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Who should lead the social customer interaction? Some say PR and Marketing. My vote is for Customer Service. Why? Customer service is where the brand is interacting with the brand. It's where customers are giving feedback to the company about its products and services... That information is gold to a company if they know how to use it.
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Your Place in History: Social Media &
Customer ServiceYour Role In The
Transformation of Business As We Know ItBy
Dr. Natalie L. Petouhoffwww.drnatalienews.com
@drnatalie
Customer Service has been taking care of consumers for decades…
• Monitoring• Responding• Reacting • Solving• Resolving and• Using customer
feedback.
Listening to Customer conversations:
Now take customer service and add social media...
What’s really new?
What’s the Opportunity
for YOU?
History give us perspective to see future opportunities…
Source: http://www.buzzmachine.com/archives/cat_dell.html
Dell Hell… started with a post and…
“DELL SUCKS. DELL LIES. PUT that in Your Google and smoke it…”
And gained momentum…
And it grew… Dwight Silverman, reporter from Houston Chronicle, Calls Dell :
“Dell monitors forums, but its policy is not to respond. Contact us directly.”
Jeff says: I did. There’s a loop-hole repair/return policy that leaves customers unsatisfied
2005
Dell Lies To Customers
And led to dedicated haters…
Source: http://www.buzzmachine.com/archives/cat_dell.html
What was social media?
Go back in time…People were predicting this…
There would beA place in time
Where the customer would in charge of the message …
And there would be an enabling technology
We are here now…
This is your opportunity…
Go back further…Many scholars advocated: listen to customers, employees, partners…
Dell’s recovery: Phase 1A Blog•One-way communication push
•Moderated Postings and comments
Dell Ideastorm.com today…
Their employees some of them had suggested this
As an engineer at GM… I thought…
Dell’s CAP Mtgs
Bringing Lovers and
Haters of the brand together
to learn:“What would be better if…”
Customer Advisory Panel
Dell’s Social Media
CommandListening and responding to
the social networks…
22,000 daily Topics, posts…
Not including twitter…
They look for sentiment, share of voice, geography, and trends.
Dell’s Social Media ROI$6.5 million in sales via links from one of its Twitter
WHY SHOULDYOU CARE?
What’s the business case for social media customer service?
Social Media is
Exploding
Source: www.flickr.com/photos/grundlepuck/182445397/
4 out 5 Americans Use Social Media
•Blogs•Twitter•Consumer reviews
• amazon.com. yelp, citysearch
•Social networking sites• myspace, facebook, LinkedIn
•Photo sharing sites• flickr
•Video sharing sites• you tube, hulu
•Online forums and communitiesMashable.com
Of Bloggers post opinions about products & brands
37%Mashable.com
of those users blog or tweet daily
54%Mashalbe.com
of consumers trust peer recommendationsMashable.com
78%
What’s new? NOT customer upset.The customer now influences one to many… The impact? Companies must listen…
Source: FastCompany.com and BusinessWeek.com
Does word of mouth Matter? Ask Tony and Alfred…
What’s given fuel to the fire?The press has taken up the cause…
Source: FastCompany.com and BusinessWeek.com
Customer uses social media to vent their frustration…
Ands the story ends up on CNN… Wolfe Blitzer’s…The Situation Room…
Source: Youtube.com and CNN.com
It‘s very public…It demands:•Authenticity•Genuine•Direct Communications
We have a perfect storm that is super charging change…
Customers with higher expectations
The attention of mass media
Customers with new tools to complain
No way to control the conversation…
What is social media?
Where to begin?
How can we think of social media in the context of business?
Can social mediai.e., feedback become a business asset?
An example… ROI of social media
Customer Service began listening….•Heard what her customers were saying
•It was not always positive – and was stopping sales! •Gathered screenshots
•Put them in a powerpoint
•Gave them to her CEO
Customer Service took charge of the social customer interactions...
The CEO appointed her the lead on social
customer interactions…
…the results were a complete business transformation…Absent of:
Politics and resistance “Not invented here” or “not
my problem”
Social media lead to transformation of:Engineering, Product
Development, QAFulfillment, Order
Management,Marketing, Sales and
Advertising
Chalk it up to the “Witness” factor
ROI? Reduction in call volume
Superusers answer customer questions
Increase positive sentimentIncrease in positive word of mouthCustomers become marketersIncrease in sales
New product linesSpecific products based on customer’s wants
Customer Service
Service / Support
Sales
R&DPR/
Marketing
Note to self: All social conversations have value
Dr. Natalie’s ROI Methodology
Benefitsto
business
Coststo
implement
Ability to
execute
ROI
ROI = Gains – Costs x 100 Costs
BenefitsDecrease Support Costs
Increase effectiveness of Self-Service Increase effectiveness of Agent Assisted Service
Increase Product Ideation Reduces “Broken/Doesn’t Work” call volume
Improve natural SEO of website Reduction in paid search
Increase in revenue Higher customer satisfaction/loyalty = higher
customer lifetime value Buy more; don’t disconnect the service; go
elsewhere
What is the opportunity
for you?
Rodney Dangerfield Affect
Step Up to The Plate…Take Charge of the Social Customer Interactions
1. Learn about social media and enterprise 2.02. Listen to your customers3. Capture what they are saying4. Present the information to executives5. Be ready with an executable strategy and
plan
THANK YOUDr. Natalie L. Petouhoff
Take Your Place
In History
!!!www.drnatnews.comtwitter.com/drnatalie
@drnataliewww.drnatalienews.com310-910-1542
Link to the Social Media ROI videos:http://www.drnatalienews.com/blog/did-u-see-the-videos-on-the-roi-of-social-media
Curious about The ROI of
Social Media?
*Artwork by Joe Bertelli
Link to white papers on the ROI of Social Media:http://www.drnatalienews.com/blog/roi-of-social-media-white-papers-by-dr-natalie-petouhoff
DR. NATALIE L. PETOUHOFF
#SMB_LA #SMWLA @DrNatalie
LIKEMY
STUFFHow to Get 750 Million Members
TO BUY YOUR STUFF ON FACEBOOK
By Dr. Natalie L. Petouhoff
About the AuthorDr. Natalie, a USC Adjunct professor and President of Social Media Club Los Angeles, former Forrester Analyst, an Agency executive, and management consultant, is an accomplished keynote speaker, quoted expert and featured guest expert on TV and radio..
Dr. Natalie helps companies understand how social media affects the bottom-line and to create strategies that provide real business value. She does this by benchmarking your "As Is" and compares it to your "Could Be" via best practices. With this insight, you can create a world-class social media and digital presence.
You’ll be well-armed to devise a social media strategy and tactical roadmap, track your progress, gather the right metrics to transform into a social media ROI analysis, articulate the business case, and justify the plan to upper management.
Reach out to her: @drnatalie www.drnatalienews.com
To get a free chapter of Dr. Natalie’s newest book scan this QR code:
How to build a Facebook Store
