Making Customer Care Social
Kristen Piquette
Discover@kristenpiquette
Sean ValderasNokia
@nokiasean
Glenn WhitingAGAIN Interactive
@glenn_w
Corrie MurphyGuthy-Renker
Nokia Internal Use Only
Sean Valderas
Nokia Social Care North America
2 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]
Nokia Internal Use Only
Evolving presence of Care
3
Customer service agent
Customer
Phone & email
Personal 1-to-1 serviceOne customer at a time
Fixed cost/transaction
Solution
Nokia customer service
Customer
Online Support
1-to-many serviceNokia point of view
Fixed cost/many transactions
Solution
Customer
Customer
Input from one source
Input from one source
Nokia customer service
Customer
Social Media Support
1-to-1 AND 1-to-manyservice with customer
point of view
Decreasing cost/ transaction
Customer
Customer
Multi-directional input
Solution Solution
Solution
Nokia Internal Use Only
Organizational approach to social mediaCare / Marketing / Communications
Marketing
CommsCare
4
CareObjectives: support and retain customers, capture product and service feedack & insightsMetrics: response time, # of resolved cases, customer satisfaction
CommsObjectives: influence discussion, set agenda, manage reputationMetrics: awareness, appreciation, sentiment, share of voice, message traction
MarketingObjectives: build buzz, drive advocacy, support salesMetrics: awareness, appreciation, action, advocacy
Specific business related objectives and metrics
Nokia Internal Use Only
Organizational approach
Care Expertise in Social
12 years exp Services & Applications
14 years exp
Product Quality
Social Media & Product Training
10 years exp
Product Training
13 years exp
Product Quality
12 years exp
Product Quality
15 years exp
Product Training
Microsoft
R&D
Product Quality
Corrective Action
Nokia Knowledg
ebase
Kristen PiquetteSocial Media Manager
@KristenPiquette
#SFsummit
@Discover
• 24-hour customer service
• One-call resolution
• Call listening
• Discover.com launches
• U.S. based call centers
• Phone customer satisfaction
• Usability principles formalized
• Personas / user-centered design
• Web customer satisfaction
• Mobile web / apps emerge
• Social Media / voice of customer
1986
1995
2000
2005
2010
7
Customer Centric DNA
#SFsummit
• Knowledge Base of Responses
• Personable Approach
• Resolution Times
• Tracking, Measurement & Reporting
#SFsummit
Social Customer Care
Social Media is simply another channel of Discover’s Customer Care.
• Public vs. Private
• Response Times
• Conversational Tone/Lingo
• Escalation of Sensitive Issues (Acct. Related)
Similarities
Differences
#SFsummit
Social Customer Care in Action
@Discover Thanks, Jane! Appreciate the quick reply. Tell Kristen and Stephanie hello for me ;)
Shoutout to @Discover for being the first person to send me a birthday card.
@Discover I Love how ya’ll inform your Cardmembers with Good Tips. Pretty Cool. Also, I hope Janel roots for My #Buckeyes this month LOL #FF
Glenn WhitingPresident and CEO
@glenn_w
#SFsummit
© 2012, AGAIN – Proprietary & Confidential
What is your perspective/philosophy on Customer Care?
• It's the necessary greens fees for being in social
• Timing is everything (be prepared, so you can respond immediately!)
• Integration is critical across departments to ensure that social, PR, HR, legal and customer service departments are aligned
• Try to not only manage reputation management, but also look for up/cross sells
© 2012, AGAIN – Proprietary & Confidential
How does Social fit in to that philosophy/practice?
• It is the front line for customers with immediate issues
• The reach is so much greater, it's not like an individual phone call to customer service... thousands of people could see the dialog on social
• There is also greater opportunity at the same time for doing it right, and the impact hat has on current and potential customers
© 2012, AGAIN – Proprietary & Confidential
Provide an anecdote that demonstrates social customer care
• Proactiv
• Office Depot/Lady Gaga campaign
• Celebrity Cruises/multiple channels
© 2012, AGAIN – Proprietary & Confidential
Corrie MurphyVice President, Public Relations & Social Media
© 2012, AGAIN – Proprietary & Confidential
Proactiv Perspective/Philosophy on Customer Care?\How Does Social Fit in to that Philosophy
• Proactiv is a leader in acne care
• As a direct response brand, 24/7 customer care is a basic offering; 24/7 skin care advice and care is a customer benefit
• PR leads social media customer care @Proactiv to ensure a smooth connection to customer service reps, appropriate public communication and appropriate care with potential legal issues
© 2012, AGAIN – Proprietary & Confidential
How Proactiv demonstrates customer care in Social
#SFsummit
Q&AKristen
PiquetteDiscover
@kristenpiquette
Sean ValderasNokia
@nokiasean
Glenn WhitingAGAIN Interactive
@glenn_w
Corrie MurphyGuthy-Renker