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Call Center Week 2014 - Become a Social Business
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Call Center Week 2014 - Become a Social Business

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Slides from Workshop G - Dennis Stoutenburgh …

Slides from Workshop G - Dennis Stoutenburgh

Become a Social Business” Workshop
The workshop was given to leaders in customer service needing to shift from using social as a function to incorporating it as a business-wide strategy.

Published in: Business, Technology

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  • 1. Dennis Stoutenburgh Social Media Customer Engagement What is social customer service? What are the best practices? How can social supplement inbound and outbound tactics? Who are the companies / case studies to follow? Key Takeaways • Social Listening for call center • Social media for Inbound / Outbound • Social media win-back programs
  • 2. http://stratuscontactsolutions.com Socialnomics 2014 video
  • 3. http://stratuscontactsolutions.com Socially Enabled Consumer – Embrace Them! 1. Unprecedented access to Voice of Consumer a) Preferences – Product, Service, Sentiment b) Competitive Insights 2. Limitless Engagement Opportunities 3. Transformative Data Intelligence a) Enhance Customer Experience b) Execution – new menu items, management c) Growth Strategy – markets, expansion
  • 4. http://stratuscontactsolutions.com Why Brands Don’t • Message not controlled – scary! • Early Social Metrics – Fans, Followers, etc – No Attributable ROI • Mistakes can go Viral WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  • 5. http://stratuscontactsolutions.com Why Should They? • Harvard Business study shows one star Yelp increase can increase revenues by 5 to 9 percent. • Harris Interactive study reports 71% of consumers rely on peer ratings and reviews to influence purchase decisions. • More than 50% of Americans trust User Generated Content (UGC) over corporate websites (16%) or news articles about a company or product (14%) (Bazaar Voice). • Nielson Global Survey reports online customer reviews are the second most trusted form of advertising (70%) only behind personal referrals from friends or family. Answer: Your Business Future May Depend on It!
  • 6. http://stratuscontactsolutions.com What Are The Social Metrics That Matter? Likes? Followers? Sales?
  • 7. http://stratuscontactsolutions.com There’s a Problem with Attribution
  • 8. http://stratuscontactsolutions.com Engagement is Economics Forrester Report: % probability of having made a brand-related purchase within 12-months
  • 9. http://stratuscontactsolutions.com Why Do Customers Engage? 1. Rewards – Discounts, Sales 2. Communications – Opportunities, Customer Care 3. Entertainment 4. Community – UGC – Aligned Goals Customers Want to Engage – Provide Value
  • 10. http://stratuscontactsolutions.com Customer Expectations Changing
  • 11. http://stratuscontactsolutions.com Social Customer Care is Marketing Customers expect to be engaged throughout the entire product lifecycle, not just during sales process. Social Care Best Practices - Proactively Reactive 1. Timely 2. Relevant 3. Personal
  • 12. http://stratuscontactsolutions.com Timely
  • 13. http://stratuscontactsolutions.com Relevant
  • 14. http://stratuscontactsolutions.com Messaging regardless of Purpose (Marketing, Research or Care) Must be Personalized! Social Media provides window to personalize the message Brands need to take Advantage • Issue • Channel Preference • Location • Influence Non-personalized messaging: Channel Irritation WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  • 15. http://stratuscontactsolutions.com Building an Engaged Community 1. Social Listening drives Strategy 2. Platform Analytics 3. Brand Content Creation driven by Listening Campaign 4. Community Management 1. UGC drives Engagement 2. Social Care – drives loyalty, connects with audience 3. Ratings and Reviews Matter – A Lot!! 4. Transparency = Trust 5. Empowered Communities drive revenue, product development, loyalty, affinity and creativity WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  • 16. http://stratuscontactsolutions.com Connect
  • 17. http://stratuscontactsolutions.com Connect Applications • Brand Awareness and Engagement – Education – Universities & skilled trade – Restaurants – Entertainment – Retail – Communications – Wireless • Customer Care
  • 18. http://stratuscontactsolutions.com It’s All Measureable
  • 19. http://stratuscontactsolutions.com Key Takeaways 1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics 2. Social media users want you to engage with them - Deliver Value 3. Messaging Must Be - Timely, Relevant and Personal 4. Create meaningful content and you’ll foster brand advocates 5. Communities should be Fostered not Controlled! 6. Measure and analyze the data to Refine/Evolve Strategy!!
  • 20. http://stratuscontactsolutions.com THANK YOU Contact Info: Dennis Stoutenburgh | @DennisSS1 972.267.0100 (Office) Dennis@socialstrategy1.com Socialstrategy1.com SOCIALSTRATEGY1.COM | @SSTRATEGY1
  • 21. http://stratuscontactsolutions.com Jim Iyoob Social Media Center of Excellence An overview and step by step process to launch social media as a functional service in your multi-channel contact center. Key Takeaways • Social media Reps vs. Call Center Reps • Training, Process, & Policy • Launching your first social program

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