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Presented at the TSIA Europe Conference - August 2011
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Connecting With Customers Online – The BlackBerry Way
Baldev Solanki@bsolanki
The Changing Customer
Our customers are constantly changing. They demand direct, timely and professional service where they
congregate. They will promote or damage our brand by amplifying the positive or negative support experiences
across their social network. They will provide frank feedback if we are brave enough to listen and act.
Social media channels amplify this…
47%share positive brand
experiences online
40%have criticized a brand on a blog or social network
An Opportunity to Share Brand Experiences
86%of Millennials will share their brand preference online
Source: StrategyOne/Edelman Survey
<1%of Millennials would call customer service when seeking support on a
product issue
Source: StrategyOne/Edelman Survey
Support Via Multiple Digital Channels
96%of Millennials have joined a social
network – they are no longer picking up the phone to seek help
Source: Customer Experience for the Millennial Generation
“Customer service should not be viewed as a cost but as a powerful marketing tool”
Source: Zappos
Meanwhile, at BlackBerry
RIM Confidential – Internal Use Only
Customers were changing
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These customers were talking about BlackBerry
On Facebook
On Twitter
On Forums
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So what did we do?
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Our choice: Join the Conversation
These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.
~ Michael Dell
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RIM Confidential – Internal Use Only
Benefits to Participating
•Reduce volumes in call centers•Build customer relationships and loyalty. •Defuse negative customer interactions •Help customers, help each other •Low cost alert system, and trend identification•Improved Product ideation
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Social Media can be a scary place
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• Empower our BlackBerry brand evangelists to support each other
• Provide users with self-service options• Reduce how-to calls • Learn from customers by gathering and listening to
feedback in online communities• Help consumers learn to use their BlackBerry and
become better users!
Identified our Objectives
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• Create guidelines for employee engagement • Define processes• Determine cross-departmental roles and
responsibilities• Marketing• Support• Recruitment• B2B / Developer Relations
Be Prepared
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Self-Service
BlackBerry Support Forums
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Help Blog
Corporate Blog
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Social Media
Customer Service
Twitter: @BlackBerryHelp
We followed a few rules
Don’t just monitor.
Listen.
Acknowledge that you hear the community.
Route issues, ideas, trends internally.
300,000+followers
Today @BlackBerryHelp Has …
And, is BlackBerry’s most popular Twitter site
600+average tweets per day
And …
And …
15full-time BlackBerry
staff
RIM Confidential – Internal Use Only
just want to give a big thanks to the @BlackBerryHelp team for always being so helpful and responsive....you’re awesome!! :D
@BlackBerryHelp Not sure how your going to better yourselves! Your customer service already seems top notch!.
Shorty Award Winner
They love us!
We learned a lot from the community
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Cornerstones to Building a Community
RIM Confidential – Internal Use Only
Find Ways to Delight Your Fans
Take it offline
Engage Users Directly
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Lessons from the trenches
•Pilot First•Talk in the language of the business •Measure success and share stories•Build partnerships Internally & Externally•Be prepared to be wildly successful !
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In Summary
• Advocates are an invaluable resource – they are an important part of your brand’s social media strategy and the secret to developing a successful connection with your customers• Listening is the key – you need to do it right in order to
create a meaningful network for your brand• Define your role and establish presence – participate in
their conversations and talk to them on their terms• Create a support system for your community – empower
and equip your advocates so they can become an extension to your brand’s voice
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THANK YOU!