Social Customer Service Engaging with more customers more effectively and efficiently while driving loyalty

• Why is social customer service increasing in importance & priority

• Why is social care hard?

• How can partners add value? What’s the opportunity?

• Case study: how did Accenture help KLM implement a world-class customer care offering?

• What does the social customer service solution actually do?

• Give you resources and answers to your questions

Questions: in GotoWebinar Chat or, make it social with #socialcarelive on Twitter

What You Should Get Out of our Presentation

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Brett Weigl Director, Product Management

Service Cloud @brettweigl

Social Media Has Changed the Way We Service Our Customers

A New Era For Customer Care

Within a few days or so

Within 5 minutes

Within 15 minutes

Within 30 minutes

Within one hour

More than one hour, but later

same day

From days to hours to now minutes and seconds…

The Customer’s Expectations Are Changing, too.

How soon after you contact a brand on social media do you expect a response?

Source: Edison Research

Social agents are able to handle 4-8 times more

issues/hour than phone agents (Gartner)

Preemptive SCS (reaching out) can reduce call

volumes 30% and increase customer retention 3-

5% (Enkata)

SCS costs 1/6th the cost of phone interactions,

1/3-1/5 the cost of email interactions (NM Incite)

Is SCS a big deal? These stats speak for themselves.

Social Customer Service (SCS)

@NTO_help every time I order

camping gear from you I don’t

get it on time #fail

Scott McCorkle @SMcCorkle

Looks Simple From the Outside…

@smccorkle I fixed the problem!

Have a nice day. ^JE

NTO Helps! @NTO_Help

8,000+ followers

@NTO_help every time I

order camping gear from you I

don’t get it on time #fail

Scott McCorkle @SMcCorkle

But Actually Quite Complex and Unique

The Real Challenge

Chad Schaeffer Social Customer Service Specialist

Salesforce Professional Services

@chadschaeffer - #socialcustcaretip Social Customer Service Blog: https://chadschaeffer.wordpress.com/

Assessing Potential Opportunities to Help Customers

Calls out BMW for

terrible customer

service

Cost of poor social

customer care? $41k

No response from

BMW, has quote from

Mercedes

Industry Average Yearly Volume

(YoY Jan ‘14 –’15)

Representative Companies

Retail +57% Nike, Wal-Mart, Amazon, Best Buy, Zappos

Consumer Tech +42% Microsoft, Spotify, Netflix, Samsung, Sony

Playstation, Activision

Airlines +51% American/US Airways, KLM, Delta, United, JetBlue

Financial Services +32% BofA, AmEx, Chase, Wells Fargo, Citi

Telecommunications +100% Verizon, Sprint, AT&T, Vodafone,

TimeWarner/Comcast

Yearly Volume Increase for Service-Focused Twitter Accounts

Social Customer Service Adoption

Basic Social Forensics

Volume and when they launched

Are they responding, quality of responses

Number of agents, brands, languages

Are they already using Radian6/Social Studio

Automation could be key based on type/severity of contacts

Would they benefit from cross channel reports/resolution

Are they interested in creating social ids and linking to customer ids

Common Discovery Questions

1. Strategy - Tell me about your social customer service strategy (are they thinking about

retention, customer engagement, integrating social into the contact center)

2. Operations - Volume, Brands, Languages, Agents, In/Out Sourced, Social vs Call Center

3. Listening – Managed Accounts, Broad Listening, Non-FB/TW, Communities

4. Workflow - Are you currently prioritizing social interactions and categorizing them for

reporting? i.e. By FB/TW, Brand/Product, Language/Region, Severity, Influencers

5. Engagement – What are your current engagement guidelines, do you resolve publicly,

how to handle direct/private messages, transition to other channels outside of social?

6. Reporting - What current metrics are you capturing in social care? CSAT/NPS,

volume/issue trends, response times, productivity, day/hour inbound volume, engagements

7. Governance - Do you current have a social media governance program or playbook in

place for customer care?

8. Service Cloud – Customization, Testing, Training, GoLive, PM Methodology, Certs

Two Paths to Market

300 FY15 Open SC Opptys

Social Care Adds $150k in Pro

Services to Every Oppty

$4.5M Opportunity at 10%

Attach Rate

500 Target Accounts with

Service Cloud

Social Care Adds $150k in Pro

Services to Every Oppty

$7.5M Opportunity at 10%

Attach Rate

Attach to

Existing Service Cloud Projects

*Examples

Go Back to

Past Implementations

*Examples

Social Care Implementation Packages (Examples)

Small Medium Large

Engagement

Description &

Deliverables

• Volume

• Cases – Less than 35,000

• Agents – 4-8

• Brands/Divisions - 1

• Languages – 1 (English)

• Regions – 1 (USA)

