At Social Fresh West in San Diego Chuck Hemann, Group Director of Analytics for WCG, presented on how companies can build brand value through social customer service. Using an analytics-based approach brands can improve relationships with customers, build loyalty, increase the number of recommendations your customers make and improve overall customer satisfaction.
3. Then this guy came and changed the game
#socialfresh/@chuckhemann
4. Now we are comfortable doing this instead
#socialfresh/@chuckhemann
5. Two reasons why this shift in customer
expectations matters
#socialfresh/@chuckhemann
First…
Second…
Customers tell, on average, 15 people about a positive customer
service experience and 24 people about a bad one
6. It all sounds so easy, but media is fragmented
#socialfresh/@chuckhemann
Customers have a
plethora of choices
to engage
companies
7. Resource challenges within companies abound
#socialfresh/@chuckhemann
Also… MORE THAN 77% of companies SPEND LESS THAN $50,000
in social customer care
Not enough
people like
Sabrina
8. Three other reasons companies are not
adopting this approach more frequently
#socialfresh/@chuckhemann
Integration–
Ensuring a seamless experience between online and offline is critical
Inefficiency–
Customers expect near immediate responses from companies
Education–
The business case for social customer service and its value isn’t always
clearly articulated
10. Building your online customer profile
#socialfresh/@chuckhemann
• Understanding your
consumer
demographics
• Knowing what they
preferred method of
engagement has been
in the past
• Analyzing where most
of your customers
reside
• Researching how your
customers are
searching for
information
• What the sentiment is
toward your brand
today
11. Understanding overall customer intent
#socialfresh/@chuckhemann
• Performing an inventory
on existing customer
service requests
• Mapping the right channel
for the job – easy vs.
complex issue resolution
• Analyzing path to
purchase for the majority
of your customers
• What are your customers
asking you most often
and do they want to
engage with you at all?
14. Three-stage maturity model for social customer
service
#socialfresh/@chuckhemann
Ad-Hoc–
The most typical starting place for companies interested in helping
customers through online channels
Limited–
More coordinated and organized involving multiple people with the
organization
Enterprise–
Full-scale support for all products and service across the business
15. Ad-hoc stage of customer service
#socialfresh/@chuckhemann
Typically driven by a single individual interested in changing the perceptions of the
company. Call this the “Frank Eliason Model”
Alternatively forced into action by a vocal customer or customers who have unmet needs
Informal, inefficient and wont change long-term foundational gaps in the company
No formal analytics, objectives, policies or education
#socialfresh/@chuckhemann
19. @DeltaAssist has evolved over time
Originally launched in May 2010 with 4 agents
Staffed M-F from 8am – 6pm
Program has evolved to 15 agents who provide coverage 24/7
Goal has remained the same – “Serve as a way to meaningfully interact and
engage with customers where they live
#socialfresh/@chuckhemann
20. Very clear content strategy/approach
#socialfresh/@chuckhemann
Policies/Procedures Questions
Travel help/Rebooking Assistance
Complaint Resolution
Random/Fun Information
21. Measurement is critical to the Delta team
#socialfresh/@chuckhemann
Core metrics
include:
Sentiment
Number of issues
raised
Number of issues
resolved
Resolution time
Differentiating
terms
Response rates
Cant forget about
the survey
22. The @DeltaAssist approach has paid dividends
#socialfresh/@chuckhemann
Lowest response
times in the category
by a fairly wide
margin
Concentrated
customer issues to
prevent from having
to respond on
multiple channels
Improved customer
satisfaction
Global customer barometer survey – American Express - 2012
Emarketer survey--79% say getting my question answered quickly is why they turn away from traditional forms of customer service--46% say it’s the most efficient communications method and 51% say they can multi-task
SAP and Social Media Today
Using existing CRM database data to understand how your customers have interacted with you in the pastChallenging given existing technological constraintsNo integration between legacy systems and existing social technologies --- Slowly changing with Salesforce and other solutions
More formal processes in place– Analytics, education, policies, objectivesLacks integration with the rest of the company – culturally/systematicallyNo connection with legacy CRM systemsData is being gathered, but it tends to be counting oriented – number of interactions, issues solved, etc. Not necessarily reliable indicator of customer satisfaction
Full-scale support for all products and services company-wideEstablished education, policy, data gathering approachWorkflow and governance issues have been resolvedConnection between multiple business units and the establishment of a dedicated social customer service teamSophisticated data capture – customer intent, intent to buy, overall satisfaction, etc.