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Social Media, the new trends that will change customer experience - SPRINKLR - Benchmark by EBG Barcelona 2018

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Social Media, the new trends that will change customer experience - SPRINKLR - Benchmark by EBG Barcelona 2018

  1. 1. # Social Media: New Trends that will Change the Customer Experience NicolasSpie Sprinklr @nicospy
  2. 2. digitbench18WIFI digitbench18 # Nicolas Spie Digital Business Solutions Director Sprinklr @nicospy Speaker Speaker
  3. 3. Over the past few years, the Rules Have Changed (3 examples)
  4. 4. Any Idea on the Total Circulation of the Top 20 Selling Fashion Magazines? (in the US)
  5. 5. 3,017,987 /MONTH 2,300,854 2,229,809 1,956,704 1,775,821 1,296,765 1,217,439 1,165,392 1,128,186 1,122,117 17,211,074
  6. 6. How many Followers does Kim Kardashian have on Instagram?
  7. 7. © 2017 Sprinklr. All rights reserved
  8. 8. © 2017 Sprinklr. All rights reserved
  9. 9. How much does JOON spend on content creation? (I don’t know the answer but…)
  10. 10. Have you ever Googled “Comcast”? (the largest cable company in the world)
  11. 11. Why so much hate?
  12. 12. Two Minutes of Theory
  13. 13. BRAND-CENTRIC CUSTOMER-CENTRIC Where most companies are today The Journey to Customer First Functional Optimized Integrated Customer-First Where most companies will be by 2025
  14. 14. What prevents a company from becoming Customer Centric? Marketing Advertising Commerce Care Store Website Campaign Call Center Web Social Media POS Email CMS CM Reporting Listening Disjointed Data Silo’ed Teams Disparate Processes Point Solution Tools Disjointed Data Silo’ed Teams Point Solution Tools Disparate Processes SpreadsheetRDBMS WorkflowGovernance Unintelligent Technology ✘Lack 360º customer view ✘Lack contextual collaboration ✘Duplicate work ✘Inconsistency of workflow ✘Inability to scale cost-effectively Impacts: revenue growth operational cost organizational risk
  15. 15. BRAND-CENTRIC CUSTOMER-CENTRIC • Paid Media costs a lot! • Advertising efficiency is reevaluated • Brand reputation is not safe • Better Targeting for more revenue • Authenticity and legitimacy • Cost saving Some advantages from becoming “Customer First”
  16. 16. Trend #1 Influencers and Advocates: Trust Authenticity
  17. 17. You should trust your advocates’ authenticity
  18. 18. 49% of interviewees declare relying on recommendations from brand ambassadors to make purchase decisions Source : Twitter & Annalect, 2016 Source: Altimeter/TapInfluence, June 2016 You should trust your advocates’ authenticity 7 out of 10 marketers believe that launching ambassadors’ programs is the most effective marketing strategy today.
  19. 19. Stephan Garandet, Global Chief Digital Officer L’Oréal Active Cosmetics You should trust your advocates’ authenticity For brands, three important criteria define what a high-value ambassador is: the trust it creates, the sincerity it generates, and the impact it can create. Without these three criteria, there is no relevant brand ambassador.
  20. 20. Focus: How to Select your Advocates? Expertise Reach Resonance Online activity Ease of activation Low Cost of activation Sports Travel / Outdoors Healthcare Lifestyle Influence Score Activation potential
  21. 21. Trend #2 UGC is King, More than Ever Before
  22. 22. Millennials report that users' generated content (UGCs) are 50% more effective at influencing purchase than any other media. Source:: Ipsos & Crowdtap, 2015 UGC is King, More than Ever Before
  23. 23. • Reduce costs • Increase authenticity • Support sales (48% of consumers declare being influenced UGCs in their purchase) • Identify complaints and anticipate crises UGC is King, More than Ever Before
  24. 24. Focus: How to get UGCs through gamification
  25. 25. Trend #3 Social Customer Care is the new Driver for Marketing
  26. 26. Social Customer Care is the new Driver for Marketing
  27. 27. Social Customer Care is the new Driver for Marketing
  28. 28. • Putting social media at the center of customer care • Supporting collaboration between teams • Unifying customer data • Implementing a global tech platform Social Customer Care is the new Driver for Marketing
  29. 29. Focus on a potential social customer care workflow
  30. 30. © 2016 Sprinklr, Inc. All rights reserved.34 Social Customer Care Simplified Workflow Earned and Owned Channels Sprinklr analyzes in real time data coming from 20+ social media + blogs, forums, etc.
