Use Case KLM Campbell McDermid Strategist Marketing Cloud

June 30th 2015

14th April 2010 Eyjafjallajokull erupted

10M travellers effected Airline traffic halted KLM forced to communicate to passengers in new ways Birth of social media service

“You have to be where your customers are”

35,000 cases a week

Customers choose channel of least resistance Any channel will do Response time 30 minutes SLA

“If you are active on social media you MUST offer customer support

Making it easy for the consumer

Whilst scaling up in the background

Resourcing to cover the small things that were known to have high value

They focused on small actionable chunks of data

Investing where the demand is concentrated

Connecting virtual with physical

And being relevant authentic and transparent

KLM are now reaping the rewards

5 steps to launch a SCS Social Customer Service

1. Start with Listening

•  Owned properties (Mktg, Service Agts, Communities)

•  Replies & Comment Threading

•  Integration to Service Cloud for Case Creation

•  Owned TW and FB Accounts

•  Include Brand & Support Twitter Handles

•  @cares @outlet @edu @campbell@SFDC

•  Include DM for Twitter & Facebook, G+, Sina Weibo

•  Integration with Communities

Listen – beyond “owned”

•  Proactive Listening

•  Twitter Focused

•  Larger Volume than “Managed”

•  Key to Retention & Improved

Social Reputation

•  Important to Optimize Listening

& Reduce Noise

•  Bank of America 100k/month

2 Engage Engagement

1.  What is your response culture (in social media policy doc ?)

2.  Knowing when Public vs Private

3.  Praise & Relationship Building

4.  Closed Loop Follow Up (connects to NPS)

5.  Crisis Management

6.  Influencer identification & management

3 Governance Handle Issue Resolution Publicly & Don’t Use Template Responses

Social Media Policy

Brand Personality

Compliance

Legal

Workflows

4 Align Operations & Workflows Community Managers, Marketing or Call Center Agents?

Social Media Marketing Metrics Social Service Metrics

Sentiment & Share of Conversation

How Many Customers Thanked Today

Friends, Followers, Views, Likes, ReTweets

How Many Customers Helped Today

Word Clouds & Hot Topics Volume of Service Issues by Source (Facebook, Twitter, YouTube, Forums, Blogs)

Influencer Analysis Top 10 Complaints & Inquiries in Social

Geo-Location Insights Response Time & Escalations By Source

Examples 1 Call deflection v Consumer Education 2 Supported help v self help

3 Email v chat

•  Will case assignment be manual or auto-generated ? •  Do you have guidelines on driving workflow to queues/

users? •  Influencers (Klout, Twitter Followers, Source Tag)/

Sentiment •  Keywords/Phrases •  Language •  Media Type – (TW/FB) •  Manual Tags/Priority

5 Measure what matters

Most often measured metrics 1.  # Engagements & Engagement % on

Mgd Accounts 2.  Customer Satisfaction 3.  Response Time 4.  Retention Opportunities & Customers

Helped 5.  Revenue 6.  Top issues 7.  Cross Channel Reporting 8.  CSAT/NPS

Additional Metrics Inbound vol by day Vol by social site

Inbound vol by hour #likes RT’s

Response time # reporting tags

Case close time Reporting by Influencer

NPS X-channel report

Total vol trended over time Social resolution rate

Top issues # Social profiles captured

Open case visibility Productivity – quality not quantity

Social Customer Service Use cases & value drivers

Social Customer Service: Key Use Cases

Customer retention

Sales Leads

Customer Experience

3

1

2

Value Drivers Social Impact Measures

Business Metrics

Customer care at the point of need Treat me as an individual Know my value

Speed of response Preferred channel & device Likes, shares re-tweets Increase in influencers Social resolution ratio

Net Promoter Scores Lifetime Customer Value Case close time

Responding to a request Pro active outreach Relevant to my needs

Engagement rates Attributable sales revenue Lead generation

Increase Av Order Value Product or service upsell ratios Lead to conversion ratio

Surprise and delight Seamless Consistent

Sentiment scores Influencer/advocate numbers Ranters into ravers

Net Promoter scores Brand advocacy