This presentation was part of the Arvato Talks event "Customer Service 2025: Technology & the future of customer service" hosted in London on September 26th, 2017. Today’s customers are more digitally savvy than ever. And the way they prefer to communicate with each other is now also a popular way to communicate with brands too. Having reactive support available on social media channels is essential for brands to keep up with customers' high expectations. And it doesn’t matter what industry you are in: your customers expect the same speed and quality of service with all the brands they interact with. It being essential, also means reactive support on social media is not a differentiator anymore. So how can you still differentiate your brand and stand out? This presentation highlights the benefits of adapting a proactive approach for managing customer interactions on social media.

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The Social Brand:
Transforming customer engagement
Estelle Wienk, Social Media Consultant, Arvato CRM
26/09/2017

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Impact of social media
2@EstelleWienk

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Today’s customers are more digitally savvy than ever
Voice and e-mail
interactions will
continue to
decrease
Source: Gartner 2016,
NelsonHall 2016
2.9 billion people
have active social
media accounts
Source: Statista
April 2017
Social media is
already 1st choice
for Gen Y
(under 25)
Source: Global Contact
Center Benchmark 2017
Arvato forecasts a
growth of 31% in
social media
interactions by
2021
Young & wealthy
users prefer to
contact via social
than via phone
Source: Global CX
Benchmark report 2017,
McKinsey 2016
@EstelleWienk

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Customers expect brands to
be where they are, at their
channel of choice, in a
manner they expect from
their brands
@EstelleWienk

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Meeting customer’s increasing expectations
5@EstelleWienk

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Meeting customer’s increasing expectations
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Responding to
customers on
social media
essential=
@EstelleWienk

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Responding to
customers on
social media
differentiator≠
@EstelleWienk

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of all tweets are customer
service related, but only 3%
use the @ symbol
37%
@EstelleWienk

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of customers say they want to
be contacted by a company
proactively when it comes to
customer service issues
87%
@EstelleWienk

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 Acquiring new customers
 Reach and influence potential buyers earlier on
 Build customer loyalty
 Proactive service can boost customer retention rates by 3 – 5%
 Create brand advocates
 73% who had been contacted proactively and had a positive experience said it led to a
positive change in their perception of the business
 Protect reputation
 Pick-up issues before they become a full blown crisis
 Reduce incoming support volumes
 Preemptive service can reduce call volumes by 20 – 30%
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Why become more proactive in customer service?
Source: Enkata, InContact
@EstelleWienk

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 Interactions are text-based and mostly public - easy
to capture with a monitoring tool
 On public channels e.g. Twitter and Instagram,
customers know their messages can be viewed by a
wider audience - more open to receiving proactive
messages by brands
 Can reach many more people with your proactive
message compared to a 1-on-1 channel
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Social media and proactive customer service - a perfect fit
@EstelleWienk

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Proactive customer service
13@EstelleWienk

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Proactive customer service
14@EstelleWienk

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Proactive customer service
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Will you be taking your #drone out for a first
flight soon? Check out this clip and read
about what you need to know:
@EstelleWienk

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Proactive engagement
16@EstelleWienk

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WHO IS LOWI?
 Spanish telco provider
 Launched – December 2014
 Subsidiary of Vodafone
 Niche low cost brand focussed on a young, digital native
audience
 270,000 customers nationally
OBJECTIVES
 Awareness and market share
 Increase sales
 Advocates and ‘fans’ - >4% engagement rate on Twitter and
“very responsive to messages” badge on Facebook
 Customer satisfaction – Swift responses, using an informal
language, which shows proximity and confidence
Lowi and Arvato
@EstelleWienk

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Our partnership – building and evolving a strong community
2017
2015
2016
> Lowi launch
December, 2014
4 Community Managers
(original team)
April, 2015
Start proactive
communication
August,
2015
100k clients
October, 2015
2015 DSL Zone
awards winners
December, 2015
Google Play Store
reviews management
December, 2015
Start influencers
campaigns
January,
2016
New GSM Spain
forum account
March, 2016
New Community
Manager
May, 2016
New Community
Manager
June, 2016
200k clients
October, 2015
2016 ADSL Zone
awards winner
December, 2016
2 new back up
CM’s agents
January, 2017
App Store (iOS)
Reviews management
May, 2017
Lowi’s blog comments
management
May, 2017
New Community
Manager
July, 2017
Instagram
August, 2017
@EstelleWienk

