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SocialCustomerService             ROIwww.socialgogo.com   BDI – April 19th, 2012
Social Customer Care                       TRUTH #1                           Influence Has Changed                       ...
Social Customer Care                       Traditional Approach                                      ORGANIZATION         ...
Social Customer Care                       Web 2.0                                     ORGANIZATION                       ...
Social Customer Care                       Today’s Social Customer                                       ORGANIZATION     ...
Social Customer Care                       TRUTH #2 Has Changed                          Influence                       T...
New ParadigmSocial Media Sphere                                            Sales, Service, Tech Support                   ...
Social Customer Care                       TRUTH #3                           Influence Has Changed                       ...
Social Customer Care                                        Customer Experience                                           ...
Social Customer Care                                                 Social Customer Care                                 ...
Social Customer Care                       It’s NOT about the technology
Social Customer Care                       It’s about handling issues, BEFORE they call
Social Customer Care                       It’s about handling issues, BEFORE they call                                   ...
Social Customer Care                                            It’s about handling issues, BEFORE they call              ...
It’s about the bestSocial Customer Care                       customer experience
Social Customer Care                       TRUTH #4                       Measurable Goals Are Necessary
Social Customer Care                                                                           Measurable Goals           ...
Social Customer Care                                                                                  Engagement Metric Tr...
Social Customer Care                                                       Social Net Promoter Scoring – Measuring        ...
Social Customer Care                                                                                                   Sam...
Social Customer Care                       TRUTH #5                       Plan, Execute, Assess, Modify
Social Customer Care                                                 Engagement Process                       Requirements...
Social Customer Care                                               Social & Customer Service                       Leverag...
Questions?Social Customer Care
Social Customer Care                          Company Empowerment                       We work with companies to empower ...
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Keith Fiveson, SocialGogo Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum

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Keith Fiveson, CEO & Founder, SocialGogo

www.bdionline.com

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Keith Fiveson, SocialGogo Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum

  1. 1. SocialCustomerService ROIwww.socialgogo.com BDI – April 19th, 2012
  2. 2. Social Customer Care TRUTH #1 Influence Has Changed Consumer Influence Has Changed
  3. 3. Social Customer Care Traditional Approach ORGANIZATION CUSTOMER INFLUENCE
  4. 4. Social Customer Care Web 2.0 ORGANIZATION CUSTOMER INFLUENCE
  5. 5. Social Customer Care Today’s Social Customer ORGANIZATION CUSTOMER INFLUENCE
  6. 6. Social Customer Care TRUTH #2 Has Changed Influence The Rules Have Changed
  7. 7. New ParadigmSocial Media Sphere Sales, Service, Tech Support CRM Opportunities Multiple Channels CUSTOMER/U SER EXPERIENCE Tweets Posts Reviews ZMOT=WOM PROMISE, PERFORMANCE, PERCEPTION
  8. 8. Social Customer Care TRUTH #3 Influence Has Changed Listening is Essential
  9. 9. Social Customer Care Customer Experience Drives Social Media Awareness Engagement Measure Listen Endorse Trial +/- Usage Resolve
  10. 10. Social Customer Care Social Customer Care Community Model Social Care Team VP Social Business PR Director VOC-Sentiment Analytics Sales Manager Brand Manager Ticket/Comm Product Manager Communications Community Mgr. Dashboards Questions Blogger PR#1 CSR#3 PR#2 FAQ Knowledge Digital Mgr Base CSR#1 Tag, Bag, Own CRM and Assign Ticket# CSR#3
  11. 11. Social Customer Care It’s NOT about the technology
  12. 12. Social Customer Care It’s about handling issues, BEFORE they call
  13. 13. Social Customer Care It’s about handling issues, BEFORE they call Where is my equipment?
  14. 14. Social Customer Care It’s about handling issues, BEFORE they call • Team listens across all social media channels: forums, Facebook, Twitter, blogs • Responds to questions, issues • Pulls in appropriate Verizon teams as needed
  15. 15. It’s about the bestSocial Customer Care customer experience
  16. 16. Social Customer Care TRUTH #4 Measurable Goals Are Necessary
  17. 17. Social Customer Care Measurable Goals INCREASING REVENUE EARNED:  Frequency – increasing the number of purchase transactions  Acquisition- increase the number of net new customers  Yield – increasing value of individual purchases w/o sacrificing frequency  Acceleration – shortening the time it takes to acquire a customer REDUCING COSTS:  Customer Acquisition – shifting cost of sales to lower cost channels without sacrificing the customer experience  R&D – expediting R&D time and surfacing new product and feature needs  Institutional Learning and Insights – removing organizational friction and creating synergies between otherwise disparate groups  Customer Service and Support – shifting cost to serve to lower cost channels  Call Deflection (Direct/Indirect)
  18. 18. Social Customer Care Engagement Metric Tracking Illustrative Engagement Output Metrics FCR% of Incidents Raised Percentage Channel Deflection 5.90% 4.60% 75.75% 3.40% 70.20% 71.14% 70.05% 66.42% 2.20% 1.50% 1.10% 62.85% Sept Oct Nov Dec Jan Feb Sept Oct Nov Dec Jan Feb Number of User Posts Customer Satisfaction 74% 76% 13242 70% 67% 64% 60% 11234 9098 8632 7865 5673 Sept Oct Nov Dec Jan Feb Sept Oct Nov Dec Jan Feb
  19. 19. Social Customer Care Social Net Promoter Scoring – Measuring Social Sentiment Strategic Parameters – Illustrative Social Net Promoter Score – Illustrative +100 +100 +100 Response Time +80 +80 +80 Unit 1 Unit 2 Unit 3 Max +60 +60 +60 +38.2 +40 +9.8 +40 +40 +20 +20 +20 Sources Level of Engagement 0 0 0 -20 -20 -20 Min -40 -40 -40 -60 -60 -60 -80 -80 -59 -80 -100 -100 -100 Followers Channels of Response Unit 1 Unit 2 Unit 3 Competitor 1 Super (3.45%) Promoters Competitor 2 (10.34%) Super Detractors Customer Churn Social Preference – Illustrative Customer Competitor 3 Categorization (20.69%) Others - Illustrative (65.52%) Promoters Detractors
  20. 20. Social Customer Care Sample Outcome – Measuring Implementation Success Social Media Utilization Matrix – Illustrative Social Media Implementation Output – Illustrative Unit 1 Number of Followers Unit 2 Social Media Integrated Channel Strategy – Unit 1 Unit 3 Illustrative Unit 2 Unit 3 Social Media Strategy Score Benefits accrued through Social Media Strategy Implementation – Illustrative Productivity Benefits of ~X Mn USD Gains Innovation Community Building 40% Gains Benefits 22% Reduction in Cost of 33% 30% Social Servicing 6% Media Benefits Benefits through Saves/Win back 20% 39% Benefits through Referral Sales 10% Other Gains
  21. 21. Social Customer Care TRUTH #5 Plan, Execute, Assess, Modify
  22. 22. Social Customer Care Engagement Process Requirements Planning Implement Ongoing Reviews
  23. 23. Social Customer Care Social & Customer Service Leverage social media tools and data Look for existing business processes where social media is a fit Create cross-functional teams Align to metrics based on business goals Give social guidelines and training for all
  24. 24. Questions?Social Customer Care
  25. 25. Social Customer Care Company Empowerment We work with companies to empower their work forces, with education and best practices for social communications & engagement Program Empowerment We are social customer experience professionals, with creative agency capabilities to generate customer engagement and service performance ADVISORY SERVICES A subsidiary of ITESA Consulting, Social Gogo provides social media expertise to market, resource, train and develop delivery solutions

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