Customer Service Is the New Marketing:
Turning Satisfaction Into Sales
#TSSUHeartofMktg
Join the Conversation…
#TSSUHeartofMktg
Thanks to Our Sponsor
• Continue this conversation on the
hashtag #TSSUHeartofMktg as we
lead up to The Social Shake-Up.
•...
Our Speakers
#TSSUHeartofMktg
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in gene...
July 29th, 2014
Hansen Lieu
@HansenTweets
hansen.lieu@sap.com
CUSTOMER SERVICE
IS THE NEW MARKETING:
TURNING SATISFACTION ...
WE LIVE INAWORLD OF
DIGITAL DARWINISM
SOCIAL DIGITAL MOBILE REAL-TIME
SOURCE - BRIAN SOLIS “THE END OF BUSINESS AS USUAL”
IT’S NOWADIFFERENT
GAME
WITH NEW RULES
8 out of 10
customers spend
at least half their total
shopping time
researching pro...
AND SOCIAL MEDIA HAS
DRIVEN THAT CHANGE
88%
of customers have been influenced by online
customer service reviews when maki...
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& CONNECT TO
THEIR
CUSTOMERS
CUSTOMER
SERVICE IS
INTERACTING AND
ENGAGING WITH
CUSTOMERS
EVERYDAY!
48%
of consumers will praise a
company about good service on
social media.
SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BARO...
66%
consumers will spend more
with companies who provide
excellent service.
SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAR...
78%
of consumers have bailed on a
transaction or not made an
intended purchase because of a
poor service experience.
SOURC...
IMPLICATIONS FOR
CUSTOMER SERVICE
TEAM
Align closely with marketing team
Deliver customer service excellence
Engage your c...
The Start of Social Customer Service
OrWas it Just Good PR?
It is an Evolution!
Let’s Evolve Customer ServiceTogether
Frank Eliason
@FrankEliason onTwitter
Connect via LinkedIn or Email
Frank@FrankElias...
IHG©
Customer Service is the New Marketing:
Turning Satisfaction Into Sales
Nick Ayres
Director, Social Marketing
IHG
July...
IHG©
The IHG global social framework
Vision
• To lead IHG to becoming a best-in-class social
business
Guiding Principles
•...
IHG©
Our front line in Social Media Customer Care
Subject matter experts first, social media experts second
Highly trained...
IHG©
From the seemingly trivial…
One tweet got me softer toilet paper. Thank
Candlewood Suites. You guys are rad.
https://...
IHG©
To full-on guest recovery…
https://twitter.com/gazalle/status/487694219545686016
@nickjayres
IHG©
We win.
#winning
@nickjayres
Join the Conversation…
#TSSUHeartofMktg
Our Speakers
#TSSUHeartofMktg
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in gene...
Thanks to Our Sponsor
• Continue this conversation on the
hashtag #TSSUHeartofMktg as we
lead up to The Social Shake-Up.
•...
Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#TSSUHeartofMktg Audience: Tell us why you
want to ...
Upcoming Webinar
August 5th
Transform Events into Meaningful
Experiences: Lessons in Real-Time
Marketing
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7.29.14

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With today’s customers actively engaging in social media, the world of marketing and customer service has fundamentally changed. Customers control the conversation and are making it quite clear that the service you provide can no longer be an unsatisfactory or merely an acceptable experience. They have shown that due to bad service, they are willing to change and will let their friends, family, and fans know about it. According to an Edison study, 42 percent of consumers expect a response on social media within an hour. An America Express study shows 83 percent of customers left the purchase due to bad service. Another report shows more than 1 million people view tweets about customer service every week, and about 80 percent of those tweets are negative.

This should be all the proof needed for organizations to move customer service from an afterthought to a key initiative. Only when customer service is put at the heart of marketing will you reach your marketing and revenue objectives.

Join our panel of experts on this webinar to discuss:

-How to build and follow a consistent customer service process
-Empowering your customer service representatives
-Listening for social customer engagement
-Knowing whether to intervene or not
-Measuring customer care success

Published in: Social Media
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7.29.14

