How Social Media Has Altered Customer Experience


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How Social Media Has Altered Customer Experience

  1. 1. Activating the social web for business: How to Engage with Customers in a Connected World
  2. 2. Who is Social Strategy1•  SS1’s approach was developed in conjunction with research performed at The University of Pennsylvania’s Wharton School, and with multi-national firms•  SS1 works with some of the largest companies in the world – our perspective is global because social media is global•  SS1’s mission is to work with companies to develop insights and strategies regarding social media such as: –  Customer Experience Management –  Market Intelligence, Brand Positioning and Messaging –  Reputation Management –  Social Media Marketing Strategies, Services and Content Development –  Competitive and Global Business Intelligence Proprietary & Confidential | Social Strategy1, Inc.
  3. 3. The fate of each business is in the hands of - everyone There are more than 2 billion people using social media today Facebook > 1 Billion, LinkedIn >170 Million, QQ Messenger >700 Million More than 100,000,000 blogs 61% of U.S. households have wifi (2X TVs in 70s)Proprietary & Confidential | Social Strategy1, Inc.
  4. 4. Ubiquity of channelsProprietary & Confidential | Social Strategy1, Inc.
  5. 5. Changes the Speed of Communication The comment also generated 17,000 tweets per minute for “Big Bird” and 10,000 tweets per minute for “PBS”Proprietary & Confidential | Social Strategy1, Inc.
  6. 6. New Era Brings New Opportunity/Process•  Social media has become a commonplace outlet for consumers to voice their queries, complaints or praise about a product or service, or seek resolution to a problem, bypassing automated phone systems and the routing process of a customer call center.•  The trend is for businesses to advance from social media to social business…this provides an alternative customer service channel Sept. 27, 2012 _ PRNewswire Proprietary & Confidential | Social Strategy1, Inc.
  7. 7. Proprietary & Confidential | Social Strategy1, Inc.
  8. 8. Listening Becomes Critical in the New EraProprietary & Confidential | Social Strategy1, Inc.
  9. 9. Proprietary & Confidential | Social Strategy1, Inc.
  10. 10. A Few Business Dynamics Changed by Social Media •  Customer Service = Customer Experience Management •  ROI = becomes measurable •  Lead Generation = customers at their point of need •  Compliance/Corporate Governance = identify smoking guns or other issuesProprietary & Confidential | Social Strategy1, Inc.
  11. 11. Dynamics Changed by Social Media•  Early warning of problems and opportunities. Companies can eavesdrop on what customers are really thinking and saying. This gives them an early warning mechanism attuned to customer issues, opportunities, intelligence on competitors, and ideas for new products and services. Social media then acts as a no-charge, free-flowing, focus group. Proprietary & Confidential | Social Strategy1, Inc.
  12. 12. New Opportunities via Social Media Early warning of problems and opportunities.Proprietary & Confidential | Social Strategy1, Inc.
  13. 13. Key Opportunities to Engage Customers via Social Media•  Driving efficient communications between marketing and customerservice. Too often, the marketing department launches promotions that thecontact center has little knowledge of.•  With social media, the resulting customer annoyance is spread to a farlarger audience, thereby intensifying the negative impacts on brand imageand reputation. Social media can be the catalyst that forces these twoorganizations to work with greater synergy. Proprietary & Confidential | Social Strategy1, Inc.
  14. 14. Ads and actionA great example of this at work was a study Social Strategy1 conducted during theTaco Bell taco meat content controversy of 2011.Taco Bell was accused of using a large amount of filler in its taco meat. In its owndefense, Taco Bell launched a $3 million ad campaign to attack claims they didn’tserve “real meat.”Ironically labeled the “Talk” campaign, the high-dollar ads feature real Taco Bellexecutives, franchisees, and employees touting the chain’s seasoned-beef recipethrough ads that appeared in the Wall Street Journal, New York Times and others.effect.From “Social Media Leadership: How to Get off the Bench and into the Game” Proprietary & Confidential | Social Strategy1, Inc.
  15. 15. Key Opportunities via Social Media•  Improved customer service. As a public conversation, social media can resolve not just a single consumer’s issue, but those of other individuals who may share the same product or service challenge.•  Sales and business development. With social media, customers that experience delight with companies become the new marketers. Social media provides a richer and more accurate evaluation of customer value. This is done through tracking and assessing customers’ ability to influence others. Proprietary & Confidential | Social Strategy1, Inc.
