A presentation from the Salesforce Dreamforce 2012 conference, showing how service is the new marketing. The presentation offers best practices for social support from Deloitte and from Symantec.
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Service is the new marketing
1. Service is the new Marketing
Best Practices for Social Service
Lauren Ingram, Salesforce.com Tristan Bishop, Symantec
Drew Downard, Salesforce.com Rob Rose, Deloitte
2. Safe harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if
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4. ¡Viva la Revolución! Cloud, Mobile, Social 2010 s Social
Cloud Computing
2000 s
Mobile
1990 s Cloud
Cloud Computing
Computing
1980 s
1970 s Client/Server
1960 s Mainframe Mini Computing
Computing Computing
Number of users: 10X 100X 1,000X 10,000X 100,000X
6. Social is Transforming Customer Connections
Drew Downard Rob Rose Adam Menzies Tristan Bishop
Sales Engineer, Salesforce.com Principal Consultant, Consultant, Director of Digital Strategy, Symantec
Deloitte Deloitte
How Social is Changing Service Creating a Strategy Social Service in Action
7. Why Social Service Matters
Drew Downard
Principal Sales Engineer, Salesforce.com
8. Your Customers Share More than Ever Before
Having a problem
with…
Great
article on…
Love the Device isn’t
new… Cool working…
video…
Frustrating Customer
interaction… service
can’t help
me…
9. Customers Will Leave After a Poor Service Experience
86% Customers stop doing
business after one
negative interaction
Frustrating Experiences
Lack of context
Not personalized
Slow, inaccurate answers
Low quality of interaction
Not on channel of choice
Source: Harris Interactive, 2009 Customer Experience Impact Report
10. Customers Expect Service Through Social Channels
57% of People Who Have an Issue With a Product
or Service Search Online First
50% of Facebook Users & 80% of Twitter Users
Who Post a Service Issue Expect a response in
Under 24 hours
20% of the Fortune 500 are currently interacting
with customers on Facebook
58% of people who tweeted about a bad experience
never received a response
Source: http://dailyinfographic.com/social-customer-service-infographic#
12. Service is the New Marketing
• Customers are Broadcast Media Outlets
• Craft the Message with Outstanding Service Every
Time
• Payoff: Customers Will pay 21% Premium for
Brands That Provide Great Social Service
Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
13. How Do I Take Control of That Message
• What Do I Do?
• How Do I Get Started?
• What Are Industry Best Practices?
17. The cycle of social support
Plan
Value
Collaborative Operational
Culture Efficiencies
Act Listen
Customer
Engagement
Learn
18. The cycle of social support
Plan
Value
Collaborative Operational
Culture Efficiencies
Act Listen
Customer
Engagement
Deloitte
Managed Analytics Learn
20. What Capabilities Matter?
Marketing: Sales: Support:
Determining Fit Committing Maintaining &
Functional Strengthening
Capabilities
Socially Integrated Campaigns Social Lead Management Proactive Social Support
Product Concepts & Debuts Social Commerce Platform Social Command Center
.
Social Sales Social Media Knowledge Base
.
Collaboration Enterprise Social Collaboration Partner Collaboration Customer Collaboration
Capabilities
Enterprise Social Promotion Gamification & Behavior Management
Social Social Monitoring Routing & Responding to Intel
Intelligence
Voice of the Customer Competitor’s Customer Voice
Capabilities
Digital Content Management Governance & Policies Change Management Social Analytics
Foundational
Capabilities Community Management Integrated Social Tool Social Identity Management
Suite
24. Best Practices for Social Service
Tristan Bishop
Director of Digital Strategy, Symantec
@KnowledgeBishop
KnowledgeBishop.com
http://www.slideshare.net/knowledgebishop
25. Actionable Internet Mentions™ (AIMs)
1. Social media, external blog or
external forum mention
2. Created by a customer, partner,
competitor or prospect
3. Provides business value to
Symantec
AIM ™ is a term created and trademarked by Symantec
25
26. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2. Query: Question that doesn’t require
support resource
3. Rant: Insult that merits brand management
consideration
4. Rave: Praise from Symantec brand
advocate
5. Lead: Pronouncement of near-term
purchase decision
6. RFE: Request to enhance a product with a
new feature
7. Fraud: Communication from an
unauthorized provider of Symantec
products
29. Recap: AIM™ Triage Process
Blogs
Message boards Configuration
CRM profiles interactions history transactions preferences
Symantec Case
Employee Query
Response Rant Review
Rave
Product 1
Lead
RFE Product 2
Fraud Product 3
30. Next Up: Salesforce Service Cloud Integration
Social CRM Workflow: Support
• Radian6 pulls in social posts of all types, including Cases
• SCRM team classifies posts using Radian6 Engagement Console
• Social Hub creates SFDC Objects for Support cases
• Support agents respond in SFDC Service Cloud
Hinweis der Redaktion
HERE’S THE SPACEWe were born cloud.. And we’re *here* today – social Engaging ApplicationsConnectedExperiencesSocialFeedsTouch-basedTransparentOrganizationsSocial’s transforming the way we interact – with each other, and with businesses – in the same way cloud made that transformation.. We noticed this trend -- first people, now business are moving to the cloud. Cloud, social, and mobile technologies have transformed the way people connect with each other And now they’re changing the way people connect with businesses – or want to connect with businesses
And the social service is a great place to get started (gets you into listening, marketing (ala service = marketing), sales..)
