R U Ready for Social Media Customer Care ?
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R U Ready for Social Media Customer Care ?

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Many companies are planning to allocate staff and technology to support social customer care, but struggling with how to operationalize it. Learn how a leading contact center outsourcer is using the ...

Many companies are planning to allocate staff and technology to support social customer care, but struggling with how to operationalize it. Learn how a leading contact center outsourcer is using the voice of the customer in its social media centers to enhance loyalty and brand reputation, drive better decisions, and reduce costs.

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    R U Ready for Social Media Customer Care ? R U Ready for Social Media Customer Care ? Presentation Transcript

    • 2
    • RU Ready4Social MediaCustomer Care?Kymberlaine BanksSocial Media ManagerKymberlaine_Banks@telvista.comGreg SherryVP, MarketingGreg.Sherry@verint.com 2
    • Executive Summary• Session Objectives – Research and discussion around Social Media Customer Service 1. Telvista examples and insight 2. Other “creative” practices and examples 3. Benchmark data• What You’ll Leave With – Resources that will help build business case or benchmarking report (and enhance your career! ) – Discussion and interaction with other organizations – Available benchmark study on social media and customer service, 57 pages 2 3
    • Session Timing• :30 Telvista Social Media Customer Support• :20 Social Media Industry Examples and Business Case• :25 Group Discussion and Interaction 2 © 2012 Telvista, Inc. 4
    • 75 Minutes from Now We’ll Know• Why should you care about social media?• What does it take to deliver social customer care?• How do you approach social customer strategy?• When you should start?• What will happen if you wait? 2 © 2012 Telvista, Inc. 5
    • Polling Questions and Level Set• Does your organization have a social media initiative? (marketing dept. or others)• Is your initiative connected to the contact center?• Does your contact center have social media agents or those who support social channels directly? 2 © 2012 Telvista, Inc. 6
    • Brand Conversation has Changed! Fact Customers trust the recommendations of strangers more than they trust brand advertising 2 © 2012 Telvista, Inc. 7
    • Consumers are Talking but Not to YOU! • Brands are spoken of not to • Who is talking? • What are they saying? • Where are they are saying it? • Are people listening, and engaging? • Can (should) you join the conversation? 2 © 2012 Telvista, Inc. 8
    • Social Media Care is Confusing! The social customer provides actionable feedback every day. “Once I know Using it positions you towhat people are create customers for life! Social customer caresaying, won’t I “I’m not sure is different, how do have to do you even know how something?” where to start!” to begin? Customer Care Executive “I am too busy “What if to deal with customers are this!” You don’t know what saying bad your customers are saying OR where You already have things ?” enough to do, where they are saying it… You need to know! will you find the resources to manage a new channel? 2 © 2012 Telvista, Inc. 9
    • Implementing a Success Strategy?• Establish a benchmark of where you are today• Determine where to engage for maximum impact• Set goals and plans to measure Listen progress• Find and train your talent – Recommended Support Rep Integrate Engage Profile – Associate, Expert, Master!• Be sincere and transparent with your customers Measure Goals• Implement your plans on a small scale, measure and refine Talent• Integrate, automate and scale• Be flexible, change and refine as social media evolves 2 © 2012 Telvista, Inc. 10
    • What Happens When You Don’t Listen? 800,000 subscribers lost 300,000 signed on online petition 21,000 pledged to close accounts 57,000 signed online petition 2 © 2012 Telvista, Inc. 11
    • What About ROI? Hard Value Soft Value• Customers that engage in social • Increased loyalty media spend 20 – 40% more • Customers want to buy from• Deflect calls brands that engage• Reach multiple customers in a • Customer feedback to improve single communication products and services• Focus more expensive resources • Deeper, more meaningful on customers with issues that relationships that last require a more highly-trained team 2 © 2012 Telvista, Inc. 12
    • When Disaster Strikes Turn it into a WIN!! • Post fast, and proactively • Set an expectation • Update progress • Watch customers thank you in public • Positive sentiment improved >30% that day 2© 2012 Telvista, Inc. 13
    • You Can be a Crime Fighter• Flash mob organized using twitter and text messages• When they hit we warned stores nearby and authorities• Police met the mob at the next store• Arrests were made, losses were prevented 10% of retailers surveyed in 2011 had been victim to a flash robbery Source: National Retail Federation 2 © 2012 Telvista, Inc. 14
    • Engaging is Fun!! “OH! That’s cool, thanks for protecting me, I didn’t think about that” – Jake clicks the message button Sentiment – Negative Classify – Inquiry Thanks, Jake. Please give me your name, Engagement Stage – address, zip code and the payment Commented, Awaiting Reply amount of, so I can look up your account WOW, I called earlier to get my Jake provides the info password and forgot to ask if my payment posted yet?” Your payment posted at 10:14 am, Jake,Reply is there anything else I can help you with? I can help with that, please click the Hi Jake, sorry you’ve been “message” button at the top of the timeline so we can private message waiting so long. I’m here to help, what’s your question? No, thank you. I just wanted to make sure it went through. This was great! Why do I have to do that, can’t you just answer? Thank you for giving me a chance to help! If you need us again, tweet @yourbrand or click the message button on our timeline It’s best to DM to protect your privacy. I’ll need a little more info to Code Sentiment – Positive answer your question Set Engagement Stage – Resolved, no further action required 2 © 2012 Telvista, Inc. 15
