How can Social Media servethe Customer Experience                                                                Nikos Var...
Initial Priority for Many Brands: Social Penetration
Then engagement got into the Game                                    Nikos Varvadoukas
Are 600k Fans & +30% ER over average enough?
All these would be CRAP          for an e-tailerIf he did not REALLY listen to his customer..
We realized that our FanPage was flooded by messages                              No 1 Retailer Fan page in Inquiries     ...
Users ASK / SHOUT anywhere they can contact you
Fan BIG Growth Opened a BIG interaction channel, BUT                            Tough internal                   monitorin...
NOT an Easy Case to deal with                                “ Can I quit Today?”                                Public So...
STEP 1: Quick Response to Customer became Top Priority       Average Response time per post reached        ~4 hours LESS t...
STEP 2: Launch a Social Customer Service Architecture
STEP 3: Create an Innovative Customer Service App
Public forum  Key Benefits for the User  Better Speed of Answer is Provided (Ticketing Integration)  More & Easier Notif...
Public forum homepage
Public forum search function                               Αναζθτηση για το CD «take me home»
My Recommendations      Do never forget the hygiene.      This is Called Customer Service      Adjust Social Media to your...
Thank You                                                       Nikos Varvadoukas            Group Digital Marketing Manag...
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How can social media serve customer experience

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Best Customer Experience is a must for any e-tailer or any competitive B2C business. Social Media can play a great role there apart from just entertaining consumers.

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How can social media serve customer experience

  1. 1. How can Social Media servethe Customer Experience Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr
  2. 2. Initial Priority for Many Brands: Social Penetration
  3. 3. Then engagement got into the Game Nikos Varvadoukas
  4. 4. Are 600k Fans & +30% ER over average enough?
  5. 5. All these would be CRAP for an e-tailerIf he did not REALLY listen to his customer..
  6. 6. We realized that our FanPage was flooded by messages No 1 Retailer Fan page in Inquiries should not have been a Surprise Fans used the WALL to express 16-24 Audience, themselves publicly (Questions, Complaints etc) The Chatting Generation fanpage is active, so creates expectation for response various products from Mobile, Telco till Books and Events
  7. 7. Users ASK / SHOUT anywhere they can contact you
  8. 8. Fan BIG Growth Opened a BIG interaction channel, BUT Tough internal monitoring and Inquiries delegation 60% of Inquiries were repeated Facebook Restrictions, when user asked again you were not notified
  9. 9. NOT an Easy Case to deal with “ Can I quit Today?” Public Social Community Manager
  10. 10. STEP 1: Quick Response to Customer became Top Priority Average Response time per post reached ~4 hours LESS than key competitor Source: Greece Data, SocialBakers.com
  11. 11. STEP 2: Launch a Social Customer Service Architecture
  12. 12. STEP 3: Create an Innovative Customer Service App
  13. 13. Public forum Key Benefits for the User  Better Speed of Answer is Provided (Ticketing Integration)  More & Easier Notifications are there  User Has Archive of his Questions  Ability to Search prior to Asking  Remains in Facebook- commenting style  SEO / Google Friendly
  14. 14. Public forum homepage
  15. 15. Public forum search function Αναζθτηση για το CD «take me home»
  16. 16. My Recommendations Do never forget the hygiene. This is Called Customer Service Adjust Social Media to your Needs not the opposite If you are a customer contact intensive company, take execution in house
  17. 17. Thank You Nikos Varvadoukas Group Digital Marketing Manager @Public, Multirama, Getitnow.gr
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