social customer service: why it's essential and who's doing it well - martin hill-wilson,...
DESCRIPTION
Many of the pin-up brands of social media achieved their success only after experiencing online crises that effective customer service could have prevented. In this session Martin will cite examples of good practice in social customer service - on Facebook, in peer-to-peer communities and in multi-channel environments. He will also make the case for social customer service as a catalyst for change. - See more at: http://oursocialtimes.com/event/socialcrmlondon/#programmeTRANSCRIPT
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
social #custserv Why It’s Essential Who Does It Well
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Why It’s Essential
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
TH
E
CA
TALY
ST
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
JUST A MATTER OF WHEN
NOT IF!
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
TH
E
PR
OB
LEM
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
CUSTOMER SERVICE IS NOW
A SPECTATOR SPORT!
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
TH
E
RE
WA
RD
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
SERVICE IS
THE NEW MARKETING
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
…MAYBE
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
3rd Party Reporting
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
3rd Party Reporting
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
3rd Party Reporting
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Cross Functional VoC
Learn Fast Or Risk Killing Your Brand In Public
Listen-Learn-Improve
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Sample
23,000 U.S. online consumers who have interacted with a company via social media 100 U.S. Brands
Airlines, Auto, Banking, Credit Card, Telecom And Utilities
Customer Priorities
Age Range Social Customer Service Social Marketing
18 to 29 43% 23% 30 to 49 39% 39%
50+ 18% 38%
Social Media Use
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Servicing and Marketing are part of the same circular brand funnel “It is critically important that consumers are able to find you in social - that’s the marketing - so they can talk to you when they need to - that’s the servicing. Then, of course, you want to keep those consumers engaged with your brand, so you circle back to the marketing again.”
Customer Priorities
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Adoption Trend
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Who Does It Well ?
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Facebook - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Facebook - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Twitter - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Twitter - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Call Deflection 29% full resolution 11% partial resolution
Customer Sat risen 87%
Twitter NPS 61 Chat NPS 64
Peer to Peer Support
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Co-creation
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Co-creation
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Co-creation
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
YouTube
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Signposting
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Integration: Community + Chat
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Adding In The Human Chemistry
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
34
Mass Participation
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Are there any incentives to encourage staff to participate in Twelpforce?
“Through heavy participation in Twelpforce, staff earn the right to help provide input to some of the strategic decisions made in the social space”
Employee Engagement
John Bernier Digital Product Line Manager &Social Media Steward
Best Buy
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
What training do you offer Twelpforce staff?
“At the start, coaching took a lot of time and effort. We had to keep reiterating that Twelpforce is about helping not selling. Now though, the @twelpforce team is largely self-governing”
John Bernier Digital Product Line Manager &Social Media Steward
Best Buy
Employee Engagement
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Interaction Styles
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people.
Interaction Styles
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Interaction Styles
Gained 13.5k new followers as a result
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Best = Every Time WOM Happens
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Why Social Customer Service?
1st Real Time Corporate Mirror
Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013
Thank You! u!
@martinhw brainfoodextra.com
‘Delivering Effective Social Customer Service’ Pre-order the book on Amazon
http://www.amazon.co.uk/dp/1118662679