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6.17.14

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Why should consumers buy from you instead of your competitors or other choices, including doing zilch? In other words, what are your key differentiators or unique selling points? As more consumers use …

Why should consumers buy from you instead of your competitors or other choices, including doing zilch? In other words, what are your key differentiators or unique selling points? As more consumers use social media to reach brands,superb social customer service is becoming an important business differentiator.

Seventy-one percent of consumers who experience good customer service on social media are likely to recommend a brand based on their most recent experience, according to the 2012 State of Social Customer Service Report. And an Edison study says 32 percent of consumers expect a response on social media within 30 minutes.

These studies represent a huge opportunity for brands today. Although there are many other brands with similar features as you and doing content marketing to the hilt, superb social customer service is where most are lacking. In fact, only 10 percent of companies deliver great customer service (Help Scout). In this webinar, we'll learn the five best practices in social customer service. Please join our panel of experts to discuss:

-Identifying the vision and objectives of your brand’s social customer service
-Building a team to meet your brand’s social customer service objectives
-Creating a process for responding to negative and positive messages
-Providing your team with customer social and product history in an easy to use system
-Defining a specific, measurable social customer service differentiator
-Measuring your social customer service performance

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  • [
  • Social Media can become another key strategic differentiator for every customer service organization if done correctly.

    To make it work, you need to listen to customers and prospects on social media at scale. This means not only ensuring that every tweet or post they make on your digital properties is assessed and responded to if necessary, but also developing a broad understanding of what your customers are talking about and what is important to them.
    With listening comes the need to engage your customers, prospects, thought leaders and critics on those properties where they share their thoughts online. Only then will your customer service outreach be credible and authentic.

    That engagement is often in the form of a response – to customers, to brand advocates, and even to critics – in real time. Sometimes it’s ok to be intentionally silent, but it’s never ok to be late.

    Finally, given the public nature of social media, service organizations can become instrumental in building and strengthening the reputation of your brand online. Every action they take must be framed in this context, as the opposite is also true – just look on YouTube for examples of bad customer service experiences.
  • Transcript

