Social Customer Experience - SXSWi 2014

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Presentation delivered at SXSWi 2014 on the topic of Social Customer Experience.

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Social Customer Experience - SXSWi 2014

  1. 1. Social Customer Experience Dave Evans VP, Social Strategy Joe Cothrel Chief Community Officer
  2. 2. how does the purchase funnel… be aware consider buy Lithium Confidential
  3. 3. …connect with social and customer care? social objects, graph, and interactions be aware talk consider form opinion buy use social media customer care now is an advocacy engine Lithium Confidential
  4. 4. the social web runs on conversations social web relevance awareness purchase consideration relate content try purchase funnel impact share It takes money to drive the purchase funnel. It takes a positive experience to drive beneficial conversations. Long-term, conversations always win. Lithium Confidential
  5. 5. markets are conversations marketer-generated consumer-generated (think “funnel”) (think “megaphone”) word -ofmouth Lithium Confidential
  6. 6. print benefits of digital hubs TV radio OwnedSocialnow using weretoacross Brands are networks social plug-ins But engagement expands first hubs The media delivered via digital relationship moved social engagement and touchpoints,relationship withtools. fans. tois providesincluding mobiletheir POS. appsused asengagement capability. ownas networks were redefined as the reach and acquisition media. online display POS search .COM .COM owned media mobile site engagement reach strategy Source: Forrester. “Interactive Brand Ecosystem”, Nate Elliott, 2011Lithium Confidential
  7. 7. social platform: ecosystem design customer records CRM system purchase consider listening marketing intelligence matching prioritization workgroups routing expert engagement KB automation agent engagement awareness knowledge stores communities and innovation platforms Lithium Confidential
  8. 8. unified social customer experience customer outreach marketing Lithium Confidential
  9. 9. social channels work better together 350k Augmented community program with off-domain engagement 175k 0 social traffic (off domain) community registrations (on domain) Month 5 Month 11 Lithium Confidential
  10. 10. the connected workforce • conversations built around positive customer experiences • customer care and marketing work together, across channels to delight customers • operations marketing robust process management • agent roles and goals (SLAs) • defined by business objectives detailed metrics support continuous improvement Lithium Confidential
  11. 11. the payoff? build advocacy, improve sales. advocacy ideas: innovation loyalty satisfaction sales: assistance at purchase customer support: immediate need for help Lithium Confidential
  12. 12. Social Customer Experience Dave Evans VP, Social Strategy Joe Cothrel Chief Community Officer

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