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#SocialCare
 REINVIGORATE YOUR
 CUSTOMER SERVICE
 WITH SOCIAL CARE
 BUILD A CONSUMER-CENTRIC
 BRAND




Presented by NM Incite’s Advisory Services Team:
 • Gadi Benmark: SVP, Client Development
 • Liz Harrison: Director, Consulting
 • Erin Tavgac: Director, Consulting
 • Matt Phillips: Analyst II
OVERVIEW
                                                                     Questions we will address:


                                                                     1) How prevalent is social care?

                                                                     2) Does social care matter to your brand’s health?

                                                                     3) What happens if you do not invest in social care?

                                                                     4) How can brands implement and measure social care?
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                            2
POLL QUESTION 1

                                                                     Have you experienced social care, customer service via social media,
                                                                     as a consumer/customer?


                                                                     A) Yes
                                                                     B) No
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                            3
POLL QUESTION 2

                                                                     Do you work for a company that offers social care through Twitter,
                                                                     Facebook or another social networking channel?


                                                                     A) Yes
                                                                     B) No
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                          4
SOCIAL CARE = SOCIAL MEDIA + CUSTOMER SERVICE

                                                                               Monitor social media channels
                                                                               to hear what customers are
                                                                      Listen   saying about your company/
                                                                               products/services


                                                                               Set guardrails for your social
                                                                               care representatives             TD Bank social care rep knows that
                                                                     Process                                    personal account info cannot be discussed
                                                                               Define issues/questions they
                                                                                                                publicly and responds appropriately
                                                                               are permitted to address, and
                                                                               how they should respond
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                               Respond to customer service
                                                                     Respond   issues through approved social
                                                                               media channels and attempt
                                                                               to resolve issues

                                                                                                                                                            5
THE IMPORTANCE OF WELL-PLANNED SOCIAL CARE
                                                                        Example: Progressive Insurance

                                                                        Matt Fischer’s sister had Progressive Insurance. When she was killed in a car wreck, Progressive was
                                                                        ‘supposed’ to pay certain expenses. They refused. To force Progressive to pay, the family sued the man
                                                                        who killed her to prove negligence. Progressive was accused of providing defense.



                                                                          Matt Fisher wrote a
                                                                              blog post:
                                                                       “My Sister Paid Progressive                          Notes on Fisher’s Tumblr blog over first 24 hours
                                                                        Insurance to Defend Her
                                                                             Killer in Court”
                                                                                                                                Retweets of original Tweet linking to his blog post
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                         Consumers bombarded                               Twitter mentions of Progressive by end of day
                                                                          Progressive’s Twitter
                                                                          handle with negative
                                                                               comments



                                                                     What was Progressive’s response?
                                                                                                                                                                                      6
HUGE RISK FOLLOWS SUBPAR SOCIAL CARE
                                                                      Example Continued: Progressive Insurance




                                                                     In response, the Progressive
                                                                      Twitter handle generated a
                                                                       series of identical, canned
                                                                               responses




                                                                     Consumers became even
                                                                     more enraged and lashed
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                            out further




                                                                                                                 7
WHY CARE ABOUT SOCIAL CARE?
                                                                      “Unless you get social care right, it can drown out anything you’re trying to do in
                                                                      social media marketing.” -Global Financial Institution, CMO

                                                                     The lines between marketing                                    …creating opportunities
                                                                     and service are being blurred…                                 for brands




                                                                     Customers post service               “Customer service
                                                                                                          as a reality show”         Turning successful service
                                                                     questions on “marketing-
                                                                                                                                     interactions into brand
                                                                     oriented” Facebook pages and
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                     advocacy
                                                                     Twitter handles




                                                                     Potential customers search and
                                                                     find customer complaints in                                     The peer-to-peer service
                                                                     Google search results                                           opportunity
                                                                                                                                                                  8
POLL QUESTION 3

                                                                     If a consumer/customer posts a negative comment on your company’s
                                                                     website or social networking page, such as “F Company X, you’re terrible,”
                                                                     what would you do?


                                                                     A) Not respond
                                                                     B) Delete the comment
                                                                     C) Engage with the consumer/customer
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                  9
THE PUBLIC F*YOU PROBLEM

                                                                     Pfizer’s response to negative comments on a Chapstick ad sparked discussion…




                                                                     Then, the press caught on…
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                    10
ENGAGING WITH CONSUMERS ALLOWS YOU TO…




                                                                                                          Convert
                                                                           Build a       Enhance
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                        disgruntled
                                                                        competitive     marketing &
                                                                                                      consumers into
                                                                       differentiator    branding
                                                                                                         advocates



                                                                                                                       11
SOCIAL MEDIA EXPANDS THE TRADITIONAL
                                                                      BOUNDARIES OF CUSTOMER SERVICE
                                                                                                                                                                                                   ILLUSTRATIVE


                                                                                                              A                                                    D
                                                                                                                  Traditional channels                                 P2P (peer-to-peer) support site
                                                                                                                  (e.g., call center, email, in-person)
                                                                     Directed to
                                                                     company                                  B
                                                                                    Who is customer asking




                                                                                                                  Employees on:


                                                                                                              C                                                    E
                                                                                                                  Company proactively monitors and                     Influencers/experts on non-owned
                                                                                                                  responds to queries not directed at it               sites
                                                                     Not directed
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                     to company




                                                                                                                                                     Who’s responding
                                                                                                                             Company                                         Other consumers