    • 1. Superb Social Customer Service: The New Key Differentiator #SMTLive
    • 2. Thanks to Our Sponsor @SAPCRM
    • 3. 157,345 Join the Conversation… #SMTLive
    • 4. #SMTLive Our Speakers Bianca Buckridee leads Social Media Operations at JPMorgan Chase, where she is responsible for building out the bank’s social customer service channels, including @ChaseSupport. Her team is the first at Chase to cross multiple lines of business – with specialists from Consumer & Business Banking, Credit Card Services and Mortgage. Tweet her at @BlatantlyBianca. Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and communication of messaging and positioning for the CRM solutions portfolio for the Customer Service line of business.Kai has accumulated 20 years of experience in marketing, strategy and business management positions across high-tech, chemicals and life sciences in multinational corporations across Europe and North America. @kaipetzelt Brandon Lewis: Leads the Resource Desk team at Zappos.com. Brandon and team are responsible for resolving time consuming and escalated customer situations. The Resource Desk is also the main customer service team that interacts with users on Twitter, where they not only deal with customer service opportunities, but also look to engage the customer base with a fun and weird approach. Brandon can be reached by email at BLewis@zappos.com Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay
    • 5. SUPERB SOCIAL CUSTOMER SERVICE THE NEW KEY DIFFERENTIATOR June 17, 2014 Kai Petzelt Senior Director, Marketing Customer Engagement Solutions
    • 6. Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online EMPOWERED CUSTOMERS ARE Socially Networked 53% of customers abandoned an in-store purchase due to negative online sentiment. Better Informed 59% of customers are willing to try a new brand to get better customer service.
    • 7. EVERY MINUTE OF EVERY DAY of YouTube uploads 48 hrs new mobile web users 217 Wordpress blog posts 347 new websites 571 Foursquare check-ins 2,083 Flickr photos 3,125 Instagram photos 3,600 Email messages 204,167,667 Google queries 2,000,000 Facebook shares 684,478 Consumers spend $272,070 Twitter tweets 100,000 Apple app download 47,000 Facebook likes 34,722 SOURCE: DOMO, INC. 61,141 hours of music uploaded
    • 8. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
    • 9. CUSTOMER ENGAGEMENT 19TH CENTURY VS 21ST CENTURY • AWARENESS • INTEREST • DESIRE • ACTION VS SHARE RESEARCH SHOP PURCHASE TRIGGER EVENT COMPARE
    • 10. OLD CRM RECIPES NO LONGERWORK WELCOME TO THE AGE OF CUSTOMER ENGAGEMENT 1st Generation CRM Front Office EFFICIENCY STRATEGICTACTICAL 2nd Generation CRM Customer Engagement INTERNAL FOCUS Front Office EFFECTIVENESS Customer EXPERIENCE MARKET FOCUS CUSTOMER ENGAGEMENT FOCUS ON 1:1 Inside - Out Inside - Out Outside - In © 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Public
    • 11. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11 SOURCE - CUSTOMER MANAGEMENT IQ EXECUTIVE REPORT WITH 88% OF ALL ORGANIZATIONS DELIVERING A MULTI-CHANNEL SERVICE EXPERIENCE, THE DIFFERENTIATING FACTOR WILL NOW BE IN THE QUALITY OF THOSE INTERACTIONS.
    • 12. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12 RECIPE FOR A WINNING SOCIAL CUSTOMER SERVICE STRATEGY • Listen to your customers in social media • Engage your customers on their terms • Respond in real-time to critics and brand advocates • Strengthen brand perception through public engagement • Make social media integral part of your omni- channel customer service
    • 13. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 13 “OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.” Krissy Espindola Director Knowledge Management & Social Customer Support ATAGLANCE SOCIAL CUSTOMER ENGAGEMENT OBJECTIVE • Take on larger rivals by providing a delightful social media experience SOLUTION • SAP Cloud for Social Engagement • SAP Social Media Analytics by Netbase • Phase two: SAP Cloud for Service (for ‘core’ level 2 agents) BENEFITS • Meet increasing demand for social media customer service channel without scaling team. • Reduced churn.
    • 14. © 2013 SAP AG. All rights reserved. 14 Feel free to connect with me at : kai.petzelt@sap.com @kaipetzelt www.linkedin.com/in/kaipetzelt/ © THANK YOU!
    • 15. @ChaseSupport #SMTLive  Launched February 2012, in tandem with @Chase (PR)  Cross line of business team focused on Retail, Credit Card and Mortgage inquiries  Based in Columbus, OH at high visibility location of 10k JPMC employees
    • 16. @ChaseSupport Lessons Learned: #OwnIt #SMTLive Create a strategy that connects the dots between social customer service and social marketing. Core components of this plan should include:  What does your brand stand for?  Who owns what? Who will create, who will approve, and who will publish?  How will you handle different scenarios? Do you have a crisis management plan? Do your stakeholders know this plan?  Have you looped in the right parties? Does your IT team know what you’re up to?
    • 17. @ChaseSupport Lessons Learned: #BeYourself #SMTLive Who are you calling boring?! We choose to differentiate ourselves by:  Sign-on and Sign-Off Tweets  Posting alerts for real-life issues that impact our customers  Adding humor when appropriate  Proactively educating our customers about product changes  Most importantly: being ourselves.
    • 18. @ChaseSupport Lessons Learned: #LookingForward #SMTLive Whether it’s Marketing or Customer Service, Social Media isn’t a silo – it’s a part of your overall #custexp. The goal is to deliver a consistent experience across all touchpoints, and giving customers choices that let them interact with you according to their preferences. Things to think about as you scale:  Specialist Empowerments: hybrid agents help streamline the process for you and the customer.  SMMS & Internal Content Management: dynamic process  where will this data be housed?  How do you find a solution that can easily pull info into one place & allows agents to respond quickly, even with a growing customer base.  Analytics/Reporting: will this provide a holistic overview across different social networks?  Continuous Improvement: how will you ensure your social media teams are in the loop? They are often the first to know, and your first line of defense.
    • 19. Zappos #SMTLive Delivering WOW through Service
    • 20. A Little History Lesson #SMTLive Founded in 1999 Tony joined as an investor 1500 employees in NV •4 years 2009- 2013 on Fortune 100 Best Companies to work for list 2009 Announcement of Zappos and Amazon acquisition 2012 KY Fulfillment Center is run by Amazon 2013 Moving our Las Vegas Headquarters downtown Focus on Culture, Customer Service, Clothing, and Community Zappos is a service company that happens to sell clothing, handbags, shoes, accessories, housewares,….
    • 21. Our Core Values #SMTLive 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a Little Weirdness 4. Be Adventurous, Creative and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble Headquarters: Las Vegas, NV 1500+ employees 1,000+ brands 200,000+ styles 6 million items in warehouse 100% inventoried
    • 22. Customer Service #SMTLive What customers see first • 24/7 1-800 number on every page • Free shipping • Free return shipping • 365-day return policy It’s all about the experience!  Fast, accurate fulfillment  Surprise your customers • Create WOW, PEC  Friendly, helpful “above and beyond” customer service  Don’t have it? Assist them with finding it elsewhere
    • 23. Customer Service #SMTLive Inside message needs to match the outside message  No call times • The telephone is one of the best branding devices available • Longest Call was 10 hours & 29 minutes.  No sales-based performance goals for reps  Run warehouse 24/7  Inventory all product (no drop-shipping)
    • 24. Social Media #SMTLive Creating Fun and Weirdness… via Twitter Delivering WOW to our customers wherever they happen to need it.
    • 25. Social Media #SMTLive • New hires are given a crash course in Twitter • No social media policy – just be yourself and use your best judgment!
    • 26. Culture #SMTLive The culture that powers our company Theme days Parades Events Weirdness Happiness
    • 27. Culture #SMTLive Thank you for allowing us to put a little Zappos in your day! Email: blewis@zappos.com Questions or Comments • Tour of our office – If you happen to be in Las Vegas! • Copy of our culture book – Be sure to include your mailing address!
    • 28. Thanks to Our Sponsor @SAPCRM
    • 29. #SMTLive Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTlive Audience: Tell us why you want to go to The Social Shake-Up 2014 to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…”

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