01.28.14
TRANSCRIPT
The Social Customer Engagement Index Webinar:Best Practices for Social Customer Service
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Our Speakers
Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he oversees the design and development of the company’s flagship website, Discover.com; manages the customer experience and VOC across all digital channels; and leads the company’s social media strategy and execution. @dgingiss
Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online support chat strategy, and engages consumers on T-Mobile’s branded social media channels by answering questions, solving problems, and building relationships. @KrissyEspindola
Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the strategic direction for and supervises the tactical execution of social media programs that support Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson
Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. @bleary
#smtliveSocial Customer Engagement Index, 2013
Key Data Points
• 32% say they have seen very positive impact from “social” on CS goals and objectives
• 16% say they are very satisfied with their company’s efforts to engage customer on social networks for service and support
#smtliveSocial Customer Engagement Index, 2013
Key Data Points
• 27% say it takes them less than an hour to respond to questions/issues on social channel
• 14% say their company has been integrating “social” into customer support for more than 4 years
• 52% say Facebook is most effective social channel for customer service• Twitter follows at 25%, then Linked at 8%• Owned communities are most effective for 7%
#smtliveSocial Customer Engagement Index, 2013
Very Positive Impact
Response Time Less Than Hour
76-100% Employees Involved in Supporting Social
Provide Mobile Support
Method of Social Engagement - on ad-hoc basis
Owned Communties
Challenges - Mgmt Buy-in
Challenges - Resource Allocation
Challenges - Determining ROI
0 10 20 30 40 50 60 70 80 90
Fully Integrated vs. General Population
Fully Integrated 500+ EmployeesFully Integrated General Suvey Pop
Social Service
Social Media = High Expectations
More than 62% of consumers use social media for customer service issues1
67% of customers expect a response in social media within a day; 42% expect it within an hour2
Discover Is An Industry Leader
Response time is far below industry average – 31 minutes in December, down from 3+ hours
Won IQPC Award for Best Performance Acting on Voice of the Customer and Voice of the Social Customer – 4th consecutive year
Only channel where Discover’s award-winning customer service can be experienced publicly
1 Source: Mashable.com http://on.mash.to/PilBfj 2 Source: Convinceandconvert.com http://bit.ly/Preqml 3 Source: Maritz Research & evolve24 http://bit.ly/uS4UYj4 Source: Social Baker pulse.me/s/L9pA5
Other Brands Are Not Delivering
70% of companies ignored customer complaints on Twitter in 2012; down to 38% in 20133,4
Facebook45%
Twitter55%
Social Service by Channel
Social Service
A Different Approach
Customers allowed to post directly to Facebook Timeline: Demonstrates our confidence in the brand and willingness to listen
Single Twitter handle (@Discover): Service experiences become marketing opportunities
Responding alone is a “surprise and delight”; resolving problems = satisfaction & loyalty
Social Click-to-Chat: Innovative in industry
Demonstrated success in turning negative sentiment into positive sentiment – publicly
“OK, serious props to @discover. I tweeted an issue and they not only replied back immediately, they solved it for
me all under an hour.”
“@Discover actually tweeting me back I feel like some sort of
celebrity… I am no longer bitter about the card.”
Social Customer Support
Krissy EspindolaKnowledge Management & Social Customer Support
@KrissyEspindola
@KrissyEspindola
+464%social connections
+845%social growth
@KrissyEspindola
Events cause activity to spike
MARCH
26APRIL
12MAY
1Un-carrier
Announcements
T-Mobile & MetroPCS Merger
iPhone Launch
Up 941%
Up 226%
Up 123%
JULY
10Un-carrier 2.0 Announcemen
ts
Up 941%
@KrissyEspindola
@KrissyEspindola
Growth of social
January 2012
May 2013
December 2012
Begin resolving on social 517K Social Fans Team size = 7 FTE
Review of more robust tools to accommodate growth, drive engagement & automate resolution
2.6M Social Fans Team size = 16 FTE
New Tool (SAP) Implementation
Automate resolution Maximize efficiency
3+M Social Fans Team size = 23 FTE
September 2013
4.9M Social Fans
Team size = 24 FTE
@KrissyEspindola
January 2014
7M Social Fans Team size = 35
FTE
@KrissyEspindola
Understand the conversations
@KrissyEspindola
How can you be everyone at once?
Increase Productivity Streamline
Conversations Enhance reporting
@KrissyEspindola
Ignite Social Media: Top 16 Brands leading social customer service
SocialBaker: 3qs as #1 in resolution across all industries
LikeableMedia: Top 40 Facebook pages
10% improvement* in neg. sentiment since Nov
Why does this all matter?
The Service landscape is evolving…
To compete, companies have to meet customers where they choose to engage
@KrissyEspindola
Dedicate resources Employees, time, budget, tools, etc.Hire team members with strong writing skills.Integrate with CRM infrastructure
Be personal and authenticEliminate template language.Address customers by name.Keep a conversational tone.
Respond promptlyConsider weekend coverage.State hours of availability.
SOCIAL CUSTOMER CARE INSIGHTS
Talk frequently with internal stakeholdersMarketing, PR, customer service, etc.Define responsibilities & boundaries.Share social data and conversations to promote change and process improvement.
Keep in mindSome issues cannot be resolved.Consider the volume and frequency of issues.
SOCIAL CUSTOMER CARE INSIGHTS
157,345
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
on Twitter at
#SMTlive
Join the Conversation…
#SMTLive
#SMTLive
Our Speakers
Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he oversees the design and development of the company’s flagship website, Discover.com; manages the customer experience and VOC across all digital channels; and leads the company’s social media strategy and execution. @dgingiss
Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online support chat strategy, and engages consumers on T-Mobile’s branded social media channels by answering questions, solving problems, and building relationships. @KrissyEspindola
Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the strategic direction for and supervises the tactical execution of social media programs that support Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson
Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. @bleary
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