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Debunking the Myths of
Social Customer Care
Executive Breakfast Session
23rd August 2016

Speakers
Tom Blackman
Director of Sales
Zendesk Asia
@tomblackman_
Roger Graham
Director of Growth & Marketing
Hootsuite APAC
@TheRogerGraham

Debunking the Myths of
Social Customer Care

What we’ll cover
Setting the Digital Scene
Social customer service myths
Myth #1: Social CRM is only about customer service
Myth #2: Social customer service reduces negative sentiment
Myth #3: Social CRM is a cost centre
Myth #4: Social customer service is a reactive role
Myth #5: It’s only about Facebook and Twitter
Insights and Questions

Setting the Digital Scene

We’re in an era of
unimagined disruption
Source: ‘Digital Transformation’ Report, Altimeter

Social

Collaborative Economy

Mobile
2016
2005

This represents
not just a shift in technology
but also a fundamental
cultural shift

Baby
boomers
Millennials
2011
workforce tipping
point
2026
born in an
era
of social
Driven by digital natives

4.3B
email accounts
5.4B
social media accounts
Massive scale

60%
of people who complain
on Twitter expect a response
within an hour
Source: Twitter

The social customer journey
The alignment of business to customers at every
touchpoint in their digital journey.

The social customer journey
EngagementAwareness AcquisitionEvaluation Advocacy

What does this digital transformation
mean for customer support?

Social customer care is the new reality
67% of customers turn
to social media to get
support - to complain,
question and praise.
Customer experience
is going to be the
biggest competitive
differentiator by 2020.
50% of customers quit
doing business with a
company from bad
customer experience.

Myth #1
Social customer service is
only about complaints

Truth: it involves many types of
customer interactions
These can include:
● Product feedback
● Queries
● Sales outreach
● HR
● Complaints
Social CRM is about complete customer engagement and to fully offer good support
your teams need to be able to address them.

Domino’s recently launched “pizzaturnaround”
campaign to change their ingredients.
They’re using the hashtag #newpizza as a way
to gather realtime feedback from customers
and incorporate that into development of
their new pizza.
Results: 14% rise in sales, 50% jump in stock
price
Wrong: #yourtaxi
Who’s doing it right: Domino’s

Myth #2
Social customer service
reduces negative
comments

Truth: negative comments will still happen, but
it’s not necessarily a bad thing
Customer feedback is always beneficial, and offers you an opportunity to improve
● Your product
● Your service
Make sure you show appreciation for any feedback and demonstrate how you are
taking it on board to improve. You will win back customers that way
e.g. Hasbro updating their easy-bake oven to be gender neutral
It is far worse for brands not to respond - people will still give their negative feedback
regardless, but your brand won’t have an opportunity to improve the situation

Toymaker Hasbro made a significant change
to its Easy-Bake oven, thanks to customer
feedback on social media.
After a young customer gained major support
on YouTube and Change.org requesting that
Hasbro throw out its “girls-only” branding,
Hasbro released a gender neutral version of
the toy.
Who’s doing it right: Hasbro

Myth #3
Social CRM is a cost
centre

Truth: Customer service contributes to revenue:
relationships are at the heart of every sale
Social media has radically changed the
buyer-seller relationship. Customers
expect engagement within hours of asking
a question about your product or service.
Great customer service on social is your
sales department’s best ally. Without it,
you lose your competitive edge.
Over 50% of customers are
likely to abandon their
online purchase if they
don’t find or receive a
prompt answer to their
question.
Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016

After having a bad experience with one of Zappos’
Facebook ads, social media influencer Ted Rubin
complained about it on his blog.
Without tagging or calling attention to them in the
article, Zappos picked up on it and offered him a free
pair of shoes.
The shoes arrived only a few days after the
discussion.
Rubin quickly posted another blog extolling the
virtues of Zappos to his followers
Who’s doing it right: Zappos

Myth #4
Social customer service
is a reactive role

Truth: Customer service should be proactive
Proactively identify issues and opportunities
Unlike voice support and email, social media is a
public, two-way channel. You don’t have to wait
for a complaint before engaging with customers.
Be more efficient and keep more customers
Research by Enkata found that proactive service
on social can reduce call volumes by as much as
30 percent, while increasing customer retention
rates by 3 to 5 percent.
89% of customers are frustrated by having to repeat
themselves to multiple representatives.
Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016

Myth #5
It’s only about
Facebook and Twitter

Truth: You need to engage where your
customers are
Twitter and Facebook are both relevant as a
social customer service platform. However, the
truth is that social service has gone beyond
them.
Brands need to find out which one is relevant to
them as a social customer service channel.

1. Proactively identify issues and opportunities.
2. Be efficient and keep more customers.
3. Respond to customers in real time.
4. Improve social customer service with data.
5. Manage multi-channel support with CRMs
Top tips to have a winning Social CS
program

Q & A

Want to know more?
Read our ebook
How Being Customer-Obsessed on
Social Media Will Grow Your Brand
Available here: http://ow.ly/ElS1303sks3

Thank you