Social media & customer service – sharing of Operational Excellence webcare practices

Bernard Taverne , May 23, 2014

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Agenda

Intro & Stats Why How What Learnings Questions

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Definition social media

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Definition social media

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The essence in social media

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Where are you ? – poll !

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Evolution

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Changing world…

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Social Media Primer

Network Users (M) Daily Volume Characteristics Donuts

Facebook 1,260 4.5B ‘likes’ • Mix of media I like donuts

Twitter 500 500M tweets • Fully public by default• Max of 140 characters• Mostly text-based

I’m eating a #Donut

Foursquare 40 5M check-ins • Location-based• Frequent visitors

become “Mayor”

This is where I eat donuts

LinkedIn 238 ? posts • Professional Networking• Stream of business-

related articles

My skills include donut eating

Pintrest 70 4M users • Pin a picture/site from anywhere on the web

• Organize by “boards”

Here’s a donut recipe

Instagram 150 40M photos • Photos-only. Heavy use of “filters”

Here’s a vintage photo of my donut

YouTube 1,000 1B video views • #1 video sharing site Here’s a video of me eating a donut

Google+ 343 ? posts • Very FB like; Great UI• Little adoption

I’m a Google employee who eats donuts (joke)

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Changing Landscape social media

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Like any change a burning platform helps deployment social media

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Social media roles & customer service

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Most important information via social media

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Why social media in customer service ? This is the age of the customer ..

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Convince the executive (1)

Any executives who don't think they need a

customer service presence on social

media need only to recall the experience of

United Airlines in the wake of the YouTube

video "United Breaks Guitars."

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Convince the executive (2)

New York Times: “United Airline’s stock

price fell 10%, costing stockholders about

$180 million in value.

As of February 2011, the video has had

more than 10 million views…10 million

current and potential customers!

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How-Social media journey has various stages: own speed & experiment

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How- organisation

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How- webcare team journey at ING

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How – Webcare team journey at Aegon

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Actionable items by webcare team- examples of these items ?

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How - principles

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What - Expectation customers – reaction time on social media

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Complaint example

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Living up to expectations customers …

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Start with expectations of people using social media

Response = solution !!

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What - Metrics (number of clients ING bank?) metrics Aegon ?

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How –Metrics/NPS

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Key succesfactors webcare team on their performance

Your Social Team is qualified and gets training You Have the Right Tool listen, monitor, report,

► Eg Google Alerts, Sysomos, SFDC radian 6 Social Media is not Your Only Customer Service Delivery Channel You engage like a human not a robot Not a 9-5 job Build good relationship with Legal

► Legal “paranoia”= privacy client versus pro active service to client Who owns the customer ? Prioritisation ? How to overcome silo’s ? Routing procedure ? How to keep up quality in quantity boom ? How to push social media versus other channels ?

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Experimentation in pro activity – to prevent complaints..

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Examples complaints handling

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Complaints – guidelines, jouw aanvullingen en voorbeelden ?

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Learnings/ tips social media to go integral part of customer service

Seamless experience for customers Align procedures between involved teams

Quicker response time Solve conflict existing agreements service levels

Lack of integration social media profiles with data in CRM database Bring webcare onto a single CRM platform

Look in your organisation for deployments social media, other than contant or monitoring

Perfect processes for 100 % execution is hygiene factor On line social interactions will increase , format is constant change, so

constant adjustment You define your own speed of social media journey

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Other business or questions?