Social Media Service - Approach to Social Media Service and Support

Social Media Service Approach to social media service and support - Apr 2014

Frankie Chan [email protected]

UNDERSTANDING SOCIAL MEDIA SERVICE …starting with 3 social media buzzwords

FAST RESPONSE

VIRAL 53% Users expect responses < 60 mins.

(ref: http://bit.ly/1bl6Zwo)

ENGAGING

CONVERSATIONAL

OWNED MEDIA

RESPONSIVE

Use of brand’s social media site: 43% customer service vs. 23% marketing

(ref: http://bit.ly/1dwpHM4)

SOCIAL MEDIA & SERVICE

MORE INFO

SOCIAL MEDIA & SERVICE

Back

(ref: http://bit.ly/1kmAqQ5)

“SOCIAL MEDIA ALLOWS BIG COMPANIES TO ACT SMALL AGAIN.”

HOW DO WE TELL CLIENTS WE’RE DOING WELL? figures and industry benchmarks

RESPONSE RATE

The percentage of user wall questions that get responded to by the company

HOW PERFORMANCE IS MEASURED

RESPONSE TIME

The average time that it takes for a company to respond to user questions.

ANSERED MINUS IGNORED QUESTIONS

The higher the figure the better the performance Implication: the scale of operation

Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)

RESPONSE RATE 59.40%

INDUSTRY BENCHMARK

RESPONSE TIME

1,579 MIN i.e., 1 Day and 2Hr 18 Min


INSIGHTS


INSIGHTS


INSIGHTS


INSIGHTS

RESPONSE RATE

93.66%

RESPONSE TIME

74 min.

59.40%

1,579 min.

BENCH- MARK


INSIGHTS

Source: MarketingProfs. Customer Service Trends: People Prefer Phone Support, Companies Slow to Respond in Evenings (http://bit.ly/1gFGZMf)

2014

INSIGHTS

SHORTEST MEDIAN RESPONSE TIME: 5 HR IN 10AM


INSIGHTS

SHORTEST MEDIAN RESPONSE TIME: 5 HR IN 10AM

HIGHEST CUSTOMER SATISFACTION RATING: 2PM-5PM


24/7 10 languages 30,000 msg. a week “We believe in the transparency of social media, Customers want to know what to expect from us. We now offer them real-time insight into our response time.” - Martijn van der Zee Senior Vice President of E-Commerce at AIR FRANCE KLM

How KLM Achieves such Sellar Success on Social Media http://www.socialbakers.com/blog/1873-how-klm-achieves-such-stellar-success-on-social-media

Interview with Karlijn Vogel, Manager Social media at KLM, the Dutch Airline that Leads in Social Media http://allplane.tv/airline-marketing-socia-media/allplane/airlineblog/2013/7/23/interview-karlijn-vogel-klm-social-media-manager

Live Display Response Time KLM Social Media Service http://www.klm.com/travel/hk_en/about/news_press/travel_news/live_display_response.htm

KLM Social Media Strategy – Part 1 https://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-1/4670/

FURTHER READINGS

Different page/account for different product Separate page/account for customer service

RESPONSE RATE 83% 41%

@NikeSupport @NikeRunning

(@NikeSupport)

98.7K tweets 280Ktweets 98.7K tweets

@NikeSupport

@Nikesportswear

LOOK AHEAD the challenge and future of social media service

CHALLENGES

PRIVACY Conversations records and customers personal details are stored in 3rd party servers.

FRAGMENTED CHENNELS

Brands need to be present in multiple social media networks to capture major traffic in different markets.

MORE INFO

EAST DOESN’T MEET WEST

No servicing tool covers both the “western” and PRC networks.

MORE INFO

Source: Vincos. World Map of Social Networks (http://vincos.it/world-map-of-social-networks/) back to CHALLENGS



Study done in September 2013

SUMMARY FACEBOOK & TWITTER COMPATIBLE?

PRC SNS COMPATIBLE?

LIVE CHAT COMPATIBLE?

