The way customers engage with companies is shifting from telephones and email to social and mobile applications. A social media strategy has now become a survival tool for almost all corporates to understand consumer preferences and perceptions towards their products, services and care Social Media has changed the way we all serve and support our customers

1. WHY SOCIAL MEDIA
FOR CUSTOMER CARE
Enamul Haque
Senior Process Manager
IT Service Management tools and Processes

2. New lucrative income stream
• The way customers
engage with companies is
shifting from telephones
and email to social and
mobile applications.
• A social media strategy
has now become a
survival tool for almost all
corporates to understand
consumer preferences
and perceptions towards
their products, services
and care.
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• Social Media has changed
the way we all serve and
support our customers

3. Social Media a survival tool
• Companies have realised they need a social media strategy to
survive and they know that contact centres are their main
touchpoints with customers & hence the pressure is on contact
centres to adopt it to support this endurance.
• Gartner has predicted that by 2015, more than half of contact
centres will have social media as a mainstream channel of
communication with customers.
• Multi-channel communication - where companies can monitor
social media sites and generate sales leads and combat product
criticism - is becoming increasingly important.
• Customer Care has it’s impact on sales revenue as “words” travel
fast in social media ..
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4. Change in customer approach
• Business process outsourcing firms are finding a new profitable
opportunity in managing social media for corporations whose
customers are taking to the online medium to share feedback.
• From just being an add-on differentiator, contact centres are
looking at social media to redefine how customer support is
provided. Cisco, which is a large provider of contact centre
solutions, sees the space as 'hot.'
• "Everything is becoming more proactive. Companies can't dictate
the way they talk to customers. They have to adapt to the way the
customer wants to be served and contact centres are now
reflecting that," said Daisy Chittilapilly, a vice-president at Cisco
India.
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5. A creative CARE (cCARE)
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Its not only customer
CARE, its reputation
management
A social media Care to
tacklenegative
customer feedback
Move up in the value
chain
Become creative in
our customer care
offering
Become excellence in
reaching the client,
clients are on
Facebook 24/7
Sales cycleand
adoption time is
shortened (compare
to voice only contact
centres)
Use social media as a
door to for new
clients
Engage customers to
build a
knowledgebasefrom
experience

6. Why Social Media Makes Customer Service Better
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80% of companies use
social media for customer
service.
62% of customers have
already used social media
for customer service
issues
Gartner predicted one
billion users will be on
social networks by the
end of 2012
Your ability to serve your
customers, in the
channels they wish to be
served in, is critical to
your business success.
It affects current and
potential customers
The post-sales
experience brings both
acquisition and retention
power
It is critical to keep
current customers happy
and show potential
customers how well we
do business
Social media gives
business a channel to
achieve more than just
CARE

7. Social CARE strategy
• Any strategy for the implementation and integration of social
media customer service must be future-proof, responsive
and enhance the business as a whole.
• The social customer service model needs to be as organic and
flexible as the medium that created it, while simultaneously
delivering tangible results for the business through a
stronger brand identity, better customer service and a long-
term strategic plan.
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8. Customer service strategy
• A study by A.T. Kearney found that:
• of the top 50 brands, 56% did not respond to a single customer
comment on their Facebook Page.
• Brands ignored 71% of customer’s complaints on Twitter.
• And, 55% of consumers expect a response the same day to an
online complaint, while only 29% receive one.
• Your customer service strategy must include social media and
be part of its long-term business plan to maintain
competitive advantage.
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9. Social customer service delivery
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• Integrate social media into your existing customer service function. Gone are the
days when social media sat on their own at the table, you now have allow social to
influence all business functions to become a more responsive customer-centric
business.
• Create humanized response models to engender loyalty and build relationships.
Many companies are guilty of creating robust and well-planned strategy for social
customer service delivery -– but fall at the final and most important hurdle —
creating a voice your audience can relate to.
• Monitor social interaction to spot issues and solve problems before they become
crises. Social customer service delivery involves dealing with criticism and
complaints in public, often in front of an audience of millions. If you’re going to
prevent a small problem growing into something worse, you need to have a
detailed understanding of what you need to respond to, a path to response, and
escalation policies for resolution.

10. The role social media can play in customer service
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Reduce the volume of
contact centre calls
(effective self-service on
the web)
Increase first contact
resolution (user based
answers proven to be
working)
Increase agents
productivity(better
answers, so agents can
answer more questions in
an hour)
Reduce email as an
interaction channel (real
time knowledgeretention
on the web)
Improve product ideation
(customer insight used
product improvements)
Increase customer
lifetime value (more loyal
customers that spread
“positive-word-of-mouth”

11. Summary
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• Social media is not just an excellent tool to grow the brand identity
and connect with customers, it is also one of the best tools for
customer service.
• Followers of brands on social media expect a two-way and more
from companies than ever before.
• Followers are not only looking for the newest coupon or
information on the “Spring Line,” they want to be heard!
• When they are upset and shout it out to the social media world,
they are also putting their relationship with the company on the
line…”respond and respond well, or we are never ever getting
back together.”

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• The infographic explains how
social media has changed how
companies measure the success
of their social media strategy
• By 2020, it is predicted that 90%
enterprise level companies will be
using social media for customer
inquiries.
• A surprisingfact that may help
you jump on the social media
customer service train, is that e-
service support requests (web,
chat, social) from customers is
expected to grow 53% in the
next year!
• Customer service is no longer
about responding to complaints
that you receive, it is about
actively listening, monitoring,
and engaged with brand
mentions online.