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A Quick Guide to Social Customer Service: Making The Case
 

A Quick Guide to Social Customer Service: Making The Case

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    A Quick Guide to Social Customer Service: Making The Case A Quick Guide to Social Customer Service: Making The Case Document Transcript

    • A Quick Guide to Social Customer Service: Making The Case
    • In the last few years, social communication has been a major marketing trend, but how do you leverage it as a customer service channel for your business? In the first of our series of 5 Quick Guides we explain how Social Customer Service is vital to success across multiple areas of your business. We explore how both you and your customers can benefit from a new style of customer care over social media.
    • Making the Case for Social Customer Service 1. You can’t ignore Social Customer Service Social Customer Service is now fully established as a consumer requirement; millions of people are taking service issues to social channels as their preferred communication route. These questions and complaints are public, and the only real option available for businesses is how, not if, they will respond. The idea of oneway social marketing has become antiquated, but despite this many businesses still fail to understand just how critical a serious Social Customer Service program has become. Listening is no longer an end, but rather a means to evaluating where you need to engage. If you find yourself justifying the cause for good social care, the best arguments come from your customers. Consumers Demand Social Customer Service 01 18-24 year olds who use social media for customer care 59% 1/3 Social media users who prefer to reach out to a brand for customer service over social channels 02 05 Social customer care users who engage several times a month 03 04 People who think companies should offer customer support on their profiles 51% 9% Social customer care users who engage every day 06 63% 78% “I want to speak with a real person” People who think social media will become the next tier of customer service “We want to engage with you on the go” #listentome “ “ The first and absolutely most important thing you should do in social media is listen to your consumers/customers and answer their questions. You should work out how to do this before you figure out how to drive ‘likes’ on Facebook, what content to produce or how to measure engagement. Because if you do this, consumers will ‘like’ the brand, rather than just the Facebook page - Richard Stacy, Social Media Trainer, Social Media Architecture 3
    • 2. Your Reputation Depends on Social Customer Service Due to the public nature of questions and complaints on social media, fear about brand damage and PR crises is one of the primary drivers for the creation of Social Customer Service teams. Social media demands a new approach to crisis, where corporate silence or PR statements fail to satisfy expectations for social brands. Delivering a high level of personalized engagement is the best way to combat negativity online, which ultimately affects the bottom line. Your social reputation is worth a great deal to your customers, and can affect how much they are worth to you. The Consequenses Of Ignoring Social Customer Service 01 04 Consumers that are affected by other customers’ comments on your page 96.5% Customers experiencing positive social care are 4x more likely to endorse you than those who don’t 83% 1 negative customer message in public can wipe out the effect of up to 5 positive ones 88% The biggest cause of 1 decade of social media crises was poor customer experiences shared online 02 05 Social media users who have abandoned a purchase after poor customer service 03 Consumers who will be less likely to buy from you after seeing unanswered questions 06 Sources: NM Incite Report – The State of SocialCustomer Service Zendesk – Complaining Ain’t Easy Infosys – Power to The People Conversocial - The Consequences of Ignoring Your Customers, A Survey of Consumer Expectations for Customer Service on Social Media Platforms Clickfox - Social Media as an Emerging Customer Service Channel Altimeter - Social Readiness: How Advanced Companies Prepare 4
    • 3. Your Customer Relationships will Benefit from Social Customer Service Social Customer Service pays off. Satisfied social customers are more loyal to your brand, increasing lifetime customer value. By managing customers’ issues publicly on social channels, you can expand the reach of your team and reduce your cost to serve. On social media, agents can handle more queries, more rapidly, and customers can find solutions shared with others before they need to ask. Social is more efficient Social increases customer value Encouraging customers to use social channels for customer care by offering a better experience can help reduce the cost to serve. 70% of consumers who use social media for customer service are likely to do so again if they are satisfied with their experience. But for those who try and have an unsatisfactory experience, only 41% will try again.* Customers who engage with your company on social channels are likely to spend 20-40% more than those who don’t.† Quality interaction is a major differentiator for most industries, and can set your offering apart from your competitors. While robust social customer care takes hold as the industry norm, companies have a major opportunity to stand out as customer-centric. According to a recent report from Gartner, the social CRM agent can manage four to eight times more high-value interactions, compared with a traditional, voice-based contact center agent.** Sources: * http://nmincite.com/wp-content/uploads/2012/10/NM-Incite-Report-The-State-of-Social-Customer-Service-2012.pdf ** Use This Beginner’s Guide to Outsourcing Social CRM † Bain and Company, American Express http://about.americanexpress.com/news/docs/2012x/AMEX_Service_Infographic.pdf http://www.social-exposure.com/engaged-customer-spend-more-and-are-more-loyal/ 5
    • Where are you now? Elementary Explorer Advocate Marketing Customer Service Social Engagement Hub Inactive Reactive Proactive No Resolution First Contact Resolution Pre-contact Resolution We developed the Definitive Guide to Social Customer Service to help take your program to Advocate status, no matter where you fall on the maturity scale. What do the experts say? The Six Stages of Social Business Transformation. Planning Presence Engagement Formalized Strategic Converged Listen & Learn Stake our claim Dialog Deepens Relationships Organise For Scale Become A Social Business Business is Social Understand how customers use social channels Amplify existing marketing efforts Drive consideration to purchase Set governace for social Scale across business units Social drives transformation Prioritize strategic goals where social can have most impact Encourage sharing Create discipline & process Moves into HR, Sales, Finance & Supply Chain Strategic business goals C-level Involvement Integrates social philosophy into all aspects of the enterprise Provide direct support Internal employee engagement Source: Altimeter: The Evolution of Social Business 6
    • You can download the complete Definitive Guide to Social Customer Service at: www.conversocial.com/social-customer-service To find out more about how Conversocial can help you to deliver first-class Social Customer Service, get in touch with: sales@conversocial.com 7
    • Powering Social Customer Service @conversocial www.conversocial.com sales@conversocial.com