Tangerine Lab presented this webinar at SOCAP International. It is discussion of what is a social customer and an approach for integration of social media in customer experience strategy and design.

1. The Social Customer Journey
A Webinar For SOCAP International
By
tangerine lab
© 2015 Tangerine Lab
All Rights Reserved

2. About Tangerine Lab
Tangerine Lab is a customer and brand
experience design firm.
• We are passionate about how customers experience and
engage with brands and adopt them as their favorite.
• Our mission is to help you become the brand of choice.
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3. Our Approach
• Customer interactions designed through
empathy
• Design thinking
• Informed by data and analytics
• When appropriate, enabled through integration
of emerging technologies
• Holistic
• Expertise in the entire customer life-cycle built on a foundation
composed of people, process, technology and data
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4. Why Are Customers On
Social?
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5. Entertainment & Enriching Content
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Annual Loud Door Study: Top 20 Brands With Most
Facebook Followers

6. tangerine lab
JD Power 2013 Benchmark: 67% Support vs 33% Marketing
To
Get
Support

7. tangerine lab
Nielsen (2012): 33% prefer contacting brands via social
Edison research: 42% expect less than an hr; 9% in 5 minutes
For
A
More
Rapid
Response

8. tangerine lab
Hubspot: 50% to compliment; 35% to complain
To
Give
Feedback

9. What Are Customers NOT On
Social Media For?
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10. tangerine lab
Gartner: 15% increase in churn rate when ignored
Not
There
To
Be
Ignored
More
Than
Being
Heard,
They
want
AcAon

11. tangerine lab
JD Power 33% there for marketing vs 67% for support
Only
To
Be
Sold
To

12. Varying needs for various
customer segments
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13. • 18-29 Year olds
• 23% for marketing vs 43% for service
• 30-49 year olds
• 39% for marketing vs 39% for service
• 50+ year olds
• 38% for marketing vs 18% for service
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14. Customer Journey Maps As The
Roadmap To Opportunities
Where in the customer journey social media
will add the most value and how?
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15. Why Can Customer Journey Maps Help?
• A tool in the customer experience designer’s toolkit.
• A narrative of the customer’s experience that can
span from the before brand awareness through
long term relationship
– Customer journey from their perspective
– Emotions, needs, aspirations & motivations
– Gaps and misalignments in the journey that can be
addressed by social media
– Opportunities to innovate or disrupt
– How a customer uses social in their daily lives and how
that use can be integrated into the customer journey
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16. Complexities Introduced By
Social Media
That
Journey Maps Can Address
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17. Transition From A Multi-Channel to Omni-
Channel Mindset Is No Longer An Option
• Multi-Channel
– Multiple channels (digital and physical) of
engagement with customers but no particular focus
on delivering consistent, seamless and optimized
experience across the channels.
• Omni-Channel
– Multiple channels of engagement with customers but
WITH focus on delivering consistent, seamless and
optimized experience across the channels.
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18. There Is No Such Thing As a “Social
Only” Customer
• A part of an omnichannel and integrated
customer experience
– Not a linear journey (From marketing to sales
to support)
– Seamless integration with legacy online and
offline channels matter and matter a lot.
– Don’t only optimize experiences for a channel,
but also optimize the experience across
channels and by offering the proper channel.
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19. A Real World Story
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20. 1.
My
Order:
Popular
Online
Retailer
2.
ConfirmaAon
By
Retailer:
Order
Shipped
3.
Shipping
Company:
Delivery
NoAce
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21. • Delivery Service – Online Self Service
– Track Delivery
– Change Delivery Schedule
– Report Issues
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22. DELIVERED! NOT
DELIVERED!
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23. My Favorite First Stop: Twitter
Customer Service
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24. My Not So Favorite Stop: Call
Center
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25. Multi-Channel Omni-Channel
Web
Social
Physical
Web
Social
Physical
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26. Which One Of So Many To Use?
• Private or public or a hybrid?
• Public: Facebook, Twitter, Pinterest,
Instagram, Linkedin, Google+, Yelp,
Youtube,…….
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27. Summary
• There is no social-only customer. Social is
only a part of a customer’s omni-channel
experience
• Customers use of social platforms across
their journey is not consistent.
• Customer journey maps as a roadmap to
opportunities.
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28. Thank You!
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Banafsheh
Ghassemi
Email:
BanafshehGhassemi@Tangerinelab.com
TwiRer:
@BanafshehGh
&
@Tangerinelab
LinkedIn:
www.LinkedIn.com/in/banfshehghassemi