1.
Superb Social Customer Service: The New Key
Differentiator
#SMTLive

2.
Thanks to Our Sponsor
@SAPCRM

3.
157,345
Join the Conversation…
#SMTLive

4.
#SMTLive
Our Speakers
Bianca Buckridee leads Social Media Operations at JPMorgan Chase, where she is responsible for
building out the bank’s social customer service channels, including @ChaseSupport. Her team is the
first at Chase to cross multiple lines of business – with specialists from Consumer & Business Banking,
Credit Card Services and Mortgage. Tweet her at @BlatantlyBianca.
Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and
communication of messaging and positioning for the CRM solutions portfolio for the Customer Service
line of business.Kai has accumulated 20 years of experience in marketing, strategy and business
management positions across high-tech, chemicals and life sciences in multinational corporations
across Europe and North America. @kaipetzelt
Brandon Lewis: Leads the Resource Desk team at Zappos.com. Brandon and team are responsible
for resolving time consuming and escalated customer situations. The Resource Desk is also the main
customer service team that interacts with users on Twitter, where they not only deal with customer
service opportunities, but also look to engage the customer base with a fun and weird approach.
Brandon can be reached by email at BLewis@zappos.com
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services and
professional services organizations. @PaulDunay

5.
SUPERB SOCIAL CUSTOMER
SERVICE
THE NEW KEY DIFFERENTIATOR
June 17, 2014
Kai Petzelt
Senior Director, Marketing
Customer Engagement Solutions

6.
Digitally Connected
79%
of customers spend at least 50% of
total shopping time researching
products online
EMPOWERED
CUSTOMERS ARE
Socially Networked
53%
of customers abandoned an in-store
purchase due to negative online
sentiment.
Better Informed
59%
of customers are willing to try a
new brand to get better customer
service.

7.
EVERY MINUTE
OF EVERY DAY
of YouTube uploads
48 hrs
new mobile web users
217
Wordpress blog posts
347
new websites
571
Foursquare check-ins
2,083
Flickr photos
3,125
Instagram photos
3,600
Email messages
204,167,667
Google queries
2,000,000
Facebook shares
684,478
Consumers spend
$272,070
Twitter tweets
100,000
Apple app download
47,000
Facebook likes
34,722
SOURCE: DOMO, INC.
61,141
hours of music uploaded

8.
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.

9.
CUSTOMER ENGAGEMENT
19TH CENTURY VS 21ST CENTURY
• AWARENESS
• INTEREST
• DESIRE
• ACTION
VS
SHARE RESEARCH
SHOP
PURCHASE
TRIGGER
EVENT
COMPARE

10.
OLD CRM RECIPES NO LONGERWORK
WELCOME TO THE AGE OF CUSTOMER ENGAGEMENT
1st Generation CRM
Front Office
EFFICIENCY
STRATEGICTACTICAL
2nd Generation CRM Customer Engagement
INTERNAL
FOCUS
Front Office
EFFECTIVENESS
Customer
EXPERIENCE
MARKET
FOCUS
CUSTOMER
ENGAGEMENT
FOCUS ON 1:1
Inside - Out Inside - Out Outside - In
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Public

11.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
SOURCE - CUSTOMER MANAGEMENT IQ EXECUTIVE REPORT
WITH 88%
OF ALL ORGANIZATIONS
DELIVERING A MULTI-CHANNEL
SERVICE EXPERIENCE, THE
DIFFERENTIATING FACTOR WILL
NOW BE IN THE QUALITY OF
THOSE INTERACTIONS.

12.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 12
RECIPE FOR A WINNING
SOCIAL CUSTOMER SERVICE
STRATEGY
• Listen to your customers in social media
• Engage your customers on their terms
• Respond in real-time to critics and
brand advocates
• Strengthen brand perception through
public engagement
• Make social media integral part of your omni-
channel customer service

13.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 13
“OUR ROI IN DOLLARS IS DEFINITELY IN
THE MILLIONS.
Depending on the scale of your operation and
your programs, the ROI is at least ten million
dollars in opportunity.” Krissy Espindola
Director Knowledge Management &
Social Customer Support
ATAGLANCE
SOCIAL
CUSTOMER ENGAGEMENT
OBJECTIVE
• Take on larger rivals by providing a delightful social
media experience
SOLUTION
• SAP Cloud for Social Engagement
• SAP Social Media Analytics by Netbase
• Phase two: SAP Cloud for Service (for ‘core’ level 2
agents)
BENEFITS
• Meet increasing demand for social media customer
service channel without scaling team.
• Reduced churn.

