Capgemini Social Media Management Presentation

Paul Cole, VP BPO, Customer Operations Management Rohit Kapoor, Sr. Director & Principal of SMM of BPO #AttensityWebinar

Social Media Engagement : Acquire to Inspire

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BPO | Social Media Management

© Copyright Capgemini 2011 All Rights Reserved

Trust & Transparency – The New Landscape

The seeds of success in this new connected business world are deeply rooted in the customers’ demand for companies to live by two fundamental values: Transparency and Trust.

What is Transparency? Brands must react, engage and build trust by interacting with their social communities - this means exposing your brand, the good, the bad and even the ugly. (Elyssa Vreeland, Social Media Marketing)

If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos, CEO at amazon.com

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Shift Right

Social Media Impact on the 4 P’s

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Market Maturity

Most Companies at Level 1-2 Source: Cisco, The Social Customer

Early Adopters like – Starbucks, Comcast, Best Buy, Dell among others.

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Social Media – The Business Case Beyond Listening & Monitoring

Customers who engage with companies over social media are more loyal and they spend more.

• They form a strong emotional bond with the company, 33% higher NPS.

(Bain & Co. customer service report)

• User generated comments and content drives other customer behavior and buying preferences.

(IDC – Social Media Insights)

• 71% of consumers will let a positive comment influence their buying decision.

(Capgemini – Cars Online report)

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New-Old Frontiers

Attract & Acquire

Develop Satisfy

Retain

Excite & Inspire

Convert Neutral perceptions into positive outcomes

Identify issues and provide resolution

Proactive resolutions published Reward SM engagement

Promote Dialogue leverage brand advocacy across the community.

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November 2011 © Copyright Capgemini 2011 All Rights Reserved

The New Metrics

Key Social Media Indicators Range Observed Average

Sentiment

Positive 20%-60% 28%

Negative 10%-30% 14%

Neutral 20%-80% 35%

Amplification

Reach –Extended Audience 5k-200M 50k

Impact – Audience Influenced 1k-200M 20k

Klout – Measure of social capital

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Key Steps to Engaging

Strategy

People

Process

Technology

Ready – Fire – Aim

Etiquette – Degree of Specialization Legal/Compliance

Map Use Cases – Engagement workflow

Multi Tool Platform – Integration

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Develop – Response Model

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Financial services – Under Banked Cards, Q, X, Y & Z

Objective

• Are there any conversations about our products in Social Media?

• What are these conversations about?

• Who are the people talking about us?

• What can we do to address them?

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Twitter, Facebook,

Blogs, YouTube,

etc.

Filter out the Noise

Respond to

Customer

Scenario-based Priorities and

Response Selection

Client SME

1

2 4 5

1. Collect Data/Conversations 2. Filter out Noise 3. Identify types of conversation 4. Build scenario based response model 5. Implement model 6. Continuous improvement cycle for responses with SMEs.

Social Media Respond

High Level Process

Identify and Classify

Conversations

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6

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Data and Noise Overload

Introducing new Elements to the Mixture of Customer Communication

"I had purchased a gift card and the recipient never

received it"

"The kids tried to use their cards and had them

rejected"

“Unfortunately none of the cards that I shipped arrived

on time.”

“Just the best service at Card Q”

“The X card customer service is so rude"

“Card Y doesn't provide shipping info online so

there's no way to track it."

Ore. wind farms seek end to springtime shutdowns: The wind companies want Bonneville to Z card

Do we Z card and electricity? This is what I deal with daily!

“It was an issue of Q, of the cartridge”

http://www.twitter.com/


http://www.blogger.com/



http://www.facebook.com/




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Capture & Filter out the Noise

Never buy a visa giftcard from X they steal 6 dollars off your balance a month what a joke #unethical #stealing

why cant X be used for legal online gambling? smh. misleading, it does say it can be used online!

