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Social Customer Care


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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.

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  • FYI - the photo of the child on the upper left hand page is a kid who has sleep apnea - a serious disease (he is wearing a CPAP mask). I suggest you change the picture - good article having said this
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Social Customer Care

  1. 1. 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
  2. 2. 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
  3. 3. The customers behavior has changed And also, their fingers’ power! Example:   Maldives   Marriage
  4. 4. 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 
  5. 5. The customers behavior has changed Source: Alyson Stone,
  6. 6. The customers’ Alter Ego :They can be anyone on the net
  7. 7. The customers decision journey is very different now! Source:  Source: Harvard Business Review, December 2010, p.64 Source: Harvard Business Review, December 2010 
  8. 8. Their do more online than offline
  9. 9. “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 Example:   United Breaks  Guitars
  10. 10. 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. 
  11. 11. 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
  12. 12. 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
  13. 13. 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. 
  14. 14. 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. 
  15. 15. Platform Integration Picture source:
  16. 16. Dedicated Social Media Customer Service
  17. 17. Crowdsourcing Platform
  18. 18. Crowdsourcing Platform
  19. 19. Crowdsourcing Platform
  20. 20. “Social Media is the best way to reach yourinfluential customers and the only way to reachyour cynical ones”Michael Troiano Principal Example:   KLM Surprise
  21. 21. The fact
  22. 22. There are many analytical tools thatcan provide interesting informationrelated to digital communityThe graphic is a result of Gephi softwarethat is run my facebook network data.
  23. 23. Best Practice Benchmark
  24. 24. Best Practice Benchmark
  25. 25. Crowdsourcing Platform
  26. 26. Other Digital Technology Artificial Intelligence (AI) and Augmented Reality (AR) are predicted to be integrated  part of Social Customer Care in the future. 
  27. 27. Other Digital Technology Virtual world is also predicted to be one of new  Social Customer Care in the next future.  
  28. 28. Social Media Platform Company have to be very careful in investing and  implementing their Social Media Platforms.     Follow the mainstream platform, to some extent is the  safest way. 
  29. 29. SummarySocial Media Platform CARE Picture source: 
  30. 30. Summary CARE Source: Michael Hinshaw & Bruce Kasanoff, MCorp Consulting 
  31. 31. Summary CARE Source: Michael Hinshaw & Bruce Kasanoff, MCorp Consulting 
  32. 32. Thank you and let’s discuss