Many of the pin-up brands of social media achieved their success only after experiencing online crises that effective customer service could have prevented. In this session Martin will cite examples of good practice in social customer service - on Facebook, in peer-to-peer communities and in multi-channel environments. He will also make the case for social customer service as a catalyst for change. - See more at: http://oursocialtimes.com/event/socialcrmlondon/#programme

1. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
social #custserv
Why It’s Essential
Who Does It Well

2. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Why It’s Essential

3. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
THE
CATALYST

4. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
JUST A MATTER
OF WHEN
NOT IF!

5. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
THE
PROBLEM

6. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!

7. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
THE
REWARD

8. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
SERVICE
IS
THE NEW MARKETING

9. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
…MAYBE

10. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
3rd Party Reporting

11. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
3rd Party Reporting

12. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
3rd Party Reporting

13. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Cross Functional VoC
Learn Fast Or Risk Killing Your Brand In Public
Listen-Learn-Improve

14. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Sample
23,000 U.S. online consumers who have interacted with a company via social media
100 U.S. Brands
Airlines, Auto, Banking, Credit Card, Telecom And Utilities
Customer Priorities
Age Range Social Customer Service Social Marketing
18 to 29 43% 23%
30 to 49 39% 39%
50+ 18% 38%
Social Media Use

15. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Servicing and Marketing are part of the same circular brand
funnel
“It is critically important that consumers are
able to find you in social - that’s the marketing
- so they can talk to you when they need to -
that’s the servicing.
Then, of course, you want to keep those consumers
engaged with your brand, so you circle back to
the marketing again.”
Customer Priorities

16. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Adoption Trend

17. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Who Does It Well ?

18. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook - leaderboard

19. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook - leaderboard

20. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Twitter - leaderboard

21. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Twitter - leaderboard

22. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Call Deflection 29% full resolution 11% partial resolution
Customer Sat risen 87%
Twitter NPS 61 Chat NPS 64
Peer to Peer Support

23. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Co-creation

24. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Co-creation

25. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Co-creation

26. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
YouTube

27. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook

28. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook

29. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook

30. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Facebook

31. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Signposting

32. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Integration: Community +
Chat

33. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Adding In The Human Chemistry

34. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
34
Mass Participation

35. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Are there any incentives to encourage staff to participate in Twelpforce?
“Through heavy participation in Twelpforce,
staff earn the right to help provide input to
some of the strategic decisions made in the
social space”
Employee Engagement
John Bernier
Digital Product Line Manager &Social Media Steward
Best Buy

36. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
What training do you offer Twelpforce staff?
“At the start, coaching took a lot of time and
effort. We had to keep reiterating that
Twelpforce is about helping not selling. Now
though, the @twelpforce team is largely self-
governing”
John Bernier
Digital Product Line Manager &Social Media Steward
Best Buy
Employee Engagement

37. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Interaction Styles

38. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Approaching the end of the first day, this mass of negative
tweets had reached an estimated 1.7 million people.
Interaction Styles

39. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Interaction Styles
Gained 13.5k new followers as a result

40. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Best = Every Time WOM Happens

41. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Why
Social Customer Service?
1st Real Time Corporate Mirror

42. Social Customer Service: Why It’s Essential & Who’s Doing It Well
© Brainfood Consulting 2013
Thank You!
u!
@martinhw brainfoodextra.com
‘Delivering Effective Social Customer Service’
Pre-order the book on Amazon
http://www.amazon.co.uk/dp/1118662679