the business case for social customer service
TRANSCRIPT
The Business Case for Social Customer Service
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The Business Case for Social Customer Service
Making the Case for Social Customer Service Michael Brito, VP Social Business Strategy, Edelman
Build a Social Customer Service Machine Rebecca Doyle, Social Media Strategist, ODEON
Measure, Refine and Scale Business Value Joshua March, CEO and Founder, Conversocial
Discussion and Q&A #soccustserv
Level One: Making the Case for Social Customer Service
#soccustserv
Michael Brito, VP Social Business Strategy, Edelman @britopian
of consumers are less likely to buy when they see unanswered questions and complaints on a company’s Facebook page 88%
Did you know?
The Business Case for Social Customer Service
of customers would recommend a brand to others when their issues are solved quickly and efficiently through social media 71%
Consumers Demand Social Customer Service
The consequences of ignoring your customers
The positive impact of social customer service Things we intuitively know …
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Repeat Sales & Customer Loyalty
Decreased calls to the call center
The positive impact of social customer service Fostering shared value for all stakeholders, specifically customers
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OPE
RAT
ION
AL
EXCE
LLEN
CE
INTERNAL (employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION
COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT
PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY
SOCI
AL B
RAN
D
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Social customer service and the content opportunity Leveraging inbound support issues to feed the content engine and own Google
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Inbound customer support database
or knowledgebase Content
Filter Content Creation
Process
The Social Engagement Hub
Social customer service isn’t just another channel.
Make the move from
contact center to Social Engagement Hub
Level Two: Build a Social Customer Service Machine
#soccustserv
Rebecca Doyle Social Media Strategist ODEON
The Business Case for Social Customer Service !
ODEON Cinemas We are the largest cinema chain in the UK, with over 100 cinemas
The Business Case for Social Customer Service !
ODEON’s Social Journey
Facebook.com/ODEON Launched Feb 2011
Facebook.com/ ODEONCinemasIreland Launched Sept 2012
Twitter.com/ODEONCinemas Launched March 2012
On 24th August 2012 a viral complaint was posted to the ODEON Facebook page – to date there have been 297,129 likes & 25,238 comments. ODEON replied aLer 20 hours and this was followed by an official response 4 days later. ODEON posts were lost within the comments and ODEON received negaPve press and criPcism. BUT following on from this ODEON have put in place procedures and plans to ensure that we can respond quickly and efficiently.
SOCIAL CRISIS
CommunicaPon is key Don’t neglect offline hours Get into a rouPne Build an FAQs document
The Business Case for Social Customer Service !
Creating Fool-proof Process
Being prepared for the unexpected
Plan ahead for business changes Detail crisis escalaPon procedures Pre-‐prepare answers Don’t Panic
The Business Case for Social Customer Service !
The Business Case for Social Customer Service !
Why ODEON uses Conversocial
1. Track the customer journey 2. Monitor senPment for real customer perspecPve 3. Measure efficiency across the team 4. Agile and focused product for Social Customer Service
My tips for Best Practice Social Customer Service
ü Define a crisis
ü Make sure your guidelines are useful
ü Think of every possible thing that could go wrong
ü Don’t Panic
The Business Case for Social Customer Service !
Level Three: Measure, Refine and Scale Business Value
#soccustserv
Joshua March @joshuamarch CEO and Founder, Conversocial
The Business Case for Social Customer Service
Forrester’s Top 15 Trends for 2013: Customer Service is moving from cost center to differentiator
“…we are seeing that customer service organizations are gradually
adopting a balanced scorecard of metrics that include not only cost and compliance, but also customer satisfaction…”
The Business Case for Social Customer Service
Gartner, The Social CRM Resource Planning Guide
“Businesses need to try more innovative approaches to measurements that are less focused on traditional efficiency
metrics, and more tied to concepts such as Net Promoter Scores, lifetime customer value, changes in customer defection and
churn rates among the demographic using social media, and brand sentiment”
The Business Case for Social Customer Service
Customer Satisfaction
How do you ensure social customer service is meeting your business objectives?
Revenue protection
Efficiency
The Business Case for Social Customer Service
Deliver • Solve issues over social without redirecting to other channels
• Deliver proactive service updates to your followers
• Gartner: social agents resolve 4-8x issues per hour than phone agents
Measure • Call deflection: cost of issues solved by social agents vs phone cost
• Reach: how many customers reached by proactive updates?
• Survey: what would you have done if not helped over social?
Efficiency
The Business Case for Social Customer Service
Customer satisfaction
Deliver • Resolve issues in social – redirecting will upset your customers
• Respond quickly – 30% of of consumers on Twitter expect a response in under 30 minutes.
• Deliver proactive service to delight customers – GoDaddy, delights customers
Measure • NPS -> Social NPS (real promotion and detraction)
• Surveys: how did you rate this? How happy were you with the service you received?
The Business Case for Social Customer Service
Revenue protection
Deliver • Social is sometimes used as a last resort – help customers before they leave
• Prioritize real service issues – find and respond to them quickly.
• Act before your competitors do! Measure • Customer value * unique customers helped
• Combine growth trends with SLA requirements to forecast future requirements
• Survey: if you hadn’t received helped, would you have stopped becoming a customer?
Efficiency
Deal with 1,000 real customer service issues a week over social
Handle 10x more issues with Conversocial than they could natively
The Business Case for Social Customer Service
Case studies
Customer Satisfaction
61% reduction in negative sentiment whilst halving their social spend
Revenue Protection
Forecast their social care team will protect over $10m annual revenue in 2013
The Business Case for Social Customer Service
Let’s Discuss
#soccustserv @conversocial