This document discusses how companies can improve customer service through social media. It provides examples of companies like United Airlines and Zappos to show how customer service reflects a company's values and impacts viability. The document discusses John Boyd's OODA Loop concept and how quickly a company can observe, orient, decide and act impacts competitiveness. It suggests customer service, when handled through social media, provides important customer feedback that companies can use to innovate and improve through repeated application of the OODA Loop.
38. Took A Complicated Technology
And Made It Into A Consumer
Product…
iRobot used social
media as a better
way for all
departments to
do business…
39. iRobot began listening to what was
being said in social media….
―My Roomba doesn’t pick up pet hair #frustrated‖
―My Roomba isn’t working – can’t fix it #fail‖
• Heard what her customers were saying
• It was not always positive – and was stopping sales!
• Gathered screenshots
• Put them in a powerpoint
• Gave them to her CEO
40. Roomba took charge of the social
customer interactions...
The CEO appointed
her the lead on
social customer
interactions…
41. iRobot used social media data to examine business
processes, systems and productivity benefits vs.
costs
Reduction in call volume and call center costs
Superusers answer customer questions
Increase positive sentiment
Increase positive word of mouth
Customers become marketers
Increase in sales
New product lines
Specific products based on customer’s wants
42. …the results were a business transformation…
With less
Politics and resistance
―Not invented here‖ or ―not my
problem‖
Social media lead to
transformation of:
Engineering, Product
Development, QA
Fulfillment, Order Management,
Marketing, Sales and
Advertising
Chalk it up to the ―Witness‖ factor
47. History provides perspective to
see future opportunities…
Dell Hell: it started with a post
Source: http://www.buzzmachine.com/archives/cat_dell.html
Source: http://www.slideshare.net/DomHind/dell-ideastorm-community-involvement-presentation
48. ―DELL SUCKS.
DELL LIES. PUT
that in Your Google
and smoke it…‖
And gained
momentum…
50. Dell’s Progression: 2005-2012
2005: Jeff Jarvis Incident
• Customer/Blogger heard by many
• Other issues happened
• Battery explosion
• Didn’t understand the power of
social media to rally against a
company
Company still was not listening
• Lead to profit loss
• Drop in share price
• Disgruntled consumers
51. 2012 Dell FINALLY applied
OODAing
Dell’s Social Media Command Center
Social Media Monitoring…
Listening & responding to
the social networks…
25,000 daily
Topics, posts…
Not including twitter…
Look for
trends, issues, sentiment, share
of voice…
52. And Dell goes a step further…
Dell OODA’s with social media insights
across the whole organization….
• Product Development
• Marketing
• Online Presences
• Sales
• Customer Service
• Communication
54. Dell uses the customer relationships they create
in social media to sell more product…
• In ’09, Twitter resulted in sales of $6.5M
• Sales increased 3x with their ratings and reviews content