Marketing has claimed ownership of social media within many brands, yet customers are demanding service. In this short presentation, Luke Brynley-Jones explains how this is creating friction between internal Departments - and how budget plays a major role.

1. Delivering Effective
Social Customer
Service

2. oursocaltimes.com/events

5. How did we get here?

6. Source: 2013 Raga/NASDAQ OMX Corporate Communications Survey of 2,714 communications professionals, marketers

7. Who controls the money?
Global annual budget for marketing?
Global annual budget for customer service?
$500 billon
$9 billon
Source: Genesys G-Force Barcelona,, 2012

8. Marketeers are still
struggling with customer
centricity
“87% say that their companies currently engage
in co-ordinated, cross-channel activity and
within this, the level of specific targeting (38%)
is strong.”
“Only 3% of senior marketers say that their
cross-channel marketing activity is customer-
centric to a point where it is individualised and
set against right-time, right-place priorities.”
State of Customer Engagement Report, Econsultancy, 2013

9. All this is set to change…

13. The symptoms…
“That campaign only
had a budget for 6
months.”
“We need to generate
2000 new leads month
on month”.
“I want valuable
information and help
when I need it.”
“Why haven’t you
replied to my Facebook
comment?”
“You screwed up - big
time!”
“Can someone call
customer support?
(Who are those guys?)”

14. 2013 ‘Grand’ European
Tour Highlights

15. Greater Anglia Rail: UK
• Provide real-time support via
@greateranglia (esp. during bad weather).
• Receive feedback from their 20k followers.
Learning of problems before the driver.
• Offer a Tweet the Manager service
(#TTMGA) for feedback about stations.
• Daily ‘Web watch’ provided to Directors.
https://www.slideshare.net/oursocialtimes/social-media-and-greater-anglia-paul-bentley-greater-anglia

16. ABN AMRO Bank -
Netherlands
• Social customer support with a 360-view of
the customer relationship (Genesys)
• Offering financial advice for young people
on Hyves, a niche youth social network.
• Giving free advice on the daily challenges
of life, e.g. recession. Call this ‘pre-
customer support’.

17. http://www.frankwatching.com/archive/2013/06/14/webcare-anno-
2013-waar-liggen-de-gemiste-kansen/

18. Where does this leave
Marketing?

19. “Imagine if marketing became more caring
and customer service was more engaging?”
Bian Salins - Head of Social, Now TV (BSkyB)

20. Thank you.
Luke Brynley-Jones