Webinar Slides: How Can Social Customer Service Save Your Brand?

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  • Comments on what scales of mentions and responses we’re seeing from customersGoing to take you through an example scenario of what this could all be worth – in tapping into the otherwise undiscovered opportunities
  • Your customers’ experiences are amplified on social channels. American Express did some research last year which showed that customers’ tendencies to share these experiences is greater for those who complain on already highly visible social platforms (seen by individuals they have never met before) The option to sit back and idly watch these conversations can quite quickly be disqualified. The value your social customer service team can bring to the discourse about your brand online is huge when they start turning those negative experiences into positive ones.Stepping into the conversation offers a chance to redeem your brand reputation. And if you consider the multiplying effect of a customer service issue that snowballs into a social media crisis, the value of stepping in early clearly becomes the best kind of brand insurance.
  • Addressing customers’ issues straight away doesn’t just prevent them from escalating publicly, but privately too. When you fail to address a problem quickly over social media, the next place customers turn is usually the phone – especially if their problem persists. Being proactive in delivering customer service allows you to intervene in these conversations at the earliest possible moment – before many of these customers will go to the ‘cost-center’. A customer engagement team using social media to reach out to customers quickly is much more cost-effective for your business than an army of customer service agents fire-fighting in the contact center.
  • What does this all mean for the bottom line? That you can keep your customers. Not all customers will take their issues to the call center if they don’t get them addressed on social channels, and not all customers would have raised their issues at all if Twitter wasn’t available to them. But the fact is that Twitter is now not only available, it’s an incredibly popular means of sharing experiences of different companies and engaging with them to try and make sure that experience is positive. And although Twitter didn’t use to be available to share it, dissatisfaction is not new. Insight into customer problems and the opportunity to engage means that you can protect those customer relationships you would have lost without ever knowing why, a mere statistic. And its not only those sharing their dissatisfaction publicly you need to rescue, its those who are reading it. In our research, we found that 88% of consumers were less likely to buy again from companies seen to be ignoring customer issues on social media.
  • What does this all mean for the bottom line? That you can keep your customers. Not all customers will take their issues to the call center if they don’t get them addressed on social channels, and not all customers would have raised their issues at all if Twitter wasn’t available to them. But the fact is that Twitter is now not only available, it’s an incredibly popular means of sharing experiences of different companies and engaging with them to try and make sure that experience is positive. And although Twitter didn’t use to be available to share it, dissatisfaction is not new. Insight into customer problems and the opportunity to engage means that you can protect those customer relationships you would have lost without ever knowing why, a mere statistic. And its not only those sharing their dissatisfaction publicly you need to rescue, its those who are reading it. In our research, we found that 88% of consumers were less likely to buy again from companies seen to be ignoring customer issues on social media.
  • We looked at over 11,000 tweets of the US’ biggest retailers to see what exactly goes on in a day in the life of brands on TwitterThis snapshot gave a really interesting insight into what consumers are discussing online.
  • Of every reference to these 4 retailers online, only 3% used the ‘@’ mention.It quickly became clear to us that any company managing a reactive-only social customer service program would be missing the vast majority of conversations online.
  • Although there are a huge number of important conversations that brands should be responding to, it’s still a task to identify them. Analysing the data in this piece of research really highlighted the operational challenge facing brands to make sure they’re getting to everything important. We were playing the social customer service rep for some of the world’s biggest retailers, and there was a lot of noise to trawl through to reach those important customer issues.
  • What stood out the most for me, was the huge number of tweets we found that really were important. We set about categorising them as we dissected the data, and found that over 37% of the total customer service related. For every customer mentioning you with the @ that you might be addressing through a reactive customer service program, there’s probably another one out there stressing dissatisfaction that you’re missing.
  • Webinar Slides: How Can Social Customer Service Save Your Brand?

