In her SocialMedia.org Member Meeting case study presentation, Nissan’s Senior Manager of Customer Experience, Anne McGraw, talks about how they use social engagement to improve product quality. Anne explains the integrated step-by-step process of how their social media team deals with customer issues, from listening and engaging to assisting and driving change within the company.

1. SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
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32
CHICA
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Nissan
Anne McGraw
Diagnostic social care

2. DIAGNOSTIC SOCIAL CARE
Anne McGraw
Senior Manager, Customer Experience – Nissan North America
@abmcgraw

3. BACK TO THE FUTURE

4. 2012 – TIPPING POINT

5. HEAVY DUTY TOOLS

6. INSANE (OLD) WORKFLOW…LOOK FAMILIAR?

7. THE INFORMATION ECOSYSTEM
Social
PR
Legal
Consumer
Affairs
Manufacturing
Engineering
Product
Planning
Dealers

8. THE DATA EXCHANGE

9. REPORTING & COMMUNICATION
 Weekly “executive” dashboard monitoring
reports
 Specific issue/topic ad hoc reports
 Focus on end-user feedback &
conversations
 Marketing buzz versus social intelligence

10. BUZZ VOLUME VS. VOC

11. IN THE BEGINNING….
9
2
4
7
3
1
6
9
14
0
2
4
6
8
10
12
14
16
8/1-9/3 9/3-9/18 9/19-10/14
Social Support Cases Created
CA Cases Escalated by Social Support
Ongoing Cases Worked By Social Support
27
42
192
72
236
149
94
196
109
163
100
549
199
90
128
113
48
0
100
200
300
400
500
600
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Listening Report:
Customer Concerns on Social Media
Local media story is
picked up by AutoBlog
generating buzz and
comments.
• Weekly executive monitoring report
• Engineer requests customer contact
information
• Engineer and customer connect
• Social support starts tracking

12. CURRENT REAL-LIFE PROCESS
Product Issue mentioned
Research – is this “known”?
Profiling/data tagging/CRM capture
Escalation vs. FYI: Who & When?
Closed-loop communications

13. INTEGRATED, CLOSED-LOOP PROCESS.
Social
Email
Calls
Engineering
Dealer StaffTraining
Manufacturing
Warranty Legal Dealers Field
CRM
Product Planning
R&DMarketing/PR

14. INTEGRATED, CLOSED-LOOP PROCESS.
Social
Email
Calls
Engineering
Dealer StaffTraining
Manufacturing
Warranty Legal Dealers Field
CRM
Product Planning
R&DMarketing/PR
Communication. People. Period.

15. THE REACTIVE NATURE OF SOCIAL

16. SOCIAL ORG EVOLUTION
listening engaging assisting driving change
Marketing/PR
Customer
Service
Research

17. INNOVATION MEANS DRIVING
CHANGE

18. THANK YOU
Anne McGraw
Sr. Manager - Customer Experience, Nissan North America
@abmcgraw
in/abmcgraw

19. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO