The document discusses the business case for social customer service through three presentations: 1) Michael Brito of Edelman discusses how social customer service can improve sales, customer loyalty, and operational excellence by addressing customer issues on social media. 2) Rebecca Doyle of ODEON Cinemas outlines how they improved their social customer service processes after a viral complaint, including defining crisis procedures and using Conversocial to track customer journeys. 3) Joshua March of Conversocial explains how to measure the impact of social customer service on customer satisfaction, efficiency and revenue protection through metrics like Net Promoter Score, call deflection rates and customer lifetime value.

1. The Business Case for Social
Customer Service

2. 2
The Business Case for Social Customer Service
Making the Case for Social Customer Service
Michael Brito, VP Social Business Strategy, Edelman
Build a Social Customer Service Machine
Rebecca Doyle, Social Media Strategist, ODEON
Measure, Refine and Scale Business Value
Joshua March, CEO and Founder, Conversocial
Discussion and Q&A
#soccustserv

3. Level One:
Making the Case for Social Customer Service
#soccustserv
Michael Brito,
VP Social Business Strategy, Edelman
@britopian

4. of consumers are less likely to buy when
they see unanswered questions and
complaints on a company’s Facebook page
88%
Did you know?
The Business Case for Social Customer Service
of customers would recommend a brand to
others when their issues are solved quickly
and efficiently through social media
71%

5. Consumers Demand Social Customer Service

6. The consequences of ignoring your customers

7. The positive impact of social customer service
Things we intuitively know …
@Britopian
Repeat Sales &
Customer Loyalty
Decreased calls to
the call center

8. The positive impact of social customer service
Fostering shared value for all stakeholders, specifically customers
@Britopian
OPERATIONAL
EXCELLENCE
INTERNAL
(employees)
EXTERNAL
(customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIALBRAND
1
2
4
3

9. Social customer service and the content opportunity
Leveraging inbound support issues to feed the content engine and own Google
@Britopian
Inbound customer
support database
or knowledgebase
Content
Filter
Content Creation
Process

10. The Social Engagement Hub
Social customer service
isn’t just another channel.
Make the move from
contact center to Social
Engagement Hub

11. Level Two:
Build a Social Customer Service Machine
#soccustserv
Rebecca Doyle
Social Media Strategist
ODEON

12. The Business Case for Social Customer Service !
ODEON Cinemas
We
are
the
largest
cinema
chain
in
the
UK,
with
over
100
cinemas

13. The Business Case for Social Customer Service !
ODEON’s Social Journey
Facebook.com/ODEON
Launched Feb 2011
Facebook.com/
ODEONCinemasIreland
Launched Sept 2012
Twitter.com/
ODEONCinemas
Launched March 2012
On
24th
August
2012
a
viral
complaint
was
posted
to
the
ODEON
Facebook
page
–
to
date
there
have
been
297,129
likes
&
25,238
comments.
ODEON
replied
aLer
20
hours
and
this
was
followed
by
an
official
response
4
days
later.
ODEON
posts
were
lost
within
the
comments
and
ODEON
received
negaPve
press
and
criPcism.
BUT
following
on
from
this
ODEON
have
put
in
place
procedures
and
plans
to
ensure
that
we
can
respond
quickly
and
efficiently.
SOCIAL CRISIS

14. CommunicaPon
is
key
Don’t
neglect
offline
hours
Get
into
a
rouPne
Build
an
FAQs
document
The Business Case for Social Customer Service !
Creating Fool-proof Process

15. Being prepared for the unexpected
Plan
ahead
for
business
changes
Detail
crisis
escalaPon
procedures
Pre-­‐prepare
answers
Don’t
Panic
The Business Case for Social Customer Service !

16. The Business Case for Social Customer Service !
Why ODEON uses Conversocial
1. Track
the
customer
journey
2. Monitor
senPment
for
real
customer
perspecPve
3. Measure
efficiency
across
the
team
4. Agile
and
focused
product
for
Social
Customer
Service

17. My tips for Best Practice Social Customer Service
ü Define
a
crisis
ü Make
sure
your
guidelines
are
useful
ü Think
of
every
possible
thing
that
could
go
wrong
ü Don’t
Panic
The Business Case for Social Customer Service !

18. Level Three:
Measure, Refine and Scale Business Value
#soccustserv
Joshua March
@joshuamarch
CEO and Founder, Conversocial

19. The Business Case for Social Customer Service
Forrester’s Top 15 Trends for 2013:
Customer Service is moving from cost center to differentiator
“…we are seeing that customer service organizations are gradually
adopting a balanced scorecard of metrics that include not only
cost and compliance, but also customer satisfaction…”

20. The Business Case for Social Customer Service
Gartner, The Social CRM Resource Planning Guide
“Businesses need to try more innovative approaches to
measurements that are less focused on traditional efficiency
metrics, and more tied to concepts such as Net Promoter Scores,
lifetime customer value, changes in customer defection and
churn rates among the demographic using social media,
and brand sentiment”

21. The Business Case for Social Customer Service
Customer Satisfaction
How do you ensure social customer service is
meeting your business objectives?
Revenue protection
Efficiency

22. The Business Case for Social Customer Service
Deliver
• Solve issues over social without redirecting to other channels
• Deliver proactive service updates to your followers
• Gartner: social agents resolve 4-8x issues per hour than phone agents
Measure
• Call deflection: cost of issues solved by social agents vs phone cost
• Reach: how many customers reached by proactive updates?
• Survey: what would you have done if not helped over social?
Efficiency

23. The Business Case for Social Customer Service
Customer satisfaction
Deliver
• Resolve issues in social – redirecting will upset your customers
• Respond quickly – 30% of of consumers on Twitter expect a response in under 30 minutes.
• Deliver proactive service to delight customers – GoDaddy, delights customers
Measure
• NPS -> Social NPS (real promotion and detraction)
• Surveys: how did you rate this? How happy were you with the service you received?

24. The Business Case for Social Customer Service
Revenue protection
Deliver
• Social is sometimes used as a last resort – help customers before they leave
• Prioritize real service issues – find and respond to them quickly.
• Act before your competitors do!
Measure
• Customer value * unique customers helped
• Combine growth trends with SLA requirements to
forecast future requirements
• Survey: if you hadn’t received helped, would you
have stopped becoming a customer?

25. Efficiency
Deal with 1,000 real customer service issues a week over social
Handle 10x more issues with Conversocial than they could natively
The Business Case for Social Customer Service
Case studies
Customer Satisfaction
61% reduction in negative sentiment whilst halving their social spend
Revenue Protection
Forecast their social care team will protect over $10m annual revenue in 2013

26. The Business Case for Social
Customer Service
Let’s Discuss
#soccustserv@conversocial