    • Start or Evolve Today!1. Accept that you can’t control the conversation2. Find out where your people are talking3. Listen and benchmark what’s going on today4. Develop your engagement strategy5. Start small and scale6. Be genuine and transparent with your customers7. Stay flexible 2 © 2012 Telvista, Inc. 16
    • Telvista Quick Facts• Core Services • Industries Served – Telecom, Financial Services – Contact center outsourcing – Technology, Travel & Hospitality solutions – Retail – Social media monitoring and engagement • Differentiators• The Numbers – Proactive partner – Competitive culture – Created in 1997 – Consistent, high performance – 7 contact centers – Strong bilingual capabilities – 6,000 seats, 6,400 agents – Right fit, custom solutions – PCI-Certified (all centers) – 65 M interactions per year – Net Promoter® Champion • Ownership – Slim Family company – 400 businesses in the Americas – 200,000 employees – $50 million Telvista infrastructure investment in the last 3 years 2 © 2012 Telvista, Inc. 17
    • Leading-Edge Social Customer Care Our Focus. What we do. Listen Marketing Customer • Who’s talking? Service Companies • What are they saying? • Where? Public ignore 95% Relations of Facebook Brand Questions questions Analyze • Does what they’re saying matter? Investor Relations • What is the tone and sentiment? • Is it actionable? • What action should be taken? Complaints Events Companies Engage ignore 70% • Answer questions Outgoing Incoming of Twitter • Say thank you for complimentsMessages Inquiries complaints • Solve problems or get them to someone who can solve them • Acknowledge feedback Build deeper, more meaningful, customer relationships that last 2 © 2012 Telvista, Inc. 18
    • 19 2© 2012 Telvista, Inc.
    • Social Care Creative Practices!Greg SherryVP, MarketingGreg.Sherry@verint.com © 2012 Telvista, Inc. 20 2
    • 2
    • The Other “ROI” 22 2
    • B2C Video- Staffing and Skills 23 2
    • Major Telcom- Cost per Contact 24 2
    • Major Airline- Overall Strategy 2
    • Major Airline- Early Metrics 26 2
    • Social Media and Ford MotorFord Taps Social Media for Customer ServiceCMO NETWORK | 3/27/2012 @ 9:11AM | 9,973 viewshttp://www.forbes.com/sites/jeanhalliday/2012/03/27/ford-taps-social-mediafor-customer-service/• Eight, dedicated customer service agents use a customized search engine tool based on key words to monitor concerns, questions or comments on Twitter, Facebook, auto forums and message boards.• Each issue is assigned to one agent until resolved. “We are looking to engage with someone within 4 hours of posting.”• “Consumers prefer to engage digitally rather than phone. That can be challenging, especially if they prefer to Tweet on Twitter via 140 characters at a time…”• Now responding to an average of 2,000 people weekly via social media.• That traditional way is reactive. (800# inbound calls). “We’re also proactively finding these people via social media.” (More “wow” opportunity ! )• Customer: “I’d much rather use social media because the experts are very quick at getting responses back and I don’t have to go through a (phone) menu system and listen to music and press the right buttons. That’s just not for me.” 2 27
    • Customer SentimentThe beds were too soft but the manager was kind. Name: Ijeilly@mymail.com Please provide any additional details Location ID: 72363 Date of Visit: 05/23/2011 Suscipit ullamcorper ullamcorper, populus exputo letatio bene. Suscipit brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior, suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. The beds were too soft, but the manager was kind. In praesent inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat iusto. Wisi ea ymo augue, indoles letatio, dignissim. Conventio oppeto proprius vel loquor bis gravis qui iriure indoles commoveo feugait brevitas. Suscipit ullamcorper ullamcorper, populus exputo letatio bene. Suscipit brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior, suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. In praesent inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat iusto. 28 2 © 2012 Telvista, Inc.
    • Customer SentimentName: Please provide any additional detailsIjeilly@mymail.com Suscipit ullamcorper ullamcorper, populus exputoLocation ID: 72363 letatio bene. Suscipit brevitas, tamen gilvus decet pagusDate of Visit: 05/23/2011 exputo antehabeo, comis. Pagus melior, suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. The beds were too soft, but the manager was kind. In praesent inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat iusto. Wisi ea ymo augue, indoles letatio, dignissim. Conventio oppeto proprius vel loquor bis gravis qui iriure indoles commoveo feugait brevitas. Suscipit ullamcorper ullamcorper, populus exputo letatio bene. Suscipit brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior, suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. In praesent inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat iusto. 29 2 © 2012 Telvista, Inc.
    • Customer Sentiment in Action 30 2 © 2012 Telvista, Inc.
    • Info Gained from Social Media1-Positive andnegativesentiment(78% ofrespondents)2-Issues withproducts andservices (70%) 31 2
    • Measuring Success of Social Media1-Positive andnegativesentiment(60%)2- Increase incustomer satscores (42%) 32 2
    • Next Steps for You ? 33 2
    • Discussion Questions1- What social channels are supported in yourcontact centers?2- What are your top two recommended bestpractices regarding social customer supportsuccess? 34 2
    • Kymberlaine_Banks@telvista.com Greg.Sherry@verint.com 2 © 2012 Telvista, Inc. 35
    • 2