  16. 16. Key Opportunities to Engage Customers via Social Media Thank you very much for sending me very good and honest people and good workers to my home in Conway, SC I`m very pleased with the work that was done and ... Speaking of Ryder:Proprietary & Confidential | Social Strategy1, Inc.
  17. 17. Here’s How Some are Integrating CEM and SocialACCOR: has over 4000 hotels in 90 countries and has to manage over5000 comments each month on sites such as company wants to listen, learn and engage with what customers aresaying about the Accor brand and approximately 12,000 competitors’hotels.Accor has found this type of customer service not only improves thecompany’s online reputation, it results in double-digit sales increases forkey brands like Novotel. Proprietary & Confidential | Social Strategy1, Inc.
  18. 18. Social Brings an Era of RoI“I want to know where marketing spend is going and what SocialStrategy1 thinks in terms of trends – back six to 12 months andforward six months. It’s really helpful from a budgetingstandpoint.” Steve Cody, Founder, PeppercomEarn vs. Paid Media Ratios, AKA RoI: SS1 maps the impact ofmarketing and messaging campaigns and charts consumeropinions or responses to messaging, allowing media companiesand agencies to budget, measure proofs of performance, anddeliver more effective messaging and creativeProprietary & Confidential | Social Strategy1, Inc.
  19. 19. Marketing RoI“By matching this overall customer sentiment and its reach to daily, weekly,or monthly marketing spend, we have for the first time a direct link betweenpush communications and ROI. It is therefore possible to draw connectionsto what we call “brand affinity” and its direct impact on value of brands.Quantifying the conversation gives us an overview of sentiment andcustomer intent or advocacy toward those brands and can help us understandhow to nurture the value of the customer asset.” Proprietary & Confidential | Social Strategy1, Inc.
  20. 20. Deriving RoI in a Social Media WorldProprietary & Confidential | Social Strategy1, Inc.
  21. 21. Deriving RoI in a Social Media World Specific to Direct Response•  Channel mapping and efficacy -Where does the target audience hang out? Conversation density -Where can the message delivery work best? -What happens when (if) it gets there•  Two-way audience mapping > 80% of people who read reviews online use those to buy - Targeting - Does a campaign work? - Are there more leads online than off?•  Lexical mapping -Are your saying the right thing? Proprietary & Confidential | Social Strategy1, Inc.
  22. 22. Key Opportunities via social media Call centersIn the contact center context, social media becomes a customercollaboration tool for monitoring conversations and interacting.Firms may choose to capture, analyze, and forward theseconversations to other departments.Proprietary & Confidential | Social Strategy1, Inc.
  23. 23. Social Media Leadership Awards @SMLAwardsProprietary & Confidential | Social Strategy1, Inc.
  24. 24. Things You Can Do•  Acknowledge the outcome of conversations on social media so that the public knows that the company cares about offering a rewarding customer experience.•  Select which social media channels best meet the company’s customer engagement models. At the same time, actively encourage dialogue between social media participants so as to increase enthusiasm for a product or service. Increased usage drives brand loyalty•  Build customers’ social profiles, track their social activities, analyze their comments, and assess their influence. Proprietary & Confidential | Social Strategy1, Inc.
  25. 25. Things You Can Do•  Examine and pick the right mix of technologies. There is a wide variety of monitoring, analytics, routing, profiling and collaboration tools on the market.•  Determine skills sets, training, and policies. Agents must have exceptional comprehension and writing abilities, and be savvy in the use of social media. Policies should also specify what content employees are permitted to publish via social media•  Set up strict monitoring and procedures so that comments are routed to the correct department (e.g., corporate communications, legal, marketing, and customer service). Install real-time agent monitoring and recording capability. Proprietary & Confidential | Social Strategy1, Inc.
  26. 26. Nuts and bolts of Social Media and Call CenterLead Generation – social media has the ability to surface a new breed of “leads” thatcan identify purchase intent, a desire to leave or find a productHear the Voice of the Customer - the good bad and ugly of your product or brandConnect directly - with the customer via social media channelsMatch - online with physical recordsReputation Management and Social Media Marketing – data driven marketingeffortsGeneral Business Intelligence and Social Media Strategies – An international publicaccounting firm and others utilize SS1 to monitor and provide insights and strategiesrelated to competition, recruiting, reputation management, and new business initiatives.All of these fold into the call center/CEM strategy Proprietary & Confidential | Social Strategy1, Inc.
  27. 27. We can help you Steve Ennen 646-334-5893 steve@socialstrategy1.comProprietary & Confidential | Social Strategy1, Inc.