Making Customer Care Social

Kristen Piquette

Discover@kristenpiquette

Sean ValderasNokia

@nokiasean

Glenn WhitingAGAIN Interactive

@glenn_w

Corrie MurphyGuthy-Renker

Nokia Internal Use Only

Sean Valderas

Nokia Social Care North America

2 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]

Nokia Internal Use Only

Evolving presence of Care

3

Customer service agent

Customer

Phone & email

Personal 1-to-1 serviceOne customer at a time

Fixed cost/transaction

Solution

Nokia customer service

Customer

Online Support

1-to-many serviceNokia point of view

Fixed cost/many transactions

Solution

Customer

Customer

Input from one source

Input from one source

Nokia customer service

Customer

Social Media Support

1-to-1 AND 1-to-manyservice with customer

point of view

Decreasing cost/ transaction

Customer

Customer

Multi-directional input

Solution Solution

Solution

Nokia Internal Use Only

Organizational approach to social mediaCare / Marketing / Communications

Marketing

CommsCare

4

CareObjectives: support and retain customers, capture product and service feedack & insightsMetrics: response time, # of resolved cases, customer satisfaction

CommsObjectives: influence discussion, set agenda, manage reputationMetrics: awareness, appreciation, sentiment, share of voice, message traction

MarketingObjectives: build buzz, drive advocacy, support salesMetrics: awareness, appreciation, action, advocacy

Specific business related objectives and metrics

Nokia Internal Use Only

Organizational approach

Care Expertise in Social

12 years exp Services & Applications

14 years exp

Product Quality

Social Media & Product Training

10 years exp

Product Training

13 years exp

Product Quality

12 years exp

Product Quality

15 years exp

Product Training

Microsoft

R&D

Product Quality

Corrective Action

Nokia Knowledg

ebase

Kristen PiquetteSocial Media Manager

@KristenPiquette

#SFsummit

@Discover

• 24-hour customer service

• One-call resolution

• Call listening

• Discover.com launches

• U.S. based call centers

• Phone customer satisfaction

• Usability principles formalized

• Personas / user-centered design

• Web customer satisfaction

• Mobile web / apps emerge

• Social Media / voice of customer

1986

1995

2000

2005

2010

7

Customer Centric DNA

#SFsummit

• Knowledge Base of Responses

• Personable Approach

• Resolution Times

• Tracking, Measurement & Reporting

#SFsummit

Social Customer Care

Social Media is simply another channel of Discover’s Customer Care.

• Public vs. Private

• Response Times

• Conversational Tone/Lingo

• Escalation of Sensitive Issues (Acct. Related)

Similarities

Differences

#SFsummit

Social Customer Care in Action

@Discover Thanks, Jane! Appreciate the quick reply. Tell Kristen and Stephanie hello for me ;)

Shoutout to @Discover for being the first person to send me a birthday card.

@Discover I Love how ya’ll inform your Cardmembers with Good Tips. Pretty Cool. Also, I hope Janel roots for My #Buckeyes this month LOL #FF

Glenn WhitingPresident and CEO

@glenn_w

#SFsummit

© 2012, AGAIN – Proprietary & Confidential

What is your perspective/philosophy on Customer Care?

• It's the necessary greens fees for being in social

• Timing is everything (be prepared, so you can respond immediately!)

• Integration is critical across departments to ensure that social, PR, HR, legal and customer service departments are aligned

• Try to not only manage reputation management, but also look for up/cross sells

© 2012, AGAIN – Proprietary & Confidential

How does Social fit in to that philosophy/practice?

• It is the front line for customers with immediate issues

• The reach is so much greater, it's not like an individual phone call to customer service... thousands of people could see the dialog on social

• There is also greater opportunity at the same time for doing it right, and the impact hat has on current and potential customers

© 2012, AGAIN – Proprietary & Confidential

Provide an anecdote that demonstrates social customer care

• Proactiv

• Office Depot/Lady Gaga campaign

• Celebrity Cruises/multiple channels

© 2012, AGAIN – Proprietary & Confidential

Corrie MurphyVice President, Public Relations & Social Media

© 2012, AGAIN – Proprietary & Confidential

Proactiv Perspective/Philosophy on Customer Care?\How Does Social Fit in to that Philosophy

• Proactiv is a leader in acne care

• As a direct response brand, 24/7 customer care is a basic offering; 24/7 skin care advice and care is a customer benefit

• PR leads social media customer care @Proactiv to ensure a smooth connection to customer service reps, appropriate public communication and appropriate care with potential legal issues

© 2012, AGAIN – Proprietary & Confidential

How Proactiv demonstrates customer care in Social

#SFsummit

Q&AKristen

PiquetteDiscover

@kristenpiquette

Sean ValderasNokia

@nokiasean

Glenn WhitingAGAIN Interactive

@glenn_w

Corrie MurphyGuthy-Renker