                                                                                                             “Traditional” customer service               Expansion of customer service through social media      12
SOCIAL MEDIA: CHEAPER AND MORE SATISFYING
                                                                                                                                                                                         ESTIMATE ONLY
                                                                            Estimated Average Cost By Channel                                                       35% of companies
                                                                             $ per interaction
                                                                                                                                                               experienced a 10% reduction
                                                                                                                                                                  in support costs from
                                                                                                         $6-$12
                                                                                                                                                                implementing Social Care2


                                                                                                                                    $5      $2.5-$5

                                                                                                                                                          $1           <$1        <$1

                                                                                                          Phone               Live Chat      Email      Virtual       Online    Twitter/
                                                                                                                                                        Agent         Forum     Facebook
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                Availability1                86%                   25%        96%       <10%          23-50%      16-37%
                                                                                Customer
                                                                                Satisfaction
                                                                                                                                              More satisfied
                                                                     1% Online retailers currently offering customer service channel;
                                                                     2MGI Web 2.0 Survey (2011)
                                                                                                                                                                                                         13
                                                                     SOURCE: Forrester Research; McKinsey Global Institute; Team Analysis
CLOSE TO HALF OF ALL SOCIAL MEDIA USERS
                                                                     HAVE USED SOCIAL CARE
                                                                             Social Care Use by Age1                                                                                                 Usage also
                                                                              % of social media users
                                                                                                                                                                                              remains consistently high
                                                                                                                                                                                             across gender, income, and
                                                                                         59                                                                                                     educational segments
                                                                                                                    56                        54
                                                                                                                                                                         47
                                                                                                                                                                                                                                            47%
                                                                                                                                                                                                    36
                                                                                                                                                                                                                              30
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                      18-24                      25-34                     35-44                      45-54                      55-64                        65+
                                                                                                                                       Consumer Age Group
                                                                     1% social media users that have ever used social media for customer service (i.e. to ask a question, voice a complaint, or raise an issue to a brand/company about a
                                                                     product or service)
                                                                     SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users)
                                                                                                                                                                                                                                                  14
NEARLY 1 IN 3 SOCIAL CARE USERS USE SOCIAL
                                                                     MEDIA FOR CUSTOMER SERVICE ON A WEEKLY BASIS

                                                                       Social Care Frequency of Use
                                                                       % of social care users
                                                                                                                                                                                                             Monthly
                                                                                                                                                                                                             Weekly
                                                                                                                                                                                                             Daily
                                                                                                                                                                                         49
                                                                                                                                                                                                    70


                                                                                                                                                                                  21

                                                                                                                                                        11
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                                                                    21
                                                                                                                                10
                                                                                 3                       6                                                                                           9
                                                                          Multiple                   Once                 Multiple                    Once                 Multiple    Once or      Total
                                                                                                                                                                                        less     Frequency
                                                                               Times per day                                  Times per week                                 Times per month       of Use

                                                                     SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users)                                        15
1 IN 3 SOCIAL MEDIA USERS PREFER USING SOCIAL
                                                                     CARE OVER PHONE CUSTOMER SERVICE
                                                                            Preference for Social Care vs. Phone Customer Service
                                                                             % of social media users
                                                                                        37
                                                                                                                  35
                                                                                                                                           31
                                                                                                                                                                     26                       ~30%
                                                                                                                                                                                  24

                                                                                                                                                                                        17
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                       18-                       25-                   35-        45-                             55-   65+
                                                                                       24                        34                    44         54
                                                                                                                                    Consumer Age Group                            64
                                                                     SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users)                      16
CONSUMERS EXPECT A RAPID SOCIAL CARE RESPONSE
                                                                            Expected Social Care Response Time
                                                                            % of Twitter or Facebook users




                                                                            Within 30 minutes                                 30             25


                                                                            Within 2 hours                               23             21


                                                                            Same day                                          30                  35
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                            Within 4 days                            9             10

                                                                            No response
                                                                                                                     8             10
                                                                            expected

                                                                     SOURCE: Oracle Global Survey, Q4 2011, n=3111                                     17
POSITIVE EXPERIENCE = USERS 3X MORE LIKELY TO
                                                                     RECOMMEND A BRAND
                                                                                     Likelihood to Recommend to Others
                                                                                     % likely to recommend company/brand based on social care experience

                                                                                                          71




                                                                                                                                                                                                    ~ 3X
                                                                                                                                             33

                                                                                                                                                                                           19
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                                                  17



                                                                                            Quick & Effective                          Quick &                     Slow & Effective    No Company
                                                                                               Response                              Ineffective                      Response          Response
                                                                                                                                      Response
                                                                     SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users)                            18
PROACTIVE SOCIAL CARE = INCREASED PURCHASE
                                                                     INTENT
                                                                     Proactive Social Care Implications

                                                                                  59% of online customers would be
                                                                                  more likely to ‘follow’ a business on
                                                                                  Twitter if that business account
                                                                                  answered one of their Twitter
                                                                                  questions

                                                                                  80% of online customers who received
                                                                                  an answer from a business via Twitter,
                                                                                  trust these answers as much or more
                                                                                  than answers they receive from non-
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                  businesses (including friends/family)

                                                                                  64% of online customers that received
                                                                                  an answer from a business on Twitter
                                                                                  would be more likely to make a
                                                                                  purchase from that business

