Best Customer Experience is a must for any e-tailer or any competitive B2C business. Social Media can play a great role there apart from just entertaining consumers.

1. How can Social Media serve
the Customer Experience
Nikos Varvadoukas
Group Digital Marketing Manager @Public, Multirama, Getitnow.gr

2. Initial Priority for Many Brands: Social Penetration

3. Then engagement got into the Game
Nikos Varvadoukas

4. Are 600k Fans & +30% ER over average enough?

5. All these would be CRAP
for an e-tailer
If he did not REALLY listen to his customer..

6. We realized that our FanPage was flooded by messages
No 1 Retailer Fan page in Inquiries
should not have been a Surprise
Fans used the WALL to express
16-24 Audience,
themselves publicly (Questions, Complaints etc)
The Chatting Generation
fanpage is active, so creates
expectation for response various products from Mobile,
Telco till Books and Events

7. Users ASK / SHOUT anywhere they can contact you

8. Fan BIG Growth Opened a BIG interaction channel, BUT
Tough internal
monitoring and Inquiries delegation
60% of Inquiries
were repeated
Facebook Restrictions, when
user asked again you were not notified

9. NOT an Easy Case to deal with
“ Can I quit Today?”
Public Social Community Manager

10. STEP 1: Quick Response to Customer became Top Priority
Average Response time per post reached
~4 hours LESS than key competitor
Source: Greece Data, SocialBakers.com

11. STEP 2: Launch a Social Customer Service Architecture

12. STEP 3: Create an Innovative Customer Service App

13. Public forum
Key Benefits for the User
 Better Speed of Answer is Provided (Ticketing Integration)
 More & Easier Notifications are there
 User Has Archive of his Questions
 Ability to Search prior to Asking
 Remains in Facebook- commenting style
 SEO / Google Friendly

14. Public forum homepage

15. Public forum search function
Αναζθτηση για το CD «take me home»

16. My Recommendations
Do never forget the hygiene.
This is Called Customer Service
Adjust Social Media to your Needs not the opposite
If you are a customer contact intensive
company, take execution in house

17. Thank You
Nikos Varvadoukas
Group Digital Marketing Manager @Public, Multirama, Getitnow.gr