  31. 31. © 2016 Sprinklr, Inc. All rights reserved.35 Social Customer Care Simplified Workflow Earned and Owned Channels Automated Routing and Assignment Through listed keywords, automated rules, language recognition, etc., messages can be tagged, prioritized, and routed to the right teams, according to the type of issue and the level of priority .
  32. 32. © 2016 Sprinklr, Inc. All rights reserved.36 Social Customer Care Simplified Workflow Earned and Owned Channels Automated Routing and Assignment To improve the efficiency of the customer care teams, the agents benefit from an asset library which provide them with canned responses, templates, validated visuals, etc. The asset library can be updated (dynamically) to take into account new types of issues or ad hoc messages intended to manage a specific crisis. Assets Library
  33. 33. © 2016 Sprinklr, Inc. All rights reserved.37 Assets Library Social Customer Care Simplified Workflow Earned and Owned Channels Automated Routing and Assignment Performance measurement Number of handled cases, SLAs, response time, etc. are followed and monitored at teams or individuals’ level. On a broader perspective, all types of KPIs can be set up at every step of the process. Tracking at all stages
  34. 34. © 2016 Sprinklr, Inc. All rights reserved.38 Social Customer Care Simplified Workflow Earned and Owned Channels Legal & Marketing Approvals Automated Routing and Assignment Before publishing an answer to a customer, the messages can be automatically directed to legal and marketing teams, who would approve them directly in the platform Performance measurement Assets Library Tracking at all stages
  35. 35. © 2016 Sprinklr, Inc. All rights reserved.39 Social Customer Care Simplified Workflow Case Update Earned and Owned Channels Legal & Marketing Approvals Automated Routing and Assignment Performance measurement Assets Library CRM All cases are synchronized with the CRM, etc. Tracking at all stages
  36. 36. © 2016 Sprinklr, Inc. All rights reserved.40 Social Customer Care Simplified Workflow Stop Outbound Earned and Owned Channels Legal & Marketing Approvals Automated Routing and Assignment Performance measurement Assets Library CRM In order to prevent from bothering the customer when she’s having an issue handled, a rule can be set to take her out of advertising targets. Case Update Tracking at all stages
  37. 37. © 2016 Sprinklr, Inc. All rights reserved.41 Social Customer Care Simplified Workflow Stop Outbound Earned and Owned Channels Legal & Marketing Approvals Automated Routing and Assignment Performance measurement Assets Library CRM Potential Upsell Based on the information gathered on the customer profiled, it could be possible to suggest new services; this could in particular be leveraged to promote “Airbnb Experience” $€¥ Tracking at all stages
  38. 38. It’s time to think differently!
  39. 39. 43 Listen Engage Reach
  40. 40. experience is the new brand social is the foundation for cxm marketing researchadvertising commerce care advertising has to be personalized what others say matters more than what you say research has to be real-time conversations control commerce care is the new marketing 2.8 billion people are connected with real identities. 90% say buying decisions are influenced by peer reviews. 76% who have a good social care experience recommend a brand. 86% will hesitate to purchase from a business with negative reviews. 26,380 reviews are posted to Yelp every minute. It’s time to think differently.
