Leveraging Social Media To Transform the Customer Experience

Customer Service is Back in Style!

but with a whole new look

Presented by:Joanie Ruge

SVP, Service Excellence, SFN Group

Sponsored by:

Stay Connected with Monster.

@monster_works @monsterww http://www.monsterthinking.com/

http://www.facebook.com/monsterww

http://www.youtube.com/user/MonsterVideoVault

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Agenda

What’s driving customer service revival?Social networking has changed customer experienceLeverage social media to your advantageFive trends to watch in 2011 & beyond

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The Red Coats are Back!

90% of $500M+ say it’s critical to their company’s strategy

80% of all companies view it as key differentiator

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Social Networking Revolution

SELF-EXPRESSION

DIS

CO

VERY

INTER

ACTIO

N

The CustomerExperience

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Social Networking RevolutionOld Vs. New Consumer Decision Factors

Old Decision Factors

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Social Networking RevolutionOld Vs. New Consumer Decision Factors

New Decision Factors

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Transparent Value PropositionNot a Fad, New Reality

Over 200,000,000 blogs

54% of bloggers post content or tweet daily

34% of bloggers post opinions about products & brands

25% of search results for the world’s top 20 largest brands are links to user-generated content

80% of Twitter usage is outside of Twitter…people update anywhere, anytime

…imagine what that means for bad customer experiences?

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Consumer Information Gathering

Brand Impression Research Customer

expectations Value Proposition

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Customer Experience…All Customer Touch Points, not just “Help Desk”

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WWW

Advertising

PublicRelations Marketing

Sales Billing

Delivery/Installation

Service

Help

Guiding PrinciplesHow To Leverage Social Media to Your

ADVANTAGE

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How to Leverage Social Mediato Your Advantage

1. Recommit to delighting the customer2. Make a fan out of a mistake3. Invest in what will differentiate you4. Engage customers to co-create the

experience5. Create an army of brand enthusiasts

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How to Leverage Social Mediato Your Advantage

Guiding Principle #1Recommit to delighting the customer

Social media does not replacethe need for sound customer service processes.

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How to Leverage Social Mediato Your Advantage

Guiding Principle #2Make a fan out of a mistake

How you handle a failure is what leaves the lasting impression

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How to Leverage Social Mediato Your Advantage

Guiding Principle #3Invest in what will differentiate you

Dedicated resources Processes that cross

communication channels

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How to Leverage Social Mediato Your Advantage

Guiding Principle #4Engage customers to co-create the experience

Design Feedback

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How to Leverage Social Mediato Your Advantage

Guiding Principle #4Engage customers to co-create the experience

Design Feedback

Benefits:1. Increased customer loyalty

2. Increased customer satisfaction

3. Greater positive word of mouth

4. Excellence in customer service

5. Increased revenue

6. Increased profits

7. Increased staff satisfaction

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How to Leverage Social Mediato Your Advantage

Guiding Principle #5Create an army of brand enthusiasts

Culture & brand alignment Online voice

At IBM, it’s about losing control

“We don’t have a corporate blog or a corporate Twitter ID because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID.”

Adam Christensen, IBM Corporation

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How to Leverage Social Mediato Your Advantage

Guiding Principle #5Create an army of brand enthusiasts

Culture & brand alignment Online voice

IBM Social Media Stats• 17,000 internal blogs• 100,000 employees using them• 53,000 on SocialBlue• A few thousand “IBMers” on Twitter• Thousands of external bloggers• 200,000 on LinkedIn• Up to 500,000 participants in

company crowd-sourcing “jams”• 50,000 in alum networks on

Facebook and LinkedIn

Results:Crowd-sourcing identified 10 best incubator businesses, funded with $100 million

$100 billion in total revenue, 44.1% gross profit margin in 2008

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How to Leverage Social Mediato Your Advantage

Guiding Principle #5Create an army of brand enthusiasts

Culture & brand alignment Online voice

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Five Trends to Watch in

2011 and Beyond

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Social Media Impact on Customer ExperienceFive Trends to Watch in 2011 and Beyond

1. Customer-To-Customer Support to Increase 

2. Self-Service Adoption Continues to Grow

3. Out-sourcing is Out, In-sourcing is In4. Customer Service Organizations

Becoming More Personal5. Mobile Customer Experience Matures

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The Power of Social Media

Far-Reaching, Effective Way to:Build your brand

Increase your customer base

Build relationships with your existing, former and prospective customers.

Influence the customer’s new decision making journey.

Gather valuable feedback on products and

services

Create another streamlined channel for the

customer experience itself

… at a significantly lower cost than any

traditional mediums

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Power of Social MediaWhat We’re Doing at SFN Group

Facebook Fans = 8,743 (55% more than competitors)

Twitter Followers = 6,888Web TV viewers = over 20 million

Text job alert database = 50,000

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Power of Social MediaWhat We’re Doing at SFN Group

Service Excellence dedicated staff

Constantly monitor social media

Elevation process for timely responses

Participate in online conversations

Facebook fan pages for all local offices

Surveys online, texting

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Industry Average SFN Clients SFN Candidates0

1

2

3

4

5

3.774.11 4.16

Outperforming the Industry! SFN Customer Service

•Over 600,000 clients & candidates surveyed annually

•SFN is committed to measuring delivery of service excellence & continually improving

Our Satisfaction Survey Results

Would you recommend Us?“

“4.25!The Ultimate Question…

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Thank you &

Questions?

Joanie Ruge, SVP Service Excellence, SFN Group

JoanieRuge@sfngroup.com Twitter: @JoanieRugesfngroup.com Facebook.com/JoanieRuge

954.308.7600 Blog: thesocialworkforce.com

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