r u ready for social media customer care iare 2012

RU Ready

4

Social Media

Customer Care?

2

Kymberlaine Banks

Social Media Manager

Kymberlaine_Banks@telvista.com

Greg Sherry

VP, Marketing

Greg.Sherry@verint.com

• 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

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. 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

Name: Ijeilly@mymail.com

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:

Ijeilly@mymail.com

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.

20

221© 2012 Telvista, Inc.

Greg.Sherry@verint.com

Kymberlaine_Banks@telvista.com

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?