Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
social #custserv
Why It’s Es...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Why It’s Essential
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
THE
CATALYST
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
JUST A MATTER
OF WHEN 
NOT I...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
THE
PROBLEM
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
CUSTOMER SERVICE 
IS NOW 
A
...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
THE
REWARD
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
SERVICE
IS 
THE NEW MARKETING
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
…MAYBE
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
3rd Party Reporting
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
3rd Party Reporting
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
3rd Party Reporting
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Cross Functional VoC
Learn F...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Sample
23,000 U.S. online co...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Servicing and Marketing are ...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Adoption Trend
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Who Does It Well ?
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Twitter - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Twitter - leaderboard
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Call Deflection 29% full res...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Co-creation
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Co-creation
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Co-creation
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
YouTube
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Signposting
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Integration: Community +
Chat
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Adding In The Human Chemistry
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
34
Mass Participation
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Are there any incentives to ...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
What training do you offer T...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Interaction Styles
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Approaching the end of the f...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Interaction Styles
Gained 13...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Best = Every Time WOM Happens
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Why
Social Customer Service?...
Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Thank You!
u!
@martinhw brai...
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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 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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Social Customer Service: why it's essential and who's doing it well - Martin Hill-Wilson, Brainfood Training

  1. 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. 2. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Why It’s Essential
  3. 3. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 THE CATALYST
  4. 4. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 JUST A MATTER OF WHEN NOT IF!
  5. 5. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 THE PROBLEM
  6. 6. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 CUSTOMER SERVICE IS NOW A SPECTATOR SPORT!
  7. 7. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 THE REWARD
  8. 8. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 SERVICE IS THE NEW MARKETING
  9. 9. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 …MAYBE
  10. 10. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 3rd Party Reporting
  11. 11. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 3rd Party Reporting
  12. 12. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 3rd Party Reporting
  13. 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. 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. 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. 16. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Adoption Trend
  17. 17. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Who Does It Well ?
  18. 18. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook - leaderboard
  19. 19. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook - leaderboard
  20. 20. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Twitter - leaderboard
  21. 21. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Twitter - leaderboard
  22. 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. 23. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Co-creation
  24. 24. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Co-creation
  25. 25. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Co-creation
  26. 26. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 YouTube
  27. 27. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  28. 28. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  29. 29. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  30. 30. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Facebook
  31. 31. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Signposting
  32. 32. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Integration: Community + Chat
  33. 33. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Adding In The Human Chemistry
  34. 34. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 34 Mass Participation
  35. 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. 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. 37. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Interaction Styles
  38. 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. 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. 40. Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013 Best = Every Time WOM Happens
  41. 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. 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

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