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Ore. wind farms seek end to springtime shutdowns: The wind companies want Bonneville to X power generators out... http://bit.ly/kJmleW

Do we X power and electricity? ~Sarah Hitchcock This is what I deal with daily!

Nu

mb

er o

f po

sts

00

0s

With a “tools only” approach, volume averaged at 284 daily posts, but after our filtration process the average came down to 24 per day of highly relevant conversations.

Brand X Card Brand X Card





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Create Social Identity by Product

Establish social media identities for each individual product This is key to the success of the program as it allows the customer to create a personal relationship with the product , rather than the corporate brand.

Brand Q Card

Brand X Card

Brand Y Card

Brand Y Card

http://www.youtube.com/



http://www.amazon.com/

http://www.reddit.com/

http://www.wordpress.com/























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Decision Tree

Who is posting?

Posts

What is their sentiment?

Current Customers

Positive Negative

No Engagement Required

Products Customer

Service

Neutral

Products Customer

Service Products

Customer Service

SM Agent Engages Process Flow

57 Types of conversations.

5 Levels of Decision Tree

9 Types classified as Severity one.

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Convert Data Overload to Actionable Insights

Negative

Products Customer

Service

Acquired Product

"I had purchased a gift card and the recipient

never received it"

Product Use


rejected"

Delivery

“Unfortunately none of the cards that I shipped

arrived on time.”

Provided Solution

"I have faxed a complaint and they never

responded"

Quality of Service

"Their customer service is so rude"

Channel Orientation

“Card Y doesn't provide shipping info online so there's no way to track

it."

Positive

Customer Service

Provided Solution

“Thanks, that fix worked, glad to refill my card"

Quality of Service

“Just the best service at card Q”

"I had purchased a gift card and the recipient never

received it"


rejected"

“Unfortunately none of the cards that I shipped arrived

on time.”

“ “Just the best service at card

Q”

“The X card customer service is so rude"

“Card Y doesn't provide shipping info online so

there's no way to track it."

Ore. wind farms seek end to springtime shutdowns: The wind companies want Bonneville to Z card

Do we Z card and electricity? ~Sarah Hitchcock This is what I deal with daily!

“It was an issue of Q, of the cartridge”


















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Social 911 Severity 1 workflow

*Paul from Cleveland, Brand Q customer – “Q charge card declined, this is disastrous…. Need to buy the gift today”

The comment is picked up by the SM Command Center based on

predefined search criteria

Command Center researches CRM for Customer information.

CC picks up the phone and calls for immediate resolution if issue is critical.

Speaks with Paul and identifies issue with charge card and resolves problem.

CC Informs quality of the issue as part of its daily update and adds to its weekly/monthly analysis.

Social Media Advocate follows up with Paul to ensure satisfaction.

Responds to Tweet with the resolution carried out, thereby closing the loop.

*Note: Actual case, not real customer name


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Outcomes

• There are a significant number of conversations taking place, growing at a rapid 22% month over month.

• 70% of their conversations revolve around Product queries and transaction issues

• 15%-20% of these conversations were negative in nature, with a potential to significantly impact the brand.

• 100% engagement of all product related and customer service related issues.

• Identified key influencers in unknown or new market segments that could generate new revenue streams.

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Infrastructure Global Footprint Low-Cost centers Mutualized & multi-skilled

centers Industrialized Processes

People

A layer of human intelligence is key to the discovery of actionable insights

Strong bench strength of trained social media advocates

Capabilities in 18 Languages

Technology

Best-in-Class Toolset Technology Agnostic Constant evaluation of tools &

emerging SM platforms

Capgemini’s Social Media Management Services

OUTCOME A MORE ENGAGED, INSPIRED & LOYAL CUSTOMER BASE

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© Copyright Capgemini 2011 All Rights Reserved The information contained in this presentation is proprietary. ©2011 Capgemini. All rights reserved

Joy Seletsky +1.917.213.2025 [email protected]

Rohit Kapoor +1.512.586.5093 [email protected] Contact Attensity

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