Building A Stronger Social Customer Support Offering Imagine being seated at a restaurant. The host takes you down a very long corridor leading to a small dark room -- an off-shoot of the actual restaurant. This is what it feels like to be a customer who wants to engage with a company on social, but isn't given the same attention as one might get through the call center, email or chat. From a social business perspective customers who choose to interact should have the same experience as the other diners. They shouldn't notice that they are "different." Becoming a social business demands a shift in perception about what it means to create and keep a customer. The business sees itself as part of a larger ecosystem. Social business takes the collaboration of many groups. It takes hundreds of conversations and a lot of patience. It also takes recognizing the day to day wins and not trying to do everything at once. In this collaboration lab Blake Landau will set you up for success on your social customer journey. In this workshop we’ll learn how to: Build a case for incorporating customer service into the corporate social strategy Empower customer service to take a collaborative and cross-departmental approach to social media Leverage social customer service case studies to glean best practices Learn how to identify and solve the gaps in your social support approach Discussion Points Included In This Workshop Exercise 1: Build a case for incorporating customer service into the corporate social strategy Questions for the group: Have you been involved in building a case for social customer support? If yes, what were the things that made you successful? If no, what would you need to “build the case”? Exercise 2: Empower customer service to take a collaborative and cross-departmental approach to social media Questions for the group: Do your agents share information (across chat/email/phone support/in store/support forums/social)? What is the workflow when your social customer support agents need to escalate a customer issue that came in on social media? Exercise 3: Leverage social customer service case studies to glean best practices Questions for the group: Have you personally ever used social media to contact a company? What was your experience? Where do you get your news including business case studies and industry content? Exercise 4: Learn how to identify and solve the gaps in your social support approach Questions for the group: Assuming you’ve done some research around how customers contact your brand....what was the biggest surprise? What do you need for your company to be successful in serving customers in their preferred channel that you don’t currently have?

1. Social Media Strategies
Summit
Collaboration Lab
Blake Landau
June 12, 2014

2. Some background about me:

3. Today’s Agenda
1. Build a case for incorporating customer service into the corporate social
strategy
2. Empower customer service to take a collaborative and cross-departmental
approach to social media
3. Leverage social customer service case studies to glean best practices
4. Learn how to identify and solve the gaps in your social support approach

4. 20% of the world’s population is on social media

5. 40 percent of consumers already use social media for customer
service
*2014 ICMI Research

6. 1 out of 5 customers engage with a brand post-
purchase to make sure they are getting the most
value out of the products
*Salesforce research (Desk)

7. Twitter
• More than 1 million people view tweets about customer service every week
• Roughly 80 percent of tweets are negative or critical in nature
• 81 percent of Twitter users expect same day customer service responses
• 22 percent of Twitter users expect responses within 2 hours
• 30 percent of Twitter users expect responses within 30 minutes
*Salesforce research (Desk)

8. Facebook
• 46% of customers want to engage with brands via
Facebook to solve problems
• 39% of them are looking to give feedback about services
• 29% of customers expect responses within 2 hours
*Salesforce research (Desk)

9. Many Companies Still Don’t Get It
• 60 percent of companies don’t respond to customers on social
media
• 7 of the top 20 retailers have erased customer questions on their
Facebook wall
*Salesforce research (Desk)

10. What is social customer support?

11. “When companies today try to meet their customers where they live, they
increasingly find that it is on social media. Now that such sites are an integral part
of the culture, using them for customer care is moving from cutting-edge concept
to business necessity.” - Wharton

12. You’re serving the customer in the customer’s preferred channel on the
customer’s terms.

13. It shouldn’t feel like this……

14. What are the aspects of social support?
• Listening
• Workflow
• Engagement
• Analytics
• Knowledge Management
• CRM

15. Do you have the same obstacles? Raise your hand if you struggle with…..
• Providing accurate reporting and analytics
• Listening to all the social activity
• Integrating social with CRM
• Observing and coaching agents
• Prioritizing customer responses
• Arming agents with tools to quickly and effectively solve problems
• Eliminating SPAM from agent queues
• Routing posts to the correct agent
*2014 Research from ICMI + five9

16. Audience Exercise 1:
Build a case for incorporating customer service into
the corporate social strategy
*see print out

17. Empower customer service to take a collaborative
and cross-departmental approach to social media

18. Make the process easy, clean and smart
• Create a process where the community manager has people to go to for
help
• FAQs are ready and accessible
• Agents have access to an easily searchable knowledge base
• Agents share information on a collaborative community
• Community managers are empowered to make customer decisions
• Workflows are simple and easy to follow
• Your CRM has a place for social

19. Tools for off premise & on premise social customer management

20. Audience Exercise 2
Empower customer service to take a collaborative
and cross-departmental approach to social media
*see print out

21. Leverage social customer service case studies to
glean best practices

22. Intel’s Global Social Media Presence
• FB 35m likes
• Twitter followers 3.27m+
• YouTube 66K
subscribers
• Google+ 500k followers
• Sina Webo 900k
followers
• Instagram 5k fans
• Pinterest 7k followers
• Support Community visits
~12m in 2013

25. Hertz Rent-A-Car Case Study
• Analysis showed that more than 70% of Hertz’s incoming messages over
Facebook and Twitter were customers sharing real issues and looking for
help
• Hertz analyzed the number of unique customers their social customer service
team is helping and the potential value of these customers.
• Forecasted that the Hertz social customer service team will help to protect
over $10m of annual revenue

26. 200 Million in
cost savings
The real $$$ opportunity with social

27. Audience Exercise 3
Leverage social customer service case studies to
glean best practices
*see print out

28. Learn how to identify and solve the gaps in your
social support approach

29. Questions before you start
• Do you have a budget?
• Do you have access to tools?
• Do you have people resources?
• Do you have your framework, guidelines and
work flows created?

30. What you will need to scale the program:
• Listening tool
• Social media playbook
• Response grids
• Proactive content
• SMEs who can help
• Support from marketing and IT
• Advocacy of employees across your company

31. Audience Question 4
Learn how to identify and solve the gaps in your
social support approach
*see print out

32. Thank you!
Blake.M.Landau@intel.com