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Social Customer Service: why it's essential and who's doing it well - Martin Hill-Wilson, Brainfood Training
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Social Customer Service: why it's essential and who's doing it well - Martin Hill-Wilson, Brainfood Training

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Many of the pin-up brands of social media achieved their success only after experiencing online crises that effective customer service could have prevented. In this session Martin will cite examples …

Many of the pin-up brands of social media achieved their success only after experiencing online crises that effective customer service could have prevented. In this session Martin will cite examples of good practice in social customer service - on Facebook, in peer-to-peer communities and in multi-channel environments. He will also make the case for social customer service as a catalyst for change.
- See more at: http://oursocialtimes.com/event/socialcrmlondon/#programme

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  • 1. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 social #custserv Why It’s Essential Who Does It Well
  • 2. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Why It’s Essential
  • 3. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 THE CATALYST
  • 4. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 JUST A MATTER OF WHEN NOT IF!
  • 5. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 THE PROBLEM
  • 6. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 CUSTOMER SERVICE IS NOW A SPECTATOR SPORT!
  • 7. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 THE REWARD
  • 8. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 SERVICE IS THE NEW MARKETING
  • 9. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 …MAYBE
  • 10. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 3rd Party Reporting
  • 11. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 3rd Party Reporting
  • 12. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 3rd Party Reporting
  • 13. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Cross Functional VoC Learn Fast Or Risk Killing Your Brand In Public Listen-Learn-Improve
  • 14. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Sample 23,000 U.S. online consumers who have interacted with a company via social media 100 U.S. Brands Airlines, Auto, Banking, Credit Card, Telecom And Utilities Customer Priorities Age Range Social Customer Service Social Marketing 18 to 29 43% 23% 30 to 49 39% 39% 50+ 18% 38% Social Media Use
  • 15. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Servicing and Marketing are part of the same circular brand funnel “It is critically important that consumers are able to find you in social - that’s the marketing - so they can talk to you when they need to - that’s the servicing. Then, of course, you want to keep those consumers engaged with your brand, so you circle back to the marketing again.” Customer Priorities
  • 16. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Adoption Trend
  • 17. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Who Does It Well ?
  • 18. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook - leaderboard
  • 19. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook - leaderboard
  • 20. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Twitter - leaderboard
  • 21. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Twitter - leaderboard
  • 22. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Call Deflection 29% full resolution 11% partial resolution Customer Sat risen 87% Twitter NPS 61 Chat NPS 64 Peer to Peer Support
  • 23. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Co-creation
  • 24. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Co-creation
  • 25. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Co-creation
  • 26. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 YouTube
  • 27. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  • 28. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  • 29. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  • 30. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  • 31. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Signposting
  • 32. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Integration: Community + Chat
  • 33. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Adding In The Human Chemistry
  • 34. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 34 Mass Participation
  • 35. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Are there any incentives to encourage staff to participate in Twelpforce? “Through heavy participation in Twelpforce, staff earn the right to help provide input to some of the strategic decisions made in the social space” Employee Engagement John Bernier Digital Product Line Manager &Social Media Steward Best Buy
  • 36. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 What training do you offer Twelpforce staff? “At the start, coaching took a lot of time and effort. We had to keep reiterating that Twelpforce is about helping not selling. Now though, the @twelpforce team is largely self- governing” John Bernier Digital Product Line Manager &Social Media Steward Best Buy Employee Engagement
  • 37. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Interaction Styles
  • 38. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people. Interaction Styles
  • 39. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Interaction Styles Gained 13.5k new followers as a result
  • 40. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Best = Every Time WOM Happens
  • 41. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Why Social Customer Service? 1st Real Time Corporate Mirror
  • 42. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Thank You! u! @martinhw brainfoodextra.com ‘Delivering Effective Social Customer Service’ Pre-order the book on Amazon http://www.amazon.co.uk/dp/1118662679