    1. 1. How Can Proactive Customer Service Save Your Brand? Social Engagement Beyond the @ Liel Leibovitz Alon Waisman Joshua March Assistant Professor of Social Media Operations Manager CEO & Co-Founder Communications, NYU Go Daddy Conversocial
    2. 2. Today’s Webinar Joshua March – Conversocial The ROI of Proactive Customer Service Liel Leibovitz – NYU A Day in the Life of Brands on Twitter Alon Waisman – Go Daddy Surprise Them: They’ll Love You For It. Panel DiscussionPlease submit questions during the webinar #proactivecustserv
    3. 3. The ROI of Proactive Social Customer Service
    4. 4. How Can Proactive Customer Service Save Your Brand? Proactive Customer Service is… Reaching out to customers at their point of need, before they come to you.
    5. 5. How Can Proactive Customer Service Save Your Brand? Social marketing team Help from customer service Dedicated social service team Proactive customer service
    6. 6. How Can Proactive Customer Service Save Your Brand? Where’s the ROI for Proactive Customer Service? 1. Delight vocal customers publicly 2. Help them before they phone 3. Prevent losing customer revenue Example ROI calculation Over 1 year, Browns’ Supermarket helps 10,000 unique customers using proactive customer service
    7. 7. How Can Proactive Customer Service Save Your Brand? 1. Brand People who complain on social media tell 42 people about positive brand experiences – but 53 people about negative experiences. (Compared to 24 & 15 for average consumers) By helping 10,000 people, they can change 530k negative shares into 420k positive shares – high trust impressions.
    8. 8. How Can Proactive Customer Service Save Your Brand? 2. Cost to Serve Clickfox: 40% of people who complain via social media will subsequently phone the call center. Resolution cost: Phone $15 / Twitter $3 4,000 call deflections = ($15 - $3) * 4,000 = $48,000 saved
    9. 9. How Can Proactive Customer Service Save Your Brand? 3. Exposed Revenue Protected Unique Customers Helped * Annual Customer Value = Exposed Revenue Protected Average Browns’ Supermarket customer = $1,000 annual revenue. 10,000 helped = $10m annual exposed revenue that they could have lost if they didn’t help proactively.
    10. 10. How Can Proactive Customer Service Save Your Brand? Example ROI of helping 10k customers proactively: 420,000 high value positive impressions $48k direct productivity savings via call deflection $10m annual exposed revenue protected
    11. 11. Thank you@joshuamarchYou can download‘A Day in the Life of Brands of Twitter’ and‘Your Guide to Delivering Proactive CustomerService’ Joshua March Co-Founder & CEOat: www.conversocial.com/resources Conversocial
    12. 12. Report: A Day in the Life ofBrands on TwitterActionable Insight through Proactive Liel Leibovitz Assistant Professor ofCustomer Service Communications, NYU
    13. 13. What’s in the data?A day in the life of brands on Twitter
    14. 14. What’s in the data? Only 3% of customers mentioning these retailers used the ‘@’
    15. 15. What’s in the data?
    16. 16. What’s in the data? Over 1/3 of all mentions of brands online were customer service related For every @mention you address, there could be another customer sharing dissatisfaction
    17. 17. What’s in the data? Our key takeaways:1. Keeping up with Twitter traffic is difficult, but essential2. Twitter calls for complex conversations between brand &consumer3. Customer service has to become proactive to keep up
    18. 18. Thank youLiel Leibovitz, NYU @liel
    19. 19. Surprise Them:They’ll love you for it Alon Waisman @MowAlonSocial Media Operations Manager
    20. 20. What do we really want? Success ConnectionPersonality Loyalty Authenticity Intimacy Humanity Advocacy
    21. 21. Be NICE Be REAL
    22. 22. Broken expectations yield strong reactions
    23. 23. How did Go Daddy get here?
    24. 24. Photo credits1. Lead me, kelsey_lovefusionphoto, http://www.flickr.com/photos/supersonicphotos/4521300451/2. Smiley, thebaldwin, http://www.flickr.com/photos/thebaldwin/4519511866/3. Miracle on 34th St, 20th Century Fox
    25. 25. #ProactiveCustServYou can download‘A Day in the Life of Brands of Twitter’ and‘Your Guide to Delivering Proactive Customer Service’at: www.conversocial.com/resources

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