                                                                     Source: InboxQ, 2011                                  19
HISPANIC CONSUMERS ARE MORE ACTIVE SOCIAL
                                                                     CARE USERS
                                                                                                                        19% of Hispanic social
                                                                     Social Care Use                                    care users engage on a
                                                                                                                                                                                  Social Care Recommendation
                                                                     % of social media users                                                                                      % of social care users likely to recommend
                                                                                                                              daily basis
                                                                                                                                                                                  brand/company post experience
                                                                                                            +21%
                                                                                                                                                                                                         +21%
                                                                                                                                    57
                                                                                          47                                                                                                39                          47



                                                                          General Population                                 Hispanics                                            General Population                Hispanics

                                                                     Social Care Preference vs. Phone                                                                             Social Care Platform Preference
                                                                     % of social care users                                                                                       % of social care users
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                            +25%
                                                                                                                                                                                                                             29
                                                                                                                                                                              Facebook
                                                                                                                                                                                                                                  35
                                                                                          28                                        35
                                                                                                                                                                                                              13
                                                                                                                                                                                     Twitter
                                                                                                                                                                                                                        26

                                                                                                                                                                                  YouTube
                                                                                                                                                                                                             12
                                                                          General Population                                 Hispanics                                                                                 25

                                                                     SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users)
                                                                                                                                                                                               General Population   Hispanics          20
TAKEAWAYS
                                                                     3 key points to remember:
                                                                      1. Customers expect it now
                                                                         • Fast and effective
                                                                         • On any social media platform they choose
                                                                         • They reward brands that do it well and punish brands that do not meet expectations
                                                                      2. There is an upside for companies that do it well
                                                                           • Operational efficiencies
                                                                           • Marketing/branding upside
                                                                      3. Doing social care well is hard
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                           • Dealing in public with highly emotional content
                                                                           • Knowing when to go private, and when to let go
                                                                           • Streamlining organization to react fast and consistently



                                                                      Coming Next: How do companies do it well?
                                                                                                                                                                21
HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM
                                                                         Organizational Collaboration                Playbook
                                                                     • Enable collaboration with
                                                                       existing/traditional contact
                                                                       centers (e.g. phone/email)
                                                                     • Create cross-functional
                                                                       collaboration between marketing,
                                                                       customer service and business units to
                                                                     help
                                                                       drive effective issue resolution

                                                                                       Metrics                  Data-Driven Insights
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                       22
HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM
                                                                         Organizational Collaboration                             Playbook
                                                                     • Enable collaboration with                • Create a detailed list of
                                                                       existing/traditional contact               issues and sub-issues
                                                                       centers (e.g. phone/email)                 appearing most frequently
                                                                     • Create cross-functional                    on social channels
                                                                       collaboration between marketing,         • Build response approaches
                                                                       customer service and business units to
                                                                                                                • Use script books from other contact centers
                                                                     help
                                                                                                                  to inform the social care playbook
                                                                       drive effective issue resolution

                                                                                       Metrics                            Data-Driven Insights
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                                23
HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM
                                                                         Organizational Collaboration                             Playbook
                                                                     • Enable collaboration with                • Create a detailed list of
                                                                       existing/traditional contact               issues and sub-issues
                                                                       centers (e.g. phone/email)                 appearing most frequently
                                                                     • Create cross-functional                    on social channels
                                                                       collaboration between marketing,         • Build response approaches
                                                                       customer service and business units to
                                                                                                                • Use script books from other contact centers
                                                                     help
                                                                                                                  to inform the social care playbook
                                                                       drive effective issue resolution

                                                                                        Metrics                           Data-Driven Insights
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                      Ensure that the right set of
                                                                      metrics are in place to
                                                                      measure performance




                                                                                                                                                                24
HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM
                                                                         Organizational Collaboration                             Playbook
                                                                     • Enable collaboration with                • Create a detailed list of
                                                                       existing/traditional contact               issues and sub-issues
                                                                       centers (e.g. phone/email)                 appearing most frequently
                                                                     • Create cross-functional                    on social channels
                                                                       collaboration between marketing,         • Build response approaches
                                                                       customer service and business units to
                                                                                                                • Use script books from other contact centers
                                                                     help
                                                                                                                  to inform the social care playbook
                                                                       drive effective issue resolution

                                                                                        Metrics                           Data-Driven Insights
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                      Ensure that the right set of              • Initiate root-cause analysis
                                                                      metrics are in place to                     throughout the organization
                                                                      measure performance                       • As an outcome of the root-
                                                                                                                  cause analysis, drive underlying
                                                                                                                  issue resolution, and be able to reduce
                                                                                                                  volumes against key topic areas for social
                                                                                                                  care as well as other contact centers
                                                                                                                                                                25
BRANDS MUST CONSIDER MULTIPLE FACTORS
                                                                     IN SOCIAL CARE PROGRAMS                      Partially   Dedicated to social care


                                                                     Company

                                                                     Grade                        A   B   B   B    B          C+             D

                                                                     Platforms

                                                                     Best practice
                                                                     Answer questions directly
                                                                     on platform

                                                                     Direct customers to online
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                     content

                                                                     Don’t redirect customers
                                                                     to traditional channels

                                                                     Answer questions through
                                                                     private message

                                                                     Sign responses with social
                                                                     care rep name                                                                 26
BEST PRACTICE TACTICS OF SOCIAL CARE THROUGH
                                                                     TWITTER


