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Customer Care has gone Social, whether we like it or not... Social Media Monitoring and Opinion Analytics tools are becoming a key technology to optimize Customer Care processes. But doing things right is HARD! In this presentation Hugo Zaragoza, director of Websays, presents some of the opportunities and challenges ahead.
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Social Media Monitoring and Analyticsfor Customer Care
Hugo ZaragozaFounder & Director of Websays.
“slow” revolution in customer care…
Decision makers…• still think Twitter & Facebook is only for their
teenage daughter• they are afraid to “air” their problems in public• they are afraid of the amplification power and
crisis
Furthermore adoption requires…• investment without a clear ROI model• cross-organizational changes• new skills• perpetual crisis management
but change is inevitable:
Marketing is investing heavily in Social Media and engaging customers through the Internet…
… and customers are using the same channels to communicate and complain back!
and change is hard to argue against:
• Preferred channel by costumers• Easier to guide customers to relevant web pages or video
content.• On average, handling an inbound telephone call typically
costs a company $6 to $8; an interaction using social media, less than $1.3
• Cheaper IT infrastructure
• 71% of consumers who’ve had a good social-media service experience with a brand are likely to recommend it to others
• 70% of companies are trying out social customer care in some form.
• You can engage (the new Marketing imperative).• You can work in your competitor channels to “win clients”
“Why the COO should lead social-media customer service.” McKinsey Quarterly (2014, January).
it is in fact a great business opportunity…
• Number of “tickets” grows exponentially
• But the cost per resolved issue drops:– less agents– higher multi-tasking– easier to crwdsource– easier to automate
• And the ROI increases– Higher engagement– Higher visibility
Percentage of Service Requests that Originate in the Social Sphere
Role of Social Support
(engagement & team)
“[…] go from being vigilant about protecting our brand reputation in the social space — which we should always be doing anyway — to really building customer loyalty. I think we’ve created, and will continue to create, some ‘wow’ moments for our customers.”
“ […] we still were only able to manage what was coming to our handle when we built the team up to 17 people.”
Katy Phillips, Senior Analyst in Social Communications, American Airlines.
(coverage)
Extends outside […] Facebook, Twitter and Google Plus, to finding blogs that are influential about your business sector. It takes a lot of time and resources. There are 40 top travel blogs; there are hundreds of top blogs for credit cards. In each one, people may be mentioning your brand, and they’re not necessarily specifying ‘@Chase’ or ‘@BarclayCard US.’
Brian Mook, AVP for Social Media, Barclaycard.
Challenges
• 1. Capture• 2. Triage• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition– CRM– Competitor’s
• 5. Automatic Answering Tools• 6. Automatic Engagement Tools
CAPTURE
1. Capture :– Multiple channels, no single point of contact.– Mixed channels, multiple messages.– Iterative Collection (need to keep looking back)– Going beyond “Corporate Channels”
Social Networks’
APIs
WebsaysData
Online Crawling
Center for Global DevelopmentSwiss Re
Hugo Zaragoza
Challenges
• 1. Capture• 2. Triage• 3. Analytics• 4. Automatic Answering Tools• 5. Automatic Engagement Tools• 6. From Costumer Care to Costumer
Acquisition
• 10% of “camper” mentions are of
90% remaining:
• 70% of “#camper” mentions are of
• Think of Apple, Mango, Zara, Windows, Iberia…
Capture: ambiguity everywhere
Capture: automatic filtering
(© Websays. Patent Pending)
Capture: automatic filtering
(© Websays. Patent Pending)
Capture: automatic
(© Websays. Patent Pending)
Capture: automatic filtering
(© Websays. Patent Pending)
Challenges
• 1. Capture• 2. Triage• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition– CRM– Competitor’s
• 5. Automatic Answering Tools• 6. Automatic Engagement Tools
2. Triage (types of messages and users)
2. Triage (by topic)
2. Triage (by topic)
Challenges
• 1. Capture• 2. Triage• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition– CRM– Competitor’s
• 5. Automatic Answering Tools• 6. Automatic Engagement Tools
Track campaigns, topics, crisis…
Incidents
#AskRyanAirLuggage
Evaluate Impact & Reach of Authors, Blogs, Campaigns, etc.
Evaluate Sentiment
• Sentiment analyzers continuously tuned to each client by human analysts.
Measure Engagement:pay attention to the external world…
Corporate
Response
External
Measure yourself against your competitors
Brand Competitor 1 Competitor 2
Challenges
• 1. Capture• 2. Triage• 3. Analytics
• 4. From Costumer Care to Costumer Acquisition– CRM– Competitor’s
• 5. Automatic Answering Tools• 6. Automatic Engagement Tools
• References:
The Ignored Side of Social Media: Customer Service. Knowledge@Wharton (2014, January). Retrieved from http://knowledge.wharton.upenn.edu/article/ignored-side-social-media-customer-service/
Why the COO should lead social-media customer service. McKinsey Quarterly (2014, January). Retrieved from http://www.mckinsey.com/insights/marketing_sales/why_the_coo_should_lead_social_media_customer_service
Social Media and Customer Service: From Listening to Engagement. (2012) Aberdeen Group. Retrieved from http://www.oracle.com/us/products/applications/aberdeen-social-customer-svc-1902160.pdf
How reputation Management became a big data challenge (2013). Hugo Zaragoza. Retrieved from http://www.slideshare.net/hugozara/how-reputation-management-became-a-big-data-challenge-20007921
Websays Dashboard (2014). Try at http://websays.com
