Keith Fiveson, CEO & Founder, SocialGogo www.bdionline.com

1. Social
Customer
Service
ROI
www.socialgogo.com BDI – April 19th, 2012

2. Social Customer Care
TRUTH #1
Influence Has Changed
Consumer Influence Has Changed

3. Social Customer Care
Traditional Approach
ORGANIZATION
CUSTOMER INFLUENCE

4. Social Customer Care
Web 2.0
ORGANIZATION
CUSTOMER INFLUENCE

5. Social Customer Care
Today’s Social Customer
ORGANIZATION
CUSTOMER INFLUENCE

6. Social Customer Care
TRUTH #2 Has Changed
Influence
The Rules Have Changed

7. New Paradigm
Social Media Sphere
Sales, Service, Tech Support
CRM
Opportunities
Multiple Channels
CUSTOMER/U
SER
EXPERIENCE
Tweets Posts Reviews
ZMOT=WOM
PROMISE, PERFORMANCE,
PERCEPTION

8. Social Customer Care
TRUTH #3
Influence Has Changed
Listening is Essential

9. Social Customer Care
Customer Experience
Drives Social Media
Awareness Engagement
Measure
Listen
Endorse Trial
+/- Usage
Resolve

10. Social Customer Care
Social Customer Care
Community Model Social Care Team
VP Social Business
PR Director
VOC-Sentiment Analytics
Sales Manager
Brand Manager
Ticket/Comm Product Manager
Communications
Community Mgr.
Dashboards
Questions Blogger
PR#1
CSR#3
PR#2
FAQ
Knowledge Digital Mgr
Base
CSR#1
Tag, Bag, Own
CRM
and Assign
Ticket# CSR#3

11. Social Customer Care
It’s NOT about the technology

12. Social Customer Care
It’s about handling issues, BEFORE they call

13. Social Customer Care
It’s about handling issues, BEFORE they call
Where is my
equipment?

14. Social Customer Care
It’s about handling issues, BEFORE they call
• Team listens across all social media
channels: forums, Facebook, Twitter, blogs
• Responds to questions, issues
• Pulls in appropriate Verizon teams as
needed

15. It’s about the best
Social Customer Care
customer experience

16. Social Customer Care
TRUTH #4
Measurable Goals Are Necessary

17. Social Customer Care
Measurable Goals
INCREASING REVENUE EARNED:
 Frequency – increasing the number of purchase transactions
 Acquisition- increase the number of net new customers
 Yield – increasing value of individual purchases w/o sacrificing frequency
 Acceleration – shortening the time it takes to acquire a customer
REDUCING COSTS:
 Customer Acquisition – shifting cost of sales to lower cost channels without sacrificing the
customer experience
 R&D – expediting R&D time and surfacing new product and feature needs
 Institutional Learning and Insights – removing organizational friction and creating synergies
between otherwise disparate groups
 Customer Service and Support – shifting cost to serve to lower cost channels
 Call Deflection (Direct/Indirect)

18. Social Customer Care
Engagement Metric Tracking
Illustrative Engagement Output Metrics
FCR% of Incidents Raised Percentage Channel Deflection
5.90%
4.60%
75.75%
3.40%
70.20% 71.14% 70.05%
66.42% 2.20%
1.50%
1.10%
62.85%
Sept Oct Nov Dec Jan Feb Sept Oct Nov Dec Jan Feb
Number of User Posts Customer Satisfaction
74% 76%
13242 70%
67%
64%
60%
11234
9098
8632
7865
5673
Sept Oct Nov Dec Jan Feb Sept Oct Nov Dec Jan Feb

19. Social Customer Care Social Net Promoter Scoring – Measuring
Social Sentiment
Strategic Parameters – Illustrative Social Net Promoter Score – Illustrative
+100 +100 +100
Response Time +80 +80 +80
Unit 1 Unit 2 Unit 3
Max +60 +60 +60 +38.2
+40 +9.8 +40 +40
+20 +20 +20
Sources Level of Engagement 0 0 0
-20 -20 -20
Min -40 -40 -40
-60 -60 -60
-80 -80 -59 -80
-100 -100 -100
Followers Channels of Response
Unit 1 Unit 2 Unit 3
Competitor 1 Super
(3.45%) Promoters
Competitor 2
(10.34%)
Super
Detractors
Customer Churn
Social
Preference – Illustrative Customer
Competitor 3
Categorization
(20.69%) Others - Illustrative
(65.52%) Promoters
Detractors

20. Social Customer Care Sample Outcome – Measuring
Implementation Success
Social Media Utilization Matrix – Illustrative
Social Media Implementation Output – Illustrative
Unit 1
Number of Followers
Unit 2
Social Media Integrated Channel Strategy – Unit 1 Unit 3
Illustrative
Unit 2
Unit 3
Social Media Strategy Score
Benefits accrued through Social Media
Strategy Implementation – Illustrative Productivity Benefits of ~X Mn USD
Gains
Innovation Community Building
40%
Gains Benefits
22%
Reduction in Cost of
33% 30%
Social Servicing
6% Media
Benefits Benefits through
Saves/Win back 20%
39% Benefits through
Referral Sales 10%
Other Gains

21. Social Customer Care
TRUTH #5
Plan, Execute, Assess, Modify

22. Social Customer Care
Engagement Process
Requirements Planning Implement Ongoing Reviews

23. Social Customer Care
Social & Customer Service
Leverage social media tools and data
Look for existing business processes where
social media is a fit
Create cross-functional teams
Align to metrics based on business goals
Give social guidelines and training for all

24. Questions?
Social Customer Care

25. Social Customer Care
Company Empowerment
We work with companies to empower their work
forces, with education and best practices for social
communications & engagement
Program Empowerment
We are social customer experience professionals, with
creative agency capabilities to generate customer
engagement and service performance
ADVISORY SERVICES
A subsidiary of ITESA Consulting, Social Gogo
provides social media expertise to market,
resource, train and develop delivery solutions