The document discusses how customer service has changed dramatically from 1979 to present day due to the rise of social media and online customer interactions. It notes that dissatisfied customers online can now tell thousands of friends about a bad experience, versus only a few friends in the past. Companies must now respond to customers quickly on public forums like Twitter or risk negative brand mentions spreading widely. Examples are given of companies that actively engage with customers on social media to resolve issues and retain business. The conclusion emphasizes the importance of developing personal relationships with customers online through channels like Twitter and Facebook.

1. The Velocity Of Customer Service
Matthew G Trifiro
Senior VP, Marketing

2. Source: http://www.flickr.com/photos/twylo/

3. http://www.flickr.com/photos/mateus27_24-25/

4. http://www.flickr.com/photos/mlrs193/
http://www.flickr.com/photos/56595211@N07/

5. Customer Service Circa 1979

6. Customer Service Circa 2012
Phone Web
Facebook
Email Twitter

7. “If you make customers
unhappy
in the physical world,
they might each tell
6 friends. If you
make customers
unhappy on the
Internet, they can
each tell 6,000 friends.”
Jeff Bezos

8. No Surprise:
Tweets Travel Faster
than Packages
Fedex Brand Mentions
2000
1800
1 Tweet every 2 seconds
1600
1400
1200
1000
800
600
400
200
0
Source: YouTube Source: Radian6

9. The Box Toss – By The Numbers
+0 Hours
13 Hours go by & Fedex Finally
tweets a response
4,825 Fedex Tweets by that time
40 Hours go by & Fedex finally
tweets official blog post
15,658 Tweets by that time
40,644 Tweets over 72 hours
1,097,388 People in Twitter impact radius

10. The World According to TARP, and How it Turned Customer
Service on Its Head

11. TARPisms
Word of Mouth
A dissatisfied customer will
tell twice as many people
about a bad experience, as
they will a good experience

12. TARPisms
Good Service is Good Business
It costs 10 times as much to acquire a new
customer as it does to keep an existing one
Resolved problems = retained customers.
Fast resolutions = mega retained

13. TARPisms
The Conundrum
Half of your customers won’t complain to you
even if they are dissatisfied
It’s hard to save the customer if they won’t tell you
there’s a problem

14. The Big Innovation Back Then

15. Today’s Equivalent: The Social Help Desk
Develop personal
relationships with your
customers on Twitter.
Interact with your
customer community on
Facebook.

16. “If 30% of your
customers were
calling, would you not
answer the phone?”
Bonobos, a pioneer in online retail:
65 employees
Every employee plays a role in service
30% of customer service on social media

17. Boloco, a Boston-based
Empowering store managers with social help
desk

19. What’s a customer worth?

20. What’s a customer worth?
A Customer is worth the sum total of all the value you receive
over their lifetime.
$LTV = Monthly Revenue * Months

21. The End