social customer service - building a foundation for social customer success
DESCRIPTION
In this presentation, learn about how Symantec successfully launched Social Customer Services for the Norton Consumer Product line. You'll also see some high level tips and best practices for starting your own Social Customer Service initiative.TRANSCRIPT
Social Support at Symantec
Building a Foundation for Social Customer Success
@TimLopez, Social Support Manager| Symantec Corporation05.05.2014
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@NortonSupport | @SymantecHelp
Average Response Time: 9 Minutes 6 Seconds ~38,000 Customer Interactions since 2010
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Average Response Time: 9 Minutes 51 Seconds
NortonGlobal English
AustraliaAsia
FranceNorton Zone
SymantecGlobal English
Partners
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+Norton
Building a Foundation for Social Customer Success
• Determining Channels to Support
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Determining Channels to Support
• Channels where you already have a Social Marketing presence. – Twitter– Facebook– Google Plus– YouTube– Tumblr– Pinterest– Instagram
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Determining Channels to Support
• Wherever your Customers Are (Off-Domain)– Partner and Third Party Sites
• Forums• Blogs• Communities
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Off-Domain List
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Building a Foundation for Social Customer Success
• Determining Channels to Support• Defining Service Level Agreements
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Defining Service Level Agreements
• Internal– Partner with Marketing to Identify Ownership of
Customer Inquiries• Negative Posts or Cases go to Support• Positive Posts go to Marketing
– Make Hand-Off Seamless for Customer
• External– Define Office Hours for Replies– Respond Quickly
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Building a Foundation for Social Customer Success
• Determining Channels to Support• Defining Service Level Agreements• Selecting Team Members
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Selecting Team Members
• What to look for:– Customer Focused– Knowledgeable– Social Network Experience not Required
• How to Find Them: – Social Response Application and Assessment
• 25 Real Customer Tweets– Vague / Rants / Sarcastic / Ironic
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Social Assessment Example
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Ironic Sarcastic
Vague Rant
Selecting Team Members
• Conversation Responses– Is it a Natural Response? – What is the Engagement Level?– Is it Friendly?– Is it Customer Focused?– Is it Intelligent?
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Selecting Team Members
• Interview
• Training– Best Practices– Social Networking– Customer Service
• Falling in love with our Customer• Be their Social Therapist
– Processes and Procedures• Maintain consistency across our Social Support
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Contact Information
Tim Lopez
Social Support Manager
424-750-7440
@NortonSupport / @timlopez
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Thank You