Panel Discussion with: Dr. Natalie Peouhoff, Senior Analyst at Forrester; Wendy Lea, CEO at GetSatisfaction; Bob Warfield, CEO at Helpstream; Phil Fernandez, CEO at Marketo and Moderated by Clara Shih, Author, "The Facebook Era" and CEO at Hearsay Labs. Presented at Enterprise 2.0 San Francisco 2009.

1. PANEL
Customer Support in the Facebook & Twitter Era
Customer Support in the Facebook & Twitter Era
Dr. Natalie Petouhoff (@drnat) – Senior Analyst at Forrester
Wendy Lea (@wendyslea) – CEO of GetSatisfaction
Bob Warfield (@bobwarfield) – CEO of Helpstream
Phil Fernandez (@marketo) – CEO of Marketo
Moderator: Clara Shih (@clarashih)
Author, The Facebook Era and CEO, Hearsay Labs
#e2conf‐36

2. Welcome to the Era of Facebook and Twitter
Facebook. 300M users (+153%)
8B mins/day
Twitter. 58M users (+1170%)
iPhone/iTouch. 57M users (+166%)
/ ( )
© thefacebookera.com 2009 @clarashih

3. Customer service is an example of where voice of
the customer is heard loud and clear in the cloud
As a customer-facing department,
the need for change in customer service is obvious…
g
Agents give
Self-service is no
inconsistent
service at all.
responses
Agents don’t have
don t
up-to-date status on Agents can’t help me
my problem. without escalation.
Source: May 30, 2009, “The ROI of Customer Service Social Media: Online Communities” Forrester report
3 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

4. Customer frustration has stoked a perfect storm…
• Years and years of bad customer service…
• Press takes notice and publicizes it…
• Web 2.0 technologies empower customers…
20 customers
• Power is in the hands of the people…
Source: January 21, 2009, “The Economic Necessity Of Customer Service” Forrester report
4 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

5. But the ROI of customer service social
media is ongoing because…
di i i b
Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
5 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

6. …There is a complete business
transformation…
t f ti
• Absent of:
– Politics and resistance
– “Not invented here” or “not my
problem
problem”
• Process visibility via social media
lead to transformation of:
–E i
Engineering, P d t
i Product
Development, QA
– Fulfillment, Order Management,
– Marketing, Sales and
Advertising
• Chalk it up to the “Witness” factor
p
Source: August 14, 2009, “Best Practices: Five Strategies For Customer Service Social Media Excellence ” Forrester report
6 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

7. PANEL
Customer Support in the Facebook & Twitter Era
Customer Support in the Facebook & Twitter Era
Dr. Natalie Petouhoff (@drnat) – Senior Analyst at Forrester
Wendy Lea (@wendyslea) – CEO of GetSatisfaction
Bob Warfield (@bobwarfield) – CEO of Helpstream
Phil Fernandez (@marketo) – CEO of Marketo
Moderator: Clara Shih (@clarashih)
Author, The Facebook Era and CEO, Hearsay Labs
#e2conf-36
7 Entire contents © 2009 Forrester Research, Inc. All rights reserved.