creating brilliant customer experiences through social media

Copyright © Michelle Goodall 2015

Crea%ng brilliant customer experiences through social

Michelle Goodall – Consultant @greenwellys

Hello I’m @greenwellys – Michelle Goodall

Copyright ©Michelle Goodall

I’m covering…

1. Adap%ng to a ‘mul%channel customer’ 2. Social customer experiences that drive business outcomes

3. Prac%cal social media %ps to help with your planning

4. Time for ques%ons


Just so we’re clear about the multichannel customer…


The informed customer


Customer experience transcends teams and departments

64% of consumers expect real 3me customer service regardless of channel Source: Zendesk – Customer Service Gap Study


Customer expectations in social

53% of consumers expect social media responses within 1 hour Source: Lithium

Rises to 72% if they have a complaint


…but we lack time, resource, focus…

2 days later…. Copyright ©Michelle Goodall

Our customers are atomised…

>38m ac3ve social media accounts 32m ac3ve mobile social media accounts 2.13hrs ave daily social media usage per person Source: WeareSocial


…and there are generational CX differences Genera3ons Z and X have higher sa3sfac3on live chaIng (via social and livechat) rather than speaking on the telephone Source: Forester – Understanding Customer Service Sa%sfac%on


We’re still focused on acquisition…

“Looking specifically at how digital marke7ng budgets are split between different channels and disciplines, five out of the top seven channels companies are most likely to allocate budgets for are more geared towards acquisi;on.”

Source: Econsultancy – Marke%ng Budgets 2015 Copyright ©Michelle Goodall

Don’t ignore the opportunity

Consumers who have a good customer experience on social media share their posi3ve experiences with more people

42 reached for social customers

15 reached for general public Source: American Express


Organisations delivering great social customer experiences have these defining factors


1. They define clear, compelling value propositions through customer journeys


2. They use data and insights to improve things


3. They constantly innovate and optimize to improve journeys and frontline culture



4. They value the role of social beyond awareness/acquisition

December 8, 2015 17

Research Unaware

Compare Inform

Prompt

Retain

5. They create content they believe in


6. They employ people people

Copyright ©Michelle Goodall hXps://youtu.be/LulPOJMKNdA?t=1m34s

A case study – Direct Line


The challenge


The challenge


Source: TFL

The process


Source: Gov.uk

The process


The results


Sources: Harvard Business Ins%tute of Customer Service

When it comes to digital customer experience, they put #socialfirst


The Five Pillars of #SocialFirst: 1.  Proac%ve support for social customer service, making its existence widely known 2.  Engagement aimed at exceeding customer demands 3.  Interac%ng, rather than reac%ng as a means to an%cipate what customers want and

need—before they tell you 4.  Recognizing social media for its viral power and leveraging that reach to influence

the market 5.  Connec%ng with customers on a deeply personal and emo%onal level to build

rela%onships and trust

Source: Conversocial

Tips for creating brilliant customer experiences through social


Mobile first in social

80% mobile users

76% mobile users Sources: TwiXer and Facebook


Facebook – beat the algorithm

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hXps://www.facebook.com/nickelodeon/videos/10153776494651318/


Twitter – visuals, cards, ‘Moments’, events, tailored audiences, TV targeting

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Sta%s%cal Stories Masterclass in using data crea%vely to reach and engage your audiences


Plan for diminishing attention spans…thumb and the ear

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hXps://www.facebook.com/ukdfid/videos/vb.41230335599/10153313209805600/?type=2&theater hXps://twiXer.com/gatesfounda%on/status/620952629678612480

Instagram Video

Animated GIF


ALWAYS think about the call to action…

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….and quickest way to get user to their goal


Try different content formats and channel combinations to create impact

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….Slideshare>LinkedIn Company Page, Instagram>Facebook …but don’t connect non-‐sister channels e.g. Instagram>Twi]er, Twi]er>Facebook


In summary…

1. Gelng social customer experience right takes %me but it is the right thing to do

2. Be a customer journey junkie -‐ map social to customer journeys

3. Refocus beyond aquisi%onal social ac%vity 4. Power up your people people 5. Adapt to social plaoorms behaviour changes