                                                                                                    Best Buy trains and empowers
                                                                                                    interested employees to join
                                                                                                    their Twelpforce, and provides
                                                                                                    solutions directly through
                                                                                                    online channels whenever
                                                                                                    possible
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                   KLM provides social care through
                                                                                                   Twitter that is ‘always on:’ 24-
                                                                                                   hour global coverage in multiple
                                                                                                   languages, with an explicit
                                                                                                   warning for customers not to
                                                                                                   share personal details in public
                                                                                                                                      27
CITI BANK SETS A STANDARD OF EXCELLENCE BY
                                                                     EMPOWERING AGENTS…




                                                                                                         Citi provides detailed
                                                                                                         information through a
                                                                                                         private channel on a
                                                                                                         branch’s location and
                                                                                                         nearby landmarks
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                  28
…UNLIKE BANK OF AMERICA, WHOSE REPS REDIRECT
                                                                     CUSTOMERS TO OTHER SERVICE CHANNELS

                                                                                                     Despite providing an
                                                                                                     address, BofA fails to
                                                                                                     actually help the customer.
                                                                                                     Most likely the result of the
                                                                                                     representative sticking to a
                                                                                                     a script.
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                     BofA responds to a
                                                                                                     complaint on Facebook,
                                                                                                     about the wait for a new
                                                                                                     credit card, by directing the
                                                                                                     consumer to either Twitter
                                                                                                     or a 800 number


                                                                                                                                     29
WALMART GENERATES INCREMENTAL REVENUE
                                                                        WITH UNBRANDED SERVICE OPPORTUNITIES




                                                                     Walmart reps reach out to customers who don’t even      They proactively respond to customer Tweets seeking
                                                                     mention the Walmart brand                               advice on where to buy products

                                                                                   When potential customers experience an issue at a competing retailer,
                                                                                   Walmart jumps in to notify them of the product availability at Walmart
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                                                   30
TAKEAWAYS
                                                                     Companies that excel at social care…

                                                                       • Have a thought-through, effective, detailed playbook in place
                                                                            • By issue and sub-issue
                                                                            • By social media platform
                                                                            • Lays out “triage” and full resolution
                                                                            • Balances public and private
                                                                       • Designed a cross-functional organization that applies the playbook
                                                                         consistently and at scale
                                                                       • Seize on new customer acquisition opportunities in accordance with
                                                                         company’s DNA
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                       Coming Next: How do companies measure social care performance? And how
                                                                       do you put it all in place?


                                                                                                                                                31
LEVERAGE SOCIAL DATA TO MEASURE CUSTOMER
                                                                     SERVICE SATISFACTION

                                                                     Social Media Customer         Customer Service Discussion Drivers
                                                                     Service Sentiment (CSS)
                                                                                                   Unresponsive Service                   10%
                                                                                                   Multiple Service Rep
                                                                                                                                          10%
                                                                                                        Transfers
                                                                                                       Persisting Issues            8%
                                                                               75%      Negative
                                                                                                       Lack of Courtesy     4%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                   Quick response times                        22%


                                                                                                    Knowledgeable reps                   18%
                                                                               25%      Positive

                                                                                                         Proactive help             16%
                                                                        Discussion sentiment
                                                                                                                                                     32
THEN BENCHMARK CUSTOMER SERVICE
                                                                      PERCEPTION AGAINST THE COMPETITIVE SET
                                                                                                                                                                                                             SAMPLE ANALYSIS
                                                                     Customer Service Sentiment                                    Scores1



                                                                     Positive
                                                                                               97%           90%           89%          85%          67%          60%          59%   58%   56%   43%   25%      23%     8%
                                                                     Comments1


                                                                     Negative
                                                                                              3%            10%           11%          15%          33%          40%           41%   42%   44%   57%   75%     77%     92%
                                                                     Comments1
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                              Key Insights
                                                                               • Zappos, REI, J. Crew and Nordstrom provide the best overall customer service as
                                                                                 measured by customer Tweets
                                                                               • Several retailers significantly trail the competitive set, providing unsatisfactory customer
                                                                                 service
                                                                      1   Based on a sampling of Twitter posts mentioning a customer service experience from 8/1/2011 – 8/1/2012                                               33
MEASURE THE SPEED AND QUALITY OF RESPONSES
                                                                       VS. COMPETITORS
                                                                                                                                                                                                                                  SAMPLE ANALYSIS

                                                                     Response Time in Minutes1                                                                            Quality of Response Assessment

                                                                     KeyBank                         10                                                                    Medium                    Majority of responses are canned
                                                                                                                                                                                                     Provide quality information and offer
                                                                     Chase                           10                                                                       High
                                                                                                                                                                                                     alternatives
                                                                                                                                                                                                     Responses are automated, and direct people
                                                                     Bank of America                 10                                                                        Low
                                                                                                                                                                                                     from FB to Twitter
                                                                                                                                                                                                     Empowered representatives provide
                                                                     Citi                             15                                                                      High
                                                                                                                                                                                                     “outside the box” answers
                                                                                                                                                                                                     Engage with the customer and provide link
                                                                     Capital One                       20                                                                  Medium
                                                                                                                                                                                                     to online content
                                                                                                                                                                                                     Responses are automated, and direct people
                                                                     BBVA Compass                          45                                                              Medium
                                                                                                                                                                                                     from FB to Twitter
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                                                                                     Two responses to one question, and Twitter
                                                                     US Bank                                60                                                                 Low
                                                                                                                                                                                                     account hacked
                                                                     Wells Fargo                                 90                                                        Medium                    Provide helpful content in some cases

                                                                     Bank of the West                                                                 360                      Low                   No true social care effort

                                                                                                 0           100    200      300                       400
                                                                                                              Number of Minutes

