Unlocking the Digital Power of Social Customer Service

Charlotte DaviesConsumer Communication ManagerCoca-Cola Great Britain

5 ways To Unlock the Digital Power of Social Customer Service

Every conversation has the potential to impact engagement, loyalty, brand & corporate love & trust

Consumer Interaction Centre evolution: before

Disparate approach spread across too many agencies challenge to provide consistently great customer service

Consumer Interaction Centre evolution: afterSocial Listening

Traditional

Community management Influencer Identification & Management

One Team

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Social listening across key areas

Reputational topics

Corporate topics

Product launches

Sponsorships

Campaigns

One Team

Knowledge sharing and crisis management consistent across traditional and digital

channels to address consumer questions

Monitoring and reporting under the same umbrella – one status update to reach all stakeholders

5 ways - 5 steps

Coca-Cola Journey

• Launched globally in 2012

• Launched in GB in 2015

• Not a corporate website

• Features original and curated content

coca-colaanswers.co.uk

Social Conversations

Daily News Room

What?The digital team discusses most relevant topics of the day - trending topics & popular Coca-Cola content

When? 15 min meeting every AM + ad hoc

BenefitsEnable Coca-Cola to be involved in relevant conversations in a timely manner 682 RT’s, 400 Favourites

1.3 Million Impressions All time highest performing @CocaCola_GB Tweet

@Coca-Cola_GB – Content Examples

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Meeting Social Media Customer Service Demands Demand

Only 22-30% questions or complaints get answered by brands on Twitter

83% of complainants that received a reply liked or loved the fact that the company responded

Social Listening & Engagement Consumer Social team answers the questions

of and proactively engages with an average* of 50 individuals on Twitter and Facebook on a

daily basis. From original tweet to a reply, including internal approval processes, takes no

longer than two hours.

*With higher engagement during campaigns such as Christmas and events such as Rugby World Cup (expected for 2015).

Traditional Customer Care Channels

SLA Performance (All 5 Hit)

Target (Sec)

Actual (sec)

Target (%)

Actual (%)

Target (%)

Actual (%)

30.00 7.51

90.00 94.70

5.00 0.30

We engage with our consumers through

phone conversations, e-mails & letters with an aim to respond within

24 hours. Over the past year we have had over 23,000 enquires with

an average of 95 contacts a day.

One Team

Consumer conversations captured across digital and traditional channels

Approved messaging and content for use across all channels

Efficient & personalised response process

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Reactive• Answering consumer

questions via our social channels

Proactive• Amplifying our content

through multiple channels

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Content distribution

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Reporting

• Digital snapshot gives overview of total company mentions and sentiment

• Maintains focus on key reputational topics while broadening scope to include wider online conversation

• Comprehensive tracking of select campaigns & activations, product launches & sponsorships

Questions?