building trust with consumers via social media and raising the bar in customer service
Post on 12-Sep-2014
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DESCRIPTION
Social media is clearly mainstream, and customers are demanding attention there more than ever. In this presentation, given the to the Customer Response Summit in February 2013, we look at the trends in the industry, how Ford Motor Company handles social customer service and how the company handles fans, advocates and influencers to build purchase consideration and improve Ford's reputation.TRANSCRIPT
Social Media at the Intersection of Brand, Communications and
Service
Scott Monty
@ScottMonty
Almost ½ of Americans engage brands on social networks
Business owners are 28% more likely than those who don’t own a business to follow/engage with a brand (59% vs. 46%)
It’s not just for kids
Senior executives, decision-makers, and leaders are 40% more likely than those without such authority to follow/engage with a brand (63% vs. 45%).
Demand is growing
Why does this matter?
It’s not about your brand any more
of consumers agree with the statement:
“My relationship with brands is much more personal than ever before.”
79%
of consumers say:
“Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”
68%
It’s not about your brand any more
Openness
Realized want / need
Learning / education
Seeking ideas /
inspiration
Research / vetting
Post purchase
evaluation
Behaviors along the Purchase Loop
Openness
Realized want / need
Learning / education
Seeking ideas /
inspiration
Research / vetting
Post purchase
evaluation
Behaviors along the Purchase Loop
Opportunity to
engage
Social Media Key Influencer in Multi-Exposure Purchase
Ford Strategy
Use social media to improve concern resolution, increase customer loyalty, and
help influence purchase decisions
How we do itProactively engage in Twitter, Facebook and web forums including: Yahoo! Answers, AllFordmustangs, Explorerforum, and over 20 others
@FordService Twitter account has almost 15k followers, the largest following among all OEMs
Results
Our engagements create positive reactions, improving
Q1 Q2 Q3 Q4 Q1 Q2 Q32011 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Customer Satisfaction
Volume has tripled since launch, and YTD customer satisfaction is 93%
@FordService – TY. I appreciate the
assistance. This is why I drive a Ford. Service is
everything and you guys are top notch.
#Ford apparently gets social networking. A
random tweet from me is leading to my looking at a
Ford car I never even considered before.
Thank you @FordService for taking care of my wife and kids! (And the car of
course.) Superior response and service. I am awed. #Ford #TY
I’m a prospective buyer and it’s pretty awesome to see an
actual Ford Customer Care
person posting on here.
But don’t take our word for it…
Our engagements create positive reactions, improving the company’s image of care and
appreciation for customers, on a one-to-many forum
Monitoring social media provides unsolicited feedback from ~300,000 customers per year
Results
Q1 Q2 Q3 Q4 Q1 Q2 Q32011 2012
0
2000
4000
6000
8000
10000
12000
14000
Total Agent Posts
Not all consumers are created equal
Influencers
Advocates
Fans
Engaging with Influencers
“The longer you can listen, the more you’ll learn; the more you engage
humbly, the more likely those influencers will amplify your message
later. What do you call a well-informed, respectful, sustained engagement? A
relationship.”
- Marshall Kirkpatrick, LittleBird
Bringing Influencers In
Ford @ NAIAS
