The Business of Social Customer CareBryan Person    Tony Turnage   Sean Valderas     Mike CearleySocial Dynamx      FedEx ...
* Notes and tweets from today’s session:   http://bit.ly/SocialCustServPanel  * Curated top tweets from the panel
• Gartner: “By 2014, organizations that refuse to   communicate with customers by social media will   face the same level ...
• 56% of top brands did not respond to a single   customer comment on their Facebook page in 2011.                    -- S...
• 83% of consumers who use social media for   customer service have abandoned an intended   purchase because of poor servi...
FedEx Social OutreachTony Turnage, Sr. ManagerCustomer Service Operations
FedEx Contact Channels•   Email Customer Service: FacebookCS@fedex.com    (Pilot ending August 31*!)•   Call Customer Serv...
Metrics – Rep Level Examples•   Number of Authors Engaged         • Twitter, Facebook, other         • Total Authors taken...
Metrics – Channel Level Examples•   Chat           • Average Response Time           • Average Session Time           • Sc...
The People of FedEx• http://www.iamfedex.com/• http://www.iamfedex.com/node/948                                     #SMCDa...
Organizational approach to social media                      Care / Marketing / Communications                            ...
Organizational Approach                                                                      Microsoft                    ...
First, youare super-heroes.Don’t letanyone tellyoudifferent.
Second, everyonehandles socialdifferently.Get used to it.
Third….Must.Talk.          #SMCDallas
The Business of Social Customer CareBryan Person    Tony Turnage   Sean Valderas     Mike CearleySocial Dynamx      FedEx ...
Social Media Club Dallas: The Business of Social Customer Care
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Social Media Club Dallas: The Business of Social Customer Care

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Slides, notes, and top tweets from a panel discussion at the Social Media Club Dallas on Thursday, August 16, 2012: "The Business of Social Customer Care."

The panel featured moderator Bryan Person from Social Dynamx, Tony Turnage from FedEx, Sean Valderas from Nokia, and Mike Cearley from Fleishman-Hillard.

Published in: Business, Technology
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Social Media Club Dallas: The Business of Social Customer Care

  1. 1. The Business of Social Customer CareBryan Person Tony Turnage Sean Valderas Mike CearleySocial Dynamx FedEx Nokia Fleishman-Hillard@BryanPerson @FedEx @NokiaSean @11thScreen #SMCDallas
  2. 2. * Notes and tweets from today’s session: http://bit.ly/SocialCustServPanel * Curated top tweets from the panel
  3. 3. • Gartner: “By 2014, organizations that refuse to communicate with customers by social media will face the same level of wrath from customers as those that ignore today’s basic expectation that they will respond to emails and phone calls.” -- Source: Gartner, August 2012 Link to Gartner press release@BryanPerson #SMCDallas
  4. 4. • 56% of top brands did not respond to a single customer comment on their Facebook page in 2011. -- Source: A.T. Kearney research Link to eMarketer story on March 1, 2012@BryanPerson #SMCDallas
  5. 5. • 83% of consumers who use social media for customer service have abandoned an intended purchase because of poor service/ -- Source: 2012 American Express Global Customer Service Barometer@BryanPerson Link to AMEX press release of study #SMCDallas
  6. 6. FedEx Social OutreachTony Turnage, Sr. ManagerCustomer Service Operations
  7. 7. FedEx Contact Channels• Email Customer Service: FacebookCS@fedex.com (Pilot ending August 31*!)• Call Customer Service: 1-800-463-3339; (1-800-GoFedEx)• Get help on Twitter: – @FedExGracie – @FedexLaShelia – @FedExAl – @FedExDolores – @FedExRobin *• *Upon completion of Pilot, groups will merge into Digital network• *Multiple Twitter handles expected to change to single @FedExHelpsYou #SMCDallas
  8. 8. Metrics – Rep Level Examples• Number of Authors Engaged • Twitter, Facebook, other • Total Authors taken off-line• Post Quality • To include grammar, accuracy, relevancy• Non-Actionable Accuracy • Reps labeling whether post is actionable• Latency to Close • How long it takes a rep from post or tweet assignment to final resolution and “closure” of the interaction • Comparable to AHT• Sentiment to Positive change • Did the reps interaction with author move the needle in positive/desirable direction? #SMCDallas
  9. 9. Metrics – Channel Level Examples• Chat • Average Response Time • Average Session Time • Scheduling Efficiency• BRU (Twitter & Blogosphere) • Number of Engagement Attempts • Number of Authors Engaged • Sentiment• Facebook • Number of emails received • Number of emails responded• Latency to Close • How long it takes a rep from post or tweet assignment to final resolution and “closure” of the interaction • Comparable to AHT• Sentiment to Positive change • Did the reps interaction with author move the needle in positive/desirable direction? #SMCDallas
  10. 10. The People of FedEx• http://www.iamfedex.com/• http://www.iamfedex.com/node/948 #SMCDallas
  11. 11. Organizational approach to social media Care / Marketing / Communications Marketing Objectives: build buzz, drive advocacy, support sales Metrics: awareness, appreciation, action, advocacy MarketingCare CommsObjectives: support Objectives: influenceand retain discussion, setcustomers, capture agenda, manageproduct and service reputationfeedack & insights Metrics: awareness,Metrics: response appreciation,time, # of resolved Care Comms sentiment, share ofcases, customer voice, messagesatisfaction traction Specific business-related objectives and metrics #SMCDallas
  12. 12. Organizational Approach Microsoft 12 years exp Services & Applications 15 years exp 14 years exp Product Product Quality R&D Training Corrective Action Care Expertise in Social Social Media & 12 years exp Product Product Quality Training Product 10 years exp Nokia 13 years exp Product Quality Product Quality Training Knowledgebase #SMCDallas
  13. 13. First, youare super-heroes.Don’t letanyone tellyoudifferent.
  14. 14. Second, everyonehandles socialdifferently.Get used to it.
  15. 15. Third….Must.Talk. #SMCDallas
  16. 16. The Business of Social Customer CareBryan Person Tony Turnage Sean Valderas Mike CearleySocial Dynamx FedEx Nokia Fleishman-Hillard@BryanPerson @FedEx @NokiaSean @11thScreen #SMCDallas
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