How Can Proactive Customer Service Save Your Brand?

Social Engagement Beyond the @

Liel LeibovitzAssistant Professor of Communications, NYU

Alon WaismanSocial Media Operations Manager

Go Daddy

Joshua MarchCEO & Co-Founder

Conversocial

Today’s Webinar

Joshua March – ConversocialThe ROI of Proactive Customer Service

Liel Leibovitz – NYU A Day in the Life of Brands on Twitter

Alon Waisman – Go DaddySurprise Them: They’ll Love You For It.

Panel DiscussionPlease submit questions during the

webinar

#proactivecustserv

The ROI of Proactive Social Customer Service

How Can Proactive Customer Service Save Your Brand?

Proactive Customer Service is…

Reaching out to customers at their point of need, before they come to you.

How Can Proactive Customer Service Save Your Brand?

Social marketing team

Help from customer service

Dedicated social service team

Proactive customer service

How Can Proactive Customer Service Save Your Brand?

Where’s the ROI for Proactive Customer Service?

1. Delight vocal customers publicly

2. Help them before they phone

3. Prevent losing customer revenue

Example ROI calculation

Over 1 year, Browns’ Supermarket helps 10,000 unique customers using proactive customer service

How Can Proactive Customer Service Save Your Brand?

1. Brand

People who complain on social media tell 42 people about positive brand experiences – but 53 people about negative experiences.

(Compared to 24 & 15 for average consumers)

By helping 10,000 people, they can change 530k negative shares into 420k positive shares – high trust impressions.

How Can Proactive Customer Service Save Your Brand?

2. Cost to Serve

Resolution cost: Phone $15 / Twitter $3

4,000 call deflections = ($15 - $3) * 4,000 = $48,000 saved

Clickfox: 40% of people who complain via social media will subsequently phone the call center.

How Can Proactive Customer Service Save Your Brand?

3. Exposed Revenue Protected

Unique Customers Helped * Annual Customer Value

= Exposed Revenue Protected

Average Browns’ Supermarket customer = $1,000 annual revenue.

10,000 helped = $10m annual exposed revenue that they could have lost if they didn’t help proactively.

How Can Proactive Customer Service Save Your Brand?

Example ROI of helping 10k customers proactively:

420,000 high value positive impressions

$48k direct productivity savings via call deflection

$10m annual exposed revenue protected

Joshua MarchCo-Founder & CEO

Conversocial

Thank you

@joshuamarch

You can download

‘A Day in the Life of Brands of Twitter’ and ‘Your Guide to Delivering Proactive Customer Service’

at: www.conversocial.com/resources

Report: A Day in the Life of Brands on Twitter

Actionable Insight through Proactive Customer Service

Liel LeibovitzAssistant Professor of

Communications, NYU

What’s in the data?

A day in the life of brands on Twitter

What’s in the data?

Only 3% of customers

mentioning these retailers used the

‘@’

What’s in the data?

What’s in the data?

Over 1/3 of all mentions of brands online were customer service related

For every @mention you address, there could be another customer sharing dissatisfaction

What’s in the data?

1. Keeping up with Twitter traffic is difficult, but essential

2. Twitter calls for complex conversations between brand & consumer

3. Customer service has to become proactive to keep up

Our key takeaways:

Thank you

Liel Leibovitz, NYU@liel

Surprise Them: They’ll love you for it

Alon Waisman@MowAlon

Social Media Operations Manager

What do we really want?

Succes

sLoyalty

Advocacy

Authenticit

yIntimacy

Connection

Personalit

yHumanit

y

Be NICE

Be REAL

Broken expectations

yield

strong reactions

How did Go Daddy get here?

Photo credits

1. Lead me, kelsey_lovefusionphoto,

http://www.flickr.com/photos/supersonicphotos/4521300451/

2. Smiley, thebaldwin, http://www.flickr.com/photos/thebaldwin/4519511866/

3. Miracle on 34th St, 20th Century Fox

#ProactiveCustServ

You can download

‘A Day in the Life of Brands of Twitter’ and ‘Your Guide to Delivering Proactive Customer Service’

at: www.conversocial.com/resources