This presentation was written by Adam Brown with Salesforce.com. Adam was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
How consumers use technology and the impacts on their lives
Listening to, Engaging with and Caring for Customers with Social Storytelling - Adam Brown [Energy Digital Summit 2015]
1. Listening to, engaging with and caring
for customers with social storytelling
Engaging with more customers more effectively and efficiently while driving loyalty
26. § Social agents are able to handle 4-8 times more issues/
hour than phone agents (Garner 2012)
§ Preemptive SCS (reaching out) can reduce call
volumes 30% and increase customer retention 3-5%
(Enkata 2012)
§ SCS costs 1/6th the cost of phone interactions,
1/3-1/5 the cost of email interactions (NM Incite 2012)
Is SCS a big deal? These stats speak for themselves.
Social Customer Service (SCS)
$5 / $10 / $15
27. Within a few
days or so
Within
5 minutes
Within
15 minutes
Within
30 minutes
Within
one hour
More than one
hour, but later
same day
From days to hours to now minutes and seconds…
The Customer’s Expectations Are Changing, too.
How soon after you
contact a brand on
social media do you
expect a response?
Source: Edison Research
28. 2,500+
followers
@BofA_Help still can’t get the
mobile check deposit app to
work. crashes every time I
submit check for deposit #fail
Adam Brown @adamcb
Social Customer Service is Engagement at Scale
Support
Case
44. There are a lot of things you
can measure…
• Number of followers
• Number of updates
• Number of engagements (likes, shares,
comments, favorites, retweets)
• Number of views/downloads
• Net positive mentions (and negative)
• SOV versus competitors
• Net potential reach
• Customer service requests
• Customer service resolutions
• Positive mentions of a product
• Likes of posts about the product
• Likes of other company posts
• SOV of chatter about the product
• Sentiment changes on product chatter
• Click-thrus to product Web page
• Sales conversions from Web page
click-thrus
• Click-thrus to other earned/owned
properties
• Coupon and promo redemptions
46. REVENUE
Making a Dollar
COST SAVINGS
Saving a Dollar
For your organization, is success defined more around…
Social Sales
Lead Generation
Productivity Gains/Operational Efficiency
Business Insights
Crisis Avoidance
Social Customer Service
Media Efficiency
47. BRAND & DIGITAL
• Net Advocacy Score (Our own real-time NPS)
• Overall Brand Sentiment
• Share of Voice
• Facebook PTA and Twitter Hashtag Usage
• Attributable Site/App Traffic
• Friends & Followers*
CSAT
• Customer Touches (Directed & Undirected)
• Overall Brand Sentiment
• Pre & Post-Interaction Sentiment
FINANCIAL
• Cost Avoidance
• Attributable Redemption (Coupons)
• Attributable Sales
Using established KPIs that are trusted in your organization…