The Social Customer Engagement Index Webinar:Best Practices for Social Customer Service

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Our Speakers

Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he oversees the design and development of the company’s flagship website, Discover.com; manages the customer experience and VOC across all digital channels; and leads the company’s social media strategy and execution. @dgingiss

Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online support chat strategy, and engages consumers on T-Mobile’s branded social media channels by answering questions, solving problems, and building relationships. @KrissyEspindola

Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the strategic direction for and supervises the tactical execution of social media programs that support Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson

Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. @bleary

#smtliveSocial Customer Engagement Index, 2013

Key Data Points

• 32% say they have seen very positive impact from “social” on CS goals and objectives

• 16% say they are very satisfied with their company’s efforts to engage customer on social networks for service and support

#smtliveSocial Customer Engagement Index, 2013

Key Data Points

• 27% say it takes them less than an hour to respond to questions/issues on social channel

• 14% say their company has been integrating “social” into customer support for more than 4 years

• 52% say Facebook is most effective social channel for customer service• Twitter follows at 25%, then Linked at 8%• Owned communities are most effective for 7%

#smtliveSocial Customer Engagement Index, 2013

Very Positive Impact

Response Time Less Than Hour

76-100% Employees Involved in Supporting Social

Provide Mobile Support

Method of Social Engagement - on ad-hoc basis

Owned Communties

Challenges - Mgmt Buy-in

Challenges - Resource Allocation

Challenges - Determining ROI

0 10 20 30 40 50 60 70 80 90

Fully Integrated vs. General Population

Fully Integrated 500+ EmployeesFully Integrated General Suvey Pop

Social Service

Social Media = High Expectations

More than 62% of consumers use social media for customer service issues1

67% of customers expect a response in social media within a day; 42% expect it within an hour2

Discover Is An Industry Leader

Response time is far below industry average – 31 minutes in December, down from 3+ hours

Won IQPC Award for Best Performance Acting on Voice of the Customer and Voice of the Social Customer – 4th consecutive year

Only channel where Discover’s award-winning customer service can be experienced publicly

1 Source: Mashable.com http://on.mash.to/PilBfj 2 Source: Convinceandconvert.com http://bit.ly/Preqml 3 Source: Maritz Research & evolve24 http://bit.ly/uS4UYj4 Source: Social Baker pulse.me/s/L9pA5 

Other Brands Are Not Delivering

70% of companies ignored customer complaints on Twitter in 2012; down to 38% in 20133,4

Facebook45%

Twitter55%

Social Service by Channel

Social Service

A Different Approach

Customers allowed to post directly to Facebook Timeline: Demonstrates our confidence in the brand and willingness to listen

Single Twitter handle (@Discover): Service experiences become marketing opportunities

Responding alone is a “surprise and delight”; resolving problems = satisfaction & loyalty

Social Click-to-Chat: Innovative in industry

Demonstrated success in turning negative sentiment into positive sentiment – publicly

“OK, serious props to @discover. I tweeted an issue and they not only replied back immediately, they solved it for

me all under an hour.”

“@Discover actually tweeting me back I feel like some sort of

celebrity… I am no longer bitter about the card.”

Social Customer Support

Krissy EspindolaKnowledge Management & Social Customer Support

@KrissyEspindola

@KrissyEspindola

+464%social connections

+845%social growth

@KrissyEspindola

Events cause activity to spike

MARCH

26APRIL

12MAY

1Un-carrier

Announcements

T-Mobile & MetroPCS Merger

iPhone Launch

Up 941%

Up 226%

Up 123%

JULY

10Un-carrier 2.0 Announcemen

ts

Up 941%

@KrissyEspindola

@KrissyEspindola

Growth of social

January 2012

May 2013

December 2012

Begin resolving on social 517K Social Fans Team size = 7 FTE

Review of more robust tools to accommodate growth, drive engagement & automate resolution

2.6M Social Fans Team size = 16 FTE

New Tool (SAP) Implementation

Automate resolution Maximize efficiency

3+M Social Fans Team size = 23 FTE

September 2013

4.9M Social Fans

Team size = 24 FTE

@KrissyEspindola

January 2014

7M Social Fans Team size = 35

FTE

@KrissyEspindola

Understand the conversations

@KrissyEspindola

How can you be everyone at once?

Increase Productivity Streamline

Conversations Enhance reporting

@KrissyEspindola

Ignite Social Media: Top 16 Brands leading social customer service

SocialBaker: 3qs as #1 in resolution across all industries

LikeableMedia: Top 40 Facebook pages

10% improvement* in neg. sentiment since Nov

Why does this all matter?

The Service landscape is evolving…

To compete, companies have to meet customers where they choose to engage

@KrissyEspindola

Dedicate resources Employees, time, budget, tools, etc.Hire team members with strong writing skills.Integrate with CRM infrastructure

Be personal and authenticEliminate template language.Address customers by name.Keep a conversational tone.

Respond promptlyConsider weekend coverage.State hours of availability.

SOCIAL CUSTOMER CARE INSIGHTS

Talk frequently with internal stakeholdersMarketing, PR, customer service, etc.Define responsibilities & boundaries.Share social data and conversations to promote change and process improvement.

Keep in mindSome issues cannot be resolved.Consider the volume and frequency of issues.

SOCIAL CUSTOMER CARE INSIGHTS

157,345

Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#SMTlive

Join the Conversation…

#SMTLive

#SMTLive

Our Speakers

Dan Gingiss is the head of Digital Customer Experience and Social Media at Discover. In this role, he oversees the design and development of the company’s flagship website, Discover.com; manages the customer experience and VOC across all digital channels; and leads the company’s social media strategy and execution. @dgingiss

Krissy Espindola leads T-Mobile USA's Knowledge Management and Social Customer Support efforts. Her team manages all internal and customer-facing knowledge bases, leads T-Mobile’s online support chat strategy, and engages consumers on T-Mobile’s branded social media channels by answering questions, solving problems, and building relationships. @KrissyEspindola

Rob Robinson is a senior social media specialist for Nissan North America. He helps to define the strategic direction for and supervises the tactical execution of social media programs that support Nissan’s corporate and brand marketing communications. He oversees the company's pages and profiles on Facebook, Twitter, Google+, Pinterest and Instagram. @robrobinson

Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. @bleary

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