blending service & marketing: hp social customer care increases customer loyalty
TRANSCRIPT
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty Waladeen Norwood, HP Social Customer Care Manager, @wallyatHP
@HPSupport
Agenda 1. How service and marketing are blending 2. How social care gives customers a reason to buy HP 3. Making CRM social
Serving millions of customers around the globe
Social support is the gateway to the customer
Source: h*ps://www.dexmedia.com/blog/the-‐evolu;on-‐of-‐customer-‐service-‐infographic/
HP’s social customer care footprint
In the age of social, customer experience is the differentiator
Service Marketing Great Customer Experience
Evolution of social customer care at HP
HP social support requires a sophisticated structure
Scaling for future
• 360-degree view of the customer • One tool for all languages • Standardized metrics
How HP made CRM social
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Ethel lk tweets:
Customer tweets
Ethel lk’s tweet comes into our CRM
Customer tweets
New case is generated
Eddie from @HPSupport tweets back
Customer tweets
New case is generated
Agent responds
HP tracks Ethel lk’s case through to resolution
Customer tweets
New case is generated
Agent responds
Agent and customer interact
HP earns Ethel lk loyalty again
Customer tweets
New case is generated
Agent responds
Agent and customer interact
Customer tweets kudos to HP
Social channels like Twitter and Facebook
Real-time ops monitoring
Knowledge base: • User-generated content • HP content
360 degree view of customer history
Real-time insights
Response
Sentiment tracking at case level
Making CareForce social improved HP’s brand loyalty
Customer: • Receive the most appropriate answer • Receive the fastest answer • Receive answer on their channel of preference
HP: • Agents engage 187% more with customers • Happy customers more likely to buy HP
