#engage prague social customer service workshop
TRANSCRIPT
LBI - Microsoft
Set. Ready. Go! Implementing Social Customer Service
Delfin Vassallo - @DJVassallo
Microsoft Mobile Social Care Landscape67facebook
pages
34twitter handles
70k cases processed monthly (200k messages read)95%
26M visits to MMOC annually
2.2Munique visitors monthly
58M page views annually
fan interactions are support-related(average)
60%facebook is the largest social care venue by volume
Microsoft Mobile has received multiple global & local recognitions as best-in-class social care across industries
By solving issues Mobile Devices Care generates value and supports brand engagement
230%volume growth YoY 2013-2014
49%
8 contact centers working 24/7145 social media staff
solved in-channel
29 languages
5 other(VKontakte, Yandex, Baidu, Sina Weibo, Tencent)
17communities
facebook2h response time
(average)
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Consumers with positive customer service experiences are more likely to re-purchase and to recommend your brand
52% said a good customer service experience led them to purchase again55% switched to another company after a negative customer service experience48% actively recommended others not to buy a brand after a bad customer serviceDimensional Research, Zendesk.com
LBI - Microsoft
Impact of social mediaResponding to a complaint in social media generates ~20% lift in brand advocacy.Not responding to a complaint in social media decreases customer advocacy by 43%.
Jay Baer on “Hug Your Haters”
81% of consumers do not recommend a brand to their friends if the brand did not respond to their inquiry.
NM Incite
LBI - Microsoft
We need to be where our customers are
By 2020 – 90% of customer service will be on social media
Gartner
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Making it happen
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Training Tone of voice, brand guidelines
Right Profile Fundamentally different skills-set
Language Native speakers, understand the cultureMotivation Creativity, beat employee turnover
Challenge 1: People
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Challenge 2: Processes
Escalations and Special Cases Handling complaints, technically difficult cases, referring to another channel
Everyday Operation What and how to answer. When not to answer
Social Media Crisis ManagementPlan for the best, prepare for the worstDeveloping AdvocacyRules for systematic engagement & content creation
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Social Media Tool providersTechnical limitations of social platforms (APIs, features, metrics tracked)
Think Needs First, Tools SecondEngagement vs Monitoring
Knowledge Management ToolsCentral Knowledge & Intelligence Management The perfect tool does not existYou end up with 2, 3 or 4: engagement, tracking, CRM, ERP
Challenge 3: Technology
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How success looks like?
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The most important success metricCustomers’ happiness
I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great!
Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions!
Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much!
Yes, super, thank you very very much for the fast reply. Best support for emergency cases :)
Before I forget this, I want to thank you for the super kind and friendly Support. Other companies should use you as an example for great customer support. Thumbs up. :)
