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#CNX14 - Great Customer Service is Great Marketing

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Social customer service is the newest member of marketing. In this session, learn how to drive organizational change while delivering a great customer experience and humanizing your brand. Plus, you'll learn how prominent companies have engaged millions of consumers and transformed the customer experience.

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#CNX14 - Great Customer Service is Great Marketing

  1. 1. Track: Social Marketing #CNX14 #CNX14 Great Customer Service is Great Marketing Jessica Woodbury, Sr. Manager, Social Media and Customer Engagement
  2. 2. Track: Social Marketing #CNX14 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response. ~ NM Incite
  3. 3. Track: Social Marketing #CNX14 Goals – Presentation Overview 1 2 3 Social Customer Service is suddenly a Game-changer Why Social Customer Service is Great Marketing How to do it better than anyone else!
  4. 4. Track: Social Marketing #CNX14 #CNX14 Social Customer Service is suddenly a Game-changer
  5. 5. Track: Social Marketing #CNX14 When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company. ~ Bain & Company
  6. 6. Track: Social Marketing #CNX14 Why is Social Customer Service such an imperative for customers? • Everyone has a social customer support team these days • Companies approach social with the same mindset as other channels • Companies are trying to use traditional customer service metrics • How does Alex and Ani make it a game changer?
  7. 7. Track: Social Marketing #CNX14 Your Customers are on Social! • Not responding is unacceptable. • Customers are brave on social – hiding behind their anonymity. • Customer love to share – are you going to give them a great or poor experience?
  8. 8. Track: Social Marketing #CNX14 #CNX14 Great Social Customer Service is Great Marketing
  9. 9. Track: Social Marketing #CNX14 The average number of people a social customer will tell about a good customer experience: 42. The average number of people a social customer will tell about a bad customer experience: 53. ~ American Express® Global Customer Service Baromete
  10. 10. Track: Social Marketing #CNX14 Is good customer service enough? • Traditional customer service reps to support on social • Brands are trying to auto-respond and use template responses • Why are companies so fragmented when it comes to social?
  11. 11. Track: Social Marketing #CNX14 Your Customers Want to Share Great Experiences • Humanize the brand! • Proactive support! • Turn detractors into advocates!
  12. 12. Track: Social Marketing #CNX14 #CNX14 Doing It Better Than Anyone Else
  13. 13. Track: Social Marketing #CNX14 Only 36% of consumers that make customer service enquiries via social media report having their issue solved quickly and effectively ~ NM Incite
  14. 14. Track: Social Marketing #CNX14 Because we are committed to engaging with all fans, our staff has increased exponentially year over year. 2012 2013 2014
  15. 15. Track: Social Marketing #CNX14 Social Customer Service is in our DNA • A&A specific best practices • Stella award • Going the extra mile for brand detractors • Mistakes are not an option for A&A (guidelines, process, playbook)
  16. 16. Track: Social Marketing #CNX14 Questions?
  17. 17. Track: Social Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Card
  18. 18. Track: Social Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
  19. 19. Track: Social Marketing #CNX14

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