leveraging social media to transform the customer experience
DESCRIPTION
Your organization’s ability to deliver its value proposition --throughout the entire customer experience --is on display for the world to weigh-in on and therefore influence…making every interaction with your customer more important than ever.Social media has revolutionized the way consumers search and purchase products and services today. Businesses worldwide have jumped on the viral band wagon of leveraging these channels to enhance the customer experience— and if they haven’t— they’re trying to figure out how to catch-up. With 78% of consumers trusting peer recommendations found on social networking sites over any other source – your company cannot afford to be missing in the conversation.Listen to this exclusive webinar to learn how: * You can leverage social media to drive customer loyalty * Make fans out of mistakes * Engage customers in service design * Create armies of brand enthusiasts to help you grow your businessTRANSCRIPT
Customer Service is Back in Style!
but with a whole new look
Presented by:Joanie Ruge
SVP, Service Excellence, SFN Group
Sponsored by:
Stay Connected with Monster.
@monster_works @monsterww http://www.monsterthinking.com/
http://www.facebook.com/monsterww
http://www.youtube.com/user/MonsterVideoVault
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Agenda
What’s driving customer service revival?Social networking has changed customer experienceLeverage social media to your advantageFive trends to watch in 2011 & beyond
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The Red Coats are Back!
90% of $500M+ say it’s critical to their company’s strategy
80% of all companies view it as key differentiator
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Social Networking Revolution
SELF-EXPRESSION
DIS
CO
VERY
INTER
ACTIO
N
The CustomerExperience
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Social Networking RevolutionOld Vs. New Consumer Decision Factors
Old Decision Factors
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Social Networking RevolutionOld Vs. New Consumer Decision Factors
New Decision Factors
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Transparent Value PropositionNot a Fad, New Reality
Over 200,000,000 blogs
54% of bloggers post content or tweet daily
34% of bloggers post opinions about products & brands
25% of search results for the world’s top 20 largest brands are links to user-generated content
80% of Twitter usage is outside of Twitter…people update anywhere, anytime
…imagine what that means for bad customer experiences?
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Consumer Information Gathering
Brand Impression Research Customer
expectations Value Proposition
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Customer Experience…All Customer Touch Points, not just “Help Desk”
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WWW
Advertising
PublicRelations Marketing
Sales Billing
Delivery/Installation
Service
Help
Guiding PrinciplesHow To Leverage Social Media to Your
ADVANTAGE
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How to Leverage Social Mediato Your Advantage
1. Recommit to delighting the customer2. Make a fan out of a mistake3. Invest in what will differentiate you4. Engage customers to co-create the
experience5. Create an army of brand enthusiasts
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How to Leverage Social Mediato Your Advantage
Guiding Principle #1Recommit to delighting the customer
Social media does not replacethe need for sound customer service processes.
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How to Leverage Social Mediato Your Advantage
Guiding Principle #2Make a fan out of a mistake
How you handle a failure is what leaves the lasting impression
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How to Leverage Social Mediato Your Advantage
Guiding Principle #3Invest in what will differentiate you
Dedicated resources Processes that cross
communication channels
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How to Leverage Social Mediato Your Advantage
Guiding Principle #4Engage customers to co-create the experience
Design Feedback
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How to Leverage Social Mediato Your Advantage
Guiding Principle #4Engage customers to co-create the experience
Design Feedback
Benefits:1. Increased customer loyalty
2. Increased customer satisfaction
3. Greater positive word of mouth
4. Excellence in customer service
5. Increased revenue
6. Increased profits
7. Increased staff satisfaction
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How to Leverage Social Mediato Your Advantage
Guiding Principle #5Create an army of brand enthusiasts
Culture & brand alignment Online voice
At IBM, it’s about losing control
“We don’t have a corporate blog or a corporate Twitter ID because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID.”
Adam Christensen, IBM Corporation
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How to Leverage Social Mediato Your Advantage
Guiding Principle #5Create an army of brand enthusiasts
Culture & brand alignment Online voice
IBM Social Media Stats• 17,000 internal blogs• 100,000 employees using them• 53,000 on SocialBlue• A few thousand “IBMers” on Twitter• Thousands of external bloggers• 200,000 on LinkedIn• Up to 500,000 participants in
company crowd-sourcing “jams”• 50,000 in alum networks on
Facebook and LinkedIn
Results:Crowd-sourcing identified 10 best incubator businesses, funded with $100 million
$100 billion in total revenue, 44.1% gross profit margin in 2008
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How to Leverage Social Mediato Your Advantage
Guiding Principle #5Create an army of brand enthusiasts
Culture & brand alignment Online voice
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Five Trends to Watch in
2011 and Beyond
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Social Media Impact on Customer ExperienceFive Trends to Watch in 2011 and Beyond
1. Customer-To-Customer Support to Increase
2. Self-Service Adoption Continues to Grow
3. Out-sourcing is Out, In-sourcing is In4. Customer Service Organizations
Becoming More Personal5. Mobile Customer Experience Matures
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The Power of Social Media
Far-Reaching, Effective Way to:Build your brand
Increase your customer base
Build relationships with your existing, former and prospective customers.
Influence the customer’s new decision making journey.
Gather valuable feedback on products and
services
Create another streamlined channel for the
customer experience itself
… at a significantly lower cost than any
traditional mediums
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Power of Social MediaWhat We’re Doing at SFN Group
Facebook Fans = 8,743 (55% more than competitors)
Twitter Followers = 6,888Web TV viewers = over 20 million
Text job alert database = 50,000
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Power of Social MediaWhat We’re Doing at SFN Group
Service Excellence dedicated staff
Constantly monitor social media
Elevation process for timely responses
Participate in online conversations
Facebook fan pages for all local offices
Surveys online, texting
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Industry Average SFN Clients SFN Candidates0
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2
3
4
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3.774.11 4.16
Outperforming the Industry! SFN Customer Service
•Over 600,000 clients & candidates surveyed annually
•SFN is committed to measuring delivery of service excellence & continually improving
Our Satisfaction Survey Results
Would you recommend Us?“
“4.25!The Ultimate Question…
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Thank you &
Questions?
Joanie Ruge, SVP Service Excellence, SFN Group
[email protected] Twitter: @JoanieRugesfngroup.com Facebook.com/JoanieRuge
954.308.7600 Blog: thesocialworkforce.com
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