Simon Mulcahy Ogilvy Social Media

Joining the conversation Understanding the Customer Service Opportunity Simon Mulcahy Senior Director, Global Enterprise Strategy Salesforce.com

Customer Service: A World Desperate for Change $B 100 8 90 7 American Customer Satisfaction Index 80 6 70 60 5 Customer Service & Support 50 Investments 4 40 3 30 2 20 10 1 0 0 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

New Channels Have Disconnected Customers from Experts and Knowledge No Expert, No Knowledge Poorly Trained Outsourced Support Slow Email Response Irrelevant Web Support Customer On Hold Phone

But companies are a world away from these conversations Companies Customers are here: invested here: Contact Center Community Sites

Customer Portal Ideas Chat Partners Email Search Join the Conversation Call Center Social Service Cloud Manager

1. Create an Online Community for Customer Conversations Ideas Sites Knowledge Content Your Customers Your Experts Your Community

How we do it: Customers Help Define our Roadmap Vote & Dialogue Preview Promote

Dell’s IdeaStorm Launched in 3 weeks Collected over 2,500 ideas in first month Customer feedback has led to key product decisions including offering Linux pre-installed and XP as an option “ It’s a key toindustry leader. us regaining momentum as a technology ” – Michael Dell, Chairman & CEO See it in action... http://www.ideastorm.com

Dell Improves Products With EmployeeStorm Meeting Customer Needs in a More Effective Way Launched EmployeeStorm for its 80k employees worldwide In first 60 days, reached 2,500 ideas ideas, 130k votes votes, 7,600 comments Delivered on new features like the Unbuntu OS and pre-installed Linux in record time EmployeeStorm has changed the way we “ think about product development. ” – Rob Klein, VP Product Management

My Starbucks Idea Brews Customer Feedback at Starbucks Over 77,000+ total ideas submitted Over 760,000+ total votes received Over 150,000+ comments posted More than 25 ideas launched “ We engage every day, andconversations withshape the customers in millions of they have helped our ” company we are today. See it in action... http://www.ideastorm.com

Crocs Customers Share Ideas with Fellow Community Members Around the World “ Color your world – with your ideas. ” See it in action... http://www.crocsideas.com

2. Join Customer Conversations in Facebook Force.com for Facebook Capture customer conversations and knowledge Share knowledge with your customers

Starbucks Pledge 5: Harnessing the Community

3. Embrace Twitter How do I fix this product? update “ Twitter is the fastest growing social network. ”

Growing numbers of businesses are doing it 3,200 followers 281,000 followers 28,000 followers 14,000 followers 1,000,000 followers No other channel can match its capacity for “ real-time, person-to-person broadcasting. ”

Comcast Provides Twitterific Service to Its Customers with the Service Cloud Knowledge Users: 45,000 Agents on Twitter: 10 34,000 tweets a year 300 tweets per hour (peak times) Improved perception of brand The Largest US Cable Provider “ Salesforce CRM for Twitter and the Service Cloud allows businesses to not only listen and learn, but to also actively participate in the conversation. ”

4. Use the long tail of knowledge Your Frequency of Questions Experts’ Knowledge Community Knowledge 20% 80% Types of Questions

1990’s Approach: the Discussion Forum Hard to Build Critical Mass. Lots of Threads. Few Answers. “ Discussion forums lack ways to organize or synthesize conversations… ”

Discussions: The Consumer Cloud Has Shown a Better Way 46 Million Members 27 Million Monthly Visits ? Ask Rate A: Answer

Salesforce Answers Ask Salesforce Answers Answer Rate Complete, customizable community website. Help customers find the best answer from your community.

Extend your Answers Community to Facebook Salesforce Answers Source knowledge from 250+ million experts on Facebook.

Getting it right

5 ‘Must-haves’ Prepare in advance & work to a plan Ensure you have the right internal people engaged Measure the business by these social metrics Manage the community Take Action on Community Ideas

Simon Mulcahy Ogilvy Social Media

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