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Customer Service Through Social Media

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Mr. Arun Nair's presentation at echoVME's first Bonfire. Learn about the changing paradigm, the new empowered customer, Arun's concept of the 3E’s of Customer Service. Wonderful Presentation. Read …

Mr. Arun Nair's presentation at echoVME's first Bonfire. Learn about the changing paradigm, the new empowered customer, Arun's concept of the 3E’s of Customer Service. Wonderful Presentation. Read about the session in detail here: http://blog.echovme.com/2011/07/echovme%E2%80%99s-social-media-bonfire-%E2%80%93-exclusive-inaugural-session/

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  • Any consumer can become an “Influencer” by having a bad experience and having their tweet go viral, so companies need to be prepared for the “social media effect” on the front-end with the organization that deals with customer complaints: Customer Service. 
  • customers are spreading the word willingly and widely when they experience good service. In fact, contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one. Three-quarters (75%) are very likely to speak positively about a company after a good service experience in contrast with 59% who are very likely to speak negatively about a company after poor service.
  • customers are spreading the word willingly and widely when they experience good service. In fact, contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one. Three-quarters (75%) are very likely to speak positively about a company after a good service experience in contrast with 59% who are very likely to speak negatively about a company after poor service.
  • Any consumer can become an “Influencer” by having a bad experience and having their tweet go viral, so companies need to be prepared for the “social media effect” on the front-end with the organization that deals with customer complaints: Customer Service. 
  • The most relevant conversations about a brand may be the ones companies aren’t even aware. Social listening vendors acts a kind of Google for the ever expanding social galaxy – finding brand keywords, assessing sentiment and applying analytics to understand trends about a company.(PR) critical to have crisis management plan in place to mitigate potential problems. Listen in your own social media properties, create your own communities and forums (within your website).How do you listen? Plenty of tools – free and commercial (will cover in that in subsequent slides)
  • Engage Proactively: By monitoring social media and intervening when necessary, companies give themselves to diffuse what might become a negative customer interaction.This interaction shows that the people behind your company are real and care. Accomplish this with a wide range of interactions such as tweets, facebook postings, forums, community boards. Point 2 > …and you enable more frequent and meaningful engagement with them (brand longevity). Train people for the job, get your best service exec for the job and give him autonomy
  • Marketing will lead the charge when it comes to understanding how true online influencers are identified. But many service organizations will be watching closely—after all, there is still plenty of talk about whether companies should give customers with more social media influence faster—or better—support than customers with less influence.But no matter which side of that argument you’re on, 2011 will be the year that true measures of influence are established (social media gurus take heed: using automated, $29 software to get more Twitter followers does not make you influential). In addition, 2011 will bring about new ways to find “hidden influencers”—those who aren’t on Klout’s radar (2010’s bright shiny object for measuring influence), but act as powerful influencers in “real life”.
  • Decrease the cost of knowledge creation by harvesting community content. Customers solve each others problem, customers read posts (so less interaction with company and reduce in call volume). Agents use the community enhanced KM database – reduces the call time, provides more satisfying answers. FCR affects customer satisfaction, good word of mouth.
  • HootSuite a Social Media Dashboard! Rather than being a social network, HootSuite allows you to connect to multiple social networks from one website.Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Social Mention currently provides a point-in-time social media search and analysis service
  • Staff are encouraged to be transparent in their tweets, which helps make customers feel like they know them and can be comfortable reaching out. The interaction is authentic, leaving the customer satisfied and likely to tell others about their experience.Zappos has a dedicated page for Twitter on its site that's linked to from every other page on the site with the words What are Zappos employees doing right now?There you'll find all 198 of the Twittering Zappos employees' most recent messages. Employees tweet about what they are doing at work and about interesting resources on and off the Zappos site. Transparency – we have nothing to hide, we’ll show you what people are saying about us and what we are saying.
  •  One size does not fit all when it comes to social media. As an example, social "clubs" like supplier-moderated or third-party-moderated forums are more appropriate for B2B businesses, for instance, than broad social networks like Twitter and Facebook. The more complex the products and service interactions, the better is the fit for focused media like forums and traditional one-to-one communications. Moreover, answers to complex queries do not lend themselves to the character limitations of a medium like Twitter, further limiting the fit. Pick the medium that makes sense for your business and prioritize your investments accordingly.
  • It is important to prioritize social customer service based on the financial and influence value that the social customer brings to the business. The Pareto principle applies here as well--a minority of social customers is likely to add the most financial value and wield the most social influence. Businesses are better off focusing on these high-priority customers before expanding their social efforts to the broader market.
  • Companies go in with expectations too high and they risk disappointing customers who don’t get prompt replies. Social media should augment customer service, not be some magic bullet. If a company’s DNA is not truly dedicated to listening and responding to customers in a genuine and timely manner, no technology will provide a solution.
  • Furthermore, customers often go social with their complaints when traditional customer service channels fail.So, there's less room for error in social customer service, and the speed and quality of responses need to be much higher in social media than in traditional channels. Make sure your organization has the policies, technology, knowledge, process and people in place to provide high-speed, high-quality customer service that is required by social media before jumping in. No social is better than bad social!
  • Transcript

