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RU Ready
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Social Media
Customer Care?
Kymberlaine Banks
Social Media Manager
Greg Sherry
VP, Marketing
23
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?
© 2012 Telvista, Inc. 5
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?
© 2012 Telvista, Inc. 6
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!
2© 2012 Telvista, Inc. 8
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?
© 2012 Telvista, Inc. 9
Social Media Care is Confusing!
2© 2012 Telvista, Inc. 10
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
12© 2012 Telvista, Inc.
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
© 2012 Telvista, Inc. 13
When Disaster Strikes
2© 2012 Telvista, Inc. 14
• 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
16
Start or Evolve Today!
© 2012 Telvista, Inc.
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
© 2012 Telvista, Inc.
2
Customer Service
Questions
ComplaintsEvents
Investor Relations
Public Relations
Marketing
18
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
© 2012 Telvista, Inc.
2© 2012 Telvista, Inc.
19
2© 2012 Telvista, Inc.
20
Greg Sherry
VP, Marketing
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
2© 2012 Telvista, Inc.
28
Customer Sentiment
Please provide any additional details
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illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. The beds
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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.
2© 2012 Telvista, Inc.
29
Customer Sentiment
Please provide any additional details
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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:
Location ID: 72363
Date of Visit: 05/23/2011
2© 2012 Telvista, Inc.
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
2