r u ready for social media customer care iare 2012
DESCRIPTION
Is your organization ready to embrace the social customer by providing an experience that meets them where they are to deliver what they want? Telvista and Verint offer this content to help you think through how you can use social media to build deeper, more meaningful customer relationships that last.TRANSCRIPT
RU Ready
4
Social Media
Customer Care?
2
Kymberlaine Banks
Social Media Manager
Greg Sherry
VP, Marketing
• Why you have to care about social guest experience
• What it takes to deliver social media services
• How to approach social strategy
• When you should start
60 minutes from now we’ll know
2
• When you should start
• What will happen if you wait
© 2012 Telvista, Inc. 2
Fact
Customers trust the
recommendations of
strangers more than
Brand conversation has changed!
2© 2012 Telvista, Inc. 3
strangers more than
they trust advertising
What if you don’t listen?
2
300,000 signed on online petition
21,000 pledged to close accounts
57,000 signed online petition
1,000,000 hits in four days
>12,000,000 hits today
stock lost 10% of value ($180
million)
4© 2012 Telvista, Inc.
Customer Service
Questions
Investor Relations
Public Relations
Marketing
Brand
Companies
ignore 95%of Facebook
questions
What we do.Our Focus.
Listen• Who’s talking?• What are they saying?• Where?
Analyze• Does what they’re saying matter?• What is the tone and sentiment?• Is it actionable?
Loyalty, Retention and Recovery
2
ComplaintsEvents
5
Outgoing Messages
Incoming Inquiries
Build deeper, more meaningful, customer relationships that last
Companies
ignore 70%of Twitter
complaints
• What action should be taken?
Engage• Answer questions• Say thank you for compliments• Solve problems or get them to
someone who can solve them• Acknowledge feedback
© 2012 Telvista, Inc.
• Establish a benchmark
• Determine where to engagefor maximum impact
• Set goals that make sense
• Find and train the right talent
EngageIntegrate
Listen
Building a Successful Strategy!
2© 2012 Telvista, Inc.
6
talent
• Be sincere and transparent
• Measure progress
• Be flexible, change and refine as social media evolves
Goals
Talent
Measure
Turn it into a WIN!!
• Post fast, and proactively
• Update progress
• Watch customers thank you
in public
When Disaster Strikes
2
in public
• Positive sentiment improved
>30% that day
© 2012 Telvista, Inc. 7
• Flash mob organized using
twitter and text messages
• We warned stores and
authorities
• Police were there to arrest
You can be a crime fighter
2© 2012 Telvista, Inc. 8
• Police were there to arrest
them at the next store
• $$$ of losses were prevented
10% of retailers surveyed in 2011 had been
victim to a flash robbery Source: National Retail Federation
2
The Other “ROI”
2
B2C Video- Staffing and Skills
2
Social Media Cost per Contact
2
Major Airline- Overall Strategy
2
Major Airline- Early Metrics
2
Ford Taps Social Media for Customer ServiceCMO NETWORK | 3/27/2012 @ 9:11AM | 9,973 views
http://www.forbes.com/sites/jeanhalliday/2012/03/27/ford-taps-social-mediafor-customer-service/
• Eight, dedicated customer service agents use a customized search engine tool based on key words to monitor concerns, questions or comments on Twitter, Facebook, auto forums and message boards.
• Each issue is assigned to one agent until resolved. “We are looking to engage with someone within 4 hours of posting.”
“Consumers prefer to engage digitally rather than phone. That can be
Social Media and Ford Motor
215
• “Consumers prefer to engage digitally rather than phone. That can be challenging, especially if they prefer to Tweet on Twitter via 140 characters at a time…”
• Now responding to an average of 2,000 people weekly via social media.
• That traditional way is reactive. (800# inbound calls). “We’re also proactively finding these people via social media.” (More “wow” opportunity ! )
• Customer: “I’d much rather use social media because the experts are very quick at getting responses back and I don’t have to go through a (phone) menu system and listen to music and press the right buttons. That’s just not for me.”
Customer Sentiment
Please provide any additional details
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suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te
vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor
illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. The beds
were too soft, but the manager was kind. In praesent inhibeo
odio vero augue zelus eros dignissim neo ut damnum consequat iusto. Wisi
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Name: [email protected]
Location ID: 72363
Date of Visit: 05/23/2011
The beds were too soft but the manager was kind.
2© 2012 Telvista, Inc.
16
ea ymo augue, indoles letatio, dignissim. Conventio oppeto proprius vel
loquor bis gravis qui iriure indoles commoveo feugait brevitas.
Suscipit ullamcorper ullamcorper, populus exputo letatio bene. Suscipit
brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior,
suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te
vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor
illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. In praesent
inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat
iusto.
Customer Sentiment
Please provide any additional details
Suscipit ullamcorper ullamcorper, populus exputo
letatio bene. Suscipit brevitas, tamen gilvus decet pagus
exputo antehabeo, comis. Pagus melior, suscipere
Name:
Location ID: 72363
Date of Visit: 05/23/2011
2© 2012 Telvista, Inc.
17
exputo antehabeo, comis. Pagus melior, suscipere
utrum reprobo luptatum facilisis roto illum lobortis. Et
usitas te vereor gemino ut, capto fatua secundum
blandit immitto ut. Usitas ulciscor illum vel ex eu
ventosus facilisi mara plaga nisl antehabeo. The beds
were too soft, but the manager was kind.In praesent inhibeo odio vero augue zelus eros
dignissim neo ut damnum consequat iusto. Wisi ea ymo
augue, indoles letatio, dignissim. Conventio oppeto
proprius vel loquor bis gravis qui iriure indoles
commoveo feugait brevitas.
Suscipit ullamcorper ullamcorper, populus exputo
letatio bene. Suscipit brevitas, tamen gilvus decet pagus
exputo antehabeo, comis. Pagus melior, suscipere
utrum reprobo luptatum facilisis roto illum lobortis. Et
usitas te vereor gemino ut, capto fatua secundum
blandit immitto ut. Usitas ulciscor illum vel ex eu
ventosus facilisi mara plaga nisl antehabeo. In praesent
inhibeo odio vero augue zelus eros dignissim neo ut
damnum consequat iusto.
Date of Visit: 05/23/2011
1-Positive and
negative
sentiment
(78% of
respondents)
Info Gained from Social Media
2
2-Issues with
products and
services (70%)
1-Positive and
negative
sentiment
(60%)
Measuring Success of Social Media
2
2- Increase in
customer sat
scores (42%)
Next Steps for You ?
2© 2012 Telvista, Inc.
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1- What social channels are supported in your
contact centers?
2- What are your top two recommended best
practices regarding social customer support
Discussion Questions
2
practices regarding social customer support
success?