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.

1. Track: Social Marketing
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Great Customer Service is Great
Marketing
Jessica Woodbury, Sr. Manager, Social Media
and Customer Engagement

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. 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. Track: Social Marketing
#CNX14
#CNX14
Social Customer Service
is suddenly a Game-changer

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. 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. 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. Track: Social Marketing
#CNX14
#CNX14
Great Social Customer Service
is Great Marketing

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. 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. Track: Social Marketing
#CNX14
Your Customers Want to Share Great Experiences
• Humanize the brand!
• Proactive support!
• Turn detractors into advocates!

12. Track: Social Marketing
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Doing It Better
Than Anyone Else

13. Track: Social Marketing
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Only 36% of consumers that make
customer service enquiries via
social media report having their
issue solved quickly and effectively
~ NM Incite

14. Track: Social Marketing
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Because we are committed to engaging with all fans, our
staff has increased exponentially year over year.
2012 2013 2014

15. Track: Social Marketing
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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. Track: Social Marketing
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Questions?

17. Track: Social Marketing
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Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
$50
Starbucks
Gift Card

18. Track: Social Marketing
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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. Track: Social Marketing
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