Social media empowers customers like never before. Complaints that would not have been heard suddenly get broadcast around the world. Learn how your business can best deal with this new world. This slide deck was presented at the Technology Services World conference in October 2013 by Carl Knerr of Avaya and John Ragsdale of TSIA as the starter for a workout session with the audience on the topic
Citation preview
Social Media The New Customer Service Channel Carl Knerr |
Avaya John Ragsdale | TSIA 10.22.2013
About Todays Session Facilitated group discussion and
interaction Your participation is key! Ask questions and share your
experiences, opinions, and issues When speaking, please state your
name, role, and company Tweet your thoughts on the session
real-time using #TSW13 2 #TSW13
Social Media Primer Network Users (M) Facebook 1,260 Twitter
Foursquare Daily Volume Characteristics Donuts 4.5B likes Mix of
media I like donuts 500 500M tweets Fully public by default Max of
140 characters Mostly text-based Im eating a #Donut 40 5M check-ins
Location-based Frequent visitors become Mayor This is where I eat
donuts ? posts Professional Networking Stream of businessrelated
articles My skills include donut eating 4M users Pin a picture/site
from anywhere on the web Organize by boards Heres a donut recipe
LinkedIn 238 Pintrest 70 Instagram 150 YouTube 1,000 Google+ 343
40M photos Photos-only. Heavy use of filters Heres a vintage photo
of my donut 1B video views #1 video sharing site Heres a video of
me eating a donut ? posts Very FB like; Great UI Little adoption Im
a Google employee who eats donuts (joke) 3 #TSW13
Why we care about Customer Service In B2C 28% more leave after
3rd Service Mess Up 17% Leave after 1st Service Mess Up 45% more
leave after 2nd Service Mess Up Given that it costs 3x more to
acquire a new customer than keep an existing one, getting it right
the first time is crucial 4 #TSW13
Why Social Matters 5 #TSW13
57% of a typical purchase decision is made before a customer
contacts the supplier. - SFDC Failure of a company to respond to a
social media user can lead to a 15% increase in the brands churn
rate Gartner Of the actionable social media interactions a company
receives, 80 percent are related to service, with only 20 percent
related to marketing - Knapp Organizations that ignore their
customers on social media will have the same negative perceptions
companies experience today when they ignore customers minimum
expectations of email and phone support. - Gartner 6 #TSW13
1.2 M Twitter Followers 7 #TSW13
Kevin Smith 1.6M Twitter Followers Wont Supports Fly with
Southwest Southwest Poor Customer Service Too Fat to Fly 8
#TSW13
Jayne Gorman: Travel Blogger 5,000 Followers On Twitter 9
#TSW13
10 #TSW13
11 #TSW13
Hot Topics & Trends Are you using SM channels for service?
SM users demand the fastest response times Expectation is 5 minutes
Zappos is best at 54 mins; LL Bean is 4 hours Separate support and
marketing channels? Who owns/coordinates social media presence?
Prioritize responses based on Klout? Integration with Contact
Center Technology & Processes 12 #TSW13
Ten Recommendations 1. Go With #Speed 2. #Engage a Social Media
Manager 3. #Collaborative Strategy 4. Selectively #respond 5.
#Prioritize responses 6. #Integrate with #CRM, & #ContactCenter
7. Dont be mistaken for a #robot 8. #Segregate your presence 9.
#Market your #CustomerService 10.Dont #overcommit 13 #TSW13
Annual TSIA Social Media Survey Addresses use of social media
channels for supporting customers Launching in December What would
you like to see? Channels in use SLAs Staffing ??? Send input to
[email protected] 14 #TSW13
How was the session? Look for your email invitation to fill out
the Session Evaluations. #TSW13
Contact Information Name: Carl Knerr Title: Services Director
Email: [email protected] Twitter: @CarlKnerr Read more at
www.carlknerr.com Name: John Ragsdale Title: Vice President,
Technology Research Email: [email protected] Twitter:
@John_Ragsdale Blog: jragsdale.wordpress.com 16 #TSW13