                                                                       1Response times and assessments determined by a company’s response to a standard set of questions asked by the NM Incite team, as
                                                                                                                                                                                                                                              34
                                                                       well as an evaluation of messages to the general consumer
BALANCED SCORECARDS MEASURE THE
                                                                      PERFORMANCE OF A SOCIAL CARE PROGRAM                                                                 ILLUSTRATIVE


                                                                     Customer satisfaction                  Efficiency                               Effectiveness




                                                                          LOW                HIGH                  LOW             HIGH                   LOW              HIGH



                                                                                                            # of ppl                    25             Hours                3


                                                                     Net promoter score by issue            Number of people required to              Average time to issue resolution
                                                                                                            handle all “must answer” issues
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                            during peak times


                                                                     Root cause analysis                                                                  By Sub-Issue
                                                                                                                                       Call Volume
                                                                     • Examine last six months of social care records
                                                                     • Group data by issue types and outcomes
                                                                     • Ask ‘why’ these issues are occurring multiple
                                                                       times until able to solve the underlying problem
                                                                                                                                                               Time                       35
CASE STUDY: DEVELOPING A CONSUMER-CENTRIC MODEL
                                                                       Leading Global Financial Institution
                                                                       1) Analyze 12 months of social media history

                                                                              Top 5 issues, % total messages
                                                                                                                         Issue Summary                             Sample Verbatim

                                                                            Unspecified                        Customer angry or upset with bank      “Bank X is really starting to piss me off!!”
                                                                         Dissatisfaction                19                                            “Bank X sucks”
                                                                                                               without providing reason


                                                                                                                                                      “Dear Bank X, you're wasting $100 a year
                                                                     Unsolicited Contact                17     Repeated and unwanted mail or          sending me junk mail. Stop wasting both of
                                                                                                               phone contact                          our time.”


                                                                                                                                                      “On the phone w/ Bank X, he just said "you
                                                                     Poor CS Interaction           11          Unsatisfactory customer service        know what? ...aw f*ck I'm sorry, have a good
                                                                                                                                                      day" and hung up. WTF??”
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                               over phone or at branch



                                                                                                               Current customer about to switch       “About to start banking with Bank Y! and drop
                                                                         Leaving Bank X        7                                                      Bank X! Hard to say goodbye, but after
                                                                                                               banks
                                                                                                                                                      multiple f*ck ups, it's time to go!”


                                                                            Credit Card
                                                                           Fraud / Theft       6               Victim or potential victim of credit   “@BankX hey...I think my credit card was
                                                                                                               card fraud or theft                    stolen...a little help here.”
                                                                                                                                                                                                      36
CASE STUDY: DEVELOPING A CONSUMER-CENTRIC MODEL
                                                                     Leading Global Financial Institution

                                                                        2) Make the business case           3) Pilot initial two issues

                                                                                                                  Issue 1            Issue 2




                                                                        4) Build social care organization   5) Root-cause analysis
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                                                                                               37
CONCLUSION
                                                                     Successful social care implementation projects have 3 attributes in common:
                                                                        • Data-driven
                                                                             • Solid business case based on past 12 month “organic volume”
                                                                             • Ongoing root-cause analysis and problem solving
                                                                             • Monitors, through social media, how customers view their overall
                                                                               service experience with company
                                                                        • Balanced metrics
                                                                             • Customer-centric – social net promoter score (NPS)
                                                                             • Efficiency metric – productivity at all levels
                                                                             • Effectiveness metric – all organizational units affected
Copyright ©2012 The Nielsen Company. Confidential and proprietary.




