I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Improving Customer Service On Social Media

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Service Follows Sales

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Source:

Fishburn Hedges & Echo

“The Social Media Customer” May 2012

Poll of 2,000 UK consumers

UK Use Of Social Channels

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Source: Amex’s Global Customer Service Barometer 2012

UK Use Of Social Customer Service

In The Past Year, Have You Utilised Social Media

To Get A Customer Service Response?

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

One UK Example

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Service Topic Consumers Who Haven’t Used

Social Customer Service

Consumers Who Have Used

Social Customer Service

Additional amount consumers

are willing to spend for

excellent service

11% more 21% more

Have not completed an intended

purchase because of a poor

customer service experience

in past 12 months

49% 83%

Number of people consumers

will tell about good

customer service experiences

9 people 42 people

Number of people consumers

will tell about bad

customer service experiences

17 people 53 people

Source: Amex’s Global Customer Service Barometer 2012

Distinctive Behaviour

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Agree or Disagree?

“Social media has changed

customer service from being a

support function to being an

extension of marketing”

New Ownership

Webinar poll of 130 call centre managers

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Deployment Options

Four organisational designs are being adopted by leading companies

based on culture, operations and desired outcomes

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

The Key Difference

The key difference of Social Media is that, unlike other channels,

customers talk about you on sites across the internet instead of

talking with you directly

This means that we need to engage ourselves proactively in

conversations as opposed to our normal channels which are reactive.

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Listening

“We opened the doors to our Social Media Listening

Command Centre, which allows us to monitor over

22,000 daily posts related to Dell as well as mentions on Twitter”

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

Social Customer Service

Ecosystem

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

A New Workflow

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Interaction Governance

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Social + Complaints

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Playin’

Chicken

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Some With

Influence Are Easy

To Spot

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Others Appear Anonymous

Until It’s Too Late

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Engagement Works!

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Stay in channel

Use DM rather than email

Return to public view

Be Transparent

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Policy &

Guidelines

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Internal Education

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Smartphone Growth

50%+ own Smartphones in UK & US

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Faster Access, Broader Coverage

Source: Successful LTE Strategies April 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Mobile Feeds Social

Mobile Drives Daily Facebook Usage

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Service Becomes Part Of Mobile Engagement

Service is

integrated

into a ‘lifestyle’

mobile app

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Social As Part Of A Full Multi-Channel Strategy

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Cross Channel Customer Journeys

I m p r o v i n g C u s t o m e r S e r v i c e O n S o c i a l M e d i a © Brainfood Consulting 2012

Thank You