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Building Brand Value Through Social Customer Serivice - Chuck Hemann (Social Fresh WEST 2013)

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Building Brand Value Through Social Customer Serivice - Chuck Hemann (Social Fresh WEST 2013)

  1. 1. Building Brand Value Through Social Customer Service Social Fresh West August 23, 2013 #socialfresh
  2. 2. #socialfresh/@chuckhemann Remember when this was the norm?
  3. 3. Then this guy came and changed the game #socialfresh/@chuckhemann
  4. 4. Now we are comfortable doing this instead #socialfresh/@chuckhemann
  5. 5. Two reasons why this shift in customer expectations matters #socialfresh/@chuckhemann First… Second… Customers tell, on average, 15 people about a positive customer service experience and 24 people about a bad one
  6. 6. It all sounds so easy, but media is fragmented #socialfresh/@chuckhemann Customers have a plethora of choices to engage companies
  7. 7. Resource challenges within companies abound #socialfresh/@chuckhemann Also… MORE THAN 77% of companies SPEND LESS THAN $50,000 in social customer care Not enough people like Sabrina
  8. 8. Three other reasons companies are not adopting this approach more frequently #socialfresh/@chuckhemann Integration– Ensuring a seamless experience between online and offline is critical Inefficiency– Customers expect near immediate responses from companies Education– The business case for social customer service and its value isn’t always clearly articulated
  9. 9. Building the Business Case
  10. 10. Building your online customer profile #socialfresh/@chuckhemann • Understanding your consumer demographics • Knowing what they preferred method of engagement has been in the past • Analyzing where most of your customers reside • Researching how your customers are searching for information • What the sentiment is toward your brand today
  11. 11. Understanding overall customer intent #socialfresh/@chuckhemann • Performing an inventory on existing customer service requests • Mapping the right channel for the job – easy vs. complex issue resolution • Analyzing path to purchase for the majority of your customers • What is your company asking you most often and do they want to engage with you at all?
  12. 12. Personalizing the customer experience #socialfresh/@chuckhemann
  13. 13. Knowing Which Model is Right For You
  14. 14. Three-stage maturity model for social customer service #socialfresh/@chuckhemann Ad-Hoc– The most typical starting place for companies interested in helping customers through online channels Limited– More coordinated and organized involving multiple people with the organization Enterprise– Full-scale support for all products and service across the business
  15. 15. Ad-hoc stage of customer service #socialfresh/@chuckhemann Typically driven by a single individual interested in changing the perceptions of the company. Call this the “Frank Eliason Model” Alternatively forced into action by a vocal customer or customers who have unmet needs Informal, inefficient and wont change long-term foundational gaps in the company No formal analytics, objectives, policies or education #socialfresh/@chuckhemann
  16. 16. Limited stage of customer service #socialfresh/@chuckhemann
  17. 17. Enterprise stage of customer service #socialfresh/@chuckhemann
  18. 18. Case Studies - @DeltaAssist + more
  19. 19. @DeltaAssist has evolved over time Originally launched in May 2010 with 4 agents Staffed M-F from 8am – 6pm Program has evolved to 15 agents who provide coverage 24/7 Goal has remained the same – “Serve as a way to meaningfully interact and engage with customers where they live #socialfresh/@chuckhemann
  20. 20. Very clear content strategy/approach #socialfresh/@chuckhemann Policies/Procedures Questions Travel help/Rebooking Assistance Complaint Resolution Random/Fun Information
  21. 21. Measurement is critical to the Delta team #socialfresh/@chuckhemann Core metrics include:  Sentiment  Number of issues raised  Number of issues resolved  Resolution time  Differentiating terms  Response rates Cant forget about the survey
  22. 22. The @DeltaAssist approach has paid dividends #socialfresh/@chuckhemann  Lowest response times in the category by a fairly wide margin  Concentrated customer issues to prevent from having to respond on multiple channels  Improved customer satisfaction
  23. 23. #socialfresh/@chuckh emann
  24. 24. Where did this come from? #socialfresh/@chuckhemann Currently available on Amazon.com - http://amzn.to/UF4qKj
  25. 25. Contents are W2O proprietary and confidential