                                                                        • Pilot, refine, roll out




                                                                                                                                                   38
Q&A
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Reinvigorate your customer service with social care

  • 1. #SocialCare REINVIGORATE YOUR CUSTOMER SERVICE WITH SOCIAL CARE BUILD A CONSUMER-CENTRIC BRAND Presented by NM Incite’s Advisory Services Team: • Gadi Benmark: SVP, Client Development • Liz Harrison: Director, Consulting • Erin Tavgac: Director, Consulting • Matt Phillips: Analyst II
  • 2. OVERVIEW Questions we will address: 1) How prevalent is social care? 2) Does social care matter to your brand’s health? 3) What happens if you do not invest in social care? 4) How can brands implement and measure social care? Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2
  • 3. POLL QUESTION 1 Have you experienced social care, customer service via social media, as a consumer/customer? A) Yes B) No Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3
  • 4. POLL QUESTION 2 Do you work for a company that offers social care through Twitter, Facebook or another social networking channel? A) Yes B) No Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4
  • 5. SOCIAL CARE = SOCIAL MEDIA + CUSTOMER SERVICE Monitor social media channels to hear what customers are Listen saying about your company/ products/services Set guardrails for your social care representatives TD Bank social care rep knows that Process personal account info cannot be discussed Define issues/questions they publicly and responds appropriately are permitted to address, and how they should respond Copyright ©2012 The Nielsen Company. Confidential and proprietary. Respond to customer service Respond issues through approved social media channels and attempt to resolve issues 5
  • 6. THE IMPORTANCE OF WELL-PLANNED SOCIAL CARE Example: Progressive Insurance Matt Fischer’s sister had Progressive Insurance. When she was killed in a car wreck, Progressive was ‘supposed’ to pay certain expenses. They refused. To force Progressive to pay, the family sued the man who killed her to prove negligence. Progressive was accused of providing defense. Matt Fisher wrote a blog post: “My Sister Paid Progressive Notes on Fisher’s Tumblr blog over first 24 hours Insurance to Defend Her Killer in Court” Retweets of original Tweet linking to his blog post Copyright ©2012 The Nielsen Company. Confidential and proprietary. Consumers bombarded Twitter mentions of Progressive by end of day Progressive’s Twitter handle with negative comments What was Progressive’s response? 6
  • 7. HUGE RISK FOLLOWS SUBPAR SOCIAL CARE Example Continued: Progressive Insurance In response, the Progressive Twitter handle generated a series of identical, canned responses Consumers became even more enraged and lashed Copyright ©2012 The Nielsen Company. Confidential and proprietary. out further 7
  • 8. WHY CARE ABOUT SOCIAL CARE? “Unless you get social care right, it can drown out anything you’re trying to do in social media marketing.” -Global Financial Institution, CMO The lines between marketing …creating opportunities and service are being blurred… for brands Customers post service “Customer service as a reality show” Turning successful service questions on “marketing- interactions into brand oriented” Facebook pages and Copyright ©2012 The Nielsen Company. Confidential and proprietary. advocacy Twitter handles Potential customers search and find customer complaints in The peer-to-peer service Google search results opportunity 8
  • 9. POLL QUESTION 3 If a consumer/customer posts a negative comment on your company’s website or social networking page, such as “F Company X, you’re terrible,” what would you do? A) Not respond B) Delete the comment C) Engage with the consumer/customer Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9
  • 10. THE PUBLIC F*YOU PROBLEM Pfizer’s response to negative comments on a Chapstick ad sparked discussion… Then, the press caught on… Copyright ©2012 The Nielsen Company. Confidential and proprietary. 10
  • 11. ENGAGING WITH CONSUMERS ALLOWS YOU TO… Convert Build a Enhance Copyright ©2012 The Nielsen Company. Confidential and proprietary. disgruntled competitive marketing & consumers into differentiator branding advocates 11
  • 12. SOCIAL MEDIA EXPANDS THE TRADITIONAL BOUNDARIES OF CUSTOMER SERVICE ILLUSTRATIVE A D Traditional channels P2P (peer-to-peer) support site (e.g., call center, email, in-person) Directed to company B Who is customer asking Employees on: C E Company proactively monitors and Influencers/experts on non-owned responds to queries not directed at it sites Not directed Copyright ©2012 The Nielsen Company. Confidential and proprietary. to company Who’s responding Company Other consumers “Traditional” customer service Expansion of customer service through social media 12
  • 13. SOCIAL MEDIA: CHEAPER AND MORE SATISFYING ESTIMATE ONLY Estimated Average Cost By Channel 35% of companies $ per interaction experienced a 10% reduction in support costs from $6-$12 implementing Social Care2 $5 $2.5-$5 $1 <$1 <$1 Phone Live Chat Email Virtual Online Twitter/ Agent Forum Facebook Copyright ©2012 The Nielsen Company. Confidential and proprietary. Availability1 86% 25% 96% <10% 23-50% 16-37% Customer Satisfaction More satisfied 1% Online retailers currently offering customer service channel; 2MGI Web 2.0 Survey (2011) 13 SOURCE: Forrester Research; McKinsey Global Institute; Team Analysis
  • 14. CLOSE TO HALF OF ALL SOCIAL MEDIA USERS HAVE USED SOCIAL CARE Social Care Use by Age1 Usage also % of social media users remains consistently high across gender, income, and 59 educational segments 56 54 47 47% 36 30 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18-24 25-34 35-44 45-54 55-64 65+ Consumer Age Group 1% social media users that have ever used social media for customer service (i.e. to ask a question, voice a complaint, or raise an issue to a brand/company about a product or service) SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users) 14
  • 15. NEARLY 1 IN 3 SOCIAL CARE USERS USE SOCIAL MEDIA FOR CUSTOMER SERVICE ON A WEEKLY BASIS Social Care Frequency of Use % of social care users Monthly Weekly Daily 49 70 21 11 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 21 10 3 6 9 Multiple Once Multiple Once Multiple Once or Total less Frequency Times per day Times per week Times per month of Use SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users) 15
