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Social Customer Service & Marketing


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Marketing has claimed ownership of social media within many brands, yet customers are demanding service. In this short presentation, Luke Brynley-Jones explains how this is creating friction between internal Departments - and how budget plays a major role.

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Social Customer Service & Marketing

  1. 1. Delivering Effective Social Customer Service
  2. 2.
  3. 3. How did we get here?
  4. 4. Source: 2013 Raga/NASDAQ OMX Corporate Communications Survey of 2,714 communications professionals, marketers
  5. 5. Who controls the money? Global annual budget for marketing? Global annual budget for customer service? $500 billon $9 billon Source: Genesys G-Force Barcelona,, 2012
  6. 6. Marketeers are still struggling with customer centricity “87% say that their companies currently engage in co-ordinated, cross-channel activity and within this, the level of specific targeting (38%) is strong.” “Only 3% of senior marketers say that their cross-channel marketing activity is customer- centric to a point where it is individualised and set against right-time, right-place priorities.” State of Customer Engagement Report, Econsultancy, 2013
  7. 7. All this is set to change…
  8. 8. The symptoms… “That campaign only had a budget for 6 months.” “We need to generate 2000 new leads month on month”. “I want valuable information and help when I need it.” “Why haven’t you replied to my Facebook comment?” “You screwed up - big time!” “Can someone call customer support? (Who are those guys?)”
  9. 9. 2013 ‘Grand’ European Tour Highlights
  10. 10. Greater Anglia Rail: UK • Provide real-time support via @greateranglia (esp. during bad weather). • Receive feedback from their 20k followers. Learning of problems before the driver. • Offer a Tweet the Manager service (#TTMGA) for feedback about stations. • Daily ‘Web watch’ provided to Directors.
  11. 11. ABN AMRO Bank - Netherlands • Social customer support with a 360-view of the customer relationship (Genesys) • Offering financial advice for young people on Hyves, a niche youth social network. • Giving free advice on the daily challenges of life, e.g. recession. Call this ‘pre- customer support’.
  12. 12. 2013-waar-liggen-de-gemiste-kansen/
  13. 13. Where does this leave Marketing?
  14. 14. “Imagine if marketing became more caring and customer service was more engaging?” Bian Salins - Head of Social, Now TV (BSkyB)
  15. 15. Thank you. Luke Brynley-Jones