Social Customer Care, CX & Competitive Differentiation

transcript

Webinar/Social Customer Care, CX & Competitive Differentiation

VP of Agency Developmentjim@brandwatch.com | @brandwatch

Jim ReynoldsSocial Engagement ManageriCrossing |

Megan Toth

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

Coming Up

• Brandwatch overview• What is social customer care?• iCrossing & their implementation of social customer care• How to improve customer service strategy with social

1000+ Clients in 22 Markets | Supporting Clients in 44 Languages Rapidly Growing Client Base | Over 30% of Fortune 100

300+ Employees | Twitter Official PartnerInternational Presence: New York, San Francisco,

Brighton, Berlin, Stuttgart, Singapore98% Customer Satisfaction

Brandwatch Overview

Social Customer Care

What is social customer care?

“Customers never wanted social service, they wanted to be treated right the first time”

- @FrankEliason

Companies doing customer service right

Good customer service makes good business sense

Omni-channel customer support is increasingly important

Social Customer Care in Practice

State of Social Care

With the rise of social networking and smartphone ownership, consumers today

have never been more connected.

What Makes Customer Service “Good”?

Customer

Service Agent

Empathetic

Goal-oriented

Knowledgeable

Time Management

Skills

Timeliness

Communication Skills

Governance

What to define:– Brand voice– What to respond to– How to respond

Types of Mentions

– Customer Service Issue• Broken product• Warranty issue• Set-up questions• Pre-sale questions

– Praise– Share personal experiences with a company– Users ask their audience about a company

Strategies and Tips

– Empathize– Be Human– Respond Consistently– Respond in a timely manner– Focus on resolution– Set clear goals

Measuring Success

– Sentiment– # of Tickets Opened & Closed– # of Tickets Handled– # of High Priority Tickets Opened & Closed

Tickets Opened– 77 tickets opened every day– 2,310 tickets opened each month– 27K mentions opened every year

Mentions Handled– 2,166 mentions handled every day– 65K mentions handled each month– 780K mentions opened every year

Triage System

Watchtower opens ticket within Brandwatch, assigning mention to appropriate team:• Customer Service• Brand Ambassador (pre-sale, post-sale,

comparison among competitors)• Community Manager (brand love)

Response team opens ticket, responds and closes ticket.• If response team feels they have wrongly been

assigned the mention or is unable to respond, ticket is rerouted to Watchtower with note.

Social Customer Care Strategy

Plan and define resources

Outsourced

Marketing or Comm.

Customer service

ledIntegrated Team

Test and train

Create Processes• Identification• Evaluation• Escalation• Response

Rehearse Scenarios• Simulation exercises in

non-public environments

• Help test tone, messaging, technology, and how teams work together

Train Staff• Formally train/mentor

front-line staff• Share relevant

hashtags and links to content

Measure, evaluate, report

Common objectives and KPIs:• Compare % change in sentiment of people using social

channels vs. traditional channels• Respond to X% of mentions within X/hours• Complete % of enquiries on social channels within a certain

time period

Scale when value is proven

Find our content here:brandwatch.com/customer-service-guide/

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Social Customer Care, CX & Competitive Differentiation

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