Why should consumers buy from you instead of your competitors or other choices, including doing zilch? In other words, what are your key differentiators or unique selling points? As more consumers use social media to reach brands,superb social customer service is becoming an important business differentiator.
Seventy-one percent of consumers who experience good customer service on social media are likely to recommend a brand based on their most recent experience, according to the 2012 State of Social Customer Service Report. And an Edison study says 32 percent of consumers expect a response on social media within 30 minutes.
These studies represent a huge opportunity for brands today. Although there are many other brands with similar features as you and doing content marketing to the hilt, superb social customer service is where most are lacking. In fact, only 10 percent of companies deliver great customer service (Help Scout). In this webinar, we'll learn the five best practices in social customer service. Please join our panel of experts to discuss:
-Identifying the vision and objectives of your brand’s social customer service
-Building a team to meet your brand’s social customer service objectives
-Creating a process for responding to negative and positive messages
-Providing your team with customer social and product history in an easy to use system
-Defining a specific, measurable social customer service differentiator
-Measuring your social customer service performance
4. #SMTLive
Our Speakers
Bianca Buckridee leads Social Media Operations at JPMorgan Chase, where she is responsible for
building out the bank’s social customer service channels, including @ChaseSupport. Her team is the
first at Chase to cross multiple lines of business – with specialists from Consumer & Business Banking,
Credit Card Services and Mortgage. Tweet her at @BlatantlyBianca.
Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and
communication of messaging and positioning for the CRM solutions portfolio for the Customer Service
line of business.Kai has accumulated 20 years of experience in marketing, strategy and business
management positions across high-tech, chemicals and life sciences in multinational corporations
across Europe and North America. @kaipetzelt
Brandon Lewis: Leads the Resource Desk team at Zappos.com. Brandon and team are responsible
for resolving time consuming and escalated customer situations. The Resource Desk is also the main
customer service team that interacts with users on Twitter, where they not only deal with customer
service opportunities, but also look to engage the customer base with a fun and weird approach.
Brandon can be reached by email at BLewis@zappos.com
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services and
professional services organizations. @PaulDunay
5. SUPERB SOCIAL CUSTOMER
SERVICE
THE NEW KEY DIFFERENTIATOR
June 17, 2014
Kai Petzelt
Senior Director, Marketing
Customer Engagement Solutions
6. Digitally Connected
79%
of customers spend at least 50% of
total shopping time researching
products online
EMPOWERED
CUSTOMERS ARE
Socially Networked
53%
of customers abandoned an in-store
purchase due to negative online
sentiment.
Better Informed
59%
of customers are willing to try a
new brand to get better customer
service.
7. EVERY MINUTE
OF EVERY DAY
of YouTube uploads
48 hrs
new mobile web users
217
Wordpress blog posts
347
new websites
571
Foursquare check-ins
2,083
Flickr photos
3,125
Instagram photos
3,600
Email messages
204,167,667
Google queries
2,000,000
Facebook shares
684,478
Consumers spend
$272,070
Twitter tweets
100,000
Apple app download
47,000
Facebook likes
34,722
SOURCE: DOMO, INC.
61,141
hours of music uploaded
15. @ChaseSupport
#SMTLive
Launched February
2012, in tandem with
@Chase (PR)
Cross line of business
team focused on Retail,
Credit Card and
Mortgage inquiries
Based in Columbus, OH
at high visibility location
of 10k JPMC
employees
16. @ChaseSupport Lessons Learned:
#OwnIt
#SMTLive
Create a strategy that connects the dots
between social customer service and social
marketing. Core components of this plan
should include:
What does your brand stand for?
Who owns what? Who will create, who
will approve, and who will publish?
How will you handle different scenarios?
Do you have a crisis management plan?
Do your stakeholders know this plan?
Have you looped in the right parties?
Does your IT team know what you’re up
to?
17. @ChaseSupport Lessons Learned:
#BeYourself
#SMTLive
Who are you calling boring?! We
choose to differentiate ourselves by:
Sign-on and Sign-Off Tweets
Posting alerts for real-life issues that
impact our customers
Adding humor when appropriate
Proactively educating our customers
about product changes
Most importantly: being ourselves.
18. @ChaseSupport Lessons Learned:
#LookingForward
#SMTLive
Whether it’s Marketing or Customer Service, Social Media isn’t a silo – it’s a part of
your overall #custexp. The goal is to deliver a consistent experience across all
touchpoints, and giving customers choices that let them interact with you according to
their preferences.
Things to think about as you scale:
Specialist Empowerments: hybrid agents help streamline the process for you and the
customer.
SMMS & Internal Content Management: dynamic process
where will this data be housed?
How do you find a solution that can easily pull info into one place & allows agents to
respond quickly, even with a growing customer base.
Analytics/Reporting: will this provide a holistic overview across different social networks?
Continuous Improvement: how will you ensure your social media teams are in the loop? They
are often the first to know, and your first line of defense.
20. A Little History Lesson
#SMTLive
Founded in
1999
Tony joined as
an investor
1500 employees
in NV
•4 years 2009-
2013 on Fortune
100 Best
Companies to
work for list
2009
Announcement
of Zappos and
Amazon
acquisition
2012
KY Fulfillment
Center is run by
Amazon
2013
Moving our Las
Vegas
Headquarters
downtown
Focus on
Culture,
Customer
Service,
Clothing, and
Community
Zappos is a
service
company that
happens to sell
clothing,
handbags,
shoes,
accessories,
housewares,….
21. Our Core Values
#SMTLive
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
Headquarters: Las
Vegas, NV
1500+ employees
1,000+ brands
200,000+ styles
6 million items
in warehouse
100% inventoried
22. Customer Service
#SMTLive
What customers see first
• 24/7 1-800 number on
every page
• Free shipping
• Free return shipping
• 365-day return policy
It’s all about the experience!
Fast, accurate fulfillment
Surprise your customers
• Create WOW, PEC
Friendly, helpful “above and beyond”
customer service
Don’t have it? Assist them with finding it
elsewhere
23. Customer Service
#SMTLive
Inside message needs to match the
outside message
No call times
• The telephone is one of the best
branding devices available
• Longest Call was 10 hours & 29
minutes.
No sales-based performance goals for reps
Run warehouse 24/7
Inventory all product (no drop-shipping)
27. Culture
#SMTLive
Thank you for allowing us to put a
little Zappos in your day!
Email: blewis@zappos.com
Questions or Comments
• Tour of our office
– If you happen to be in Las Vegas!
• Copy of our culture book
– Be sure to include your mailing address!
29. #SMTLive
Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#SMTlive Audience: Tell us why you want to go
to The Social Shake-Up 2014 to be entered for a
chance to win. Tweet:
“I want to go to #socialshakeup because…”
Notas del editor
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Social Media can become another key strategic differentiator for every customer service organization if done correctly.
To make it work, you need to listen to customers and prospects on social media at scale. This means not only ensuring that every tweet or post they make on your digital properties is assessed and responded to if necessary, but also developing a broad understanding of what your customers are talking about and what is important to them.
With listening comes the need to engage your customers, prospects, thought leaders and critics on those properties where they share their thoughts online. Only then will your customer service outreach be credible and authentic.
That engagement is often in the form of a response – to customers, to brand advocates, and even to critics – in real time. Sometimes it’s ok to be intentionally silent, but it’s never ok to be late.
Finally, given the public nature of social media, service organizations can become instrumental in building and strengthening the reputation of your brand online. Every action they take must be framed in this context, as the opposite is also true – just look on YouTube for examples of bad customer service experiences.