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Debunking the Myths of Social Customer Care
Executive Breakfast Session23rd August 2016
Speakers
Tom BlackmanDirector of Sales
Zendesk Asia@tomblackman_
Roger GrahamDirector of Growth & Marketing
Hootsuite APAC@TheRogerGraham
Debunking the Myths of Social Customer Care
What we’ll cover
Setting the Digital Scene
Social customer service myths
Myth #1: Social CRM is only about customer service
Myth #2: Social customer service reduces negative sentiment
Myth #3: Social CRM is a cost centre
Myth #4: Social customer service is a reactive role
Myth #5: It’s only about Facebook and Twitter
Insights and Questions
Setting the Digital Scene
We’re in an era of
unimagined disruption
Source: ‘Digital Transformation’ Report, Altimeter
Social
Collaborative Economy
Mobile
2016
2005
This represents not just a shift in technology
but also a fundamental
cultural shift
Baby boomers
Millennials
2011 workforce tipping
point
2026born in an
era of social
Driven by digital natives
4.3B
email accounts5.4B social media accounts
Massive scale
60%of people who complain
on Twitter expect a response
within an hour
Source: Twitter
The social customer journeyThe alignment of business to customers at every
touchpoint in their digital journey.
The social customer journey
EngagementAwareness AcquisitionEvaluation Advocacy
What does this digital transformation mean for customer support?
Social customer care is the new reality
67% of customers turn to social media to get support - to complain, question and praise.
Customer experience is going to be the
biggest competitive differentiator by 2020.
50% of customers quit doing business with a
company from bad customer experience.
Myth #1Social customer service is only about complaints
Truth: it involves many types of customer interactionsThese can include:
● Product feedback● Queries● Sales outreach● HR● Complaints
Social CRM is about complete customer engagement and to fully offer good support your teams need to be able to address them.
Domino’s recently launched “pizzaturnaround” campaign to change their ingredients.
They’re using the hashtag #newpizza as a way to gather realtime feedback from customers and incorporate that into development of their new pizza.
Results: 14% rise in sales, 50% jump in stock price
Wrong: #yourtaxi
Who’s doing it right: Domino’s
Myth #2Social customer service reduces negative comments
Truth: negative comments will still happen, but it’s not necessarily a bad thing
Customer feedback is always beneficial, and offers you an opportunity to improve● Your product● Your service
Make sure you show appreciation for any feedback and demonstrate how you are taking it on board to improve. You will win back customers that waye.g. Hasbro updating their easy-bake oven to be gender neutral
It is far worse for brands not to respond - people will still give their negative feedback regardless, but your brand won’t have an opportunity to improve the situation
Toymaker Hasbro made a significant change to its Easy-Bake oven, thanks to customer feedback on social media.
After a young customer gained major support on YouTube and Change.org requesting that Hasbro throw out its “girls-only” branding, Hasbro released a gender neutral version of the toy.
Who’s doing it right: Hasbro
Myth #3 Social CRM is a cost centre
Truth: Customer service contributes to revenue: relationships are at the heart of every sale
Social media has radically changed the buyer-seller relationship. Customers expect engagement within hours of asking a question about your product or service.
Great customer service on social is your sales department’s best ally. Without it, you lose your competitive edge.
Over 50% of customers are likely to abandon their online purchase if they don’t find or receive a
prompt answer to their question.
Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016
After having a bad experience with one of Zappos’ Facebook ads, social media influencer Ted Rubin complained about it on his blog.
Without tagging or calling attention to them in the article, Zappos picked up on it and offered him a free pair of shoes.
The shoes arrived only a few days after the discussion.
Rubin quickly posted another blog extolling the virtues of Zappos to his followers
Who’s doing it right: Zappos
Myth #4Social customer service is a reactive role
Truth: Customer service should be proactive
Proactively identify issues and opportunitiesUnlike voice support and email, social media is a public, two-way channel. You don’t have to wait for a complaint before engaging with customers.
Be more efficient and keep more customersResearch by Enkata found that proactive service on social can reduce call volumes by as much as 30 percent, while increasing customer retention rates by 3 to 5 percent.
89% of customers are frustrated by having to repeat themselves to multiple representatives.
Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016
Myth #5It’s only about Facebook and Twitter
Truth: You need to engage where your customers are
Twitter and Facebook are both relevant as a social customer service platform. However, the truth is that social service has gone beyond them.
Brands need to find out which one is relevant to them as a social customer service channel.
1. Proactively identify issues and opportunities.2. Be efficient and keep more customers.3. Respond to customers in real time.4. Improve social customer service with data.5. Manage multi-channel support with CRMs
Top tips to have a winning Social CS program
Q & A
Want to know more?Read our ebook
How Being Customer-Obsessed on Social Media Will Grow Your Brand
Available here: http://ow.ly/ElS1303sks3
Thank you