IQPC Social Media for Customer Management SummitMay 5, 2011

Looking to 2015: The Future of Customer Interaction

#scrmevent Our Presenters

Jeff EspositoManager, PR & Social MediaVistaprint@JeffEspo

Joe CothrelChief Customer OfficerLithium@Cothrel

Customer Interaction Today and Tomorrow

#scrmevent Core Belief

The social customer has the power to determine a company’s success or failure.

Winning companies will engage them and build their greatest competitive asset.

#scrmevent Lithium’s Customers are Leaders

Lithium has been the strongest at measuring ROI… Its case studies and reference customers show measurable business results.

#scrmevent Lithium @ a Glance

Global Offices: Emeryville, London, Zurich

Employees: 200

Customers:Leading enterprises, across all industries.

Founded: 2001

Lead Investors: Emergence Capital Shasta VenturesBenchmark Capital

Numbers: Over 10MM visitors to Lithium-powered communities per day.

Over 2B messages viewed on Lithium-powered communities every month.

Lithium Buzz: 105,629,163 Member posts (contributions)the past year in Lithium communities.

6,325,816,421User sessions in the last 12 months in Lithium communities.

$466,560,177Annual value being created in Lithium communities.

#scrmevent Vistaprint @ a Glance

Global Offices: Lexington (MA), Barcelona,

Sydney, Paris, Winterthur, Montego Bay, Berlin, Tunis, Venlo, Windsor, Deer Park

Employees: > 2,700

Customers:Leading enterprises, across all industries.

Founded: 1995 Numbers: Over 10MM Active Customers

Primary serve Micro Business customers

Social Footprint:Community of >40,000 customers

Spread across four social networks

Communications platformHosted >30,000 1:1 interactions

since January 2009

Vision statement: NO CUSTOMER LEFT BEHIND

#scrmevent A Connected Universe

Your Company

YourCustomer Network

+ Engagement where people want+ Broaden acquisition+ Deep engagement with social customers+ Synchronization of social channels+ Base camp for active advocacy+ Insight, analytics & metrics+ Business-driven results

#scrmevent A Transformation Affecting Every Business

Interact

1995-2005

Listen

2005-2015

Respond

2015-2025

Enabling interaction so that customers can help each other.

Listening to customers and addressing their needs one by one.

Dynamically creating products and processes in partnership with customers.

#scrmevent How We Support Customers Is Changing

Lithium Systems

Customer Interactions

Corporate Workflows

Customer Database (Social CRM)

Forums Blogs Search

Reputation Management System

Agent Console

Tribal KB

Ideas Q&A Chat

Mobile

Social Support Manager TicketsLithium SMM

Lithium Engagement Center Agent Console

Other Corporate Systems

So where do we go from here?

#scrmevent What Should Your Measure?

What are your KPIs for success?

Audience Fans/Followers

Grow business New leads Sales from social channels

Traffic Site visits, referrals from social interactions

#scrmevent Rules of Engagement

Listen First

Be Transparent

Speak the Truth

Be Professional

Be Sincere

• Never belittle customers

• Don’t get baited into a shouting match

• Admit if you’ve made a mistake or misspoke

• Work with customer service to resolve order issues

• Take the good with the bad

• Don’t take anything personally• You are responding on behalf of Vistaprint not

yourself

Social MediaSocial Media

AnalyticsAnalytics

GlobalGlobal

BrandBrand

DevelopmentDevelopment

CommunityCommunity

Crisis CommsCrisis Comms

DSSDSS

LegalLegalPRPR

ProductProduct

R&DR&D

RecruitingRecruiting

MarketingMarketing

UXUX

#scrmevent Growing with a plan

Year 1•Incorporate SM into all silos•Establish SM Council framework•Incorporate Social

Measurements•Educate

Year 2-3•Leverage customer wins •Identify who social customer is•Take risks with product launches

Year 4 and beyond•Dedicated teams just to SM•Crowdsource product ideas•Source candidates via SM

#scrmevent The Wrap Up

Understand your business goals

Understand your customers’ needs

Set the rules of engagement

Be rigorous on measurement

Choose the right tools for the job

#scrmevent Q&A

Jeff EspositoManager, PR & Social MediaVistaprint@JeffEspo

Joe CothrelChief Customer OfficerLithium@Cothrel