debunking the myths of social customer care by hootsuite & zendesk
TRANSCRIPT
![Page 1: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/1.jpg)
Join the conversation using #
Debunking the Myths of Social Customer Care
Executive Breakfast Session23rd August 2016
![Page 2: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/2.jpg)
Speakers
Tom BlackmanDirector of Sales
Zendesk Asia@tomblackman_
Roger GrahamDirector of Growth & Marketing
Hootsuite APAC@TheRogerGraham
![Page 3: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/3.jpg)
Debunking the Myths of Social Customer Care
![Page 4: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/4.jpg)
What we’ll cover
Setting the Digital Scene
Social customer service myths
Myth #1: Social CRM is only about customer service
Myth #2: Social customer service reduces negative sentiment
Myth #3: Social CRM is a cost centre
Myth #4: Social customer service is a reactive role
Myth #5: It’s only about Facebook and Twitter
Insights and Questions
![Page 5: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/5.jpg)
Setting the Digital Scene
![Page 6: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/6.jpg)
We’re in an era of
unimagined disruption
Source: ‘Digital Transformation’ Report, Altimeter
![Page 7: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/7.jpg)
Social
![Page 8: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/8.jpg)
Collaborative Economy
![Page 9: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/9.jpg)
Mobile
2016
2005
![Page 10: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/10.jpg)
This represents not just a shift in technology
but also a fundamental
cultural shift
![Page 11: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/11.jpg)
Baby boomers
Millennials
2011 workforce tipping
point
2026born in an
era of social
Driven by digital natives
![Page 12: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/12.jpg)
4.3B
email accounts5.4B social media accounts
Massive scale
![Page 13: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/13.jpg)
60%of people who complain
on Twitter expect a response
within an hour
Source: Twitter
![Page 14: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/14.jpg)
The social customer journeyThe alignment of business to customers at every
touchpoint in their digital journey.
![Page 15: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/15.jpg)
The social customer journey
EngagementAwareness AcquisitionEvaluation Advocacy
![Page 16: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/16.jpg)
What does this digital transformation mean for customer support?
![Page 17: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/17.jpg)
Social customer care is the new reality
67% of customers turn to social media to get support - to complain, question and praise.
Customer experience is going to be the
biggest competitive differentiator by 2020.
50% of customers quit doing business with a
company from bad customer experience.
![Page 18: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/18.jpg)
Myth #1Social customer service is only about complaints
![Page 19: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/19.jpg)
Truth: it involves many types of customer interactionsThese can include:
● Product feedback● Queries● Sales outreach● HR● Complaints
Social CRM is about complete customer engagement and to fully offer good support your teams need to be able to address them.
![Page 20: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/20.jpg)
Domino’s recently launched “pizzaturnaround” campaign to change their ingredients.
They’re using the hashtag #newpizza as a way to gather realtime feedback from customers and incorporate that into development of their new pizza.
Results: 14% rise in sales, 50% jump in stock price
Wrong: #yourtaxi
Who’s doing it right: Domino’s
![Page 21: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/21.jpg)
Myth #2Social customer service reduces negative comments
![Page 22: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/22.jpg)
Truth: negative comments will still happen, but it’s not necessarily a bad thing
Customer feedback is always beneficial, and offers you an opportunity to improve● Your product● Your service
Make sure you show appreciation for any feedback and demonstrate how you are taking it on board to improve. You will win back customers that waye.g. Hasbro updating their easy-bake oven to be gender neutral
It is far worse for brands not to respond - people will still give their negative feedback regardless, but your brand won’t have an opportunity to improve the situation
![Page 23: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/23.jpg)
Toymaker Hasbro made a significant change to its Easy-Bake oven, thanks to customer feedback on social media.
After a young customer gained major support on YouTube and Change.org requesting that Hasbro throw out its “girls-only” branding, Hasbro released a gender neutral version of the toy.
Who’s doing it right: Hasbro
![Page 24: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/24.jpg)
Myth #3 Social CRM is a cost centre
![Page 25: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/25.jpg)
Truth: Customer service contributes to revenue: relationships are at the heart of every sale
Social media has radically changed the buyer-seller relationship. Customers expect engagement within hours of asking a question about your product or service.
Great customer service on social is your sales department’s best ally. Without it, you lose your competitive edge.
Over 50% of customers are likely to abandon their online purchase if they don’t find or receive a
prompt answer to their question.
Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016
![Page 26: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/26.jpg)
After having a bad experience with one of Zappos’ Facebook ads, social media influencer Ted Rubin complained about it on his blog.
Without tagging or calling attention to them in the article, Zappos picked up on it and offered him a free pair of shoes.
The shoes arrived only a few days after the discussion.
Rubin quickly posted another blog extolling the virtues of Zappos to his followers
Who’s doing it right: Zappos
![Page 27: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/27.jpg)
Myth #4Social customer service is a reactive role
![Page 28: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/28.jpg)
Truth: Customer service should be proactive
Proactively identify issues and opportunitiesUnlike voice support and email, social media is a public, two-way channel. You don’t have to wait for a complaint before engaging with customers.
Be more efficient and keep more customersResearch by Enkata found that proactive service on social can reduce call volumes by as much as 30 percent, while increasing customer retention rates by 3 to 5 percent.
89% of customers are frustrated by having to repeat themselves to multiple representatives.
Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016
![Page 29: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/29.jpg)
Myth #5It’s only about Facebook and Twitter
![Page 30: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/30.jpg)
Truth: You need to engage where your customers are
Twitter and Facebook are both relevant as a social customer service platform. However, the truth is that social service has gone beyond them.
Brands need to find out which one is relevant to them as a social customer service channel.
![Page 31: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/31.jpg)
1. Proactively identify issues and opportunities.2. Be efficient and keep more customers.3. Respond to customers in real time.4. Improve social customer service with data.5. Manage multi-channel support with CRMs
Top tips to have a winning Social CS program
![Page 32: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/32.jpg)
Q & A
![Page 33: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/33.jpg)
Want to know more?Read our ebook
How Being Customer-Obsessed on Social Media Will Grow Your Brand
Available here: http://ow.ly/ElS1303sks3
![Page 34: Debunking the Myths of Social Customer Care by Hootsuite & Zendesk](https://reader031.vdocuments.net/reader031/viewer/2022022201/5889e1f31a28ab83478b72c9/html5/thumbnails/34.jpg)
Thank you