social customer service: why it's essential and who's doing it well - martin hill-wilson,...

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

social #custserv Why It’s Essential Who Does It Well

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Why It’s Essential

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

TH

E

CA

TALY

ST

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

JUST A MATTER OF WHEN

NOT IF!

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

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E

PR

OB

LEM

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

CUSTOMER SERVICE IS NOW

A SPECTATOR SPORT!

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

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E

RE

WA

RD

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

SERVICE IS

THE NEW MARKETING

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

…MAYBE

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

3rd Party Reporting

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

3rd Party Reporting

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

3rd Party Reporting

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Cross Functional VoC

Learn Fast Or Risk Killing Your Brand In Public

Listen-Learn-Improve

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Sample

23,000 U.S. online consumers who have interacted with a company via social media 100 U.S. Brands

Airlines, Auto, Banking, Credit Card, Telecom And Utilities

Customer Priorities

Age Range Social Customer Service Social Marketing

18 to 29 43% 23% 30 to 49 39% 39%

50+ 18% 38%

Social Media Use

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Servicing and Marketing are part of the same circular brand funnel “It is critically important that consumers are able to find you in social - that’s the marketing - so they can talk to you when they need to - that’s the servicing. Then, of course, you want to keep those consumers engaged with your brand, so you circle back to the marketing again.”

Customer Priorities

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Adoption Trend

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Who Does It Well ?

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Facebook - leaderboard

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Facebook - leaderboard

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Twitter - leaderboard

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Twitter - leaderboard

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Call Deflection 29% full resolution 11% partial resolution

Customer Sat risen 87%

Twitter NPS 61 Chat NPS 64

Peer to Peer Support

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Co-creation

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Co-creation

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Co-creation

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

YouTube

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Facebook

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Facebook

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Facebook

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Facebook

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Signposting

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Integration: Community + Chat

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Adding In The Human Chemistry

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

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Mass Participation

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Are there any incentives to encourage staff to participate in Twelpforce?

“Through heavy participation in Twelpforce, staff earn the right to help provide input to some of the strategic decisions made in the social space”

Employee Engagement

John Bernier Digital Product Line Manager &Social Media Steward

Best Buy

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

What training do you offer Twelpforce staff?

“At the start, coaching took a lot of time and effort. We had to keep reiterating that Twelpforce is about helping not selling. Now though, the @twelpforce team is largely self-governing”

John Bernier Digital Product Line Manager &Social Media Steward

Best Buy

Employee Engagement

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Interaction Styles

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people.

Interaction Styles

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Interaction Styles

Gained 13.5k new followers as a result

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Best = Every Time WOM Happens

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Why Social Customer Service?

1st Real Time Corporate Mirror

Social Customer Service: Why It’s Essential & Who’s Doing It Well © Brainfood Consulting 2013

Thank You! u!

@martinhw brainfoodextra.com

‘Delivering Effective Social Customer Service’ Pre-order the book on Amazon

http://www.amazon.co.uk/dp/1118662679