The Business of Social Customer Care

@BryanPerson @FedEx @11thScreen@NokiaSean

#SMCDallas

Bryan PersonSocial Dynamx

Tony TurnageFedEx

Mike CearleyFleishman-Hillard

Sean ValderasNokia

* Notes and tweets from today’s session:http://bit.ly/SocialCustServPanel

* Curated top tweets from the panel

@BryanPerson

-- Source: Gartner, August 2012Link to Gartner press release

• Gartner: “By 2014, organizations that refuse to communicate with customers by social media will face the same level of wrath from customers as those that ignore today’s basic expectation that they will respond to emails and phone calls.”

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@BryanPerson

-- Source: A.T. Kearney researchLink to eMarketer story on March 1, 2012

• 56% of top brands did not respond to a single customer comment on their Facebook page in 2011.

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@BryanPerson

-- Source: 2012 American Express Global Customer Service BarometerLink to AMEX press release of study

• 83% of consumers who use social media for customer service have abandoned an intended purchase because of poor service/

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FedEx Social Outreach

Tony Turnage, Sr. ManagerCustomer Service Operations

• Email Customer Service: FacebookCS@fedex.com (Pilot ending August 31*!)

• Call Customer Service: 1-800-463-3339; (1-800-GoFedEx)•

Get help on Twitter:– @FedExGracie– @FedexLaShelia– @FedExAl– @FedExDolores– @FedExRobin *

• *Upon completion of Pilot, groups will merge into Digital network• *Multiple Twitter handles expected to change to single @FedExHelpsYou

FedEx Contact Channels

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• Number of Authors Engaged• Twitter, Facebook, other• Total Authors taken off-line

• Post Quality• To include grammar, accuracy, relevancy

• Non-Actionable Accuracy• Reps labeling whether post is actionable

• Latency to Close • How long it takes a rep from post or tweet assignment to final resolution and “closure”

of the interaction• Comparable to AHT

• Sentiment to Positive change• Did the reps interaction with author move the needle in positive/desirable direction?

Metrics – Rep Level Examples

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• Chat• Average Response Time• Average Session Time• Scheduling Efficiency

• BRU (Twitter & Blogosphere)• Number of Engagement Attempts• Number of Authors Engaged• Sentiment

• Facebook• Number of emails received• Number of emails responded

• Latency to Close• How long it takes a rep from post or tweet assignment to final resolution and “closure” of

the interaction• Comparable to AHT

• Sentiment to Positive change• Did the reps interaction with author move the needle in positive/desirable direction?

Metrics – Channel Level Examples

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• http://www.iamfedex.com/• http://www.iamfedex.com/node/948

The People of FedEx

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Organizational approach to social mediaCare / Marketing / Communications

Marketing

CommsCare

CareObjectives: support and retain customers, capture product and service feedack & insightsMetrics: response time, # of resolved cases, customer satisfaction

CommsObjectives: influence discussion, set agenda, manage reputationMetrics: awareness, appreciation, sentiment, share of voice, message traction

MarketingObjectives: build buzz, drive advocacy, support salesMetrics: awareness, appreciation, action, advocacy

Specific business-related objectives and metrics #SMCDallas

Organizational Approach

Care Expertise in Social

12 years exp Services &

Applications

14 years exp Product Quality

Social Media & Product Training

10 years exp Product Training

13 years exp Product Quality

12 years exp Product Quality

15 years exp Product Training

Microsoft

R&D

Product Quality

Corrective Action

Nokia Knowledgebase

#SMCDallas

First, you are super-heroes.

Don’t let anyone tell you different.

Second, everyone handles social differently.

Get used to it.

Third….Must.Talk.

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The Business of Social Customer Care

@BryanPerson @FedEx @11thScreen@NokiaSean

#SMCDallas

Bryan PersonSocial Dynamx

Tony TurnageFedEx

Mike CearleyFleishman-Hillard

Sean ValderasNokia