The Customer Service Customers WantDelfin Vassallo - @DJVassallo

Social Media

Something to think about2012

Consumer demand for smartphones

grew globally by 56 %

2013Smartphone growth driven by availability of affordable models

<€200

It is expected this growth will continue at double-digit rate,

particularly in China and emerging markets

More consumers use Smart Devices >> More consumers will use Self Support channels to engage

We need to be where our consumers are

Source: Coleman Parkes, IBM on Social Business

Social Media - FactsBy 2013 Social Media has become a major trend worldwide:

Social Media adoption reaches 75% of European population, 92% in LTA countries

and 95% of Chinese living in cities of +2.5 million.

Forums are one of the most popular places for consumers to get product advice.

Community usage for customer service increased 25% in the past three years

500+ million tweets are posted everyday. Youngsters are ditching emails & SMS in favour of Twitter.

World’s largest social platform: +1 billion users, spending an average of 30 mins every day

The second most used search engine after Google.

Source: Incite – Nielsen: State of the Social Media 2013, Forrester: Top 15 Trends For Customer Service In 2013

Consumers with positive customer service experiences are more likely to re-purchase and to recommend

your product.

4Source: Dimensional Research, Zendesk.com

What our customers say?

Social Customer ServiceThe Next Step in Customer Care

• The way customers engage with companies is shifting from telephones and email to social and mobile applications.

• Social Media has changed the way we all serve and support our customers

Social Customer ServiceAnswer customer’s support questions on social platforms

By 2020 – 90% customer care will be on social media.

Gartner

Social Customer Service Evolution2012

Nokia Support Discussions

Languages Supported: 1Avg. Monthly Visitors: 900,000

Avg. Monthly New Threads: 2,800

TwitterAvg. Monthly Cases Handled:

600

2013Nokia Support

DiscussionsLanguages Supported: 10

Avg. Monthly Visitors: 1,560,000

Avg. Monthly New Threads: 5,300

TwitterAvg. Monthly Cases Handled:

4,200

FacebookAvg. Monthly Cases Handled: 0

FacebookAvg. Monthly Cases Handled:

6,700

Cross-functional

collaboration

Nokia Social Customer Service

Active Monitoring

+Responding

Care Social Media

Best Practices

When solving issues Care generates value by driving engagement and loyalty

Bespoke approach on Social PresencesNokia Support Discussions

Making it happen

Implementation

People Processes Tools

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Num Visitors

Page Views

Visit

s

Tracking ForodeAyuda.Nokia.com

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1,000

1,200

0.0%

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4.0%

6.0%

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12.0%

7.7%

10.4%9.9%9.6%

7.9%6.6%6.2%

5.4%4.6%

3.7%4.4%

3.7%3.4%3.4%2.9%2.9%2.7%2.2%2.0%2.4%2.3%2.0%2.2%2.1%2.3%2.1%1.8%2.4%2.5%2.5%2.5%2.5%2.2%2.2%2.3%2.3%

6%7% 7% 7% 7% 7% 7%

8% 8% 8% 8% 8% 8% 8% 8% 8% 8%9%

8%9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%

New ThreadsNew PostsComm VibrancySolved Threads

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64 225 248 436 444 124 210 305 314 489 233 422 195 326 238 458 325 276 305 337 292 313 278 410 250 286 354 578 478 526 520 11

91 56

105 100

13 28

33 2

20

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43

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Cases EscalatedCases Solved FCRResponse Time

Case

Vol

ume

Hour

s

Tracking

W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W360

100200300400500600700800

195 190 206 338 370 330 372 240 324 257 461 471 320 417 389 541 501 666 556

3 2 7

28 26 1724

143

16

15 32

2912 4

67 60

41

40

Cases Escalated

Cases Solved FCR

Reporting results

• Traditional channels volume vs social media volume.

• Every case solved on social media is one call less to the contact centre.

• Cost per call vs Cost per tweet.

Nokia Social Customer Service Success

15

@NokiaHelpsInterbrand’s Top 100 Brands:

•6th place by engagement (10.6k mentions)

•5th fastest to respond to customers (3.7hrs)

•3rd place for Response Rate (72%) - just behind Ford and NikeSource: Simply Measured, March 2013. Analysing Interbrand’s Top 100 Brands and showing how companies with dedicated customer service Twitter accounts are getting the best results when engaging and solving customers queries.

@NokiaCareFR

French Magazine 01Net, Sept services après-vente Twitter au banc d’essai:

•Only Twitter Customer Service with Five Stars

•“Impeccable service from every angle. A model of speed and efficiency”

Source: 01Net Magazine with data from Bearing Point, April 2013

The most important success metric:What our customers like and want

I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great!

Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions!

Nokia launched support via Twitter? Interesting, congrats for the initiative!

Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much!

Now I’m happy Thanks and I’ve to say: Lumia 920 is a great work tool. Android get ready to (finally) lose a big market slice!!

Yes, super, thank you very very much for the fast reply. Best support for emergency cases :) !

Thanks!Delfin Vassallo

@DJVassallolinkedin.com/in/delfinvassallo