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Social Customer Care, CX & Competitive Differentiation
The document outlines a webinar by Brandwatch focused on social customer care, emphasizing its importance in enhancing customer service strategies. Key topics include defining good customer service, strategies for effective social engagement, and metrics for measuring success. It also highlights the need for proactive governance and an integrated approach to managing customer interactions across multiple channels.
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Social Customer Care, CX & Competitive Differentiation
- 1. 1 #brandwatchtips © 2015 Brandwatch.com Webinar/ SocialCustomer Care, CX & Competitive Differentiation VP of Agency Development jim@brandwatch.com | @brandwatch Jim Reynolds Social Engagement Manager iCrossing | Megan Toth
- 2. 2 #brandwatchtips © 2015 Brandwatch.com2 Don’tbe shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion @brandwatch #brandwatchtips A download and recording of the webinar will be made available after the event
- 3. 3 #brandwatchtips © 2015 Brandwatch.com ComingUp • Brandwatch overview • What is social customer care? • iCrossing & their implementation of social customer care • How to improve customer service strategy with social
- 4. 4 #brandwatchtips © 2015 Brandwatch.com 1000+Clients in 22 Markets | Supporting Clients in 44 Languages Rapidly Growing Client Base | Over 30% of Fortune 100 300+ Employees | Twitter Official Partner International Presence: New York, San Francisco, Brighton, Berlin, Stuttgart, Singapore 98% Customer Satisfaction Brandwatch Overview
- 5. 5 #brandwatchtips © 2015 Brandwatch.com©2015 Brandwatch.com Social Customer Care
- 6. 6 #brandwatchtips © 2015 Brandwatch.com Whatis social customer care? “Customers never wanted social service, they wanted to be treated right the first time” - @FrankEliason
- 7. 7 #brandwatchtips © 2015 Brandwatch.com Companiesdoing customer service right
- 8. 8 #brandwatchtips © 2015 Brandwatch.com Goodcustomer service makes good business sense
- 9. 9 #brandwatchtips © 2015 Brandwatch.com Omni-channelcustomer support is increasingly important
- 10. 10 #brandwatchtips © 2015 Brandwatch.com©2015 Brandwatch.com Social Customer Care in Practice
- 11. 11 #brandwatchtips © 2015 Brandwatch.com Stateof Social Care With the rise of social networking and smartphone ownership, consumers today have never been more connected.
- 12. 12 #brandwatchtips © 2015 Brandwatch.com WhatMakes Customer Service “Good”? Customer Service Agent Empathetic Goal- oriented Knowledgeable Time Management Skills Timeliness Communication Skills
- 13. 13 #brandwatchtips © 2015 Brandwatch.com Governance Whatto define: – Brand voice – What to respond to – How to respond
- 14. 14 #brandwatchtips © 2015 Brandwatch.com Typesof Mentions – Customer Service Issue • Broken product • Warranty issue • Set-up questions • Pre-sale questions – Praise – Share personal experiences with a company – Users ask their audience about a company
- 15. 15 #brandwatchtips © 2015 Brandwatch.com Strategiesand Tips – Empathize – Be Human – Respond Consistently – Respond in a timely manner – Focus on resolution – Set clear goals
- 16. 16 #brandwatchtips © 2015 Brandwatch.com MeasuringSuccess – Sentiment – # of Tickets Opened & Closed – # of Tickets Handled – # of High Priority Tickets Opened & Closed
- 17. 17 #brandwatchtips © 2015 Brandwatch.com TicketsOpened – 77 tickets opened every day – 2,310 tickets opened each month – 27K mentions opened every year Mentions Handled – 2,166 mentions handled every day – 65K mentions handled each month – 780K mentions opened every year
- 18. 18 #brandwatchtips © 2015 Brandwatch.com TriageSystem Watchtower opens ticket within Brandwatch, assigning mention to appropriate team: • Customer Service • Brand Ambassador (pre-sale, post-sale, comparison among competitors) • Community Manager (brand love) Response team opens ticket, responds and closes ticket. • If response team feels they have wrongly been assigned the mention or is unable to respond, ticket is rerouted to Watchtower with note.
- 19. 19 #brandwatchtips © 2015 Brandwatch.com©2015 Brandwatch.com Social Customer Care Strategy
- 20. 20 #brandwatchtips © 2015 Brandwatch.com Planand define resources Outsource d Marketing or Comm. lead Customer service led Integrated Team
- 21. 21 #brandwatchtips © 2015 Brandwatch.com Testand train Create Processes • Identification • Evaluation • Escalation • Response Rehearse Scenarios • Simulation exercises in non-public environments • Help test tone, messaging, technology, and how teams work together Train Staff • Formally train/mentor front-line staff • Share relevant hashtags and links to content
- 22. 22 #brandwatchtips © 2015 Brandwatch.com Measure,evaluate, report Common objectives and KPIs: • Compare % change in sentiment of people using social channels vs. traditional channels • Respond to X% of mentions within X/hours • Complete % of enquiries on social channels within a certain time period
- 23. 23 #brandwatchtips © 2015 Brandwatch.com Scalewhen value is proven
- 24. 24 #brandwatchtips © 2015 Brandwatch.com©2015 Brandwatch.com Q & A
- 25. 25 #brandwatchtips © 2015 Brandwatch.com Findour content here: brandwatch.com/customer-service-guide/ contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1
Editor's Notes
- #12 communicate with brands on social with the expectation that the brand will respond It’s not enough to respond, a brand must respond in a timely manner Instead of using a call center or online chat, it’s much more convenient for customers to tweet a brand or private message their concerns The stakes are raised because everyone can see the experience – screenshots