Social media is blurring the line between customer service and marketing. While your marketing team may have created your Facebook page or Twitter handle to have a brand voice, customers see it as an opportunity to get help, and they are coming in increasing numbers. Every month, HP listens to 100,000 interactions from customers looking for help on more than 100 social media network sites across 95 countries. Every one of those interactions gives HP a chance to strengthen its brand, solve problems, increase customer loyalty and create advocates who share their experiences. Join this session to learn how HP integrates social data into its CRM system to empower support agents and how they are blending service and marketing interactions.

1. Blending Service & Marketing: HP Social
Customer Care Increases Customer Loyalty
Waladeen Norwood, HP Social Customer Care Manager, @wallyatHP
@HPSupport

2. Agenda
1. How service and marketing are blending
2. How social care gives customers a reason to buy HP
3. Making CRM social

3. Serving millions of customers around the globe

4. Social support is the gateway to the customer
Source:
h*ps://www.dexmedia.com/blog/the-­‐evolu;on-­‐of-­‐customer-­‐service-­‐infographic/

5. HP’s social customer care footprint

6. In the age of social, customer experience is the differentiator
ServiceMarketing Great
Customer
Experience

7. Evolution of social customer care at HP

8. HP social support requires a sophisticated structure

9. Scaling for future
• 360-degree view of the customer
• One tool for all languages
• Standardized metrics

10. How HP made CRM social
0

11. Ethel lk tweets:
Customer
tweets

12. Ethel lk’s tweet comes into our CRM
Customer
tweets
New case is
generated

13. Eddie from @HPSupport tweets back
Customer
tweets
New case is
generated
Agent
responds

14. HP tracks Ethel lk’s case through to resolution
Customer
tweets
New case is
generated
Agent
responds
Agent and
customer
interact

15. HP earns Ethel lk loyalty again
Customer
tweets
New case is
generated
Agent
responds
Agent and
customer
interact
Customer
tweets
kudos to HP

16. Social channels like
Twitter and Facebook
Real-time ops
monitoring
Knowledge base:
• User-generated content
• HP content
360 degree view of
customer history
Real-time insights
Response
Sentiment tracking at
case level

17. Making CareForce social improved HP’s brand loyalty
Customer:
• Receive the most appropriate answer
• Receive the fastest answer
• Receive answer on their channel of preference
HP:
• Agents engage 187% more with customers
• Happy customers more likely to buy HP