14.
© 2013 SAP AG. All rights reserved. 14
Feel free to connect with me at :
kai.petzelt@sap.com
@kaipetzelt
www.linkedin.com/in/kaipetzelt/
©
THANK YOU!

15.
@ChaseSupport
#SMTLive
 Launched February
2012, in tandem with
@Chase (PR)
 Cross line of business
team focused on Retail,
Credit Card and
Mortgage inquiries
 Based in Columbus, OH
at high visibility location
of 10k JPMC
employees

16.
@ChaseSupport Lessons Learned:
#OwnIt
#SMTLive
Create a strategy that connects the dots
between social customer service and social
marketing. Core components of this plan
should include:
 What does your brand stand for?
 Who owns what? Who will create, who
will approve, and who will publish?
 How will you handle different scenarios?
Do you have a crisis management plan?
Do your stakeholders know this plan?
 Have you looped in the right parties?
Does your IT team know what you’re up
to?

17.
@ChaseSupport Lessons Learned:
#BeYourself
#SMTLive
Who are you calling boring?! We
choose to differentiate ourselves by:
 Sign-on and Sign-Off Tweets
 Posting alerts for real-life issues that
impact our customers
 Adding humor when appropriate
 Proactively educating our customers
about product changes
 Most importantly: being ourselves.

18.
@ChaseSupport Lessons Learned:
#LookingForward
#SMTLive
Whether it’s Marketing or Customer Service, Social Media isn’t a silo – it’s a part of
your overall #custexp. The goal is to deliver a consistent experience across all
touchpoints, and giving customers choices that let them interact with you according to
their preferences.
Things to think about as you scale:
 Specialist Empowerments: hybrid agents help streamline the process for you and the
customer.
 SMMS & Internal Content Management: dynamic process
 where will this data be housed?
 How do you find a solution that can easily pull info into one place & allows agents to
respond quickly, even with a growing customer base.
 Analytics/Reporting: will this provide a holistic overview across different social networks?
 Continuous Improvement: how will you ensure your social media teams are in the loop? They
are often the first to know, and your first line of defense.

19.
Zappos
#SMTLive
Delivering WOW
through Service

20.
A Little History Lesson
#SMTLive
Founded in
1999
Tony joined as
an investor
1500 employees
in NV
•4 years 2009-
2013 on Fortune
100 Best
Companies to
work for list
2009
Announcement
of Zappos and
Amazon
acquisition
2012
KY Fulfillment
Center is run by
Amazon
2013
Moving our Las
Vegas
Headquarters
downtown
Focus on
Culture,
Customer
Service,
Clothing, and
Community
Zappos is a
service
company that
happens to sell
clothing,
handbags,
shoes,
accessories,
housewares,….

21.
Our Core Values
#SMTLive
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
Headquarters: Las
Vegas, NV
1500+ employees
1,000+ brands
200,000+ styles
6 million items
in warehouse
100% inventoried

22.
Customer Service
#SMTLive
What customers see first
• 24/7 1-800 number on
every page
• Free shipping
• Free return shipping
• 365-day return policy
It’s all about the experience!
 Fast, accurate fulfillment
 Surprise your customers
• Create WOW, PEC
 Friendly, helpful “above and beyond”
customer service
 Don’t have it? Assist them with finding it
elsewhere

23.
Customer Service
#SMTLive
Inside message needs to match the
outside message
 No call times
• The telephone is one of the best
branding devices available
• Longest Call was 10 hours & 29
minutes.
 No sales-based performance goals for reps
 Run warehouse 24/7
 Inventory all product (no drop-shipping)

24.
Social Media
#SMTLive
Creating Fun and Weirdness… via Twitter
Delivering WOW to our
customers wherever
they happen to need it.

25.
Social Media
#SMTLive
• New hires are given
a crash course in
Twitter
• No social media
policy – just be
yourself and use
your best judgment!

26.
Culture
#SMTLive
The culture that powers our company
Theme days
Parades
Events
Weirdness
Happiness

27.
Culture
#SMTLive
Thank you for allowing us to put a
little Zappos in your day!
Email: blewis@zappos.com
Questions or Comments
• Tour of our office
– If you happen to be in Las Vegas!
• Copy of our culture book
– Be sure to include your mailing address!

28.
Thanks to Our Sponsor
@SAPCRM

29.
#SMTLive
Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#SMTlive Audience: Tell us why you want to go
to The Social Shake-Up 2014 to be entered for a
chance to win. Tweet:
“I want to go to #socialshakeup because…”