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Benchmarking Social Media Customer Service

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  • 1. Benchmarking Social Media Customer Service Opportunities & Best Practices for Social Care White paper | Overview TELUS International 10 / 2011 White paper highlights
  • 2. Social care = customer service strategy
    • “ Social Care” are efforts companies make through social media to listen and respond to customers
    • Companies are at the early stages of building the people, processes & technology to support social care
      • Big brands like Apple, Dell and Google are embracing the opportunity to provide customer support using dedicated social care channels
      • Analysts like Gartner predict that at least 35% of customer service centers will integrate some form of social capability by 2013
    White paper highlights
  • 3. Benchmarking social care
    • White Paper: Opportunity & Best Practices for Social Customer Service
    • Study assessed 7 leading consumer electronics providers over a 1 week period
    • Social posts had to:
      • Relate to customer service only and contain key words such as “customer support” or “customer service” or “tech support”
      • Originate in U.S. or Canada
      • Be written in English
    • Includes social care examples from: Apple, Best Buy, Dell, DIRECTV, Google, HP, RIM & Zappos
    White paper highlights
  • 4. Low sentiment marks for customer service
    • Social media has become a primary touchpoint for many customers
    • Across the board, the brands in our study get high marks from customers
    • But, the sentiment scores for customer support (isolated) in social conversations were consistently lower than the brand
    • A real opportunity exists for customer support to boost (and even lead) the overall brand sentiment scores of a company
    • For example….
    White paper highlights
  • 5. Opportunity to leverage brand sentiment
    • From the study, Apple had one of the highest positive net sentiments for customer support – but even it lagged behind brand sentiment, indicating customer support is a net negative for the brand overall.
    = Opportunity to raise social brand perception. Apple Sentiment Apple Customer Support Sentiment iPhone 4G’s antenna issues White paper highlights
  • 6. Best practices are a mix of tactics
    • Best practices for social care are emerging but are not consistent even among high-tech leaders
    • Examples:
      • HP’s use of social channels for customer-to-customer support with little direct intervention
      • Best Buy’s extensive use of employees empowered to provide proactive social care via Twitter
      • Google’s use of “how to” videos, taking advantage of rich media capabilities to provide customer support
    White paper highlights
  • 7. What you’ll learn from the whitepaper
    • Why is Social Care Important?
    • Magnitude of Customer Care Conversations on the Social Web
    • Where are Social Care Conversations Occurring?
    • How Leading Companies Respond
    • Who’s Doing What Best?
    • The Sentiment towards Customer Care on the Social Web
    • Emerging Best Practices for Social Care
    • Key Takeaways / Recommendations
    White paper highlights
  • 8. About the authors
    • Kim Keating, SPOT Consulting & Dave Evans, Social Dynamx
    • TELUS International commissioned the benchmarking study from Kim Keating and Dave Evans, independent consultants with deep experience in customer service and social media. Dave is a best-selling author and social strategist for Fortune 500 companies. Kim has over 17 years in customer service and contact center consulting.
    • TELUS International
    • TELUS International is the global arm of TELUS, a leading national telecommunications company in Canada with over 12 million customer connections. TELUS International delivers contact center outsourcing solutions to some of the world’s largest and most respected corporations. Its multi-channel programs include voice, email, chat and social media customer care.
    White paper highlights
  • 9. Connect / Download Learn more: Web: telusinternational.com Twitter: @TELUSint Email: [email_address] 1.800.306.1586 (toll free North America) 1.780.392.0160 (global) Click to Download White paper highlights
  • 10. © 2011 TELUS and TELUS International. Other company and brand, product and service names are for identification purposes only and may be trademarks or registered trademarks of their respective holders.