  • 16. 1 IN 3 SOCIAL MEDIA USERS PREFER USING SOCIAL CARE OVER PHONE CUSTOMER SERVICE Preference for Social Care vs. Phone Customer Service % of social media users 37 35 31 26 ~30% 24 17 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18- 25- 35- 45- 55- 65+ 24 34 44 54 Consumer Age Group 64 SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users) 16
  • 17. CONSUMERS EXPECT A RAPID SOCIAL CARE RESPONSE Expected Social Care Response Time % of Twitter or Facebook users Within 30 minutes 30 25 Within 2 hours 23 21 Same day 30 35 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Within 4 days 9 10 No response 8 10 expected SOURCE: Oracle Global Survey, Q4 2011, n=3111 17
  • 18. POSITIVE EXPERIENCE = USERS 3X MORE LIKELY TO RECOMMEND A BRAND Likelihood to Recommend to Others % likely to recommend company/brand based on social care experience 71 ~ 3X 33 19 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 17 Quick & Effective Quick & Slow & Effective No Company Response Ineffective Response Response Response SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users) 18
  • 19. PROACTIVE SOCIAL CARE = INCREASED PURCHASE INTENT Proactive Social Care Implications 59% of online customers would be more likely to ‘follow’ a business on Twitter if that business account answered one of their Twitter questions 80% of online customers who received an answer from a business via Twitter, trust these answers as much or more than answers they receive from non- Copyright ©2012 The Nielsen Company. Confidential and proprietary. businesses (including friends/family) 64% of online customers that received an answer from a business on Twitter would be more likely to make a purchase from that business Source: InboxQ, 2011 19
  • 20. HISPANIC CONSUMERS ARE MORE ACTIVE SOCIAL CARE USERS 19% of Hispanic social Social Care Use care users engage on a Social Care Recommendation % of social media users % of social care users likely to recommend daily basis brand/company post experience +21% +21% 57 47 39 47 General Population Hispanics General Population Hispanics Social Care Preference vs. Phone Social Care Platform Preference % of social care users % of social care users Copyright ©2012 The Nielsen Company. Confidential and proprietary. +25% 29 Facebook 35 28 35 13 Twitter 26 YouTube 12 General Population Hispanics 25 SOURCE: NM Incite Social Care Survey 2012 (panel & data provided by Nielsen, n=2000 US social media users) General Population Hispanics 20
  • 21. TAKEAWAYS 3 key points to remember: 1. Customers expect it now • Fast and effective • On any social media platform they choose • They reward brands that do it well and punish brands that do not meet expectations 2. There is an upside for companies that do it well • Operational efficiencies • Marketing/branding upside 3. Doing social care well is hard Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Dealing in public with highly emotional content • Knowing when to go private, and when to let go • Streamlining organization to react fast and consistently Coming Next: How do companies do it well? 21
  • 22. HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM Organizational Collaboration Playbook • Enable collaboration with existing/traditional contact centers (e.g. phone/email) • Create cross-functional collaboration between marketing, customer service and business units to help drive effective issue resolution Metrics Data-Driven Insights Copyright ©2012 The Nielsen Company. Confidential and proprietary. 22
  • 23. HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM Organizational Collaboration Playbook • Enable collaboration with • Create a detailed list of existing/traditional contact issues and sub-issues centers (e.g. phone/email) appearing most frequently • Create cross-functional on social channels collaboration between marketing, • Build response approaches customer service and business units to • Use script books from other contact centers help to inform the social care playbook drive effective issue resolution Metrics Data-Driven Insights Copyright ©2012 The Nielsen Company. Confidential and proprietary. 23
  • 24. HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM Organizational Collaboration Playbook • Enable collaboration with • Create a detailed list of existing/traditional contact issues and sub-issues centers (e.g. phone/email) appearing most frequently • Create cross-functional on social channels collaboration between marketing, • Build response approaches customer service and business units to • Use script books from other contact centers help to inform the social care playbook drive effective issue resolution Metrics Data-Driven Insights Copyright ©2012 The Nielsen Company. Confidential and proprietary. Ensure that the right set of metrics are in place to measure performance 24
  • 25. HOW TO BUILD A SUCCESSFUL SOCIAL CARE PROGRAM Organizational Collaboration Playbook • Enable collaboration with • Create a detailed list of existing/traditional contact issues and sub-issues centers (e.g. phone/email) appearing most frequently • Create cross-functional on social channels collaboration between marketing, • Build response approaches customer service and business units to • Use script books from other contact centers help to inform the social care playbook drive effective issue resolution Metrics Data-Driven Insights Copyright ©2012 The Nielsen Company. Confidential and proprietary. Ensure that the right set of • Initiate root-cause analysis metrics are in place to throughout the organization measure performance • As an outcome of the root- cause analysis, drive underlying issue resolution, and be able to reduce volumes against key topic areas for social care as well as other contact centers 25
  • 26. BRANDS MUST CONSIDER MULTIPLE FACTORS IN SOCIAL CARE PROGRAMS Partially Dedicated to social care Company Grade A B B B B C+ D Platforms Best practice Answer questions directly on platform Direct customers to online Copyright ©2012 The Nielsen Company. Confidential and proprietary. content Don’t redirect customers to traditional channels Answer questions through private message Sign responses with social care rep name 26
  • 27. BEST PRACTICE TACTICS OF SOCIAL CARE THROUGH TWITTER Best Buy trains and empowers interested employees to join their Twelpforce, and provides solutions directly through online channels whenever possible Copyright ©2012 The Nielsen Company. Confidential and proprietary. KLM provides social care through Twitter that is ‘always on:’ 24- hour global coverage in multiple languages, with an explicit warning for customers not to share personal details in public 27
