How Social Media Has Altered Customer Experience

Activating the social web for business:

How to Engage with Customers
in a Connected World

www.socialstrategy1.com

Who is Social Strategy1

•  SS1’s approach was developed in conjunction with research performed at
The University of Pennsylvania’s Wharton School, and with multi-national firms

•  SS1 works with some of the largest companies in the world – our perspective is global
because social media is global

•  SS1’s mission is to work with companies to develop insights and strategies regarding
social media such as:
–  Customer Experience Management
–  Market Intelligence, Brand Positioning and Messaging
–  Reputation Management
–  Social Media Marketing Strategies, Services and Content Development
–  Competitive and Global Business Intelligence

Proprietary & Confidential | Social Strategy1, Inc.

The fate of each business is in the hands of -
everyone

There are more than 2 billion people using social media today

Facebook > 1 Billion,
LinkedIn >170 Million,
QQ Messenger >700 Million
More than 100,000,000 blogs
61% of U.S. households have wifi (2X TVs in 70s)

Ubiquity of channels


Changes the Speed of Communication

The comment also generated 17,000 tweets per minute
for “Big Bird” and 10,000 tweets per minute for “PBS”


New Era Brings New Opportunity/Process

•  Social media has become a commonplace outlet for consumers to voice
their queries, complaints or praise about a product or service, or seek
resolution to a problem, bypassing automated phone systems and the
routing process of a customer call center.

•  The trend is for businesses to advance from social media to social
business

…this provides an alternative customer service channel

Sept. 27, 2012 _ PRNewswire


Listening Becomes Critical in the New Era


A Few Business Dynamics Changed by Social Media

•  Customer Service = Customer Experience Management

•  ROI = becomes measurable

•  Lead Generation = customers at their point of need

•  Compliance/Corporate Governance = identify smoking guns
or other issues


Dynamics Changed by Social Media
•  Early warning of problems and opportunities. Companies can
eavesdrop on what customers are really thinking and saying. This gives
them an early warning mechanism attuned to customer issues,
opportunities, intelligence on competitors, and ideas for new products and
services. Social media then acts as a no-charge, free-flowing, focus group.


New Opportunities via Social Media
Early warning of problems and opportunities.


Key Opportunities to Engage Customers via Social Media

•  Driving efficient communications between marketing and customer
service. Too often, the marketing department launches promotions that the
contact center has little knowledge of.

•  With social media, the resulting customer annoyance is spread to a far
larger audience, thereby intensifying the negative impacts on brand image
and reputation. Social media can be the catalyst that forces these two
organizations to work with greater synergy.


Ads and action

A great example of this at work was a study Social Strategy1 conducted during the
Taco Bell taco meat content controversy of 2011.
Taco Bell was accused of using a large amount of filler in its taco meat. In its own
defense, Taco Bell launched a $3 million ad campaign to attack claims they didn’t
serve “real meat.”

Ironically labeled the “Talk” campaign, the high-dollar ads feature real Taco Bell
executives, franchisees, and employees touting the chain’s seasoned-beef recipe
through ads that appeared in the Wall Street Journal, New York Times and others.
effect.

From “Social Media Leadership: How to Get off the Bench and into the Game”


Key Opportunities via Social Media

•  Improved customer service. As a public conversation, social media can
resolve not just a single consumer’s issue, but those of other individuals
who may share the same product or service challenge.

•  Sales and business development. With social media, customers that
experience delight with companies become the new marketers. Social
media provides a richer and more accurate evaluation of customer
value. This is done through tracking and assessing customers’ ability to
influence others.


Key Opportunities to Engage Customers via Social Media

Thank you very much for sending me
very good and honest people and good
workers to my home in Conway, SC I`m
very pleased with the work that was
done and ...

Speaking of Ryder:


Here’s How Some are Integrating CEM and Social

ACCOR: has over 4000 hotels in 90 countries and has to manage over
5000 comments each month on sites such as TripAdvisor.com and
Bookings.com.

The company wants to listen, learn and engage with what customers are
saying about the Accor brand and approximately 12,000 competitors’
hotels.

Accor has found this type of customer service not only improves the
company’s online reputation, it results in double-digit sales increases for
key brands like Novotel.


Social Brings an Era of RoI

“I want to know where marketing spend is going and what Social
Strategy1 thinks in terms of trends – back six to 12 months and
forward six months. It’s really helpful from a budgeting
standpoint.”

Steve Cody, Founder, Peppercom

Earn vs. Paid Media Ratios, AKA RoI: SS1 maps the impact of
marketing and messaging campaigns and charts consumer
opinions or responses to messaging, allowing media companies
and agencies to budget, measure proofs of performance, and
deliver more effective messaging and creative


Marketing RoI

“By matching this overall customer sentiment and its reach to daily, weekly,
or monthly marketing spend, we have for the first time a direct link between
push communications and ROI. It is therefore possible to draw connections
to what we call “brand affinity” and its direct impact on value of brands.

Quantifying the conversation gives us an overview of sentiment and
customer intent or advocacy toward those brands and can help us understand
how to nurture the value of the customer asset.”


Deriving RoI in a Social Media World


Deriving RoI in a Social Media World
Specific to Direct Response
•  Channel mapping and efficacy
-Where does the target audience hang out?
Conversation density
-Where can the message delivery work best?
-What happens when (if) it gets there

•  Two-way audience mapping
> 80% of people who read reviews online use those to buy
- Targeting
- Does a campaign work?
- Are there more leads online than off?

•  Lexical mapping
-Are your saying the right thing?


Key Opportunities via social media

Call centers

In the contact center context, social media becomes a customer
collaboration tool for monitoring conversations and interacting.
Firms may choose to capture, analyze, and forward these
conversations to other departments.


Social Media Leadership Awards

@SMLAwards

Things You Can Do
•  Acknowledge the outcome of conversations on social media so that the
public knows that the company cares about offering a rewarding
customer experience.

•  Select which social media channels best meet the company’s customer
engagement models. At the same time, actively encourage dialogue
between social media participants so as to increase enthusiasm for a
product or service. Increased usage drives brand loyalty

•  Build customers’ social profiles, track their social activities, analyze
their comments, and assess their influence.


Things You Can Do

•  Examine and pick the right mix of technologies. There is a wide variety
of monitoring, analytics, routing, profiling and collaboration tools on
the market.

•  Determine skills sets, training, and policies. Agents must have
exceptional comprehension and writing abilities, and be savvy in the
use of social media. Policies should also specify what content
employees are permitted to publish via social media

•  Set up strict monitoring and procedures so that comments are routed to
the correct department (e.g., corporate communications, legal,
marketing, and customer service). Install real-time agent monitoring
and recording capability.


Nuts and bolts of Social Media and Call Center
Lead Generation – social media has the ability to surface a new breed of “leads” that
can identify purchase intent, a desire to leave or find a product

Hear the Voice of the Customer - the good bad and ugly of your product or brand

Connect directly - with the customer via social media channels

Match - online with physical records

Reputation Management and Social Media Marketing – data driven marketing
efforts

General Business Intelligence and Social Media Strategies – An international public
accounting firm and others utilize SS1 to monitor and provide insights and strategies
related to competition, recruiting, reputation management, and new business initiatives.
All of these fold into the call center/CEM strategy


We can help you

Steve Ennen

646-334-5893

steve@socialstrategy1.com


How Social Media Has Altered Customer Experience

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