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Lowi example – awareness and market share
HALLOWEEN - #LOQUEDEVERDADASUSTA = #WHATREALLYSCARESME
#whatreallyscaresme My
boyfriend in the morning!
@Lowi_es
#whatreallyscaresme
The electricity bill!
@EstelleWienk

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Lowi example – awareness and market share
CARLOS SADNESS – SPANISH SONGWRITER
 Became a Lowi member
 Took advantage of this influencer - wishing
good luck in concerts and festivals
 Privately “Lowinised” one of his songs called
“Qué electricidad” and he published it on
Twitter
 Results:
 > 21,000 organic impacts
 > 4,500 interactions
 Comparable with a 5,000€ Twitter Ads
campaign
@EstelleWienk

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Lowi example – customer satisfaction
CUSTOMER:
I just sent you a screen capture.
It seems that it’s not a problem, but a
portion of the regular Price I pay.
That’s because today is July 24, right?
Also, I put my new SIM card in the phone
at 7am, but some GB are missing.
Where are these GB?
Another question is, I turned on LTE
option, is that 4G connection?
Thank you for the information, you
are so cool!
THANK YOU! Marta you’re
awesome, hurray for the Lowi
CM’s! It’s been a pleasure!
LOWI:
Hey Felip! This is Marta. In your
first bill, you’ll only pay for the
remaining days of the month,
that’s why you have GB in the
same proportion. On the first
day of the following month, you
will have full GB. Furthermore,
if you want 4G connection, just
turn on LTE option. I see you
are a brilliant Lowi student! ;p
@EstelleWienk

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Lowi example – customer satisfaction
CUSTOMER:
I just sent you a screen capture.
It seems that it’s not a problem, but a
portion of the regular Price I pay.
That’s because today is July 24, right?
Also, I put my new SIM card in the phone
at 7am, but some GB are missing.
Where are these GB?
Another question is, I turned on LTE
option, is that 4G connection?
Thank you for the information, you
are so cool!
THANK YOU! Marta you’re
awesome, hurray for the Lowi
CM’s! It’s been a pleasure!
LOWI:
Hey Felip! This is Marta. In your
first bill, you’ll only pay for the
remaining days of the month,
that’s why you have GB in the
same proportion. On the first
day of the following month, you
will have full GB. Furthermore,
if you want 4G connection, just
turn on LTE option. I see you
are a brilliant Lowi student! ;p
Apart from saving me money, I think I
will like @Lowi_es. The Community
Managers on Twitter help you very
quickly. Thank you Marta! :D
@EstelleWienk

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Results
AWARENESS AND MARKET SHARE
 Through our proactive approach, tapping into current events, we are able to generate
similar results compared to a paid campaign
Organic impacts using an existing Trending Topic hashtag, 0€ investment,
similar results
Twitter Ads campaign: 6.500€
investment
@EstelleWienk

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Results
ADVOCATES AND FANS
Followers - Twitter
April 2015 – 6,670 to August 2017 – 12,932
94% increase
Engagement rates
 Twitter – 3.5%
Followers – Facebook
April 2015 – 8,874 to August 2017 – 23,017
159% increase
Engagement rates
Facebook – 5.3%
@EstelleWienk

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Results
 Sentiment – reducing negativity
- Jan-Aug 2016 – 6.2%
- Jan-Aug 2017 – 5.5%
 First response time
 62% receive a response within 30
minutes
 49% of enquiries are resolved within
an hour
CUSTOMER SATISFACTION
@EstelleWienk

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Guiding principles
 Build the right team
 Capture relevant conversations - optimise your search profiles
 Analyse customer behaviour for insights:
 Known product or process issues
 Frequently asked questions to your contact centre - including website statistics
 Social media monitoring - what are people saying about your brand
 Channel awareness - brand generated vs user generated
 Be human - bring context, relevance and personalisation to your message
 Fast & flexible - able to tap into current events and understand their cultural relevance
@EstelleWienk

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Thank you
Any Questions?
Contact: Estelle Wienk | Social Media Consultant | estelle.wienk@arvato.com