  • 28. CITI BANK SETS A STANDARD OF EXCELLENCE BY EMPOWERING AGENTS… Citi provides detailed information through a private channel on a branch’s location and nearby landmarks Copyright ©2012 The Nielsen Company. Confidential and proprietary. 28
  • 29. …UNLIKE BANK OF AMERICA, WHOSE REPS REDIRECT CUSTOMERS TO OTHER SERVICE CHANNELS Despite providing an address, BofA fails to actually help the customer. Most likely the result of the representative sticking to a a script. Copyright ©2012 The Nielsen Company. Confidential and proprietary. BofA responds to a complaint on Facebook, about the wait for a new credit card, by directing the consumer to either Twitter or a 800 number 29
  • 30. WALMART GENERATES INCREMENTAL REVENUE WITH UNBRANDED SERVICE OPPORTUNITIES Walmart reps reach out to customers who don’t even They proactively respond to customer Tweets seeking mention the Walmart brand advice on where to buy products When potential customers experience an issue at a competing retailer, Walmart jumps in to notify them of the product availability at Walmart Copyright ©2012 The Nielsen Company. Confidential and proprietary. 30
  • 31. TAKEAWAYS Companies that excel at social care… • Have a thought-through, effective, detailed playbook in place • By issue and sub-issue • By social media platform • Lays out “triage” and full resolution • Balances public and private • Designed a cross-functional organization that applies the playbook consistently and at scale • Seize on new customer acquisition opportunities in accordance with company’s DNA Copyright ©2012 The Nielsen Company. Confidential and proprietary. Coming Next: How do companies measure social care performance? And how do you put it all in place? 31
  • 32. LEVERAGE SOCIAL DATA TO MEASURE CUSTOMER SERVICE SATISFACTION Social Media Customer Customer Service Discussion Drivers Service Sentiment (CSS) Unresponsive Service 10% Multiple Service Rep 10% Transfers Persisting Issues 8% 75% Negative Lack of Courtesy 4% Copyright ©2012 The Nielsen Company. Confidential and proprietary. Quick response times 22% Knowledgeable reps 18% 25% Positive Proactive help 16% Discussion sentiment 32
  • 33. THEN BENCHMARK CUSTOMER SERVICE PERCEPTION AGAINST THE COMPETITIVE SET SAMPLE ANALYSIS Customer Service Sentiment Scores1 Positive 97% 90% 89% 85% 67% 60% 59% 58% 56% 43% 25% 23% 8% Comments1 Negative 3% 10% 11% 15% 33% 40% 41% 42% 44% 57% 75% 77% 92% Comments1 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Key Insights • Zappos, REI, J. Crew and Nordstrom provide the best overall customer service as measured by customer Tweets • Several retailers significantly trail the competitive set, providing unsatisfactory customer service 1 Based on a sampling of Twitter posts mentioning a customer service experience from 8/1/2011 – 8/1/2012 33
  • 34. MEASURE THE SPEED AND QUALITY OF RESPONSES VS. COMPETITORS SAMPLE ANALYSIS Response Time in Minutes1 Quality of Response Assessment KeyBank 10 Medium Majority of responses are canned Provide quality information and offer Chase 10 High alternatives Responses are automated, and direct people Bank of America 10 Low from FB to Twitter Empowered representatives provide Citi 15 High “outside the box” answers Engage with the customer and provide link Capital One 20 Medium to online content Responses are automated, and direct people BBVA Compass 45 Medium from FB to Twitter Copyright ©2012 The Nielsen Company. Confidential and proprietary. Two responses to one question, and Twitter US Bank 60 Low account hacked Wells Fargo 90 Medium Provide helpful content in some cases Bank of the West 360 Low No true social care effort 0 100 200 300 400 Number of Minutes 1Response times and assessments determined by a company’s response to a standard set of questions asked by the NM Incite team, as 34 well as an evaluation of messages to the general consumer
  • 35. BALANCED SCORECARDS MEASURE THE PERFORMANCE OF A SOCIAL CARE PROGRAM ILLUSTRATIVE Customer satisfaction Efficiency Effectiveness LOW HIGH LOW HIGH LOW HIGH # of ppl 25 Hours 3 Net promoter score by issue Number of people required to Average time to issue resolution handle all “must answer” issues Copyright ©2012 The Nielsen Company. Confidential and proprietary. during peak times Root cause analysis By Sub-Issue Call Volume • Examine last six months of social care records • Group data by issue types and outcomes • Ask ‘why’ these issues are occurring multiple times until able to solve the underlying problem Time 35
  • 36. CASE STUDY: DEVELOPING A CONSUMER-CENTRIC MODEL Leading Global Financial Institution 1) Analyze 12 months of social media history Top 5 issues, % total messages Issue Summary Sample Verbatim Unspecified Customer angry or upset with bank “Bank X is really starting to piss me off!!” Dissatisfaction 19 “Bank X sucks” without providing reason “Dear Bank X, you're wasting $100 a year Unsolicited Contact 17 Repeated and unwanted mail or sending me junk mail. Stop wasting both of phone contact our time.” “On the phone w/ Bank X, he just said "you Poor CS Interaction 11 Unsatisfactory customer service know what? ...aw f*ck I'm sorry, have a good day" and hung up. WTF??” Copyright ©2012 The Nielsen Company. Confidential and proprietary. over phone or at branch Current customer about to switch “About to start banking with Bank Y! and drop Leaving Bank X 7 Bank X! Hard to say goodbye, but after banks multiple f*ck ups, it's time to go!” Credit Card Fraud / Theft 6 Victim or potential victim of credit “@BankX hey...I think my credit card was card fraud or theft stolen...a little help here.” 36
  • 37. CASE STUDY: DEVELOPING A CONSUMER-CENTRIC MODEL Leading Global Financial Institution 2) Make the business case 3) Pilot initial two issues Issue 1 Issue 2 4) Build social care organization 5) Root-cause analysis Copyright ©2012 The Nielsen Company. Confidential and proprietary. 37
  • 38. CONCLUSION Successful social care implementation projects have 3 attributes in common: • Data-driven • Solid business case based on past 12 month “organic volume” • Ongoing root-cause analysis and problem solving • Monitors, through social media, how customers view their overall service experience with company • Balanced metrics • Customer-centric – social net promoter score (NPS) • Efficiency metric – productivity at all levels • Effectiveness metric – all organizational units affected Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Pilot, refine, roll out 38
  • 39. Q&A Thank you for attending our webinar! Follow us on Twitter! @NMIncite @NielsenWire #SocialCare Please contact us if you have any questions or comments: contact@nmincite.com 855.888.6904 www.nmincite.com