Nissan: Diagnostic social care, presented by Anne McGraw

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In her SocialMedia.org Member Meeting case study presentation, Nissan’s Senior Manager of Customer Experience, Anne McGraw, talks about how they use social engagement to improve product quality. Anne explains the integrated step-by-step process of how their social media team deals with customer issues, from listening and engaging to assisting and driving change within the company.

Mídias sociais

SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO
Nissan
Anne McGraw
Diagnostic social care

DIAGNOSTIC SOCIAL CARE
Anne McGraw
Senior Manager, Customer Experience – Nissan North America
@abmcgraw

THE INFORMATION ECOSYSTEM
Social
PR
Legal
Consumer
Affairs
Manufacturing
Engineering
Product
Planning
Dealers

REPORTING & COMMUNICATION
 Weekly “executive” dashboard monitoring
reports
 Specific issue/topic ad hoc reports
 Focus on end-user feedback &
conversations
 Marketing buzz versus social intelligence

IN THE BEGINNING….
9
2
4
7
3
1
6
9
14
0
2
4
6
8
10
12
14
16
8/1-9/3 9/3-9/18 9/19-10/14
Social Support Cases Created
CA Cases Escalated by Social Support
Ongoing Cases Worked By Social Support
27
42
192
72
236
149
94
196
109
163
100
549
199
90
128
113
48
0
100
200
300
400
500
600
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Listening Report:
Customer Concerns on Social Media
Local media story is
picked up by AutoBlog
generating buzz and
comments.
• Weekly executive monitoring report
• Engineer requests customer contact
information
• Engineer and customer connect
• Social support starts tracking

CURRENT REAL-LIFE PROCESS
Product Issue mentioned
Research – is this “known”?
Profiling/data tagging/CRM capture
Escalation vs. FYI: Who & When?
Closed-loop communications

INTEGRATED, CLOSED-LOOP PROCESS.
Social
Email
Calls
Engineering
Dealer StaffTraining
Manufacturing
Warranty Legal Dealers Field
CRM
Product Planning
R&DMarketing/PR

SOCIAL ORG EVOLUTION
listening engaging assisting driving change
Marketing/PR
Customer
Service
Research

THANK YOU
Anne McGraw
Sr. Manager - Customer Experience, Nissan North America
@abmcgraw
in/abmcgraw

Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO

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