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Social Customer Service and Experience: A Case Study

Index

1. INTRODUCTION

2. GLOBAL DIGITAL STATISTICS

3. EVOLUTION OF THE CSS / CONTACT CENTER

4. ICON / EXAMPLE OF LOCAL MANAGEMENT SOCIAL EXPERIENCE

5. THREEFOLD SUCCESS OF IBERIA’S CSCX

6. THE 9 KEY ELEMENTS OF LOCAL CSCX MANAGEMENT

7. UNIQUE EXPERIENCE IN OUR COUNTRY

… user demand for digital and social interaction and relationships.

… to Customer Support Services, Contact Centres and Customer Experience.

Introduction

Emergence of Social Networks

has broughtabout…

Theserelationships

must beadapted…

Global Statistics

SOUTH AMERICAAMERICA

408,157,815TOTAL POPULATION

193,655,950INTERNET USERS

179,145,980ACTIVE SOCIAL NETWORK USERS

508,079,743ACTIVE MOBILE SUBSCRIPTIONS

83% 17%

47%

44%

124%

Urban

Internet penetration

Social network penetration

Mobile subscription penetration

Rural

Global Statistics

CENTRAL AMERICAAMERICA



66,951,880ACTIVE SOCIAL NETWORK USERS


71% 29%

34%

34%

89%

Urban


Social network penetration

Mobile subscription penetration

Global Statistics

MOBILE INDICATORS

AMERICA

60.51M

ACTIVE MOBILE

INTERNET BROADBAND

USAGE

50%

MOBILE INTERNET

BROADBAND USAGE VS

TOTAL POPULATION

38.61M

ACTIVE MOBILE SOCIAL MEDIA

USERS

32%

ACTIVE MOBILE SOCIAL MEDIA

USERS VS TOTAL

POPULATION

#

#

Global Statistics

DATA SUMMARYSPAIN



19,600,000ACTIVE FACEBOOK USERS


23%

72%

41%

119%

Urban


Facebook penetration

Mobile penetration

77%

Rural

Global Statistics

INTERNET INDICATORS

SPAIN

3H 59M

AVERAGE TIME THAT INTERNET USERS SPEND

ON THE INTERNET EACH DAY THROUGH A

DESKTOP OR LAPTOP

61%

MOBILE INTERNET

PENETRATION VS TOTAL

POPULATION

1H 45M

AVERAGE TIME THAT MOBILE

INTERNET USERS SPEND

ON MOBILE INTERNET EACH DAY

Global Statistics

HIGHLIGHTSSPAIN

Spain: 5th country in the

world for social network use

(50% of the total

population)

18 million on Facebook(12 active on a daily basis), 17 on Tuenti, 5 on Twitter, 5 on Linkedin… 20 on WhatsApp… and Instagram and Pinterest are blowing up…

AN UNPRECEDENTED EVOLUTIONCustomer/Consumer Service, Contact Centre and Customer Experience

Evolution of the Contact Centre

We live for instant messaging. Talking

on the phone is boring!

I got a new phone. 12 Million

People on Facebook every

day.

Establish preferences

Clients demand and require real

time

Peers can answer for you/amplify

It’s best to adapt to the new way of life

Evolution of the Contact Centre

Give the customer attention and engagement (customer intimacy),pass through reputation and arrive at recommendation.

COMPARE BUY EXPERIENCESEARCH RECOMMEND

Right now, customer service is a key touchpoint in the journey/experience,

including the decision process itself(active with direct contact and/or passive with regular searches)

FROM THE DIGITAL EXPERIENCE >>> TO THE SOCIALIZATION OF THE DIGITAL EXPERIENCE

Example of local management social experience

Web Flight

Check in online: passbook#IberiaFlightStatusSocial Seating

iPads TCPreal world vs online

Wifi On AirOn board entertainment

Social Contact Centre: H2H (human2human)

Fly & Friends

Social Media


INSPIRATION

PLANNING

BOOKING

FLIGHT

IberiaSocial Flight


Our boarding process started with

the Icelandic volcano and our

maturity came with the closing of

Spain’s air space: public social service

Prize-winning strategies and tactics

on social media through media and

social media organisations.

