Customer Insight is a Key Benefit ofSocial Customer ServiceNovember 2012
EBAY GLOBAL – FAST FACTS   Trading volume worldwide in 2011             Facebook fans worldwide in 2012          $69 BILLI...
Shifting external landscapeSocial Customer Service is becoming Expected                                                   ...
Facebook & Twitter have the widest reach & influence                          Everyone                                    ...
Social Media’s Role on the Customer Journey                                          Exit         Advertising             ...
Our volumes are growing…                               EU Social CS volume monthly 2012                                   ...
How we interact with our Social Community           Twitter (@askebay, demandebay, fragebay)           • Educate, bit.ly l...
What eBay Customers Are Saying...24% of eBay customers surveyedthrough Social prefer Social Mediaas their sole support cha...
Key Benefits of Social Customer Service                 Customer insight          Increased Customer Satisfaction         ...
Social Customer Service Builds LoyaltyDetractors toPromotersExtends positivebrand reach                    Potential Reach...
Who should you choose to staff the Social CS channels?         Socially savvy         Connected                      Socia...
Social Customer Service Delivers Insights                                                 -    Deliver insight back into  ...
Before                                     AfterDeclined cc = Message to contact CS, who   Clear, concise; reassures selle...
Before                                       AfterCustomers have trouble contacting their     Addition of Contact Member b...
Social connects us to live issues…. immediatelyIssue: Some users were unable to log into the iPad eBayApplication due to a...
We are surprising and delighting our customers throughproactive outreach …. certainly surprising them!                    ...
Customer Insight is a Key Benefit of Social Customer Service , Ronan Gillen, eBay
Customer Insight is a Key Benefit of Social Customer Service , Ronan Gillen, eBay
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Customer Insight is a Key Benefit of Social Customer Service , Ronan Gillen, eBay

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Customer Insight is a Key Benefit of Social Customer Service , Ronan Gillen, eBay

  1. 1. Customer Insight is a Key Benefit ofSocial Customer ServiceNovember 2012
  2. 2. EBAY GLOBAL – FAST FACTS Trading volume worldwide in 2011 Facebook fans worldwide in 2012 $69 BILLION 9 MILLION 108 M. 200 K. customers Twitter worldwide followers worldwide 66% 150+of trading volume via fixed price items pages/handles on various social networks 2
  3. 3. Shifting external landscapeSocial Customer Service is becoming Expected When a company doesn’t respond to complaints on social, 88% of customers said theyd be less likely to do business with the company in the future. Zendesk: ‘Social Media and the Future of Customer Support’ – January 2012 4
  4. 4. Facebook & Twitter have the widest reach & influence Everyone More Less widespread widespread use use
  5. 5. Social Media’s Role on the Customer Journey Exit Advertising Complaint WOM Unternehmen/ Mitarbeiter Churn Awareness Advocacy DM Relation- CCS ship Cross- Conside- Advisory Sell ration Purchase Inquiry Comms Post-sale Pre-sale SOCIAL CONNECTION POINTS SOCIAL CS CONNECTION POINTS
  6. 6. Our volumes are growing… EU Social CS volume monthly 2012 Social CS volume Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12…as our customers realise we are providing Social CSand our fan base grows
  7. 7. How we interact with our Social Community Twitter (@askebay, demandebay, fragebay) • Educate, bit.ly links to tutorials, trading tips • Tweet advice, direct messages Facebook (UK, DE, FR, IT, ES) • Educate, bit.ly links to tutorials, trading tips • Private message, post eBay FB email, direct contact with customer eBay Community (UK, DE, FR, IT, BE, NL, ES) • Moderate, direct discussions, answer centre • Direct email to ‘pinks’
  8. 8. What eBay Customers Are Saying...24% of eBay customers surveyedthrough Social prefer Social Mediaas their sole support channel
  9. 9. Key Benefits of Social Customer Service Customer insight Increased Customer Satisfaction Extend positive brand reach Detractors to promoters/advocates Meet Customer expectations
  10. 10. Social Customer Service Builds LoyaltyDetractors toPromotersExtends positivebrand reach Potential Reach of 30,592 People
  11. 11. Who should you choose to staff the Social CS channels? Socially savvy Connected Social CS Specialist Customer focus Empowered
  12. 12. Social Customer Service Delivers Insights - Deliver insight back into Social relevant line of business CS Community - Drive for change where appropriate Complaints - Celebrate wins Actionable insightProcess Product Policy People
  13. 13. Before AfterDeclined cc = Message to contact CS, who Clear, concise; reassures seller we’re can only refer back to bank, help pages here to help. Encourages more selling 14
  14. 14. Before AfterCustomers have trouble contacting their Addition of Contact Member button in trading partners due to confusing site appropriate Online Customer Support flows. flows makes it easier to initiate customer to customer contact. 15
  15. 15. Social connects us to live issues…. immediatelyIssue: Some users were unable to log into the iPad eBayApplication due to a technical glitch in the app settings. Twitter: We started to see tweets about this straight away, through proactive monitoring of keywords on Twitter. Resolution: Social CS team immediately passed this on to the technical teams to resolve and the issue was fixed in ~45 minutes from first tweet
  16. 16. We are surprising and delighting our customers throughproactive outreach …. certainly surprising them! Resolution: We helped this customer get his account set up and to troubleshoot his email issues so he could use his primary email for his eBay account.

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