INTRODUCTION TO THE PRESENTATION As business and people move to the cloud, we see social – fueled by cloud technologies (built by companies born cloud! ;) - changing the way customers interact with each other, and with the businesses that serve them (talk to the slide). Businesses that are able to turn these new technologies and expectations to their advantage are able to succeed and grow more quickly, while others may get left behind. What this means for you, on a practical level, is twofold: -- first, you need to know about the trends, and about what’s happening in the marketplace. That’s why you’re here (and we’re so glad you’re here!))– to learn what next year’s customers are looking for, in service, in marketing – and to learn what this year’s customers are looking for, now. You’re here to learn hear about things to avoid, and places you may want to go next. --- Drew is going to speak a bit about responding to customers on the channel they’ve chosen, and he’ll talk about why that’s valuable, and about what customers are expecting today. -- second, you need to evolve a strategy; how do I, as a company, want to respond to the changing market and our customers’ expectations in a way that fits with our core philosophy and our technological approach – all while staying in budget, and sounding reasonable to my execs? -To that end, one of our great partners, Deloitte, is here to speak about the way they guide their customers toward success with social service. Now, as they’ll be the first to tell you, social service is not one-size-fits-all; there are as many right (and wrong) approaches as there companies. Rob and Adam are here to talk about the high end, and about some of the topics they cover with their customers. We also have a giant printed version of a roadmap they’ve done, at the back of the room. We certainly don’t expect everyone in the room will need each and every piece of this roadmap – we hope it will serve as a jumping-off point for conversations with your own team and managers. Finally, to put theory into practice, we have Tristan Bishop here from Symantec – he’ll talk about how they approach social service, and about some of the technologies they use to
Get updated numbers….We are all sharing more content and commentary than ever before on our social networks. There are over 400 million Tweets per day and billions of posts on blog and forums!Anybody not posted an update to facebook, picture to flickrNot just clickling the like button and sharing things they’re happy about…Also sharing things they aren’t - having problems with a product, frustrating experiences they’ve had with customer service agents…
- What if somebody asks for help on your corporate facebook page and you don’t respond – or the issue isn’t responded to quickly? 86% of people say they’d stop doing business after one negative interaction And one of the categories they choose as negative experience is not having service provided with the channel they choseWhat does Channel of choice mean? Basically means, if they call in and you don’t answer the phone or they post a tweet or to your facebook page looking for service and you don’t reply or don’t reply through the same channel Remember - 3x as expensive to acquire a new customer as retain one Source: http://befoundonline.com/what-we-think/articles-points-view/social-customer-service
- Competitors not doing it – huge potential for them to use service as a marketing differentiator Brands we see every year at the top of the JD Power best service rankings know this and are doing it - LL Bean / Zappos – respond to social media inquiries and isues within 24 hours – Zappos average 54 minutes.
Even the biggest brands are learning this the hard way – open with united, tell one other story don’t need to tell all three? Progression – started small, got big, didn’t have ability to counter…?United – the original social media service disaster – who’s heard of the YouTube video “United Breaks Guitar? Back in 2008. Anybody who hasn’t, suggest you google it.Not like United is the only one. Several of the worlds biggest brands – Belkin, Unilever, Paypal - even last month for example Progressive had their handling of a policyholder death case come back to bite their brand in the backsideIf you aren’t listening and engaging through social media you not only miss out on what people are saying, but like Comcast said, the ability to take these detractors and turn them into promoters Leave them unresponded to – people just see the negativeSee you involved and engaged, perceive your company
What that means is that Service is the new marketing Every customer like Bob is a potential broadcast media source with a reach of millions The old marketing model is being turned on it’s head. Can’t hire ad Agencies or buy air time to craft the messages these sources communicate Can’t buy air time or hire ad agencies to craft the messageThe way we craft Bob’s message is by providing a positive experience every time we interact with him through the channels that he chooses. If Bob isn’t happy, we go out of our way to take him from being a detractor and turn him into a promoter What’s the payoff? If not losing customers isn’t enough how’s about this? Surveys have shown that customers will pay
How do we do that? How do we start to control that Social Media message?As customers social media awareness and practices mature we usually find that they progress outward along this maturity model, starting with monitoring, moving forward to engaging with customers on a one off basis and finally moving onto automation.Next up -Rob – walk through a tool Deloitte has developed to assess your organizations current level of social maturity, and provide a detailed framework they use to help organizations develop their social support processesWith that, here’s Rob…..Bring key messages back around to a summary….?
Focus on the value - What’s the business value I can expect from Social Service part aspect of Social Business? Think about what you want to achieve and identify tactics to move the needle on those metrics. Alternatively, what are the issues you are facing, why are they of concern, what isn’t working the way you want it to?This value map accelerates the connection among actions you can take via Salesforce.com Enabled Business Programs and shareholder value & ROIC. It is intended to help you focus on the things that matter most and find practical ways to get them done.Sales — Sales Cycle Time, Sales Volume, Sales Revenue, New Customer GrowthCustomer Service — Customer Satisfaction, Issue Resolution Time, Customer Retention, New Customer GrowthProduct Development — Launch rate, design cost, time to market, success ratesOperational Efficiencies — Reduced SG&A, reduced COGS, Improved Inventory Turns, Improved Cash Conversion Rate
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