the state of social media: a customer experience approach, presented by bryan long
TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
The state of social media:A customer experience approach
BRYAN LONGNISSAN NORTH AMERICA
THE STATE OF SOCIAL MEDIAA CUSTOMER EXPERIENCE APPROACH
BRYAN LONG
SENIOR MANAGER
SOCIAL MEDIA CUSTOMER STRATEGY
NISSAN NORTH AMERICA
@NISSANUSA
@NISSANSUPPORT
Past State: Social Media Support 2012
Current State: Social Media CRM Hybrid Model
Future State: Social Media is no longer Social Media
OUTLINE
YES
CURRENT SOCIAL MEDIA WORKFLOW
Customer Posts
Specific Concern or
Issue
NO
No Response needed
Is there a Marketing
Engagement Opportunity?
Support Requests Private
Message via Sprinklr
NO
Support Posts Public
Response via Sprinklr
YES
NO
Private Resolution
Ensues
No Further Action
Marketing Assigns to
themselves via Sprinklr
MarketingTeam Responds to
Post via Sprinklr
NO
YESCustomer Responds
Support Assigns to themselves via Sprinklr
Is Contact Information Required?
Marketing Will Source Assets
As Needed
YES
Social Media CRM
Social Media Marketing
NISSAN SOCIAL SUPPORT – HYBRID MODEL?
We are not…
• Marketing
• Public Relations
• Call Center Based
• Consumer Affairs
We are…
• Customer Experience – Listening on behalf of the entire organization
PR
Legal
Consumer Affairs
Product Planning
Engineering
Manufacturing
Marketing Contact Center
Dealer Network
THE ECOSYSTEM
Social Media
PR
Legal
Consumer Affairs
Product Planning
Engineering
Manufacturing
Marketing Contact Center
Dealer Network
THE ECOSYSTEM
Social Media
Decrease Risk
Reduce Cost
Grow Revenue
Social media lead management
Build, grow & nurture advocate communities across social media channels
GROW REVENUE
Improve social compliance & governance
Protect brand reputation
Rapidly respond & diffuse crisis
DECREASE RISK
Improve productivity by connecting customer-facing teams
Leverage an integrated system of engagement for cross-functional collaboration
REDUCE COST
THANK YOUBRYAN LONG
SENIOR MANAGER
SOCIAL MEDIA CUSTOMER STRATEGY
NISSAN NORTH AMERICA
@NISSANUSA
@NISSANSUPPORT