social customer service & marketing
DESCRIPTION
Marketing has claimed ownership of social media within many brands, yet customers are demanding service. In this short presentation, Luke Brynley-Jones explains how this is creating friction between internal Departments - and how budget plays a major role.TRANSCRIPT
Delivering Effective Social Customer Service
oursocaltimes.com/events
How did we get here?
Source: 2013 Raga/NASDAQ OMX Corporate Communications Survey of 2,714 communications professionals, marketers
Who controls the money?
Global annual budget for marketing?
Global annual budget for customer service?
$500 billon
$9 billonSource: Genesys G-Force Barcelona,, 2012
Marketeers are still struggling with customer centricity
“87% say that their companies currently engage in co-ordinated, cross-channel activity and within this, the level of specific targeting (38%) is strong.”
“Only 3% of senior marketers say that their cross-channel marketing activity is customer-centric to a point where it is individualised and set against right-time, right-place priorities.”State of Customer Engagement Report, Econsultancy, 2013
All this is set to change…
The symptoms…
“That campaign only had a budget for 6 months.”
“We need to generate 2000 new leads month on month”.
“I want valuable information and help when I need it.”
“Why haven’t you replied to my Facebook comment?”
“You screwed up - big time!”
“Can someone call customer support? (Who are those guys?)”
2013 ‘Grand’ European Tour Highlights
Greater Anglia Rail: UK
• Provide real-time support via @greateranglia (esp. during bad weather).
• Receive feedback from their 20k followers. Learning of problems before the driver.
• Offer a Tweet the Manager service (#TTMGA) for feedback about stations.
• Daily ‘Web watch’ provided to Directors.https://www.slideshare.net/oursocialtimes/social-media-and-greater-anglia-paul-bentley-greater-anglia
ABN AMRO Bank - Netherlands
• Social customer support with a 360-view of the customer relationship (Genesys)
• Offering financial advice for young people on Hyves, a niche youth social network.
• Giving free advice on the daily challenges of life, e.g. recession. Call this ‘pre-customer support’.
http://www.frankwatching.com/archive/2013/06/14/webcare-anno-2013-waar-liggen-de-gemiste-kansen/
Where does this leave Marketing?
“Imagine if marketing became more caring and customer service was more engaging?”
Bian Salins - Head of Social, Now TV (BSkyB)
Thank you.
Luke Brynley-Jones