airline traffic halted KLM forced to communicate to passengers in new ways Birth of social media service
“You have to be where your customers are”
![Page 3: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/3.jpg)
35,000 cases a week
Customers choose channel of least resistance Any channel will do Response time 30 minutes SLA
“If you are active on social media you MUST offer customer support
![Page 4: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/4.jpg)
Making it easy for the consumer
![Page 5: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/5.jpg)
Whilst scaling up in the background
![Page 6: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/6.jpg)
Resourcing to cover the small things that were known to have high value
![Page 7: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/7.jpg)
They focused on small actionable chunks of data
![Page 8: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/8.jpg)
Investing where the demand is concentrated
![Page 9: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/9.jpg)
Connecting virtual with physical
![Page 10: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/10.jpg)
And being relevant authentic and transparent
![Page 11: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/11.jpg)
KLM are now reaping the rewards
![Page 12: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/12.jpg)
![Page 13: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/13.jpg)
5 steps to launch a SCS Social Customer Service
![Page 14: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/14.jpg)
1. Start with Listening
• Owned properties (Mktg, Service Agts, Communities)
• Replies & Comment Threading
• Integration to Service Cloud for Case Creation
• Owned TW and FB Accounts
• Include Brand & Support Twitter Handles
• @cares @outlet @edu @campbell@SFDC
• Include DM for Twitter & Facebook, G+, Sina Weibo
• Integration with Communities
![Page 15: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/15.jpg)
Listen – beyond “owned”
• Proactive Listening
• Twitter Focused
• Larger Volume than “Managed”
• Key to Retention & Improved
Social Reputation
• Important to Optimize Listening
& Reduce Noise
• Bank of America 100k/month
![Page 16: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/16.jpg)
2 Engage Engagement
1. What is your response culture (in social media policy doc ?)
2. Knowing when Public vs Private
3. Praise & Relationship Building
4. Closed Loop Follow Up (connects to NPS)
5. Crisis Management
6. Influencer identification & management
![Page 17: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/17.jpg)
3 Governance Handle Issue Resolution Publicly & Don’t Use Template Responses
Social Media Policy
Brand Personality
Compliance
Legal
Workflows
![Page 18: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/18.jpg)
4 Align Operations & Workflows Community Managers, Marketing or Call Center Agents?
Social Media Marketing Metrics Social Service Metrics
Sentiment & Share of Conversation
How Many Customers Thanked Today
Friends, Followers, Views, Likes, ReTweets
How Many Customers Helped Today
Word Clouds & Hot Topics Volume of Service Issues by Source (Facebook, Twitter, YouTube, Forums, Blogs)
Influencer Analysis Top 10 Complaints & Inquiries in Social
Geo-Location Insights Response Time & Escalations By Source
Examples 1 Call deflection v Consumer Education 2 Supported help v self help
3 Email v chat
• Will case assignment be manual or auto-generated ? • Do you have guidelines on driving workflow to queues/
users? • Influencers (Klout, Twitter Followers, Source Tag)/
Sentiment • Keywords/Phrases • Language • Media Type – (TW/FB) • Manual Tags/Priority
![Page 19: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/19.jpg)
5 Measure what matters
Most often measured metrics 1. # Engagements & Engagement % on
Mgd Accounts 2. Customer Satisfaction 3. Response Time 4. Retention Opportunities & Customers
Helped 5. Revenue 6. Top issues 7. Cross Channel Reporting 8. CSAT/NPS
Additional Metrics Inbound vol by day Vol by social site
Inbound vol by hour #likes RT’s
Response time # reporting tags
Case close time Reporting by Influencer
NPS X-channel report
Total vol trended over time Social resolution rate
Top issues # Social profiles captured
Open case visibility Productivity – quality not quantity
![Page 20: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/20.jpg)
Social Customer Service Use cases & value drivers
![Page 21: KLM Social Customer Service Success Story](https://reader035.vdocument.in/reader035/viewer/2022062904/58729b6a1a28ab07208b4a9d/html5/thumbnails/21.jpg)
Social Customer Service: Key Use Cases
Customer retention
Sales Leads
Customer Experience
3
1
2
Value Drivers Social Impact Measures
Business Metrics
Customer care at the point of need Treat me as an individual Know my value
Speed of response Preferred channel & device Likes, shares re-tweets Increase in influencers Social resolution ratio
Net Promoter Scores Lifetime Customer Value Case close time
Responding to a request Pro active outreach Relevant to my needs
Engagement rates Attributable sales revenue Lead generation
Increase Av Order Value Product or service upsell ratios Lead to conversion ratio
Surprise and delight Seamless Consistent
Sentiment scores Influencer/advocate numbers Ranters into ravers
Net Promoter scores Brand advocacy