Frank Eliason, Citi Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum

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Business Development Institute

Frank Eliason, Senior Vice President of Social Media, Citi www.bdionline.com

Business Technologie

Social
Media is
Q
Marketing
Nirvana!

Marketer

What???

I hate this company
This product does not work

Have you called them? Ugh!
Marketer You should try working there!

This
Company
will be easy
&
helpful

Customer

I will love
the product
& service
will be great

Customer

What???

It is your fault!
Jump through these hoops to get help

We are not available
Customer The system is down

Damn it! I will
tell everyone I
know about
this company!

Customer

Our Service
Department is
great & happy!
They have balloons

Marketer

I know!
Customers
want social
service!

Marketer

They
I finally love us
got help!

Customer Marketer

Need help? Huh?
Just
complain
as loud as
you can!

Customer Marketer

Social Service is a Failure
Social Service is not about shutting up the loudest
Customers!

Each interaction must drive change through all
service channels

Customers prefer social! Not! Sorry this is a myth

The Winning Formula

CE x P =
Social Media Success (or Failure)

Defining CE
Company Experience is equal to:
(Product Experience +
Customer Interactions +
Employee Experience)

The Power is in You!
Do not be afraid to share realities upward

Stories Drive Change! Use them

Every action you take sends a message! Try a
capital ‘C’

@YourService
Preorder today!
• Available April 24 in the United
States
• Available Early May, 2012 in the
UK
I look forward to chatting further!
@FrankEliason

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