social media for customer service
DESCRIPTION
This presentation made for the Social Media Enterprise Forum 2011 will introduce you to the different aspects of customer service using social media and leave you with valuable insights. Includes the benefits of using social media, invaluable tools, case studies and tips.TRANSCRIPT
Customer Service through Social MediaSocial Media Enterprise Forum 2011
Arun [email protected] www.indianeye.org
Changing ParadigmsThe 3Es of Customer ServiceBenefits and CostsInvaluable ToolsCase StudiesKey Insights
Any consumer can become an Influencer by having a bad experience and having their tweet go viral
Contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one
- Global Customer Service Barometer survey, American Express
58% of consumers wants the company to respond to comments if they had tweeted about a bad experience
- Global Customer Service Barometer survey, American Express
Word of Mouth. 22 % is sparked by advertising, 78% is sparked by something else
Remarkable and entertaining stuffGreat customer service or experience
Communities are formed everyday that interacts with each other on an ongoing basis, talking about your brand
Not all customers pick up the phone!
More than 50% of Fortune 100 companies are using Twitter for customer service
- Burson-Marsteller
By 2013 at least 35% of customer service centres will integrate some form of community/social capabilities as a part of the contact centre solution.
- Gartner
40% of Indian consumers are using social networking websites to air their problem
- Economic Times, research firm Ovum
* Internet users
*
Changing Paradigms
The 3Es of Customer ServiceBenefits and CostsInvaluable ToolsCase StudiesKey Insights
The 3Es of Customer ServiceEar to the groundEngageEnergize
The 3Es of Customer ServiceEar to the groundEngageEnergize
Seek first to understand, than to be understood- Stephen R. Covey
Arun Nair Indianeye.org
Ear to the ground
• What do you listen for?• Complaints, questions, concerns, ideas, suggestions.
Gauge the sentiment.• Whom do you listen to?• Prospects, customers, fans, competition, influencers.
• Where do you listen?• Blogs, Facebook, Twitter, Communities/forums,
Youtube, Linkedin• Compile keywords about your brand from the social
universe.
Arun Nair Indianeye.org
The 3Es of Customer ServiceEar to the groundEngageEnergize
Arun Nair Indianeye.org
Engage
• Engage proactively.• Get your best customer service agent(s) for
the job.• Trust and empower your agent(s).• Create more touch points with your
customers.• Respond in the same medium.
The 3Es of Customer ServiceEar to the groundEngageEnergize
Buzz does not create evangelists. Evangelists create Buzz
Arun Nair Indianeye.org
Energize – create evangelists
• Transition loyal customers into evangelists.• Convert detractors into evangelists.• Identify influencers, experts and harness their
power.• Empower the evangelists.
Changing Paradigms
The 3Es of Customer Service
Benefits and CostsInvaluable ToolsCase StudiesKey Insights
Arun Nair Indianeye.org
Benefits
• Reduce call and email volume.• Increase in FCR (first contact resolution).• Increase agent productivity.• Increase customer lifetime value.• Decrease the cost of knowledge creation.
Arun Nair Indianeye.org
Costs
• Consulting• People• Training• Staff
• Marketing of the community• Technology• Platform fee (SaaS model)• Community website design• Integration to contact center• Analytics
* Based on Forrester report: the ROI of Social Media customer service communities
*
Changing Paradigms
The 3Es of Customer ServiceBenefits and Costs
Invaluable ToolsCase StudiesKey Insights
Arun Nair Indianeye.org
Invaluable Tools
• Basic• Google Alerts, Twitter Search
• Dashboards • Tweetdeck, Seismic, Hootsuite, Scoutlabs• Social Mention• Radian6, BuzzMetrics
• Online Helpdesk• Kayako, Web Help Desk, Zendesk, Liveperson• Salesforce, RightNow
• Community/Forum Tools• Jive, SocialEngine, Openwack, Dolphin, IP.Board, vBulletin, YABB
Arun Nair Indianeye.org
Google Alerts
Arun Nair Indianeye.org
Twitter Search
Arun Nair Indianeye.org
Social Mention
Arun Nair Indianeye.org
Tweetdeck
Arun Nair Indianeye.org
Kayako
Arun Nair Indianeye.org
Radian6
Arun Nair Indianeye.org
Jive
Changing Paradigms
The 3Es of Customer ServiceBenefits and CostsInvaluable Tools
Case StudiesKey Insights
Arun Nair Indianeye.org
Zappos
• Has raised the bar for social media customer service.
• Authentic connections with customers rather than selling or promoting products.
• Dedicated page for Twitter on its site. • CEO Tony Hsieh, leading by example.• Transparency.
Arun Nair Indianeye.org
United Airlines (service gone horribly wrong)
Changing Paradigms
The 3Es of Customer ServiceBenefits and CostsInvaluable ToolsCase Studies
Key Insights
One size doesn’t fit all. Pick the medium that makes sense for your business and prioritize your investments.
Apply the Pareto principle when it comes to your interactions.
If a brand lacks confidence, then it will not want to listen to negative conversations.
No social is better than bad social!
Be human. Authentic voices, empower staff.
Arun Nair Indianeye.org
INTERACTIVE SESSION, Q&A
Questions, ideas, suggestions…
[email protected] facebook.com/indianeye twitter.com/nairarun
Arun Nair Indianeye.org