social media customer service benchmark white paper telus intl
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Social Media Customer Service BenchmarksTRANSCRIPT
Benchmarking Social Media Customer Service
Opportunities & Best Practices for Social Care
White paper | Overview
TELUS International
10 / 2011
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Social care = customer service strategy
“Social Care” are efforts companies make through social media to listen and respond to customers
Companies are at the early stages of building the people, processes & technology to support social care
Big brands like Apple, Dell and Google are embracing the
opportunity to provide customer support using dedicated social care
channels
Analysts like Gartner predict that at least 35% of customer service
centers will integrate some form of social capability by 2013
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Benchmarking social care
White Paper: Opportunity & Best Practices for Social Customer Service
Study assessed 7 leading consumer electronics providers over a 1 week period
Social posts had to:
Relate to customer service only and contain key words such as “customer support” or “customer service” or “tech support”
Originate in U.S. or Canada
Be written in English
Includes social care examples from: Apple, Best Buy, Dell, DIRECTV, Google, HP, RIM & Zappos
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Low sentiment marks for customer service
Social media has become a primary touchpoint for many customers
Across the board, the brands in our study get high marks from customers
But, the sentiment scores for customer support (isolated) in social conversations were consistently lower than the brand
A real opportunity exists for customer support to boost (and even lead) the overall brand sentiment scores of a company
For example….
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Opportunity to leverage brand sentiment
From the study, Apple had one of the highest positive net sentiments for customer support – but even it lagged behind brand sentiment, indicating customer support is a net negative for the brand overall.
Apple Sentiment
Apple Customer Support Sentiment
iPhone 4G’s antenna issues
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= Opportunity to raise social brand perception.= Opportunity to raise social brand perception.
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Best practices are a mix of tactics
Best practices for social care are emerging but are not consistent even among high-tech leaders
Examples: HP’s use of social channels for customer-
to-customer support with little direct
intervention
Best Buy’s extensive use of employees
empowered to provide proactive social care
via Twitter
Google’s use of “how to” videos, taking
advantage of rich media capabilities to
provide customer support
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What you’ll learn from the whitepaper
Why is Social Care Important?
Magnitude of Customer Care Conversations on the Social Web
Where are Social Care Conversations Occurring?
How Leading Companies Respond
Who’s Doing What Best?
The Sentiment towards Customer Care on the Social Web
Emerging Best Practices for Social Care
Key Takeaways / Recommendations
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About the authors
Kim Keating, SPOT Consulting & Dave Evans, Social Dynamx
TELUS International commissioned the benchmarking study from Kim Keating and Dave Evans, independent consultants with deep experience in customer service and social media. Dave is a best-selling author and social strategist for Fortune 500 companies. Kim has over 17 years in customer service and contact center consulting.
TELUS International
TELUS International is the global arm of TELUS, a leading national telecommunications company in Canada with over 12 million customer connections. TELUS International delivers contact center outsourcing solutions to some of the world’s largest and most respected corporations. Its multi-channel programs include voice, email, chat and social media customer care.
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Connect / Download
Learn more:
Web: telusinternational.com
Twitter: @TELUSint
Email: [email protected]
1.800.306.1586 (toll free North America)
1.780.392.0160 (global)
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© 2011 TELUS and TELUS International. Other company and brand, product and service names are for identification purposes only and may be trademarks or registered trademarks of their respective holders.