2. What is Social Customer Care?Social Customer Care is about
utilising social mediato connect and deliver seamless assistance
byleveraging social monitoring and listening tools tounderstand
what consumers are saying about thebrand and what their problems
are so as to becomeagile and responsive in solving their issues in
real-time.It is now a major competitive advantage for companiesas
todays highly connected customers expectimmediate and relevant
experiences from brands onwhatever channel they choose.
3. Social Customer Care
4. Social media listening for customer care
5. Serving the Social CustomerSocial media has given
organisations anunprecedented opportunity to1. Interact with
customers at any given time.2. Drive brand loyalty, and increase
sales.Unlike traditional broadcast channels, social mediais a
two-way street. Customers expect brands to beresponsive and
accessible when they permit theminto their digital spaces where
they interact withclose friends and familySocial media is not just
a marketing outlet, but a basicway for customers to communicate
with brands at anytime, for any reason. Increasingly, that reason
iscustomer service.
6. APPROX.500,000 SMARTPHONES IN T&T
7. Expectations of the modern consumerREACH MEENGAGE MESERVE
METRANSACTION/UTILITYEDUCATE MEModern consumers expect a rapid
response when they reach out to brandsfor help on social media.
Edison Research found that 32% of respondentswho have ever sought
social customer service expect a company replywithin 30 minutes,
and that 42% expect a response within 60 minutes.Furthermore, 57%
of those who have attempted to contact brands for socialcustomer
service demand the same response time at night and onweekends as
during normal business hours.
8. Impact of Customer Service in asocial world1.People are even
more sensitive to their service experiences onsocial media than
they are in other channels.2. More than 4 out of 5 people who have
turned to social media forservice have aborted an intended purchase
because of poor servicein the past year.3. The consequences of
social customer service extend beyond theindividual experience.
Customers who receive a quick and effectiveresponse are more than
three times as likely to recommend a brandto others as those who do
not receive a company response.
9. Benefits of Social CustomerService1. Broaden the Reach of
the Customer Service DepartmentSocial media is now the third pillar
of customer service, alongside the telephone andemail. While these
traditional channels remain vital, enterprises must adjust their
servicecapabilities to meet a new set of customer
preferences.Thirty percent of social media users would rather
receive customer service on socialmedia than contact a company by
phone. Social media is also displacing email as theprimary online
behavior.By listening to multiple social channels, companies can
capture and resolve anincreasing number of service inquiries that
would otherwise be missed.2. Improve Customer SatisfactionA
significant number of complaints on social media are the result of
poor service intraditional channels. Some customers feel motivated
to let off steam by publicly airingtheir grievances, while others
simply want to get a companys attention through adifferent
channel.Many companies dread negative social comments from
dissatisfied customers, but thesemessages are powerful
opportunities to convert detractors into loyal customers.A study
conducted by Harris Interactive found that a third of customers
either deletedtheir original negative review or replaced itwith a
positive review. Nearly a fifth of them went on to become loyal
customers andmade another purchase.
10. Benefits of Social CustomerService3. Cultivate Brand
AdvocatesBrands can also capitalize on positive service experiences
by cultivating thankfulcustomers into dedicated brand
advocates.Among consumers who received customer service on social
media, 48% have praised acompany for a great service experience.In
the past such praise might have been sharedoffline with family and
friends or buried in letters in the company mailroom, but
socialmedia allows an organization to quickly recognize promoters,
thank them publicly, andamplify their positive feedback to a wider
audience.4. Delight Customers with Proactive ServiceBy monitoring
social channels, organizations can proactively identify customer
feedbackthat is not directly communicated to official accounts.
Proactive monitoring of brandmentions and other keywords, including
misspellings, allows enterprises to resolvenascent issues before
they escalate.For example, if a social message indicates that a
customer is experiencing anaddressable issue, an organization can
provide advice even before an explicit request forhelp. Such
unexpected service can delight customers, inspire brand loyalty,
and reducecustomer turnover.55% of customers who switched brands in
2013 reported that their decision to switchwould have been impacted
had the company contacted me proactively to let me knowabout ways
to enhance my experience with them.
