www.thebaochi.com

1. The Future of
Social CRM and
How to Get There
Today
Baochi Nguyen
Senior Social Strategist
April 2012

2. ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 2

3. A Glimpse Into The
Evolution Of CRM
Then… Now…
• Assigned Everyone
Departments
• Company-Defined Customer-Defined
Process Process
• Defined Channels Customer-Driven
Dynamic Channels
• Business Hours Customer Hours
• Transaction Interaction
• Inside Out Outside In
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 3

4. Conversation Technology
Metrics/Reports Processes
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 4

5. Baochi Nguyen
5554329
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 5

6. Baochi Nguyen
5554329
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 6

7. ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 7

8. ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 8

9. We all want to make our revenue
numbers. To do so, we must
acknowledge the acquisition and
retention power of the post-sales
experience. Keep your current
customers happy, and show potential
customers how well you do business.
The Proof Is In The Stats…
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 9

10. 81 Billion Internet minutes spent on social
network/blogs…#1 online activity.
– Nielsen, 2011
40% of Twitter users regularly search for products or
services via Twitter.
- Ink Foundry, 2011
74% of consumers rely on social networks to guide
purchase decisions.
– ODM Group, 2011
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 10

11. 62% of consumers have used social media for customer
service issues.
– ZenDesk, 2011
81% of consumers using social media say
it's important for businesses to respond to questions and
complaints.
– comScore and TMP Directional Marketing, 2010
65% of users recommendations led to a purchase, and
recommendations by social media users were twice as
likely to lead to holiday gift purchases.
– Mr. Youth, 2011
60% of the businesses who have increased revenues in
the past six months stated that going the extra mile in
customer service was more important than ever.
– Sage UK, 2012
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 11

12. And Yet Most Brands
Are Failing
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 12

13. 56% of top 50 brands did not respond to a
single customer comment on their Facebook
page in 2011.
- A.T. Kearney, 2011
71% of customer complaints on Twitter are
ignored.
- Maritz Research 2011
Of those who were contacted, 83% „Loved‟ or
„Liked‟ being contacted.
- Maritz Research 2011
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 13

14. The Solution
“I genuinely believe that any
business can create a competitive
advantage through giving
outstanding customer care.”
- Gary Vaynerchuk,
Author and Social Media Expert
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 14

15. Deliver Excellent Social Care
5 best practices for delivering excellent social
care
1. Prioritize channels
2. Establish teams and expectations
3. Specify process
4. Add social profiles to existing customer database
5. Train the call center on social media
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 15

16. 10 Tips For Social Customer Care
1. Assess the situation, get 6. Provide helpful links
the specifics 7. Sometimes, the best
2. Apologize, offer help, response is no response
ask questions 8. Don‟t trash the
3. Be respectful, friendly competition
and appreciative 9. When in doubt, ask for
4. Know when to switch to guidance
private communications 10. Twitter, Facebook,
5. Solicit and flag tweets for LinkedIn, etc., are
relevant internal teams public forums; everyone
is listening
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 16

17. Monitoring, Metrics & ROI
• Monitoring: • ROI:
• Common issues • Prevention: Error + Slow
• Product/service feedback Response Time
• Competitor conversations = PR Disaster.
• Customer service saves
• Metrics: and upsells
• Customer cases per social • Social customer service =
channel reduction in call center
• Response time contacts
• Most common issues
“We are in an era of new media yet we‟re still trying to measure with
old metrics.”
– Frank Eliason,
SVP Social Media at Citi
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 17

18. Monitoring: Hootsuite Dashboard
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 18

19. Company-Wide Reports
• Operations: • Sales and Marketing:
• Volume of social • Top 15% of customer
customer care base
• Top issues • Top 15% of customer
• Correlation with the call prospects
center data • Major competitors
• Product: • Kudos, compliments,
• Feedback on products, brand buzz
services, features • Social performance
• Common complaints, numbers
bugs, wish lists, ideas
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 19

20. Example Metrics and Reports
Cases
ARPIL 2012 200
12-MONTH AVERAGE 141
VARIANCE +59
CHANGE 42%
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 20

21. Pass Along The Praise
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 21

22. Questions?
Baochi Nguyen
@baoch
RingCentral
@ringcentral
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 22