Social Media for Customer Service

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Building A Stronger Social Customer Support Offering

Imagine being seated at a restaurant. The host takes you down a very long corridor leading to a small dark room -- an off-shoot of the actual restaurant. This is what it feels like to be a customer who wants to engage with a company on social, but isn't given the same attention as one might get through the call center, email or chat. From a social business perspective customers who choose to interact should have the same experience as the other diners. They shouldn't notice that they are "different."

Becoming a social business demands a shift in perception about what it means to create and keep a customer. The business sees itself as part of a larger ecosystem. Social business takes the collaboration of many groups. It takes hundreds of conversations and a lot of patience. It also takes recognizing the day to day wins and not trying to do everything at once.

In this collaboration lab Blake Landau will set you up for success on your social customer journey.

In this workshop we’ll learn how to:

Build a case for incorporating customer service into the corporate social strategy
Empower customer service to take a collaborative and cross-departmental approach to social media
Leverage social customer service case studies to glean best practices
Learn how to identify and solve the gaps in your social support approach

Discussion Points Included In This Workshop

Exercise 1:

Build a case for incorporating customer service into the corporate social strategy

Questions for the group:

Have you been involved in building a case for social customer support?

If yes, what were the things that made you successful?

If no, what would you need to “build the case”?

Exercise 2:

Empower customer service to take a collaborative and cross-departmental approach to social media

Questions for the group:

Do your agents share information (across chat/email/phone support/in store/support forums/social)?

What is the workflow when your social customer support agents need to escalate a customer issue that came in on social media?

Exercise 3:

Leverage social customer service case studies to glean best practices

Questions for the group:

Have you personally ever used social media to contact a company? What was your experience?

Where do you get your news including business case studies and industry content?

Exercise 4:

Learn how to identify and solve the gaps in your social support approach

Questions for the group:

Assuming you’ve done some research around how customers contact your brand....what was the biggest surprise?

What do you need for your company to be successful in serving customers in their preferred channel that you don’t currently have?

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Social Media for Customer Service

  1. 1. Social Media Strategies Summit Collaboration Lab Blake Landau June 12, 2014
  2. 2. Some background about me:
  3. 3. Today’s Agenda 1. Build a case for incorporating customer service into the corporate social strategy 2. Empower customer service to take a collaborative and cross-departmental approach to social media 3. Leverage social customer service case studies to glean best practices 4. Learn how to identify and solve the gaps in your social support approach
  4. 4. 20% of the world’s population is on social media
  5. 5. 40 percent of consumers already use social media for customer service *2014 ICMI Research
  6. 6. 1 out of 5 customers engage with a brand post- purchase to make sure they are getting the most value out of the products *Salesforce research (Desk)
  7. 7. Twitter • More than 1 million people view tweets about customer service every week • Roughly 80 percent of tweets are negative or critical in nature • 81 percent of Twitter users expect same day customer service responses • 22 percent of Twitter users expect responses within 2 hours • 30 percent of Twitter users expect responses within 30 minutes *Salesforce research (Desk)
  8. 8. Facebook • 46% of customers want to engage with brands via Facebook to solve problems • 39% of them are looking to give feedback about services • 29% of customers expect responses within 2 hours *Salesforce research (Desk)
  9. 9. Many Companies Still Don’t Get It • 60 percent of companies don’t respond to customers on social media • 7 of the top 20 retailers have erased customer questions on their Facebook wall *Salesforce research (Desk)
  10. 10. What is social customer support?
  11. 11. “When companies today try to meet their customers where they live, they increasingly find that it is on social media. Now that such sites are an integral part of the culture, using them for customer care is moving from cutting-edge concept to business necessity.” - Wharton
  12. 12. You’re serving the customer in the customer’s preferred channel on the customer’s terms.
  13. 13. It shouldn’t feel like this……
  14. 14. What are the aspects of social support? • Listening • Workflow • Engagement • Analytics • Knowledge Management • CRM
  15. 15. Do you have the same obstacles? Raise your hand if you struggle with….. • Providing accurate reporting and analytics • Listening to all the social activity • Integrating social with CRM • Observing and coaching agents • Prioritizing customer responses • Arming agents with tools to quickly and effectively solve problems • Eliminating SPAM from agent queues • Routing posts to the correct agent *2014 Research from ICMI + five9
  16. 16. Audience Exercise 1: Build a case for incorporating customer service into the corporate social strategy *see print out
  17. 17. Empower customer service to take a collaborative and cross-departmental approach to social media
  18. 18. Make the process easy, clean and smart • Create a process where the community manager has people to go to for help • FAQs are ready and accessible • Agents have access to an easily searchable knowledge base • Agents share information on a collaborative community • Community managers are empowered to make customer decisions • Workflows are simple and easy to follow • Your CRM has a place for social
  19. 19. Tools for off premise & on premise social customer management
  20. 20. Audience Exercise 2 Empower customer service to take a collaborative and cross-departmental approach to social media *see print out
  21. 21. Leverage social customer service case studies to glean best practices
  22. 22. Intel’s Global Social Media Presence • FB 35m likes • Twitter followers 3.27m+ • YouTube 66K subscribers • Google+ 500k followers • Sina Webo 900k followers • Instagram 5k fans • Pinterest 7k followers • Support Community visits ~12m in 2013
  23. 23. Hertz Rent-A-Car Case Study • Analysis showed that more than 70% of Hertz’s incoming messages over Facebook and Twitter were customers sharing real issues and looking for help • Hertz analyzed the number of unique customers their social customer service team is helping and the potential value of these customers. • Forecasted that the Hertz social customer service team will help to protect over $10m of annual revenue
  24. 24. 200 Million in cost savings The real $$$ opportunity with social
  25. 25. Audience Exercise 3 Leverage social customer service case studies to glean best practices *see print out
  26. 26. Learn how to identify and solve the gaps in your social support approach
  27. 27. Questions before you start • Do you have a budget? • Do you have access to tools? • Do you have people resources? • Do you have your framework, guidelines and work flows created?
  28. 28. What you will need to scale the program: • Listening tool • Social media playbook • Response grids • Proactive content • SMEs who can help • Support from marketing and IT • Advocacy of employees across your company
  29. 29. Audience Question 4 Learn how to identify and solve the gaps in your social support approach *see print out
  30. 30. Thank you! Blake.M.Landau@intel.com

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