Nissan: Diagnostic social care, presented by Anne McGraw

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In her SocialMedia.org Member Meeting case study presentation, Nissan’s Senior Manager of Customer Experience, Anne McGraw, talks about how they use social engagement to improve product quality.

Anne explains the integrated step-by-step process of how their social media team deals with customer issues, from listening and engaging to assisting and driving change within the company.

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Nissan: Diagnostic social care, presented by Anne McGraw

  1. 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO Nissan Anne McGraw Diagnostic social care
  2. 2. DIAGNOSTIC SOCIAL CARE Anne McGraw Senior Manager, Customer Experience – Nissan North America @abmcgraw
  3. 3. BACK TO THE FUTURE
  4. 4. 2012 – TIPPING POINT
  5. 5. HEAVY DUTY TOOLS
  6. 6. INSANE (OLD) WORKFLOW…LOOK FAMILIAR?
  7. 7. THE INFORMATION ECOSYSTEM Social PR Legal Consumer Affairs Manufacturing Engineering Product Planning Dealers
  8. 8. THE DATA EXCHANGE
  9. 9. REPORTING & COMMUNICATION  Weekly “executive” dashboard monitoring reports  Specific issue/topic ad hoc reports  Focus on end-user feedback & conversations  Marketing buzz versus social intelligence
  10. 10. BUZZ VOLUME VS. VOC
  11. 11. IN THE BEGINNING…. 9 2 4 7 3 1 6 9 14 0 2 4 6 8 10 12 14 16 8/1-9/3 9/3-9/18 9/19-10/14 Social Support Cases Created CA Cases Escalated by Social Support Ongoing Cases Worked By Social Support 27 42 192 72 236 149 94 196 109 163 100 549 199 90 128 113 48 0 100 200 300 400 500 600 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Listening Report: Customer Concerns on Social Media Local media story is picked up by AutoBlog generating buzz and comments. • Weekly executive monitoring report • Engineer requests customer contact information • Engineer and customer connect • Social support starts tracking
  12. 12. CURRENT REAL-LIFE PROCESS Product Issue mentioned Research – is this “known”? Profiling/data tagging/CRM capture Escalation vs. FYI: Who & When? Closed-loop communications
  13. 13. INTEGRATED, CLOSED-LOOP PROCESS. Social Email Calls Engineering Dealer StaffTraining Manufacturing Warranty Legal Dealers Field CRM Product Planning R&DMarketing/PR
  14. 14. INTEGRATED, CLOSED-LOOP PROCESS. Social Email Calls Engineering Dealer StaffTraining Manufacturing Warranty Legal Dealers Field CRM Product Planning R&DMarketing/PR Communication. People. Period.
  15. 15. THE REACTIVE NATURE OF SOCIAL
  16. 16. SOCIAL ORG EVOLUTION listening engaging assisting driving change Marketing/PR Customer Service Research
  17. 17. INNOVATION MEANS DRIVING CHANGE
  18. 18. THANK YOU Anne McGraw Sr. Manager - Customer Experience, Nissan North America @abmcgraw in/abmcgraw
  19. 19. Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO

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