Today Social Media is witnessing a rise in customer participation leading to an equivalent rise in social media applications for customer service. Therefore, organizations need an actionable framework that can respond efficiently and proactively to customer requests and unmet needs. This presentation focuses on the following Listening to the entire universe - Why is it important and how should it be approached? Understanding and measuring customer experience through social media – the possibilities today Enabling ongoing social media engagement for improving customer experience

1. Learn. Engage – A structured approach to
Listen.Presentation Title Goes Here
enabling better customer experience
Neelesh Sali

2. Customers of financial institutions today make choices based 2
on information they gather online
70 percent of banking consumers are using Facebook, and 27 percent are using YouTube
Top Social Channels by Banking Consumers
72%
“Deciding whether to get
Facebook 69%
70% involved means deciding if you
24%
want to be part of the
YouTube 26%
29% conversation…There will be a
18%
conversation with or without
MySpace 17% Credit Unions
20% you…If you don’t use social
12%
Banks 11 to 50 media, then your business will
Twitter 13%
17% Top 10 Banks go elsewhere.”
9% Hadley Stern, Vice President
LinkedIn 11%
12% at Fidelity Labs, a division of
0% 20% 40% 60% 80%
Fidelity Investments
Source: FIS Enterprise Strategy, “Consumer Mobile Banking Research,” February 2011, n=4,002.
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3. Many large organizations are acting on the endless 3
possibilities already
MasterCard CXOs USAA engages with
look at daily buzz to influencers to drive
monitor any advocacy on their
emerging negativity behalf
The Guardian LinkedIn tracks
measures online employee perceptions
sentiments to track to advise institutions
its reputation on hiring strategies
USAA identifies E-trade measures
customer service impact of their
XXX issues and responds media campaigns
to them and advertisements

4. What most companies have done well 4
1 Listening
Tracking
comments on
your brands or
company in
social media
2 Measuring simple
metrics like
volumes, Share of
voice, tonality,
themes etc.
Basic Measurement
3 Customer Engagement
Using social
media to
respond to
comments and
queries
4 Using social
media led
outreach and
marketing
programs
Market Outreach
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5. Companies are engaged at various parts of the social media 5
lifecycle
Market
Engage Listen
Learn
Regulatory Bodies
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6. But the biggest opportunity today lies in learning from social 6
media
BREAK FREE FROM THE CROWD
Social media led insights
and learning can help you
differentiate your offerings
and services and align them
to customer expectations
Real-time and spontaneous
learning from social media
can enable faster turn-
around to issues and drive
greater satisfaction and
experience
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7. 7
Win – me Delight – me Keep – me
( Ac q u i r e ) (Grow) (Retain)
C R E AT I N G T H E R I G H T E X P E R I E N C E D U R I N G
CUSTOM ER ACQ U ISIT IO N
How social media Positive impact on customer
can help? experience
Ta r g e t e d m e s s a g i n g t h a t
Insights on target aligns with customer needs
s e g m e n t b e h a v i o r, leading to better
interest, attitudes, experience and conversion
issues, unmet
needs, information Outreach programs that
gaps and address information gaps /
misinformation proactively
expectations
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8. Case study: understand voice of your customers (and prospects) 8
Sales Service
alerts alerts
A global leader in insurance
solutions receives opportunity
alerts from social media.
These alerts accurately map
customer needs to company
offerings
Engagement
alerts
Determine
o Pain areas related to unfulfilled product / service
needs I M PA C T
o Latent needs in terms of service expectations Over 90 qualified alerts are
o Information needs generated every month
resulting in strong sales and
prospect pipeline
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9. 9
Win – me Delight – me Keep – me
( Ac q u i r e ) (Grow) (Retain)
ENHANCE CUSTOMER EXPERIENCE
MEASURES FOR GROWTH
How social media Positive impact on customer
can help? experience
Transform experience real-
Alerts and Insights on
time by responding to
service issues, service issues / new
engagement requirements
opportunities,
developing negativity,
Learn from global best
and emerging global practices in the category to
trends in the category enable best-in-class
customer experience
delivery
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10. Case study: tracking and responding to customer issues 10
Proactive Issue Resolution
A leading financial services
provider uses social media to
identify and respond to Earlier Now
customer service issues
Issues were resolved Proactive / Pre-emptive
proactively
only if customer resolution of service
reported them or called issues by learning from
the contact centre social media leading to
enhanced experience
CUSTOMER SERVICE
PERCEPTION vs. COMPETITOR
I M PA C T
Client was ranked #1 in
customer service by its
customers
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11. 11
Win – me Delight – me Keep – me
( Ac q u i r e ) (Grow) (Retain)
MEASURE AND ACT ON EXPERIENCE
ISSUES TO PROMOTE RETENTION
How social media Positive impact on customer
can help? experience
Ongoing measurement of
Holistic insights on customer experience to
“voice of the enable timely recalibration
customer” by of sys tems and proces s es
integrating internal
data with social media Early identification of
feedback negative experience drivers
that lead to customer
switching
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12. Case study: understand voice of your customers 12
Client Competitor
A global leader in currency
cards integrates internal IVR,
sales, service data with online 33% Unhappy about
feedback to identify customer Service verification
experience improvement 59% charges
areas
Safe
26% transactions
Security won customer
58% confidence
premium
cards
30%
Respect provided
I M PA C T 48% were
admired
3 key areas for CE
improvements identified & Sentiments (%)
addressed
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13. In Conclusion 13
1 2
Customers are
constantly giving Use social media
you signals – to learn about
“Win-me” “Delight- these customer
me” cues
“Keep-me”
Looking (not Listening) Thinking beyond listening &
for customer cues engaging
3 4
Change the game
Enable learning through proactive
from customers issue anticipation
within the category and resolution
or even from other
industries
Looking beyond your Mana gi ng custom er
own customers experience proactively
© 2012 Copyright Genpact. All Rights Reserved.