#cnx14 - great customer service is great marketing
DESCRIPTION
Social customer service is the newest member of marketing. In this session, learn how to drive organizational change while delivering a great customer experience and humanizing your brand. Plus, you'll learn how prominent companies have engaged millions of consumers and transformed the customer experience.TRANSCRIPT
Track: Social Marketing
#CNX14
#CNX14
Great Customer Service is Great Marketing
Jessica Woodbury, Sr. Manager, Social Media and Customer Engagement
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response.
~ NM Incite
Track: Social Marketing
#CNX14
Goals – Presentation Overview
1 2 3
Social Customer Service is suddenly a
Game-changer
Why Social Customer Service is
Great Marketing
How to do it better than anyone else!
Track: Social Marketing
#CNX14
#CNX14
Social Customer Serviceis suddenly a Game-changer
Track: Social Marketing
#CNX14
When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company.
~ Bain & Company
Track: Social Marketing
#CNX14
Why is Social Customer Service such an imperative for customers?
• Everyone has a social customer support team these days
• Companies approach social with the same mindset as other channels
• Companies are trying to use traditional customer service metrics
• How does Alex and Ani make it a game changer?
Track: Social Marketing
#CNX14
Your Customers are on Social!
• Not responding is unacceptable. • Customers are brave on social –
hiding behind their anonymity. • Customer love to share – are you
going to give them a great or poor experience?
Track: Social Marketing
#CNX14
#CNX14
Great Social Customer Service is Great Marketing
Track: Social Marketing
#CNX14
The average number of people a social customer will tell about a good customer experience: 42. The average number of people a social customer will tell about a bad customer experience: 53. ~ American Express® Global Customer Service Baromete
Track: Social Marketing
#CNX14
Is good customer service enough?
• Traditional customer service reps to support on social
• Brands are trying to auto-respond and use template responses
• Why are companies so fragmented when it comes to social?
Track: Social Marketing
#CNX14
Your Customers Want to Share Great Experiences
• Humanize the brand!• Proactive support!• Turn detractors into advocates!
Track: Social Marketing
#CNX14
#CNX14
Doing It Better Than Anyone Else
Track: Social Marketing
#CNX14
Only 36% of consumers that make customer service enquiries via social media report having their issue solved quickly and effectively ~ NM Incite
Track: Social Marketing
#CNX14
Because we are committed to engaging with all fans, our staff has increased exponentially year over year.
2012 20142013
Track: Social Marketing
#CNX14
Social Customer Service is in our DNA
• A&A specific best practices• Stella award• Going the extra mile for brand
detractors• Mistakes are not an option for A&A
(guidelines, process, playbook)
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Questions?
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Social Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Social Marketing
#CNX14