R U Ready for Social Media Customer Care ?

2

2

RU Ready

4

Social Media

Customer Care?

Kymberlaine Banks

Social Media Manager

[email protected]

Greg Sherry

VP, Marketing

[email protected]

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Executive Summary

• Session Objectives

– Research and discussion around Social Media Customer

Service

1. Telvista examples and insight

2. Other “creative” practices and examples

3. Benchmark data

• What You’ll Leave With

– Resources that will help build business case or benchmarking

report (and enhance your career! )

– Discussion and interaction with other organizations

– Available benchmark study on social media and customer

service, 57 pages

2

• :30 Telvista Social Media Customer Support

• :20 Social Media Industry Examples and Business Case

• :25 Group Discussion and Interaction

© 2012 Telvista, Inc. 4

Session Timing

2

• Why should you care about social media?

• What does it take to deliver social customer care?

• How do you approach social customer strategy?

• When you should start?

• What will happen if you wait?


75 Minutes from Now We’ll Know

2

• Does your organization have a social media initiative?

(marketing dept. or others)

• Is your initiative connected to the contact center?

• Does your contact center have social media agents or

those who support social channels directly?


Polling Questions and Level Set

2© 2012 Telvista, Inc. 7

Fact

Customers trust the

recommendations of

strangers more than

they trust brand

advertising

Brand Conversation has Changed!


Consumers are Talking but Not to YOU!

• Brands are spoken of not to

• Who is talking?

• What are they saying?

• Where are they are saying

it?

• Are people listening, and

engaging?

• Can (should) you join the

conversation?

2

Customer Care Executive

“Once I know

what people are

saying, won’t I

have to do

something?”

“I am too busy

to deal with

this!”“What if

customers are

saying bad

things ?”

“I’m not sure

where to start!”

The social customer

provides actionable

feedback every day.

Using it positions you to

create customers for life!

You don’t know what

your customers are

saying OR where

they are saying it…

You need to know!

Social customer care

is different, how do

you even know how

to begin?

You already have

enough to do, where

will you find the

resources to manage a

new channel?


Social Media Care is Confusing!


Implementing a Success Strategy?• Establish a benchmark of where

you are today

• Determine where to engage for maximum impact

• Set goals and plans to measure progress

• Find and train your talent

– Recommended Support Rep Profile

– Associate, Expert, Master!

• Be sincere and transparent with your customers

• Implement your plans on a small scale, measure and refine

• Integrate, automate and scale

• Be flexible, change and refine as social media evolves

Integrate Engage

Goals

Listen

Talent

Measure

2

300,000 signed on online petition

21,000 pledged to close accounts

57,000 signed online petition

800,000 subscribers lost

What Happens When You Don’t Listen?

11© 2012 Telvista, Inc.

2

• Customers that engage in social

media spend 20 – 40% more

• Deflect calls

• Reach multiple customers in a

single communication

• Focus more expensive resources

on customers with issues that

require a more highly-trained

team

Hard Value• Increased loyalty

• Customers want to buy from

brands that engage

• Customer feedback to improve

products and services

• Deeper, more meaningful

relationships that last

Soft Value


What About ROI?

2

Turn it into a WIN!!

• Post fast, and proactively

• Set an expectation

• Update progress

• Watch customers thank you

in public

• Positive sentiment improved

>30% that day


When Disaster Strikes


• Flash mob organized using

twitter and text messages

• When they hit we warned

stores nearby and authorities

• Police met the mob at the

next store

• Arrests were made, losses

were prevented

10% of retailers surveyed in 2011 had been

victim to a flash robbery Source: National Retail Federation

You Can be a Crime Fighter

215

Reply

Hi Jake, sorry you’ve been

waiting so long. I’m here to

help, what’s your question?

Engaging is Fun!!

Sentiment – NegativeClassify – Inquiry

Engagement Stage –Commented, Awaiting Reply

WOW, I called earlier to get my password and forgot to ask if my

payment posted yet?”

I can help with that, please click the “message” button at the top of the timeline so we can private message

Why do I have to do that, can’t you just answer?

It’s best to DM to protect your privacy. I’ll need a little more info to

answer your question

“OH! That’s cool, thanks for protecting me, I didn’t think about that” – Jake clicks

the message button

Thanks, Jake. Please give me your name, address, zip code and the payment

amount of, so I can look up your account

Jake provides the info

Your payment posted at 10:14 am, Jake, is there anything else I can help you with?

No, thank you. I just wanted to make sure it went through. This was great!

Thank you for giving me a chance to help! If you need us again, tweet @yourbrand

or click the message button on our timeline

Code Sentiment – Positive

Set Engagement Stage – Resolved, no further action required

© 2012 Telvista, Inc.

2

1. Accept that you can’t control the conversation

2. Find out where your people are talking

3. Listen and benchmark what’s going on today

4. Develop your engagement strategy

5. Start small and scale

6. Be genuine and transparent with your customers

7. Stay flexible

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Start or Evolve Today!


