This document discusses how companies can build brand value through social customer service. It notes that customers are more likely to engage with companies on social media instead of traditional channels. The document outlines a three-stage maturity model for social customer service: ad-hoc, limited, and enterprise-wide. It provides examples of Delta Airlines' social customer service program as a case study, noting their metrics, content strategy, and how it has improved customer satisfaction. Overall, the document advocates that companies implement social customer service and presents best practices to do so effectively.

1. Building Brand Value Through Social
Customer Service
Social Fresh West
August 23, 2013
#socialfresh

2. #socialfresh/@chuckhemann
Remember when this was the norm?

3. Then this guy came and changed the game
#socialfresh/@chuckhemann

4. Now we are comfortable doing this instead
#socialfresh/@chuckhemann

5. Two reasons why this shift in customer
expectations matters
#socialfresh/@chuckhemann
First…
Second…
Customers tell, on average, 15 people about a positive customer
service experience and 24 people about a bad one

6. It all sounds so easy, but media is fragmented
#socialfresh/@chuckhemann
Customers have a
plethora of choices
to engage
companies

7. Resource challenges within companies abound
#socialfresh/@chuckhemann
Also… MORE THAN 77% of companies SPEND LESS THAN $50,000
in social customer care
Not enough
people like
Sabrina

8. Three other reasons companies are not
adopting this approach more frequently
#socialfresh/@chuckhemann
Integration–
Ensuring a seamless experience between online and offline is critical
Inefficiency–
Customers expect near immediate responses from companies
Education–
The business case for social customer service and its value isn’t always
clearly articulated

9. Building the Business Case

10. Building your online customer profile
#socialfresh/@chuckhemann
• Understanding your
consumer
demographics
• Knowing what they
preferred method of
engagement has been
in the past
• Analyzing where most
of your customers
reside
• Researching how your
customers are
searching for
information
• What the sentiment is
toward your brand
today

11. Understanding overall customer intent
#socialfresh/@chuckhemann
• Performing an inventory
on existing customer
service requests
• Mapping the right channel
for the job – easy vs.
complex issue resolution
• Analyzing path to
purchase for the majority
of your customers
• What is your company
asking you most often
and do they want to
engage with you at all?

12. Personalizing the customer experience
#socialfresh/@chuckhemann

13. Knowing Which Model is Right For You

14. Three-stage maturity model for social customer
service
#socialfresh/@chuckhemann
Ad-Hoc–
The most typical starting place for companies interested in helping
customers through online channels
Limited–
More coordinated and organized involving multiple people with the
organization
Enterprise–
Full-scale support for all products and service across the business

15. Ad-hoc stage of customer service
#socialfresh/@chuckhemann
Typically driven by a single individual interested in changing the perceptions of the
company. Call this the “Frank Eliason Model”
Alternatively forced into action by a vocal customer or customers who have unmet needs
Informal, inefficient and wont change long-term foundational gaps in the company
No formal analytics, objectives, policies or education
#socialfresh/@chuckhemann

16. Limited stage of customer service
#socialfresh/@chuckhemann

17. Enterprise stage of customer service
#socialfresh/@chuckhemann

18. Case Studies - @DeltaAssist + more

19. @DeltaAssist has evolved over time
Originally launched in May 2010 with 4 agents
Staffed M-F from 8am – 6pm
Program has evolved to 15 agents who provide coverage 24/7
Goal has remained the same – “Serve as a way to meaningfully interact and
engage with customers where they live
#socialfresh/@chuckhemann

20. Very clear content strategy/approach
#socialfresh/@chuckhemann
Policies/Procedures Questions
Travel help/Rebooking Assistance
Complaint Resolution
Random/Fun Information

21. Measurement is critical to the Delta team
#socialfresh/@chuckhemann
Core metrics
include:
 Sentiment
 Number of issues
raised
 Number of issues
resolved
 Resolution time
 Differentiating
terms
 Response rates
Cant forget about
the survey

22. The @DeltaAssist approach has paid dividends
#socialfresh/@chuckhemann
 Lowest response
times in the category
by a fairly wide
margin
 Concentrated
customer issues to
prevent from having
to respond on
multiple channels
 Improved customer
satisfaction

23. #socialfresh/@chuckh
emann

24. Where did this come from?
#socialfresh/@chuckhemann
Currently available on Amazon.com - http://amzn.to/UF4qKj

25. Contents are W2O proprietary and confidential