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The Business Case for Social
Customer Service
2
The Business Case for Social Customer Service
Making the Case for Social Customer Service
Michael Brito, VP Social Busin...
Level One: 
Making the Case for Social Customer Service

#soccustserv
Michael Brito, 
VP Social Business Strategy, Edelman...
of consumers are less likely to buy when
they see unanswered questions and
complaints on a company’s Facebook page
88%
Did...
Consumers Demand Social Customer Service
The consequences of ignoring your customers
The positive impact of social customer service
Things we intuitively know …
@Britopian
Repeat Sales & 
Customer Loyalty
De...
The positive impact of social customer service
Fostering shared value for all stakeholders, specifically customers
@Britopi...
Social customer service and the content opportunity
Leveraging inbound support issues to feed the content engine and own G...
The Social Engagement Hub
Social customer service
isn’t just another channel. 

Make the move from
contact center to Socia...
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	...
The Business Case for Social Customer Service !
ODEON’s Social Journey
Facebook.com/ODEON
Launched Feb 2011
Facebook.com/
...
CommunicaPon	
  is	
  key	
  
	
  
Don’t	
  neglect	
  offline	
  hours	
  
	
  
Get	
  into	
  a	
  rouPne	
  
	
  
Build	
...
Being prepared for the unexpected
Plan	
  ahead	
  for	
  business	
  changes	
  
	
  
Detail	
  crisis	
  escalaPon	
  pr...
The Business Case for Social Customer Service !
Why ODEON uses Conversocial
1.  Track	
  the	
  customer	
  journey	
  	
 ...
My tips for Best Practice Social Customer Service
ü  Define	
  a	
  crisis	
  
ü  Make	
  sure	
  your	
  guidelines	
  a...
Level Three: 
Measure, Refine and Scale Business Value

#soccustserv

Joshua March
@joshuamarch
CEO and Founder, Conversoci...
The Business Case for Social Customer Service
Forrester’s Top 15 Trends for 2013:
Customer Service is moving from cost cen...
The Business Case for Social Customer Service
Gartner, The Social CRM Resource Planning Guide

“Businesses need to try mor...
The Business Case for Social Customer Service
Customer Satisfaction
How do you ensure social customer service is
meeting y...
The Business Case for Social Customer Service
Deliver
•  Solve issues over social without redirecting to other channels
• ...
The Business Case for Social Customer Service
Customer satisfaction
Deliver
•  Resolve issues in social – redirecting will...
The Business Case for Social Customer Service
Revenue protection
Deliver
•  Social is sometimes used as a last resort – he...
Efficiency
Deal with 1,000 real customer service issues a week over social

Handle 10x more issues with Conversocial than th...
The Business Case for Social
Customer Service
Let’s Discuss
#soccustserv@conversocial
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The Business Case For Social Customer Service

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Transcript of "The Business Case For Social Customer Service"

  1. 1. The Business Case for Social Customer Service
  2. 2. 2 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
  3. 3. Level One: Making the Case for Social Customer Service #soccustserv Michael Brito, VP Social Business Strategy, Edelman @britopian
  4. 4. 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%
  5. 5. Consumers Demand Social Customer Service
  6. 6. The consequences of ignoring your customers
  7. 7. The positive impact of social customer service Things we intuitively know … @Britopian Repeat Sales & Customer Loyalty Decreased calls to the call center
  8. 8. The positive impact of social customer service Fostering shared value for all stakeholders, specifically customers @Britopian OPERATIONAL EXCELLENCE 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 SOCIALBRAND 1 2 4 3
  9. 9. Social customer service and the content opportunity Leveraging inbound support issues to feed the content engine and own Google @Britopian Inbound customer support database or knowledgebase Content Filter Content Creation Process
  10. 10. The Social Engagement Hub Social customer service isn’t just another channel. Make the move from contact center to Social Engagement Hub
  11. 11. Level Two: Build a Social Customer Service Machine #soccustserv Rebecca Doyle Social Media Strategist ODEON
  12. 12. The Business Case for Social Customer Service ! ODEON Cinemas We  are  the  largest  cinema  chain  in  the  UK,  with  over  100  cinemas  
  13. 13. 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
  14. 14. 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
  15. 15. 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 !
  16. 16. 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  
  17. 17. 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 !
  18. 18. Level Three: Measure, Refine and Scale Business Value #soccustserv Joshua March @joshuamarch CEO and Founder, Conversocial
  19. 19. 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…”
  20. 20. 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”
  21. 21. The Business Case for Social Customer Service Customer Satisfaction How do you ensure social customer service is meeting your business objectives? Revenue protection Efficiency
  22. 22. 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
  23. 23. 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?
  24. 24. 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?
  25. 25. 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
  26. 26. The Business Case for Social Customer Service Let’s Discuss #soccustserv@conversocial
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