217

• Core Services

– Contact center outsourcing

solutions

– Social media monitoring and

engagement

• The Numbers

– Created in 1997

– 7 contact centers

– 6,000 seats, 6,400 agents

– 65 M interactions per year

• Industries Served– Telecom, Financial Services

– Technology, Travel & Hospitality

– Retail

• Differentiators– Proactive partner

– Competitive culture

– Consistent, high performance

– Strong bilingual capabilities

– Right fit, custom solutions

– PCI-Certified (all centers)

– Net Promoter® Champion

• Ownership

– Slim Family company

– 400 businesses in the Americas

– 200,000 employees

– $50 million Telvista infrastructure investment in the last 3 years

Telvista Quick Facts


2

Customer Service

Questions

ComplaintsEvents

Investor Relations

Public Relations

Marketing

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Brand

Outgoing

Messages

Incoming

Inquiries

Build deeper, more meaningful, customer relationships that last

Companies

ignore 95%of Facebook

questions

Companies

ignore 70%of Twitter

complaints

What we do.Our Focus.

Listen• Who’s talking?

• What are they saying?

• Where?

Analyze• Does what they’re saying matter?

• What is the tone and sentiment?

• Is it actionable?

• What action should be taken?

Engage• Answer questions

• Say thank you for compliments

• Solve problems or get them to

someone who can solve them

• Acknowledge feedback

Leading-Edge Social Customer Care



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Greg Sherry

VP, Marketing

[email protected]

Social Care Creative Practices!

2

222

The Other “ROI”

223

B2C Video- Staffing and Skills

224

Major Telcom- Cost per Contact

2

Major Airline- Overall Strategy

226

Major Airline- Early Metrics

227

Ford Taps Social Media for Customer ServiceCMO NETWORK | 3/27/2012 @ 9:11AM | 9,973 views

http://www.forbes.com/sites/jeanhalliday/2012/03/27/ford-taps-social-mediafor-customer-service/

• Eight, dedicated customer service agents use a customized search engine tool based on key words to monitor concerns, questions or comments on Twitter, Facebook, auto forums and message boards.

• Each issue is assigned to one agent until resolved. “We are looking to engage with someone within 4 hours of posting.”

• “Consumers prefer to engage digitally rather than phone. That can be challenging, especially if they prefer to Tweet on Twitter via 140 characters at a time…”

• Now responding to an average of 2,000 people weekly via social media.

• That traditional way is reactive. (800# inbound calls). “We’re also proactively finding these people via social media.” (More “wow” opportunity ! )

• Customer: “I’d much rather use social media because the experts are very quick at getting responses back and I don’t have to go through a (phone) menu system and listen to music and press the right buttons. That’s just not for me.”

Social Media and Ford Motor


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Customer Sentiment

Please provide any additional details

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loquor bis gravis qui iriure indoles commoveo feugait brevitas.

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brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior,

suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te

vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor

illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. In praesent

inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat

iusto.

Name: [email protected]

Location ID: 72363

Date of Visit: 05/23/2011

The beds were too soft but the manager was kind.


29

Customer Sentiment

Please provide any additional details

Suscipit ullamcorper ullamcorper, populus exputo

letatio bene. Suscipit brevitas, tamen gilvus decet pagus

exputo antehabeo, comis. Pagus melior, suscipere

utrum reprobo luptatum facilisis roto illum lobortis. Et

usitas te vereor gemino ut, capto fatua secundum

blandit immitto ut. Usitas ulciscor illum vel ex eu

ventosus facilisi mara plaga nisl antehabeo. The beds

were too soft, but the manager was kind.In praesent inhibeo odio vero augue zelus eros

dignissim neo ut damnum consequat iusto. Wisi ea ymo

augue, indoles letatio, dignissim. Conventio oppeto

proprius vel loquor bis gravis qui iriure indoles

commoveo feugait brevitas.

Suscipit ullamcorper ullamcorper, populus exputo

letatio bene. Suscipit brevitas, tamen gilvus decet pagus

exputo antehabeo, comis. Pagus melior, suscipere

utrum reprobo luptatum facilisis roto illum lobortis. Et

usitas te vereor gemino ut, capto fatua secundum

blandit immitto ut. Usitas ulciscor illum vel ex eu

ventosus facilisi mara plaga nisl antehabeo. In praesent

inhibeo odio vero augue zelus eros dignissim neo ut

damnum consequat iusto.

Name:

[email protected]

Location ID: 72363

Date of Visit: 05/23/2011


30

Customer Sentiment in Action

231

1-Positive and

negative

sentiment

(78% of

respondents)

2-Issues with

products and

services (70%)

Info Gained from Social Media

232

1-Positive and

negative

sentiment

(60%)

2- Increase in

customer sat

scores (42%)

Measuring Success of Social Media

233

Next Steps for You ?

234

1- What social channels are supported in your

contact centers?

2- What are your top two recommended best

practices regarding social customer support

success?

Discussion Questions


[email protected]

[email protected]

2