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Call Centre Focus Nokia Social Customer Service
1) Social media usage has grown significantly globally, with most consumers now using smart devices and turning to self-support channels like social media for customer service. 2) Nokia recognized this shift and launched social customer service initiatives on platforms like Twitter and Facebook to engage customers where they are increasingly interacting. 3) Nokia saw great success with its social customer service efforts, with its Twitter customer service accounts ranking highly in independent studies for fast response times, high response rates, and positive customer feedback praising the efficient and helpful support.
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Call Centre Focus Nokia Social Customer Service
- 1. The Customer ServiceCustomers Want Delfin Vassallo - @DJVassallo Social Media
- 2. Something to thinkabout 2012 Consumer demand for smartphones grew globally by 56 % 2013 Smartphone growth driven by availability of affordable models <€200 It is expected this growth will continue at double-digit rate, particularly in China and emerging markets More consumers use Smart Devices >> More consumers will use Self Support channels to engage We need to be where our consumers are Source: Coleman Parkes, IBM on Social Business
- 3. Social Media -Facts By 2013 Social Media has become a major trend worldwide: Social Media adoption reaches 75% of European population, 92% in LTA countries and 95% of Chinese living in cities of +2.5 million. Forums are one of the most popular places for consumers to get product advice. Community usage for customer service increased 25% in the past three years 500+ million tweets are posted everyday. Youngsters are ditching emails & SMS in favour of Twitter. World’s largest social platform: +1 billion users, spending an average of 30 mins every day The second most used search engine after Google. Source: Incite – Nielsen: State of the Social Media 2013, Forrester: Top 15 Trends For Customer Service
- 4. Consumers with positivecustomer service experiences are more likely to re- purchase and to recommend your product. 4 Source: Dimensional Research, Zendesk.com
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- 6. Social Customer Service TheNext Step in Customer Care
- 7. • The waycustomers engage with companies is shifting from telephones and email to social and mobile applications. • Social Media has changed the way we all serve and support our customers Social Customer Service Answer customer’s support questions on social platforms By 2020 – 90% customer care will be on social media. Gartner
- 8. Social Customer ServiceEvolution 2012 Nokia Support Discussions Languages Supported: 1 Avg. Monthly Visitors: 900,000 Avg. Monthly New Threads: 2,800 Twitter Avg. Monthly Cases Handled: 600 2013 Nokia Support Discussions Languages Supported: 10 Avg. Monthly Visitors: 1,560,000 Avg. Monthly New Threads: 5,300 Twitter Avg. Monthly Cases Handled: 4,200 Facebook Avg. Monthly Cases Handled: 0 Facebook Avg. Monthly Cases Handled: 6,700
- 9. Cross-functional collaboration Nokia Social CustomerService Active Monitoring + Responding Care Social Media Best Practices When solving issues Care generates value by driving engagement and loyalty Bespoke approach on Social Presences Nokia Support Discussions
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- 12. - 20,000 40,000 60,000 80,000 100,000 120,000 - 10,000 20,000 30,000 40,000 50,000 60,000 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 Visits Num Visitors Page Views TrackingForodeAyuda.Nokia.com 7.7% 10.4%9.9%9.6% 7.9% 6.6%6.2% 5% 5% 4% 4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 3% 2% 2% 2% 2% 2% 6% 7% 7% 7% 7% 7% 7% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 9% 8% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 0 200 400 600 800 1,000 1,200 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 New Threads New Posts Comm Vibrancy Solved Threads
- 13. 64 225248436444124210305314489233422195326238458325276305337292313278410250286354578478526520 11 91 56 105100 13 28 332 20 12 43 3 60 21 46 26 6 53 13 14 2 9 9 15 4 1 30 30 19 26 - 1.00 2.00 3.00 4.00 - 100 200 300 400 500 600 700 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 Hours CaseVolume Cases Escalated Cases Solved FCR Response Time Tracking 195 190 206 338 370 330 372 240 324 257 461 471 320 417 389 541 501 666 556 3 2 7 28 26 17 24 14 3 16 15 32 29 12 4 67 60 41 40 0 200 400 600 800 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 Cases Escalated Cases Solved FCR
- 14. Reporting results • Traditionalchannels volume vs social media volume. • Every case solved on social media is one call less to the contact centre. • Cost per call vs Cost per tweet.
- 15. Nokia Social CustomerService Success 15 @NokiaHelps Interbrand’s Top 100 Brands: • 6th place by engagement (10.6k mentions) • 5th fastest to respond to customers (3.7hrs) • 3rd place for Response Rate (72%) - just behind Ford and Nike Source: Simply Measured, March 2013. Analysing Interbrand’s Top 100 Brands and showing how companies with dedicated customer service Twitter accounts are getting the best results when engaging and solving customers queries. @NokiaCareFR French Magazine 01Net, Sept services après-vente Twitter au banc d’essai: • Only Twitter Customer Service with Five Stars • “Impeccable service from every angle. A model of speed and efficiency” Source: 01Net Magazine with data from Bearing Point, April 2013
- 16. The most importantsuccess metric: What our customers like and want I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great! Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions! Nokia launched support via Twitter? Interesting, congrats for the initiative! Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much! Now I’m happy Thanks and I’ve to say: Lumia 920 is a great work tool. Android get ready to (finally) lose a big market slice!! Yes, super, thank you very very much for the fast reply. Best support for emergency cases :) !
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Editor's Notes
- #3 The average smartphone user uses social tools to communicate with each other every day
- #4 Almost half of the world’s population is connected to InternetBeijing, Guangzhou, Shanghai, Shenzhen and other cities with at least 2.5 millionChinese Qzone is world’s 2nd largest with 600 million users6 of the top 10 global social media properties are ChineseMore than 100 million people Tweet regularly
- #8 Total number of social media users is estimated to reach 4 billion by 2014
- #12 G: choose people with the right profile >> specialised training.P: what to do in each case: technical question, complaint >> journey for each one: KICSH: more than one tool is needed, the perfect tool doesn’t exist
- #16 Only 30 out 0f 100 do social care