    • 1. Customer Service through Social Media
      Arun Nair
      arun.nair@indianeye.org
      www.indianeye.org
    • 2. Changing Paradigms
      The 3Es of Customer Service
      Benefits and Costs
      Invaluable Tools
      Case Studies
      Key Insights
    • 3. Any consumer can become an Influencer by having a bad experience and having their tweet go viral
    • 4. Contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one
      - Global Customer Service Barometer survey, American Express
    • 5. 58% of consumers wants the company to respond to comments if they had tweeted about a bad experience
      - Global Customer Service Barometer survey, American Express
    • 6. Communities are formed everyday that interacts with each other on an ongoing basis, talking about your brand
    • 7. Not all customers pick up the phone!
    • 8. 40% of Indian consumers are using social networking websites to air their problem
      *
      - Economic Times, research firm Ovum
      * Internet users
    • 9. Changing Paradigms
      The 3Es of Customer Service
      Benefits and Costs
      Invaluable Tools
      Case Studies
      Key Insights
    • 10. The 3Es of Customer Service
      Ear to the ground
      Engage
      Energize
    • 11. The 3Es of Customer Service
      Ear to the ground
      Engage
      Energize
    • 12. Seek first to understand, than to be understood
      - Stephen R. Covey
    • 13. Ear to the ground
      What do you listen for?
      • Complaints, questions, concerns, ideas, suggestions. Gauge the sentiment.
      Whom do you listen to?
      • Prospects, customers, fans, competition, influencers.
      Where do you listen?
      • Blogs, Facebook, Twitter, Communities/forums, Youtube, Linkedin
      Compile keywords about your brand from the social universe.
    • 14. The 3Es of Customer Service
      Ear to the ground
      Engage
      Energize
    • 15. Engage
      Engage proactively.
      Get your best customer service agent(s) for the job.
      Trust and empower your agent(s).
      Create more touch points with your customers.
      Respond in the same medium.
    • 16. The 3Es of Customer Service
      Ear to the ground
      Engage
      Energize
    • 17. Buzz does not create evangelists. Evangelists create Buzz
    • 18. Energize – create evangelists
      Transition loyal customers into evangelists.
      Convert detractors into evangelists.
      Identify influencers, experts and harness their power.
      Empower the evangelists.
    • 19. Changing Paradigms
      The 3Es of Customer Service
      Benefits and Costs
      Invaluable Tools
      Case Studies
      Key Insights
    • 20. Benefits
      Reduce call and email volume.
      Increase in FCR (first contact resolution).
      Increase agent productivity.
      Increase customer lifetime value.
      Decrease the cost of knowledge creation.
    • 21. Costs
      *
      Consulting
      People
      Marketing of the community
      Technology
      • Platform fee (SaaS model)
      • 23. Community website design
      • 24. Integration to contact center
      • 25. Analytics
      * Based on Forrester report: the ROI of Social Media customer service communities
    • 26. Changing Paradigms
      The 3Es of Customer Service
      Benefits and Costs
      Invaluable Tools
      Case Studies
      Key Insights
    • 27. Invaluable Tools
      Basic
      • Google Alerts, Twitter Search
      Dashboards
      • Tweetdeck, Seismic, Hootsuite, Scoutlabs
      • 28. Social Mention
      • 29. Radian6, BuzzMetrics
      Online Helpdesk
      • Kayako, Web Help Desk, Zendesk, Liveperson
      • 30. Salesforce, RightNow
      Community/Forum Tools
      • Jive, SocialEngine, Openwack, Dolphin, IP.Board, vBulletin, YABB
    • Google Alerts
    • 31. Twitter Search
    • 32. Social Mention
    • 33. Tweetdeck
    • 34. Changing Paradigms
      The 3Es of Customer Service
      Benefits and Costs
      Invaluable Tools
      Case Studies
      Key Insights
    • 35. Zappos
      Has raised the bar for social media customer service.
      Authentic connections with customers rather than selling or promoting products.
      Dedicated page for Twitter on its site.
      CEO Tony Hsieh, leading by example.
      Transparency.
    • 36. United Airlines (service gone horribly wrong)
    • 37. Changing Paradigms
      The 3Es of Customer Service
      Benefits and Costs
      Invaluable Tools
      Case Studies
      Key Insights
    • 38. One size doesn’t fit all. Pick the medium that makes sense for your business and prioritize your investments.
    • 39. Apply the Pareto principle when it comes to your interactions.
    • 40. If a brand lacks confidence, then it will not want to listen to negative conversations.
    • 41. No social is better than bad social!
    • 42. Interactive Session, Q&A
    • 43. Questions, ideas, suggestions…
      Arun Nair Indianeye.org
      arun.nair@indianeye.org facebook.com/indianeyetwitter.com/nairarun