  1. 1. Customer Service Is the New Marketing: Turning Satisfaction Into Sales #TSSUHeartofMktg
  2. 2. Join the Conversation… #TSSUHeartofMktg
  3. 3. Thanks to Our Sponsor • Continue this conversation on the hashtag #TSSUHeartofMktg as we lead up to The Social Shake-Up. • Share your customer service experience - good or bad – and how it effected your spending with that company in the Experience SAP CRM LinkedIn Group. Bit.ly/ShakingUpService • We’ll share stories in person at The Social Shake-Up. @SAPCRM #TSSUHeartofMktg
  4. 4. Our Speakers #TSSUHeartofMktg Paul Dunay 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. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experiences in the software industry, from development, implementation, product management, and marketing. In the last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market strategy, and execution on the topic of analytics, social media, and customer service. @HansenTweets Nick Ayres is the Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads the strategic and tactical social marketing plans globally, and is focused on delivering an integrated social strategy to support the company’s business objective of delivering preferred brands. Nick holds a MBA with a focus on marketing and entrepreneurship from the Georgia Tech and a BS from Emporia State University. @NickJAyres Frank Eliason is currently Director of Global Social Media at Citibank and author of @YourService published by Wiley. Frank became well known in social media for the Customer Service outreach function that his team at Comcast was involved with. At Citibank, Frank and his team are helping to change the way a global financial institution manages its relationships with a diverse community of consumer, small business and corporate customers—to serve and exceed their expectations and helping build a lifetime of trust between Citibank and its customers. @FrankEliason
  5. 5. July 29th, 2014 Hansen Lieu @HansenTweets hansen.lieu@sap.com CUSTOMER SERVICE IS THE NEW MARKETING: TURNING SATISFACTION INTO SALES
  6. 6. WE LIVE INAWORLD OF DIGITAL DARWINISM SOCIAL DIGITAL MOBILE REAL-TIME SOURCE - BRIAN SOLIS “THE END OF BUSINESS AS USUAL”
  7. 7. IT’S NOWADIFFERENT GAME WITH NEW RULES 8 out of 10 customers spend at least half their total shopping time researching products online SOURCE – POWER REVIEW
  8. 8. AND SOCIAL MEDIA HAS DRIVEN THAT CHANGE 88% of customers have been influenced by online customer service reviews when making buying decisions. SOURCE – MATRIX PARTNERS, 2013 500 billion impressions generated by consumers about products and services through social media SOURCE – FORRESTER CONSULTING, 2012
  9. 9. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & CONNECT TO THEIR CUSTOMERS
  10. 10. CUSTOMER SERVICE IS INTERACTING AND ENGAGING WITH CUSTOMERS EVERYDAY!
  11. 11. 48% of consumers will praise a company about good service on social media. SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER AND CUSTOMERS ARE TALKING TO EACH OTHERS
  12. 12. 66% consumers will spend more with companies who provide excellent service. SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER EXCELLENT SERVICE DRIVES REVENUE AND PROFIT
  13. 13. 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. SOURCE - AMERICAN EXPRESS SURVEY, 2011 AND THEY ARE MORE WILLING THAN EVER TO MAKE A CHANGE
  14. 14. IMPLICATIONS FOR CUSTOMER SERVICE TEAM Align closely with marketing team Deliver customer service excellence Engage your customers and win their heart Drive advocacy and revenue
  15. 15. The Start of Social Customer Service
  16. 16. OrWas it Just Good PR?
  17. 17. It is an Evolution!
  18. 18. Let’s Evolve Customer ServiceTogether Frank Eliason @FrankEliason onTwitter Connect via LinkedIn or Email Frank@FrankEliason.com
  19. 19. IHG© Customer Service is the New Marketing: Turning Satisfaction Into Sales Nick Ayres Director, Social Marketing IHG July 28, 2014 @nickjayres
  20. 20. IHG© The IHG global social framework Vision • To lead IHG to becoming a best-in-class social business Guiding Principles • We are subject matter experts • We are globally consistent but regionally relevant • We are conduits, not roadblocks • Our first focus is building sustainable longitudinal relationships • We strike a balance between brand love (engagement) and revenue CAMPAIGN MANAGEMENT COMMUNITY MANAGEMENT CENTER OF EXCELLENCE REPUTATION MANAGEMENT @nickjayres
  21. 21. IHG© Our front line in Social Media Customer Care Subject matter experts first, social media experts second Highly trained and using 10+ internal and external systems for research, documentation and communication 24/7 coverage: Sort, triage and respond with a service recovery focus Support and respond in English, German, Spanish, Chinese and Filipino @nickjayres
  22. 22. IHG© From the seemingly trivial… One tweet got me softer toilet paper. Thank Candlewood Suites. You guys are rad. https://twitter.com/BAGappa/statuses/210155995475886080 Dear Candlewood Suites Springfield, you would lose the #Olympics for soft toilet paper competition. Badly. #IfThatWereAnOlympicEvent @nickjayres
  23. 23. IHG© To full-on guest recovery… https://twitter.com/gazalle/status/487694219545686016 @nickjayres
  24. 24. IHG© We win. #winning @nickjayres
  25. 25. Join the Conversation… #TSSUHeartofMktg
  26. 26. Our Speakers #TSSUHeartofMktg Paul Dunay 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. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experiences in the software industry, from development, implementation, product management, and marketing. In the last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market strategy, and execution on the topic of analytics, social media, and customer service. @HansenTweets Nick Ayres is the Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads the strategic and tactical social marketing plans globally, and is focused on delivering an integrated social strategy to support the company’s business objective of delivering preferred brands. Nick holds a MBA with a focus on marketing and entrepreneurship from the Georgia Tech and a BS from Emporia State University. @NickJAyres Frank Eliason is currently Director of Global Social Media at Citibank and author of @YourService published by Wiley. Frank became well known in social media for the Customer Service outreach function that his team at Comcast was involved with. At Citibank, Frank and his team are helping to change the way a global financial institution manages its relationships with a diverse community of consumer, small business and corporate customers—to serve and exceed their expectations and helping build a lifetime of trust between Citibank and its customers. @FrankEliason
  27. 27. Thanks to Our Sponsor • Continue this conversation on the hashtag #TSSUHeartofMktg as we lead up to The Social Shake-Up. • Share your customer service experience - good or bad – and how it effected your spending with that company in the Experience SAP CRM Group. Bit.ly/ShakingUpService • We’ll share stories in person at The Social Shake-Up. @SAPCRM #TSSUHeartofMktg
  28. 28. Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #TSSUHeartofMktg 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…” #TSSUHeartofMktg
  29. 29. Upcoming Webinar August 5th Transform Events into Meaningful Experiences: Lessons in Real-Time Marketing
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