Customer Care has gone Social, whether we like it or not... Social Media Monitoring and Opinion Analytics tools are becoming a key technology to optimize Customer Care processes. But doing things right is HARD! In this presentation Hugo Zaragoza, director of Websays, presents some of the opportunities and challenges ahead.

1. Social Media Monitoring and Analytics
for Customer Care
Hugo Zaragoza
Founder & Director of Websays.

2. “slow” revolution in customer care…
Decision makers…
• still think Twitter & Facebook is only for their teenage
daughter
• they are afraid to “air” their problems in public
• they are afraid of the amplification power and crisis
Furthermore adoption requires…
• investment without a clear ROI model
• cross-organizational changes
• new skills
• perpetual crisis management

3. but change is inevitable:
Marketing is investing heavily in Social Media and
engaging customers through the Internet…
… and customers are using the same channels to
communicate and complain back!

6. and change is hard to argue against:
• Preferred channel by costumers
• Easier to guide customers to relevant web pages or video content.
• On average, handling an inbound telephone call typically costs a
company $6 to $8; an interaction using social media, less than $1.3
• Cheaper IT infrastructure
• 71% of consumers who’ve had a good social-media service
experience with a brand are likely to recommend it to others
• 70% of companies are trying out social customer care in some form.
• You can engage (the new Marketing imperative).
• You can work in your competitor channels to “win clients”
“Why the COO should lead social-media customer service.”
McKinsey Quarterly (2014, January).

7. it is in fact a great business opportunity…
• Number of “tickets” grows exponentially
• But the cost per resolved issue drops:
– less agents
– higher multi-tasking
– easier to crwdsource
– easier to automate
• And the ROI increases
– Higher engagement
– Higher visibility

8. Percentage of Service Requests that
Originate in the Social Sphere

9. Role of Social Support

10. (engagement & team)
“[…] go from being vigilant about protecting our brand
reputation in the social space — which we should always
be doing anyway — to really building customer loyalty. I
think we’ve created, and will continue to create, some
‘wow’ moments for our customers.”
“ […] we still were only able to manage what was coming to
our handle when we built the team up to 17 people.”
Katy Phillips, Senior Analyst in Social
Communications, American Airlines.

11. (coverage)
Extends outside […] Facebook, Twitter and Google Plus, to
finding blogs that are influential about your business sector.
It takes a lot of time and resources. There are 40 top travel
blogs; there are hundreds of top blogs for credit cards. In
each one, people may be mentioning your brand, and
they’re not necessarily specifying ‘@Chase’ or
‘@BarclayCard US.’
Brian Mook, AVP for Social Media, Barclaycard.

12. Challenges
• 1. Capture
• 2. Triage
• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition
– CRM
– Competitor’s
• 5. Automatic Answering Tools
• 6. Automatic Engagement Tools

13. CAPTURE
1. Capture :
– Multiple channels, no single point of contact.
– Mixed channels, multiple messages.
– Iterative Collection (need to keep looking back)
– Going beyond “Corporate Channels”
Response to
CORPORATE
EXTERNAL
(spontaneous)
conversation
& PAID
channels
CORPORATE
& PAID
channels

15. Social
Networks’
APIs
Websays
Data
Online
Crawling

16. Complex Heavily Interconnected Data

17. Complex Heavily Interconnected Data

19. Challenges
• 1. Capture
• 2. Triage
• 3. Analytics
• 4. Automatic Answering Tools
• 5. Automatic Engagement Tools
• 6. From Costumer Care to Costumer Acquisition

20. Data
Stream
Validated
Data
Automatic
Analisis
Relevant &
Analyzed
Data
Quality
Control
Blogs
Online
News
Forums
Web ...
Pages
Machine
Learning
Algorithms
Human
Analysts

22. Capture: ambiguity everywhere
• 10% of “camper” mentions are of
90% remaining:
• 70% of “#camper” mentions are of
• Think of Apple, Mango, Zara, Windows, Iberia…

23. Capture: automatic filtering
"INBOX"
PENDING
"REJECTED"
SEARCH &
FETCH
TOPIC
MODELING
Queries Desired &
Banned
Terms
FILTERING
(© Websays. Patent Pending)

24. Capture: automatic filtering
"INBOX"
PENDING
"REJECTED"
SEARCH &
FETCH
TOPIC
MODELING
Queries Desired &
Banned
Terms
FILTERING
(© Websays. Patent Pending)

25. Capture: automatic
"INBOX"
PENDING
"REJECTED"
SEARCH &
FETCH
TOPIC
MODELING
Queries Desired &
Banned
Terms
FILTERING
(© Websays. Patent Pending)

26. Capture: automatic filtering
"INBOX"
PENDING
"REJECTED"
SEARCH &
FETCH
TOPIC
MODELING
Queries Desired &
Banned
Terms
FILTERING
(© Websays. Patent Pending)

27. Challenges
• 1. Capture
• 2. Triage
• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition
– CRM
– Competitor’s
• 5. Automatic Answering Tools
• 6. Automatic Engagement Tools

28. 2. Triage (types of messages and users)
Customer
Care
Public
Relations
Marketing
Campaigns
Social
High Priority Medium Priority Low Priority Ignore
Rants Prises Questions
High Visibility
High Impact
High Virality
Leader Expert Critic Fan Bot/Troll

29. 2. Triage (by topic)
Airlines:
* Offers
* Delays
* Luggage
* Web Page
* Cancellations
* Exchanges
* Check-In
* Credit Cards
Supermercados:

30. 2. Triage (by topic)
Airlines:
* Offers
* Delays
* Luggage
* Web Page
* Cancellations
* Exchanges
* Check-In
* Credit Cards
Supermercados:

31. Challenges
• 1. Capture
• 2. Triage
• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition
– CRM
– Competitor’s
• 5. Automatic Answering Tools
• 6. Automatic Engagement Tools

32. Research and Innovation
Key Performance Indicators
Customer
Satisfaction
Branding
CRM
Reputation
Press Realtions
Evaluation
Crisis Control
Campaign
Discussion
General
Discussion
Customer
Online Discussion About Your Brand
Care

33. Track campaigns, topics, crisis…
Incidents
#AskRyanAir
Luggage

34. Evaluate Impact & Reach of
Authors, Blogs, Campaigns, etc.

35. Evaluate Sentiment
• Sentiment analyzers continuously tuned to each
client by human analysts.

36. Measure Engagement:
pay attention to the external world…
Corporate
Response
External

37. Measure yourself against your competitors
Brand Competitor 1 Competitor 2

38. Challenges
• 1. Capture
• 2. Triage
• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition
– CRM
– Competitor’s
• 5. Automatic Answering Tools
• 6. Automatic Engagement Tools

39. • References:
The Ignored Side of Social Media: Customer Service. Knowledge@Wharton (2014, January). Retrieved from
http://knowledge.wharton.upenn.edu/article/ignored-side-social-media-customer-service/
Why the COO should lead social-media customer service. McKinsey Quarterly (2014, January). Retrieved from
http://www.mckinsey.com/insights/marketing_sales/why_the_coo_should_lead_social_media_customer_service
Social Media and Customer Service: From Listening to Engagement. (2012) Aberdeen Group. Retrieved from
http://www.oracle.com/us/products/applications/aberdeen-social-customer-svc-1902160.pdf
How reputation Management became a big data challenge (2013). Hugo Zaragoza. Retrieved from
http://www.slideshare.net/hugozara/how-reputation-management-became-a-big-data-challenge-20007921
Websays Dashboard (2014). Try at http://websays.com