Social Customer Care, CX & Competitive Differentiation

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© 2015 Brandwatch.com

Webinar/Social Customer Care, CX & Competitive Differentiation

VP of Agency [email protected] | @brandwatch

Jim ReynoldsSocial Engagement ManageriCrossing |

Megan Toth

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© 2015 Brandwatch.com2

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

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Coming Up

• Brandwatch overview• What is social customer care?• iCrossing & their implementation of social customer care• How to improve customer service strategy with social

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1000+ Clients in 22 Markets | Supporting Clients in 44 Languages Rapidly Growing Client Base | Over 30% of Fortune 100

300+ Employees | Twitter Official PartnerInternational Presence: New York, San Francisco,

Brighton, Berlin, Stuttgart, Singapore98% Customer Satisfaction

Brandwatch Overview

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© 2015 Brandwatch.com© 2015 Brandwatch.com

Social Customer Care

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What is social customer care?

“Customers never wanted social service, they wanted to be treated right the first time”

- @FrankEliason

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Companies doing customer service right

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Good customer service makes good business sense

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Omni-channel customer support is increasingly important

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Social Customer Care in Practice

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State of Social Care

With the rise of social networking and smartphone ownership, consumers today

have never been more connected.

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What Makes Customer Service “Good”?

Customer

Service Agent

Empathetic

Goal-oriented

Knowledgeable

Time Management

Skills

Timeliness

Communication Skills

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Governance

What to define:– Brand voice– What to respond to– How to respond

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Types of Mentions

– Customer Service Issue• Broken product• Warranty issue• Set-up questions• Pre-sale questions

– Praise– Share personal experiences with a company– Users ask their audience about a company

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Strategies and Tips

– Empathize– Be Human– Respond Consistently– Respond in a timely manner– Focus on resolution– Set clear goals

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Measuring Success

– Sentiment– # of Tickets Opened & Closed– # of Tickets Handled– # of High Priority Tickets Opened & Closed

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Tickets Opened– 77 tickets opened every day– 2,310 tickets opened each month– 27K mentions opened every year

Mentions Handled– 2,166 mentions handled every day– 65K mentions handled each month– 780K mentions opened every year

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Triage System

Watchtower opens ticket within Brandwatch, assigning mention to appropriate team:• Customer Service• Brand Ambassador (pre-sale, post-sale,

comparison among competitors)• Community Manager (brand love)

Response team opens ticket, responds and closes ticket.• If response team feels they have wrongly been

assigned the mention or is unable to respond, ticket is rerouted to Watchtower with note.

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Social Customer Care Strategy

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Plan and define resources

Outsourced

Marketing or Comm.

lead

Customer service

ledIntegrated Team

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Test and train

Create Processes• Identification• Evaluation• Escalation• Response

Rehearse Scenarios• Simulation exercises in

non-public environments

• Help test tone, messaging, technology, and how teams work together

Train Staff• Formally train/mentor

front-line staff• Share relevant

hashtags and links to content

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Measure, evaluate, report

Common objectives and KPIs:• Compare % change in sentiment of people using social

channels vs. traditional channels• Respond to X% of mentions within X/hours• Complete % of enquiries on social channels within a certain

time period

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Scale when value is proven

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Q & A

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Find our content here:brandwatch.com/customer-service-guide/

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Social Customer Care, CX & Competitive Differentiation