Join us to preview results from the fourth edition of the The Social Customer Engagement Index, sponsored by SAP, an exclusive whitepaper being released later this year. In late 2013, we surveyed our audience on the use and effectiveness of social media tools for customer service. Results show that as companies gain more experience and further integrate social into service processes and teams - and align social service strategies more closely with the organization’s overall customer engagement strategy – they are seeing more positive impact from their efforts. Additionally, a greater number of service interactions are taking place over social channels. But even as the percentage of social service interactions increases, it still lags far behind traditional service channels like email and the phone. Join us as we analyze the results and discuss how companies are succeeding or failing in integrating modern communication into their service strategies.

1. The Social Customer Engagement Index
Webinar:
Best Practices for Social Customer Service
#SMTLive

2. Thanks to our Sponsor

3. Join the Conversation…
157,345
#SMTLive

4. Our Speakers
Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he
oversees the design and development of the company’s flagship website, Discover.com; manages the
customer experience and VOC across all digital channels; and leads the company’s social media strategy
and execution. @dgingiss
Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support
efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online
support chat strategy, and engages consumers on T-Mobile’s branded social media channels by
answering questions, solving problems, and building relationships. @KrissyEspindola
Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the
strategic direction for and supervises the tactical execution of social media programs that support
Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles
on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson
Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is cofounder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and
strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most
influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader
Award. @bleary
#SMTLive

5. Key Data Points
• 32% say they have seen very positive impact from
“social” on CS goals and objectives
• 16% say they are very satisfied with their company’s
efforts to engage customer on social networks for service
and support
Social Customer Engagement Index, 2013
#smtlive

6. Key Data Points
• 27% say it takes them less than an hour to respond to
questions/issues on social channel
• 14% say their company has been integrating “social”
into customer support for more than 4 years
• 52% say Facebook is most effective social channel for
customer service
• Twitter follows at 25%, then Linked at 8%
• Owned communities are most effective for 7%
Social Customer Engagement Index, 2013
#smtlive

7. Fully Integrated vs. General Population
Challenges - Determining ROI
Challenges - Resource Allocation
Challenges - Mgmt Buy-in
Owned Communties
Fully Integrated 500+ Employees
Method of Social Engagement - on ad-hoc basis
Fully Integrated
General Suvey Pop
Provide Mobile Support
76-100% Employees Involved in Supporting Social
Response Time Less Than Hour
Very Positive Impact
0
10
20
30
40
50
60
70
80
90
Social Customer Engagement Index, 2013
#smtlive

8. Social Service
Social Media = High Expectations
Social Service by Channel
 More than 62% of consumers use social media for
customer service issues1
 67% of customers expect a response in social media
within a day; 42% expect it within an hour2
Other Brands Are Not Delivering
 70% of companies ignored customer complaints
on Twitter in 2012; down to 38% in 20133,4
Discover Is An Industry Leader
 Response time is far below industry average –
31 minutes in December, down from 3+ hours
 Won IQPC Award for Best Performance Acting
on Voice of the Customer and Voice of the
Social Customer – 4th consecutive year
 Only channel where Discover’s award-winning
customer service can be experienced publicly
1 Source:
Mashable.com http://on.mash.to/PilBfj
Source: Convinceandconvert.com http://bit.ly/Preqml
3 Source: Maritz Research & evolve24 http://bit.ly/uS4UYj
4 Source: Social Baker pulse.me/s/L9pA5
2
Twitter
55%
Facebook
45%

9. Social Service
A Different Approach
“@Discover actually tweeting me
back I feel like some sort of
celebrity… I am no longer bitter
about the card.”
 Customers allowed to post directly to Facebook
Timeline: Demonstrates our confidence in the
brand and willingness to listen
 Single Twitter handle (@Discover): Service
experiences become marketing opportunities
 Responding alone is a “surprise and delight”;
resolving problems = satisfaction & loyalty
 Social Click-to-Chat: Innovative in industry
 Demonstrated success in turning negative
sentiment into positive sentiment – publicly
“OK, serious props to
@discover. I tweeted an issue
and they not only replied back
immediately, they solved it for
me all under an hour.”

10. Social Customer Support
Krissy Espindola
Knowledge Management & Social Customer Support
@KrissyEspindola

11. @KrissyEspindo

12. +464%
+845%
social
connections
growth
@KrissyEspindo

13. Events cause activity to spike
MARCH
APRIL
MAY
JULY
26
12
1
10
T-Mobile &
MetroPCS
Merger
Un-carrier 2.0
Announcements
Un-carrier
iPhone Launch
Announcements
@KrissyEspindo

14. @KrissyEspindo

15. Growth of social
January
2012



Begin resolving on social
517K Social Fans
Team size = 7 FTE
Decemb
er 2012
 Review of more robust tools to
accommodate growth, drive
engagement & automate resolution
 2.6M Social Fans
 New Tool (SAP)
 Team size = 16 FTE
Implementation
May
 Automate
2013
resolution
 Maximize efficiency
 3+M Social Fans
 Team size = 23 FTE
 4.9M Social Fans
 Team size = 24
FTE
@KrissyEspindo
Septemb
er 2013
 7M Social Fans
 Team size = 35
FTE
January
2014

16. @KrissyEspindo

17. Understand the
conversations
@KrissyEspindo

18. How can you be everyone
at once?
 Increase Productivity
 Streamline Conversations
 Enhance reporting
 Ignite Social Media: Top
16 Brands leading social
customer service
 SocialBaker: 3qs as #1
in resolution across
all industries
 LikeableMedia: Top 40
Facebook pages
 10% improvement* in
neg. sentiment since Nov
@KrissyEspindo

19. Why does this all matter?
The Service landscape
is evolving…
To compete, companies have to meet customers
where they choose to engage
@KrissyEspindo

20. SOCIAL CUSTOMER CARE INSIGHTS
Dedicate resources
Employees, time, budget, tools, etc.
Hire team members with strong writing skills.
Integrate with CRM infrastructure
Be personal and authentic
Eliminate template language.
Address customers by name.
Keep a conversational tone.
Respond promptly
Consider weekend coverage.
State hours of availability.

21. SOCIAL CUSTOMER CARE INSIGHTS
Talk frequently with internal stakeholders
Marketing, PR, customer service, etc.
Define responsibilities & boundaries.
Share social data and conversations to promote change and process
improvement.
Keep in mind
Some issues cannot be resolved.
Consider the volume and frequency of issues.

22. Join the Conversation…
157,345
#SMTLive

23. Our Speakers
Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he
oversees the design and development of the company’s flagship website, Discover.com; manages the
customer experience and VOC across all digital channels; and leads the company’s social media strategy
and execution. @dgingiss
Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support
efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online
support chat strategy, and engages consumers on T-Mobile’s branded social media channels by
answering questions, solving problems, and building relationships. @KrissyEspindola
Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the
strategic direction for and supervises the tactical execution of social media programs that support
Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles
on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson
Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is cofounder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and
strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most
influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader
Award. @bleary
#SMTLive

24. Thanks to our Sponsor

25. Sign up for the whitepaper:
The Social Customer Engagement Index
whitepaper will be released later this year. Sign
up to receive the paper here:
http://bit.ly/1euZRZu