Going Global: How To Create an International Social Customer Service Strategy

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Delfin Vassalo describes how Nokia has created a global social customer service strategy that pieces together 72 Facebook accounts, 27 Twitter accounts and 42 languages, with over 10,000 customer queries per month on Facebook and Twitter alone.

Published in: Social Media, Business, Technology
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  • This implies being where they are, talking their same language, be ready to engage when they decide
  • Social Media Agents have a fundamentally different skill-set than other CC agentsInternal team has to have key expertise: strategy, social analytics, content creation for social mediaContinuity: beating typical CC employee turnover
  • Going Global: How To Create an International Social Customer Service Strategy

    1. 1. Delfin Vassallo - @DJVassallo Social Media Operations Manager Microsoft Devices Group Going Global: Creating an International Social Customer Service
    2. 2. What our customers say?
    3. 3. Social Media Tools Technical limitations of social platforms (APIs, post limits) Think Needs First Engagement vs Monitoring Knowledge Management Tools Central Knowledge & Intelligence Management The perfect tool does not exist You end up with 2, 3 or 4: engagement, tracking, CRM, ERP
    4. 4. 23% 42% 6% 5% Nokia Support Discussions
    5. 5. Source: Simply Measured, March 2013. Analysing Interbrand’s Top 100 Brands and showing how companies with dedicated customer service Twitter accounts are getting the best results when engaging and solving customers queries. Social Bakers Global Ranking “Socially Devoted”: • Top 5 on most responsive brands in Q3, Q4 2013 and Q1 2014, Electronics category • Twitter handles in English, French, German, Russian, Spanish, Portuguese & Polish Source: Social Bakers Socially Devoted Rankings 2013-2014 @NokiaHelps 3rd place globally for Response Rate (72%) - just behind Ford and Nike Interbrand Top 100 March 2013 @NokiaCareFR “Impeccable service from every angle. A model of speed and efficiency” French Magazine 01Net April 2013 @NokiaSoporte Socially Devoted 82% Response Rate 45 mins Average Response Time Social Bakers Q3, Q4-13, Q1-14 @NokiaPomoc Socially Devoted 89% Response Rate Social Bakers Q3, Q4-2013 @NokiaHelps 2nd Most Responsive Brand across all industries (70%) Simply Measured April 2014
    6. 6. I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great! Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions! Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much! Now I’m happy Thanks and I’ve to say: Lumia 920 is a great work tool. Android get ready to (finally) lose a big market slice!! Yes, super, thank you very very much for the fast reply. Best support for emergency cases :)
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