Social media empowers customers like never before. Complaints that would not have been heard suddenly get broadcast around the world. Learn how your business can best deal with this new world. This slide deck was presented at the Technology Services World conference in October 2013 by Carl Knerr of Avaya and John Ragsdale of TSIA as the starter for a workout session with the audience on the topic

1. Social Media
The New Customer
Service Channel
Carl Knerr | Avaya
John Ragsdale | TSIA
10.22.2013

2. About Today’s Session
• Facilitated group discussion and interaction
• Your participation is key!
• Ask questions and share your experiences,
opinions, and issues
• When speaking, please state your name, role,
and company
•
Tweet your thoughts on the session real-time
using #TSW13
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3. Social Media Primer
Network
Users (M)
Facebook
1,260
Twitter
Foursquare
Daily Volume Characteristics
Donuts
4.5B „likes‟
•
Mix of media
I like donuts
500
500M tweets
•
•
•
Fully public by default
Max of 140 characters
Mostly text-based
I‟m eating a #Donut
40
5M check-ins
•
•
Location-based
Frequent visitors
become “Mayor”
This is where I eat donuts
? posts
•
•
Professional Networking
Stream of businessrelated articles
My skills include donut eating
4M users
•
Pin a picture/site from
anywhere on the web
Organize by “boards”
Here‟s a donut recipe
LinkedIn
238
Pintrest
70
•
Instagram
150
YouTube
1,000
Google+
343
40M photos
•
Photos-only. Heavy use
of “filters”
Here‟s a vintage photo of my
donut
1B video views
•
#1 video sharing site
Here‟s a video of me eating a
donut
? posts
•
•
Very FB like; Great UI
Little adoption
I‟m a Google employee who
eats donuts (joke)
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4. Why we care about Customer Service
In B2C …
28% more
leave after
3rd Service
Mess Up
17% Leave
after 1st
Service
Mess Up
45% more leave
after 2nd Service
Mess Up
Given that it costs 3x more to acquire a new customer than keep an
existing one, getting it right the first time is crucial
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5. Why Social Matters
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6. 57% of a typical
purchase decision is
made before a
customer contacts the
supplier. - SFDC
Failure of a company to respond to a
social media user can lead to a 15%
increase in the brand‟s churn rate –
Gartner
Of the actionable social media interactions a
company receives, 80 percent are related to
service, with only 20 percent related to
marketing - Knapp
Organizations that ignore their customers on social media
will have the same negative perceptions companies
experience today when they ignore customer‟s minimum
expectations of email and phone support. - Gartner
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7. 1.2 M
Twitter
Followers
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8. Kevin Smith
1.6M Twitter Followers
Won‟t
Supports
Fly with
Southwest
Southwest
Poor
Customer
Service
“Too Fat to Fly”
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9. Jayne Gorman: Travel Blogger
5,000
Followers
On Twitter
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12. Hot Topics & Trends
• Are you using SM channels for service?
• SM users demand the fastest response times
– Expectation is 5 minutes
– Zappos is best at 54 mins; LL Bean is 4 hours
•
•
•
•
Separate support and marketing channels?
Who owns/coordinates social media presence?
Prioritize responses based on Klout?
Integration with Contact Center Technology &
Processes
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13. Ten Recommendations
1. Go With #Speed
2. #Engage a Social Media Manager
3. #Collaborative Strategy
4. Selectively #respond
5. #Prioritize responses
6. #Integrate with #CRM, & #ContactCenter
7. Don‟t be mistaken for a #robot
8. #Segregate your presence
9. #Market your #CustomerService
10.Don‟t #overcommit
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14. Annual TSIA Social Media Survey
• Addresses use of social media channels for
supporting customers
• Launching in December
• What would you like to see?
–
–
–
–
Channels in use
SLAs
Staffing
???
• Send input to john.ragsdale@tsia.com
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15. How was the session?
Look for your email invitation to fill out the Session Evaluations.
#TSW13

16. Contact Information
Name: Carl Knerr
Title: Services Director
Email: cknerr@avaya.com
Twitter: @CarlKnerr
Read more at www.carlknerr.com
Name: John Ragsdale
Title: Vice President, Technology Research
Email: John.Ragsdale@tsia.com
Twitter: @John_Ragsdale
Blog: jragsdale.wordpress.com
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17. Backup Slides
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18. Funnel to Contact Center
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