microsoft devices group social customer service frankfurt
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Delfin Vassallo - @DJVassalloSocial Media Operations ManagerMicrosoft Devices Group
Set. Ready. Go! Social Care Implementation Challenges
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
What our customers say?
We need to be where our customers are
By 2020 – 90% of customer service will be on social media
Gartner
Nokia Social Customer Service Evolution 2013
First Facebook direct support in ArgentinaFacebook support in APAC BaiduSina Weibo
Forum in Arabic+@NokiaCareArabic
Facebook support in LTA, IMEA, Europe
Forum in Vietnamese
YandexVkontakteTencent
2012German mktng forum transferred to cust support
Forums in Spanish and Portuguese launched + @NokiaSoporte@NokiaSuporteForums in Italian, Polish, Russian & Turkish launched + @NokiaHilft @NokiaPomoc @NokiaDestek
2011Forum in French launched + @NokiaCareFR
2010First Twitter accounts 100% dedicated to customer support @NokiaHelps@NokiaCareUS
2014Forum in Bahasa Indonesia + @NokiaDukungan+16 Twitter handles from marketing
More to come…
2005Nokia Support Discussions forum is launched in English
Making it happen
Training Tone of voice, brand guidelines
Right Profile Fundamentally different skills-set
Language Native speakers, understand the culture
Motivation Creativity, beat employee turnover
Challenge 1: People
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
Social Media ToolsTechnical limitations of social platforms (APIs, post limits)
Think Needs First Engagement 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: Tools
Results&Successes
Global Social Media Support Requests 161
K
25K
54K
115K
93K
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
23%
42%
23%
6%
5%
Nokia Support Discussions
@NokiaCareUSSocially Devoted 83% Response Rate
Social BakersQ3, Q4-13, Q1-14
@NokiaHelps5th fastest to respond to customers (3.7hrs)
Interbrand Top 100March 2013
@NokiaSuporteSocially Devoted 79% Response Rate Number 1 Globally in Electronics category
Social BakersQ3, Q4-2013
Nokia Russia FacebookRussia 2nd Most Engaging page
Social BakersQ3-2013
@NokiaHilftSocially Devoted 85% Response Rate
Social BakersQ3, Q4-13, Q1-14
@NokiaHelps3rd place globally for Response Rate (72%) - just behind Ford and Nike
Interbrand Top 100March 2013
@NokiaCareFR“Impeccable service from every angle. A model of speed and efficiency”French Magazine 01NetApril 2013
@NokiaSoporteSocially Devoted 82% Response Rate45 mins Average Response Time
Social BakersQ3, Q4-13, Q1-14
@NokiaPomocSocially Devoted 89% Response Rate
Social BakersQ3, Q4-13, Q1-14
@NokiaHelps2nd Most Responsive Brand across all industries(70%)
Simply MeasuredApril 2014
Nokia Social Customer Service Success
The most important success metricWhat our customers like and want
I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great!
Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much!
Before I forget this, Ib ant to thank you for the super kind and friendly Support. Other companies should use you as an example for great customer support. Thumbs up. :)