• Integration to Service Cloud – Yes

• Agile Methodology - Maybe

• Requirements & Playbook – 7 Days

• Testing & Training Support – 7 days

• Go-Live Support – 5 Days

• Project Management – 10%

• Object Assignment Engine - No

• Configuration

• Topic Profiles/Managed

Accounts – 3-4

• Social Hub Rules – 7

• Reports – Less than 10

• Volume

• Cases – Less than 150,000

• Agents – 8-25

• Brands/Divisions – 1-3

• Languages – 1-2

• Regions – 1-2

• Integration to Service Cloud – Yes

• Agile Methodology - Yes

• Requirements & Playbook – 15 Days

• Testing & Training Support – 13 days

• Go-Live Support – 8 Days

• Project Management – 15%

• Object Assignment Engine - No

• Configuration

• Topic Profiles/Managed

Accounts – 5-10

• Social Hub Rules – 15

• Reports – Less than 20

• Volume

• Cases – 150,000+

• Agents – 25+

• Brands/Divisions – 3+

• Languages – 2+

• Regions – 2+

• Integration to Service Cloud – Yes

• Agile Methodology - Yes

• Requirements & Playbook – 20 Days

• Testing & Training Support – 28 Days

• Go-Live Support – 18 Days

• Project Management – 20%

• Object Assignment Engine - Maybe

• Configuration

• Topic Profiles/Managed Accounts

– 10-20

• Social Hub Rules – 50

• Reports – Less than 35

Duration 4-8 Weeks 10–12 weeks 16-20 weeks

Not the Complaint Department, Social Care Drives Sales

Future of Social Customer Service • Customer intelligence delivered with social post

• Is tweet/post from a customer or a prospect

• Personal sentiment score, is person an advocate/detractor

• How often does customer interact socially w/brand

• Social Customer Care integrating into the overall customer journey

• Customer complained, enter them into an email retention campaign

• Customer praised recent purchase, notification from mobile app for digital coupon for complimentary product

• Customer posts about loving new candle, FB ad for more candles

• Social ID & Customer ID Integration

• Requires business process change, learn from email

• Social collection campaigns, social sign in

• Contact Center maturity applied to social channel

• Hiring, Quality, Coaching, Metrics, Certifications

• Social Customer Care professional community growth and engagement

• Need to connect, benchmark, network and help each other

KLM has 200+ dedicated social customer care employees

They endeavor to respond within 60 minutes, average reply time is ~50 minutes

They post expected reply time on Twitter, and update that every 5 minutes

Social Customer Service in 14 different languages

Flight attendants stay connected on board with iPads

Social Customer Service Done Right

Omar Oualif Consultant, Accenture

@omaroualif

Challenges

• Agents need to use different systems to provide a relevant feedback to passengers

• 10 clicks in average before answering the customer

• 7 minutes average between the customer posts on social network and creation in Salesforce

• Different sources of articles and FAQs

• Social media servicing is disconnected from daily operations (flight status for instance)

• Challenging collaboration between worldwide servicing teams (Europe and Asia)

Expectations – Social Customer Service

Outcomes

Radian6 and Social hub integration • Ability to listen and engage on more channels in the future • Real-time conversations • Process automation (Language assignment for instance)

Speed

Service Cloud console + Case feed • Eliminate time-consuming clicking • Dashboard overview of the conversations and related items • Collaborate as a team

Productivity

Knowledge • Smart knowledge articles based on customer cases • Suggested resolutions based on the customers cases • Similar cases

Efficiency

Features

Back-end intelligence data (Accordeon) • Enhance the agent experience • Reduce the amount of conversations • Move to a predictive model analysis

Predictive servicing

High-level architecture – Salesforce Social Customer Service

SCS Embedded in Service Cloud Console

January February March April May June

Rollout Plan – KLM Social Customer Service

Analyze

Analyze

Build (Twitter)

Design Pilot TW Go-live

Build (Facebook)

Design

Training

Back-End Systems integration

Pilot FB Go-live

Global Go-live

Benefits

29

• Reduce the listening speed to 4 minutes average

• Ease of adding new social accounts and channels

• Reduced number of clicks to 2 (instead of 10)

• Better understanding of the passenger information, his preference and loyalty programs

• Better collaboration between different KLM services worldwide

Brett Weigl Director, Product Management

Service Cloud @brettweigl

• Listen: Social Care Channels

• Route: Data Enrichment &

Routing with Social

Automation

• Respond: Service Cloud

Agent Console

Salesforce Social Customer Service?

Data Sources

Social Customer Service Essentials

Agent Environment Measurement

• Owned properties

• Proactive

searches

• Automated vs.

manual?

• Triage

• Work queues

• Responses

• Case history

• Dispositioning

• Response time

• Agent efficiency

• Volume

• Sentiment

Social Studio Service Cloud

Listening

+

Accounts

Manual/Eng

age

Automation/

Social Hub

Publisher Console &

Case Feed

Apex

Logic

Standard

Objects

How Does the Data Flow?

Demo Using Service Cloud with Social Studio to power Social Care

What Do I Need To Deploy SCS?

• Service Cloud seat licenses for your

agents

• Editions Supported:

• Enterprise

• Unlimited

• Performance

• Social Studio Subscription

• Listen

• Engage

• Managed Accounts

• Social Hub Automation

For smaller deployments,

consider SCS Starter Pack

Areas Where Partners Can Add Value

● Social Strategy

● Listening Rules Design

● Service Agent Experience

● Inbound Logic (Apex)

● Other Workflow

● Dashboards & Reporting

● Pilot/Go-Live Support

● Provide Response Teams

● Training Services

Questions & Resources

Social Customer Service Success Community group

SCS Implementation guide

8 Steps to Transformational Social Customer Service E-Book

REMEMBER: You can ask questions in GoToWebinar chat or Twitter #socialcarelive

Ways to Learn More About Social Customer Service

Thank you