WHY SOCIAL MEDIA

FOR CUSTOMER CARE Enamul Haque Senior Process Manager IT Service Management tools and Processes

New lucrative income stream • The way customers

engage with companies is shifting from telephones and email to social and mobile applications.

• A social media strategy has now become a survival tool for almost all corporates to understand consumer preferences and perceptions towards their products, services and care.

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• Social Media has changed the way we all serve and support our customers

Social Media a survival tool • Companies have realised they need a social media strategy to

survive and they know that contact centres are their main touchpoints with customers & hence the pressure is on contact centres to adopt it to support this endurance.

• Gartner has predicted that by 2015, more than half of contact centres will have social media as a mainstream channel of communication with customers.

• Multi-channel communication - where companies can monitor social media sites and generate sales leads and combat product criticism - is becoming increasingly important.

• Customer Care has it’s impact on sales revenue as “words” travel fast in social media ..

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Change in customer approach • Business process outsourcing firms are finding a new profitable

opportunity in managing social media for corporations whose customers are taking to the online medium to share feedback.

• From just being an add-on differentiator, contact centres are looking at social media to redefine how customer support is provided. Cisco, which is a large provider of contact centre solutions, sees the space as 'hot.'

• "Everything is becoming more proactive. Companies can't dictate the way they talk to customers. They have to adapt to the way the customer wants to be served and contact centres are now reflecting that," said Daisy Chittilapilly, a vice-president at Cisco India.

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A creative CARE (cCARE)

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Its not only customer CARE, its reputation

management

A social media Care to tackle negative

customer feedback

Move up in the value chain

Become creative in our customer care

offering

Become excellence in reaching the client,

clients are on Facebook 24/7

Sales cycle and adoption time is

shortened (compare to voice only contact

centres)

Use social media as a door to for new

clients

Engage customers to build a

knowledgebase from experience

Why Social Media Makes Customer Service Better

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80% of companies use social media for customer

service.

62% of customers have already used social media

for customer service issues

Gartner predicted one billion users will be on social networks by the

end of 2012

Your ability to serve your customers, in the

channels they wish to be served in, is critical to your business success.

It affects current and potential customers

The post-sales experience brings both

acquisition and retention power

It is critical to keep current customers happy

and show potential customers how well we

do business

Social media gives business a channel to

achieve more than just CARE

Social CARE strategy

• Any strategy for the implementation and integration of social media customer service must be future-proof, responsive and enhance the business as a whole.

• The social customer service model needs to be as organic and flexible as the medium that created it, while simultaneously delivering tangible results for the business through a stronger brand identity, better customer service and a long-term strategic plan.

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Customer service strategy

• A study by A.T. Kearney found that: • of the top 50 brands, 56% did not respond to a single customer

comment on their Facebook Page.

• Brands ignored 71% of customer’s complaints on Twitter.

• And, 55% of consumers expect a response the same day to an online complaint, while only 29% receive one.

• Your customer service strategy must include social media and be part of its long-term business plan to maintain competitive advantage.

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Social customer service delivery

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• Integrate social media into your existing customer service function. Gone are the days when social media sat on their own at the table, you now have allow social to influence all business functions to become a more responsive customer-centric business.

• Create humanized response models to engender loyalty and build relationships. Many companies are guilty of creating robust and well-planned strategy for social customer service delivery -– but fall at the final and most important hurdle — creating a voice your audience can relate to.

• Monitor social interaction to spot issues and solve problems before they become crises. Social customer service delivery involves dealing with criticism and complaints in public, often in front of an audience of millions. If you’re going to prevent a small problem growing into something worse, you need to have a detailed understanding of what you need to respond to, a path to response, and escalation policies for resolution.

The role social media can play in customer service

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Reduce the volume of contact centre calls

(effective self-service on the web)

Increase first contact resolution (user based answers proven to be

working)

Increase agents productivity (better

answers, so agents can answer more questions in

an hour)

Reduce email as an interaction channel (real

time knowledge retention on the web)

Improve product ideation (customer insight used product improvements)

Increase customer lifetime value (more loyal

customers that spread “positive-word-of-mouth”

Summary

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• Social media is not just an excellent tool to grow the brand identity and connect with customers, it is also one of the best tools for customer service.

• Followers of brands on social media expect a two-way and more from companies than ever before.

• Followers are not only looking for the newest coupon or information on the “Spring Line,” they want to be heard!

• When they are upset and shout it out to the social media world, they are also putting their relationship with the company on the line…”respond and respond well, or we are never ever getting back together.”

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• The infographic explains how social media has changed how companies measure the success of their social media strategy

• By 2020, it is predicted that 90% enterprise level companies will be using social media for customer inquiries.

• A surprising fact that may help you jump on the social media customer service train, is that e-service support requests (web, chat, social) from customers is expected to grow 53% in the next year!

• Customer service is no longer about responding to complaints that you receive, it is about actively listening, monitoring, and engaged with brand mentions online.