  41. 41. customer experience social marketing researchadvertising commerce care number of digital impressions number of cxm profiles economic impact of insights sales attributable to digital speed of cases closed in digital What are the metrics that really matter?
  42. 42. customer experience social marketing researchadvertising commerce care Created a Black Friday campaign that dynamically identified audience segments based on quality and likelihood to convert, which increased sales 150%. Used social listening to discover demand for All Day Breakfast, an initiative that drove significant financial growth and reversed 14 consecutive quarters of decline. Launched interactive, shoppable campaign with influencer and UGC on .com, using data to drive revenue and personalize experiences across marketing & sales. Established social as the foundation for CXM to drive collaboration between marketing, care, and product to orchestrate more effective campaigns and drive growth. Built a command center that listens to conversations and delivers custom content for 24,000 daily interactions to nurture leads for 28 global brands. The un-enterprise world is full of unprecedented opportunity. 437 million CXM profiles 5.7% increase in sales 90% of cases handled in < 1 hr.
  43. 43. … purpose-built to solve new problems brought on by a new world. customer experience social marketing researchadvertising commerce care • Manage buying & reporting across channels • Segment audiences for targeted, ‘always-on’ lead generation • Adjust creative in real- time based on consumer behavior • Identify and engage advocates & influencers • Optimize content & deliver against interest • Detect crises to mitigate brand risk • Leverage trends to inform campaigns • Analyze competitor campaigns & content • Identify insights & trends to inform product development • Leverage post-purchase reviews to drive conversions • Solicit reviews based on positive brand conversastions • Respond to issues and resolve cases across any channel • Detect trending product or service issues as they emerge • Add value to customers and up-sell as part of service interaction
  44. 44. $1.8 billion valuation with $239 million raised 1,400+ employees in 23 global offices global partner ecosystem “Most Innovative Companies” 2017 founded in 2009 9 out of 10 of the world’s most valuable brands… only vendor rated a leader for content marketing, listening, and social platform …and 1,200 more like them Here’s a bit about us… 11acquisitions rewritten on one code
  45. 45. PUBLISHING ADVERTISINGCONTENT MARKETING BUNDLED ANALYTICS ADVANCED ANALYTICS COMMUNITIES LISTENING ENGAGEMENT ADVOCACY DATA VISUALIZATION COMMERCE UGC CURATION COMPLIANCE COMPETITIVE ANALYTICS MARKETING RESEARCH ADVERTISING COMMERCE CARE unified platform customer id | campaign id | content id LEGACY SYSTEMS How do we do it?
  46. 46. 3 Figures to finish • How many positive experiences does a company need to generate to balance a bad experience shared online? • What is the percentage of customers who cancel a purchase because of a bad customer experience? • For each online bad review, how many unsatisfied customers won’t share their bad experience?
  47. 47. • How many positive experiences does a company need to generate to balance a bad experience shared online? • What is the percentage of customers who cancel a purchase because of a bad customer experience? • For each online bad review, how many unsatisfied customers won’t share their bad experience? 3 Figures to finish 12
  48. 48. • How many positive experiences does a company need to generate to balance a bad experience shared online? • What is the percentage of customers who cancel a purchase because of a bad customer experience? • For each online bad review, how many unsatisfied customers won’t share their bad experience? 3 Figures to finish 12 78%
  49. 49. • How many positive experiences does a company need to generate to balance a bad experience shared online? • What is the percentage of customers who cancel a purchase because of a bad customer experience? • For each online bad review, how many unsatisfied customers won’t share their bad experience? 3 Figures to finish 12 78% 26
  50. 50. 3 Rules#1 to conclude • Customer Experience should be the main focus for companies. In (almost) every sector. Above everything else. • Social is the foundation for Customer Experience Management, all along the customer journey. • With Social, Imagination is the Limit!
  51. 51. Thank you! Nicolas Spie @nicospy @sprinklrfranc e
  52. 52. 3 tendances Social Media 2018

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