KNOWLEDGE BASE

SUPPORTED LANGUAGE

REMARKS

ZENDESK

Leader in social media customer service arena with log history and robust tools for enterprise clients

Yes Limited compatibility with SINA Weibo and Renren

Yes Yes EN/TC/SC

DESK.COM

Strong social media customer player best for small to medium clients with limited integration to other Salesforce tools

Yes No Yes Yes EN/TC/SC

Experienced server instability during testing

SERVICE CLOUD

Enterprise level customer servicing tool that integrates with all Salesforce products

Yes No No Separate product, extra subscription needed

EN/TC/SC

back to CHALLENGS

FUTURE

MOBILE

INSTANT PRIVACY

LIVE CHAT

WEB SELF-SERVICE

CROSS-CHANNEL SUPPORTS MORE INFO

MORE INFO

MORE INFO

MORE INFO

WEB SELF-SERVICE

67% RESPONDENTS PREFERRED SELF-SERVICE OVER HOTLINE

Source: 10 Customer Service Trends to Watch in 2014 (http://bit.ly/1g3D3Fu)

back to FUTURE

WEB SELF-SERVICE

HOTLINE

SOCIAL MEDIA

PROACTIVE SUPPORT

EMAIL

LIVE CHAT

back to FUTURE

PROACTIVE SUPPORTS

1. pop-up tips on self-service web

TIP$1:$XXXXXXXXXXXXX!!$

back to FUTURE

WHAT DATA DOES WITH SELF-SERVICE PRODUCT LIFECYCLE

USER BEHAVIOUR DATA ANALYSIS

PRODUCT ENHANCEMENT

USER BEHAVIOUR DATA COLLECTION

PRODUCT REVAMP

back to FUTURE

2. social listening

PROACTIVE SUPPORTS

back to FUTURE

LIVE CHAT

24% RISE IN LIVE CHAT USAGE IN 2013 COMPARED TO 2011

2013

2011

73% LIVE CHAT HAS HIGHEST SATISFACTION LEVELS OF 73%

Source: Econsltancy.com. Consumers Prefer Live Chat for Customer Service (https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats)

back to FUTURE

WHY LIVE CHAT IS PREFERRED

Source: Econsltancy.com. Consumers Prefer Live Chat for Customer Service (https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats)

79% I get my questions answered immediately

51% Because I can multi-task

46% It’s the most efficient communication method

38% Once I used live chat I realised how well it works

29% Better information than if I emailed

back to FUTURE

MOBILE

Global B2C mobile commerce spending forecast to grow 6 fold between 2011 and 2016

2011 2016

$223BN

$37BN

Source: Comm100.com. 10 Customer Service Trends to Watch in 2014 (http://bit.ly/1g3D3Fu)

Mobile devices are the primary devices for messaging/chat in major markets

Source: Ericsson.10 Hot Consumer Trends 2014 (http://bit.ly/IFjlSM)

back to FUTURE go to WECHAT

EVOLUTION OF HOW BRANDS USE SOCIAL MEDIA

back to FUTURE

AD PLATFORM

MARKETING & PR

CUSTOMER SERVICE

MARKETING & PR

(SLIGHT) FUTURE OF SOCIAL MEDIA

back to FUTURE

SALES

CUSTOMER SERVICE

MARKETING

CUSTOMER EXPERIENCE

SOCIAL MEDIA – SPHERE CUSTOMERS & BRANDS INTERACT

CROSS-CHANNEL SUPPORTS

back to FUTURE

WECHAT

Launched in 2011

18 languages in 6 OS’s

300M users (10M outside PRC) 2M “Official” accounts

World’s 5th most frequently used smartphone app

back to FUTURE

Source: Mashable. The 10 Most Frequestly Used Smartphone Apps. (http://on.mash.to/1gFtEQ9) back to FUTURE

Public Platform

back to FUTURE

USER’S MESSAGE HAS TO BE REPLIED IN 48 HOURS

SERVICES SUBSCRIPTIONS

COMPANY INDIVIDUAL / COMPANY

1 PUSH MESSAGE A MONTH 1 PUSH MESSAGE A DAY

back to FUTURE

LOUIS VUITTON ON WECHAT

Service account In Simplified Chinese

CS agent online daily, 10am-7.30pm

back to FUTURE


Timely response

back to FUTURE


Personalised response

back to FUTURE


back to FUTURE

Sales


back to FUTURE

ANY QUESTIONS? FEEDBACK?

Frankie Chan [email protected]