RingCentral Social Care

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RingCentral Social Care

  1. 1. The Future of Social CRM and How to Get There Today
  2. 2. A Glimpse Into the Evolution of CRM THEN… NOW… • Assigned Departments • Everyone • Company-Defined • Customer-Defined Process Process • Defined Channels • Customer-Driven Dynamic Channels • Business Hours • Customer Hours • Transaction • Interaction • Inside Out • Outside In @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 2
  3. 3. CRM Breakdown Conversation Technology SOCIAL CRM Metrics/Reports Processes @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 3
  4. 4. Database Customer Search Baochi Nguyen 5554329 @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 4
  5. 5. Customer Profile @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 5
  6. 6. Customer Profile @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 6
  7. 7. Why Social CRM? We all want to make our revenue numbers. To do so, we must acknowledge the acquisition and retention power of the post- sales SOCIAL experience. Keep your current customers happy, and show potential customers how well you do business. The Proof Is In The Stats… @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 7
  8. 8. Interesting Statistics 81 Billion Internet minutes spent on social network/blogs…#1 online activity. – Nielsen, 2011 40% of Twitter users regularly search for products or services via Twitter. - Ink Foundry, 2011 74% of consumers rely on social networks to guide purchase decisions. – ODM Group, 2011 @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 8
  9. 9. 62% of consumers have used social media for customer service issues.– ZenDesk, 201181% of consumers using social media say its important for businesses torespond to questions and complaints.– comScore and TMP Directional Marketing, 201065% of users recommendations led to a purchase, and recommendationsby social media users were twice as likely to lead to holiday gift purchases.– Mr. Youth, 201160% of the businesses who have increased revenues in the past sixmonths stated that going the extra mile in customer service was moreimportant than ever.– Sage UK, 2012 @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 9
  10. 10. And Yet MostBrands Are Failing @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 10
  11. 11. Interesting Statistics 56% of top 50 brands did not respond to a single customer comment on their Facebook page in 2011. - A.T. Kearney, 2011 71% of customer complaints on Twitter are ignored. - Maritz Research 2011 Of those who were contacted, 83% „Loved‟ or „Liked‟ being contacted. - Maritz Research 2011 @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 11
  12. 12. The Solution“I genuinely believe that any business can create a competitive advantage through giving outstanding customer care.” Gary Vaynerchuk, Author and Social Media Expert @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 12
  13. 13. #1: Deliver Excellent Social Care 5 best practices for delivering excellent social care:1. Prioritize Channels 2. Establish Teams 3. Specify Process 4. Add Social Profiles 5. Train the Call & Expectations to Existing Center on Social Customer Database Media @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 13
  14. 14. 10 Tips for Social Customer Care Assess the situation, get the Provide helpful links specifics Sometimes, the best response Apologize, offer help, ask is no response questions Don‟t trash the competition Be respectful, friendly and appreciative When in doubt, ask for guidance Know when to switch to private communications Twitter, Facebook, LinkedIn, etc., are public forums; Solicit and flag tweets for everyone is listening relevant internal teams @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 14
  15. 15. Monitoring, Metrics & ROI MONITORING: METRICS: ROI: • Common issues • Customer cases per • Prevention: Error + Slow social channel Response Time = PR Disaster • Product/service feedback • Response time • Customer service saves and upsells • Competitor conversations • Most common issues • Social customer service = reduction in call center contacts “We are in an era of new media yet we‟re still trying to measure with old metrics.” Frank Eliason | SVP Social Media at Citi @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 15
  16. 16. Monitoring Hootesuit Dashboard Assign Tweets to Specific Team Members Archive TrackCustomer Cases Competitors @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 16
  17. 17. Company Wide Reports OPERATIONS: PRODUCT: • Volume of social customer care • Feedback on products, services, features • Top issues • Common complaints, bugs, • Correlation with the call center data wish lists, ideas @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 17
  18. 18. Example Metrics & ReportsCUSTOMER CASES BY CHANNEL SOCIAL CUSTOMER CASES BY TYPE Phone: 35% Social: 10% Refund 10% Forums: 15% Connectivity 10% Email: 20 Chat: 10% Product A: Troubleshooting 20% Web: 10% Product B: Troubleshooting 30% Account Issues SOCIAL CARE CASES IN APRIL = 200 CASES April 2012 200 35% = After Hours 12-Month Average 141 65% = Business Hours Variance +59 Change 42% @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 18
  19. 19. Company Wide ReportsSales and Marketing: • Top 15% of customer base • Top 15% of customer prospects • Major competitorsKudos, compliments, brand buzzSocial performance numbers @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 19
  20. 20. Questions Baochi Nguyen @baoch RingCentral @ringcentral @baoch | @ringcentral | ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 20

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