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Join us to preview results from the fourth edition of the The Social Customer Engagement Index, sponsored by SAP, an exclusive whitepaper being released later this year. In late 2013, we surveyed our …

Join us to preview results from the fourth edition of the The Social Customer Engagement Index, sponsored by SAP, an exclusive whitepaper being released later this year. In late 2013, we surveyed our audience on the use and effectiveness of social media tools for customer service. Results show that as companies gain more experience and further integrate social into service processes and teams - and align social service strategies more closely with the organization’s overall customer engagement strategy – they are seeing more positive impact from their efforts. Additionally, a greater number of service interactions are taking place over social channels. But even as the percentage of social service interactions increases, it still lags far behind traditional service channels like email and the phone.

Join us as we analyze the results and discuss how companies are succeeding or failing in integrating modern communication into their service strategies.

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  • The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • But in freeing our customers, we give them the option to walk away from us at any momentThis means we need to be vigilant in providing a consistently exceptional customer experienceAnd delivering on that customer experience is more important than ever because of social
  • +494% social connections (Jan ‘12 to Aug ‘13)+845% social growth (Jan ‘12 to Sept ‘13)All while seeing only 6% increase in in-store traffic over the last year and a 45% decrease in avg monthly call volume (‘09 to ‘13) (mostly due to decreased CPC)
  • Our customers are much more social, and so we need to be as wellWhat did we do to convince our executives that we needed to go down this path?
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)

Transcript

  • 1. The Social Customer Engagement Index Webinar: Best Practices for Social Customer Service #SMTLive
  • 2. Thanks to our Sponsor
  • 3. Join the Conversation… 157,345 #SMTLive
  • 4. Our Speakers Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he oversees the design and development of the company’s flagship website, Discover.com; manages the customer experience and VOC across all digital channels; and leads the company’s social media strategy and execution. @dgingiss Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online support chat strategy, and engages consumers on T-Mobile’s branded social media channels by answering questions, solving problems, and building relationships. @KrissyEspindola Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the strategic direction for and supervises the tactical execution of social media programs that support Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is cofounder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. @bleary #SMTLive
  • 5. Key Data Points • 32% say they have seen very positive impact from “social” on CS goals and objectives • 16% say they are very satisfied with their company’s efforts to engage customer on social networks for service and support Social Customer Engagement Index, 2013 #smtlive
  • 6. Key Data Points • 27% say it takes them less than an hour to respond to questions/issues on social channel • 14% say their company has been integrating “social” into customer support for more than 4 years • 52% say Facebook is most effective social channel for customer service • Twitter follows at 25%, then Linked at 8% • Owned communities are most effective for 7% Social Customer Engagement Index, 2013 #smtlive
  • 7. Fully Integrated vs. General Population Challenges - Determining ROI Challenges - Resource Allocation Challenges - Mgmt Buy-in Owned Communties Fully Integrated 500+ Employees Method of Social Engagement - on ad-hoc basis Fully Integrated General Suvey Pop Provide Mobile Support 76-100% Employees Involved in Supporting Social Response Time Less Than Hour Very Positive Impact 0 10 20 30 40 50 60 70 80 90 Social Customer Engagement Index, 2013 #smtlive
  • 8. Social Service Social Media = High Expectations Social Service by Channel  More than 62% of consumers use social media for customer service issues1  67% of customers expect a response in social media within a day; 42% expect it within an hour2 Other Brands Are Not Delivering  70% of companies ignored customer complaints on Twitter in 2012; down to 38% in 20133,4 Discover Is An Industry Leader  Response time is far below industry average – 31 minutes in December, down from 3+ hours  Won IQPC Award for Best Performance Acting on Voice of the Customer and Voice of the Social Customer – 4th consecutive year  Only channel where Discover’s award-winning customer service can be experienced publicly 1 Source: Mashable.com http://on.mash.to/PilBfj Source: Convinceandconvert.com http://bit.ly/Preqml 3 Source: Maritz Research & evolve24 http://bit.ly/uS4UYj 4 Source: Social Baker pulse.me/s/L9pA5 2 Twitter 55% Facebook 45%
  • 9. Social Service A Different Approach “@Discover actually tweeting me back I feel like some sort of celebrity… I am no longer bitter about the card.”  Customers allowed to post directly to Facebook Timeline: Demonstrates our confidence in the brand and willingness to listen  Single Twitter handle (@Discover): Service experiences become marketing opportunities  Responding alone is a “surprise and delight”; resolving problems = satisfaction & loyalty  Social Click-to-Chat: Innovative in industry  Demonstrated success in turning negative sentiment into positive sentiment – publicly “OK, serious props to @discover. I tweeted an issue and they not only replied back immediately, they solved it for me all under an hour.”
  • 10. Social Customer Support Krissy Espindola Knowledge Management & Social Customer Support @KrissyEspindola
  • 11. @KrissyEspindo
  • 12. +464% +845% social connections growth @KrissyEspindo
  • 13. Events cause activity to spike MARCH APRIL MAY JULY 26 12 1 10 T-Mobile & MetroPCS Merger Un-carrier 2.0 Announcements Un-carrier iPhone Launch Announcements @KrissyEspindo
  • 14. @KrissyEspindo
  • 15. Growth of social January 2012    Begin resolving on social 517K Social Fans Team size = 7 FTE Decemb er 2012  Review of more robust tools to accommodate growth, drive engagement & automate resolution  2.6M Social Fans  New Tool (SAP)  Team size = 16 FTE Implementation May  Automate 2013 resolution  Maximize efficiency  3+M Social Fans  Team size = 23 FTE  4.9M Social Fans  Team size = 24 FTE @KrissyEspindo Septemb er 2013  7M Social Fans  Team size = 35 FTE January 2014
  • 16. @KrissyEspindo
  • 17. Understand the conversations @KrissyEspindo
  • 18. How can you be everyone at once?  Increase Productivity  Streamline Conversations  Enhance reporting  Ignite Social Media: Top 16 Brands leading social customer service  SocialBaker: 3qs as #1 in resolution across all industries  LikeableMedia: Top 40 Facebook pages  10% improvement* in neg. sentiment since Nov @KrissyEspindo
  • 19. Why does this all matter? The Service landscape is evolving… To compete, companies have to meet customers where they choose to engage @KrissyEspindo
  • 20. SOCIAL CUSTOMER CARE INSIGHTS Dedicate resources Employees, time, budget, tools, etc. Hire team members with strong writing skills. Integrate with CRM infrastructure Be personal and authentic Eliminate template language. Address customers by name. Keep a conversational tone. Respond promptly Consider weekend coverage. State hours of availability.
  • 21. SOCIAL CUSTOMER CARE INSIGHTS Talk frequently with internal stakeholders Marketing, PR, customer service, etc. Define responsibilities & boundaries. Share social data and conversations to promote change and process improvement. Keep in mind Some issues cannot be resolved. Consider the volume and frequency of issues.
  • 22. Join the Conversation… 157,345 #SMTLive
  • 23. Our Speakers Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he oversees the design and development of the company’s flagship website, Discover.com; manages the customer experience and VOC across all digital channels; and leads the company’s social media strategy and execution. @dgingiss Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online support chat strategy, and engages consumers on T-Mobile’s branded social media channels by answering questions, solving problems, and building relationships. @KrissyEspindola Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the strategic direction for and supervises the tactical execution of social media programs that support Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is cofounder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. @bleary #SMTLive
  • 24. Thanks to our Sponsor
  • 25. Sign up for the whitepaper: The Social Customer Engagement Index whitepaper will be released later this year. Sign up to receive the paper here: http://bit.ly/1euZRZu