Quick overview of how social customer care is more than repsonding on Twitter to complaints. It's part of a larger customer experience ecosystem. Presented to the MBA Social Media Marketing class at Elmhurst College on 11/5/13

1. SOCIAL
CUSTOMER
CARE

2. SOCIAL IS NOT AN ISLAND
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3. ECOSYSTEM
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4. CUSTOMER CARE
Awareness
Consideration
Selection
Purchase
Satisfaction
Loyalty
Advocacy
Pre-Sale/
Pre-Need
Engagement/
Casual
Research
Filling THE
Need/
Comparison
Shopping
Buy/
Onboarding/
Deployment
Meets
Expectation
Delight
Proactive
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5. CUSTOMER EXPERIENCE IS TOUGH!
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6. AWARENESS/CONSIDERATION/SELECTION
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7. AWARENESS/CONSIDERATION/SELECTION
Awareness
Consideration
Selection
• Pre-Need
• Pre-Sale
• Engagement
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• Casual Research
• Filling the Need
• Comparison
Shopping

8. AWARENESS
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DollarShaveClub.com

9. CUSTOMER CARE UPFRONT
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10. CUSTOMER CARE UPFRONT
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11. CUSTOMER CARE UPFRONT
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12. PURCHASE/SATISFACTION
Purchase
• Buy
• Onboarding
• Deployment
Satisfaction
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• Meets
Expectation

13. PURCHASE/SATISFACTION
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14. PURCHASE/SATISFACTION
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15. DON’T FRACTURE THE EXPERIENCE
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16. CUSTOMERS DON’T THINK YOU’RE GOOD
AT…
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17. REDACTED!
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18. SOCIAL DISSERVICE= MORE THAN
UNFORTUNATE WOM
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19. KEEPING UP WITH COMPETITORS
Your customers are comparing notes.
Get creative in your search! Set reminders to check them.
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• “how do I…” (common inquiry)
• “hate (company/product name)”
• “love (company/product name)”

20. LOYALTY/ADVOCACY
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21. LOYALTY/ADVOCACY
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22. LOYALTY MATTERS
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23. LOYALTY/ADVOCACY
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24. LOYALTY/ADVOCACY
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25. STEPS TO SCALE
1. Understand your brand mission and have simple social guidelines for all.
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26. STEPS TO SCALE
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27. STEPS TO SCALE
3. Be realistic and reasonable.
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28. STEPS TO SCALE
4. Stop fracturing the experience. Care for your customers. Showcase THEM.
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29. STEPS TO SCALE
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30. MAKE SURE THE GOOD STUFF
GETS OUT!
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31. KEEP SAYING THANK YOU!
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32. KEEP SAYING THANK YOU!
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Warby Parker Said Thanks to Me Personally
via Video!

33. THANK YOU! KEEP IN TOUCH.
Jeannie Walters
@jeanniecw
@360Connext
Google+ CXI™ Club
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