Customer Service & CRM on digital media now is a necessity. Social media now one of the most suitable channel to do so. What is strategy for utilize Social media for customer satisfaction? Social Customer Care is one of the answer.
Social Customer Care: How to delight customers through Social Media Elga Yulwardian @elgayulwardian Department Head Digital Media Partnership & Activation – PT. Indosat, TbkIndonesia Customer Service Summit (ICSS) 2013, Le Meridien Hotel, March 21st 2013
Discussion Agenda The customers’ behavior change Social Customer Care strategy for customer satisfaction Best practice on Social Customer Care Other digital technology for Social Customer Care
The customers behavior has changed And also, their fingers’ power! Example: Maldives Marriage
Case Study: Maldives Marriage Insult October 2010. The French couple paid for US $ 1500 for the wedding Abusive and abhorrent local Dhivehi language on the wedding vows The incident impacted to the Maldives tourism performance. Source: Ministry of Tourism, Arts and Culture, Republic of Maldives
The customers behavior has changed Source: Alyson Stone, Desk.com
The customers’ Alter Ego :They can be anyone on the net
The customers decision journey is very different now! Source: www.strotherweinberg.com Source: Harvard Business Review, December 2010, p.64 Source: Harvard Business Review, December 2010
“Social Media (strategy) is about rethinking how yourcompany make plans (on digital environment) when your customers are in the center and in control” Paul Adams, senior user experience researcher Google www..thinkoutsidein.com Example: United Breaks Guitars
Case Study: United Breaks Guitars "United Breaks Guitars" is a protest song by Canadian musician Dave Carroll and his band, Sons of Maxwell; witnessed baggage handlers throwing his $3,500 Taylor guitar. It chronicles a real‐life experience of how his guitar was broken during a trip on United Airlines in 2008. United Airlines stock price plunged 10% costing shareholders $180 million.
Social Media (strategy) is way of thinking. It’s not aboutsales, or ads, or click through rates. It’s about pursuing and fostering communities of customers. PaulAdams. senior user experience researcher Google www..thinkoutsidein.com
CARE Social Customer Care is a systematic method to utilize Social Media and other media as official channels forcompany to directly connect to communities of customers; to create customer satisfaction.The implementation step ofSocial Customer Care1. Define special team & strategy2. Prepare the platform(s) and its integration3. Find and grab ‘advocate’ customers
Dedicated ResourcesDell is one of the most advance company in implementing Social Customer Care. The Dell Social Media Command Centre is very popular as a dedicated resources for this matter.
Dedicated ResourcesZappos is also very well‐known company that is successfully create social culture in their organization. All of Zappos employees are functioned as customer services and deliver happiness to their customers.