Muestras

We update 20+ social channels on

11 different networks every

day. 1.7 million+ multilingual

followers. We attend to 1.000 enquiries/day

We aspire to become leaders for local management of customer

service and social experience in the airline industry.

Threefold success for Iberia’s CSCX

1st Key

“Human2Human”methodology (H2H)

2nd Key

Real time and 24/7 Social Central Command

3rd Key

High interaction communities >> User generated content

4th Key

Native multilingual and multicultural digital teams >> social experts

5th Key

Social influencers active relationships

6th Key

Social commerce

7th Key

Satisfied customers

8th Key

Reputation protection

9th Key

Measurement of results

SocialCustomerService &

Experience(SCSX)

Qualitative developmen

t

Strategic focus

Operating base

The 9 key elements of local CSCX management

Through social networks, we provide a soul and a

humanised service/product

We teach our clients about our service and the use of social

networks as a direct gateway to online self-management

HUMAN2HUMAN1st KEY

We apply our own personalisation methodology, based on “Human2Human” (H2H)


Back office: use of today’s most sophisticated tool for monitoring, managing and analysis/reportingFront office: multi-screen pull of

streaming attractions of our owned media and the general social ecosystem.

Non-stop action-reaction, 24/7, 365 days a year, with trained teams

using the same philosophy/management strategies.

24/7 SOCIAL CENTER COMMAND2nd KEY

We manage in real time and 24/7 from our country’s first “social central command”


Presence and participation of evangelists on our networks

(in&out of Iberia) who help us explain, stay down to earth and

make the dynamics of our business and product

understood.

We sustain high-interaction communities with the “Peer2Peer” (P2P) participatory spirit

INTERACTION AND USER GENERATED CONTENT 3rd KEY

We sustain high-interaction communities with the “Peer2Peer” (P2P) / User generated content/

participatory spirit


Our operation is multilingual, multi-market and multicultural

A mixed multidisciplinary team (internal and external), multilingual and specialising in various areas of social media that form a large HUB

of coordination between all the company’s departments

NATIVE DIGITAL TEAMS4th KEY

We have a native digital team of service and social experience experts


Plane spotters, serious aviation fans, leaders in aviation, social media, lifestyle… a pull of collaborators that help give an

independent perspective through companies invited on our blogs and exclusive invitations to events

SOCIAL INFLUENCERS ACTIVE RELATIONSHIPS 5th KEY

We interact with social influencers and actively seek their cooperation


Challenge: digitising Iberia

Method: permeate the company with digital DNA

Applications for Android and iPhone

Iberia.mobi for handheld devices

Inflight Wifi

Individualization of the offer >> User Interests Database

SOCIAL COMMERCE6th KEY

We promote social commerce (s-commerce) via traffic, leads and e-commerce


We interact with an average of 30,000 conversation threads a month for all

communities.

We tend to 25,000/30,000 enquiries, questions, incident reports,

complaints and social bullying every month

SATISFIED CUSTOMERS7th KEY

We attend to and resolve direct and indirect complaints until the customer is satisfied


We have lived through the social upheaval of top commercial aviation

crises recently in our country.

REPUTATION PROTECTION8th KEY

We protect our reputation, prevent social bullying and manage conflicts/crises


Thanks to Iberia’s proactivity, our social channels have come out stronger. During the air traffic

controller crisis and the closing of Spanish air space, Iberia and its

social networks became a source of breaking news consulted by users

and news media alike.

Each one of the actions and developments are analysed with

regard to objectives in order to take the correct next step.

MEASUREMENT AND ANALYSIS9th KEY

We analyse each action and extract results in order to continue evolving


We use several analysis tools:

Our results

A strenght and consistent digital

and social experience

A customer service adapted

to the 21st Century.

A satisfied user who will probably recommend our

service.

Thank you.

Miguel Henales – Digital Business DirectorSara Losa – Social Media & International Marketing / Marketing Division