11. Social Customer Care Example
12. #RAMONWOWs QUOTES1. Your best form of advertising is word
of mouth. Caremore about your customers concerns than
yourcompetitors do. Respond quickly, exceed customer1. Wexhpeenc
tcaotinosnusm. ers express advocacy on your pageyou need to take
the conversation further thanjust im glad you liked it. Dont post
to an endconversation. Stive to create dialogue and follow1.
tBhuroildu gyho uwr ibthr acnodn osnuem ceor.nversation at a
time.Consumers need to know me, like me, trust me, so theycan buy
from me.1. If you are relevant and timely with your message youwill
retain customers1. Dont hide negative reviews, comments or
feedback.SOCIAL MEDIA FIRE CAN ONLY BE PUT OUT WITHSOCIAL MEDIA
WATER!
13. Creating WOW Moments
14. Our consumers are real people, with real emotions. Ifyou
want social media to work for you, you have tocreate real, tangible
WOW experiences!Creating WOW MomentsThink about all the ways you
interact with yourcustomers. Whats something you can do for
themthats valuable? It doesnt have to be anything hugeor expensive.
A WOW experience could besomething small and meaningful. A very
simple wayto rise above the ordinary could be in the way yougreet
them at the door. You do, however, need tohelp your business think
about the spots whereyoure going to do something that really
creates aconnection.The reason you want to create a WOW opportunity
isto get their attention, create a connection in real-time,and then
ask them to stay in touch with you. Morethan likely theyre going to
share that experience withtheir friends and family, in person and
via socialmedia.
15. Think about it!How many times have yourecommendeda
product/service to a friendbecause of thegreat service you
received?#WordofMouth
16. Key to Successful WOWMomentsIts all about PLANNING!1. What
makes them happy?2. How can I cater to his / her better than
mycompetitors?3. What exceeds their expectations?4. What are they
passionate about?5. What sentiment do you want them to feelas a
result of your WOW Moment?
17. The New Customer Funnel
18. Creating Relevant ContentDefine where in the funnel your
brand current consumer is, then setyour goal or target. Ideally you
should aim to usher your consumerthrough the funnel. But by
understand where in the funnel your fanbCaresaet ies aant,d y doeuf
icnaen a c preearsteo ncao nfoter nyto tuaril oarveedr atog eth
seoirc inael emdesd. ia follower/fan:What is his/her lifestyle?What
are his/her social media usagepatterns?OWnhcaet iyso hue h/sahvee
ldikeef ineemdo tthioant aclulys?tomeWr hpaetr saoren ath, ecyre
paates scioonntaetnet ,a bout?promotions and experiences based on
you consumers preferences.Invest in Social Monitoring Tools to
understand what consumers aresaying about your brand across
multiple platforms.Monitor how are customers responding your
content- is there apositive or negative swing in sentiment.Switch
our mindset from a buying and profit cycle, to loyalty
andadvocacy.
19. CONNECTING WITHCONSUMERS Everyone is selling but the way
people buy is changing. Thecompanies that are doing the best at
connecting with consumersare not necessarily the more famous
brands, nor the cheapest-butthe the brand that are the most useful,
engaging content inreal-time.CONNECT WITH CONSUMERS: EMOTION
UTILITY STORY TELLING, PLANT A SEED BEING RELEVANTIF WERE IN A
RELATIONSHIP AND YOUUNDERSTAND ME, THEN TALK TO ME, NOT TELLME WHAT
TO DO.
20. Power of Story Telling The Desire to be taken seriously The
Desire to belong: The Desire to connect: millennials no longer want
to be toldstories, they wan to contribute and tell their own
stories.Finding a brand that they connect with and telling their
ownstory about it. (e.g. horse with james harden)
21. Promotions & RewardREWARDS THAT ARE MEANINGFUL(by level
of importance)1. STATUS: e.g. airline industry, and winning miles2.
ACCESS: e.g. something to win a change to meet the president3.
POWER: abiliy to earn the ability to change the dynamic of an
event4. STUFF: not the most motivating reward type.
22. Our always-on, Web-driven world has new rules for competing
andgrowing business.Advance planning is out agile is IN! Those who
embrace new wayswill be far more successful than those who stay who
stay stuck andafraid to change.