6.17.14

Superb Social Customer Service: The New Key Differentiator

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@SAPCRM

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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 [email protected]

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

mailto:[email protected]

SUPERB SOCIAL CUSTOMER SERVICETHE NEW KEY DIFFERENTIATOR

June 17, 2014

Kai PetzeltSenior Director, MarketingCustomer Engagement Solutions

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.

EVERY MINUTE OF EVERY DAY

of YouTube uploads48 hrs

new mobile web users217

Wordpress blog posts347

new websites571

Foursquare check-ins2,083

Flickr photos3,125

Instagram photos3,600

Email messages204,167,667

Google queries2,000,000

Facebook shares684,478

Consumers spend$272,070

Twitter tweets100,000

Apple app download47,000

Facebook likes34,722

SOURCE: DOMO, INC.

61,141hours of music uploaded

COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

CUSTOMER ENGAGEMENT

19TH CENTURY VS 21ST CENTURY

• AWARENESS

• INTEREST

• DESIRE

• ACTION

VS

SHARE RESEARCH

SHOP

PURCHASETRIGGER

EVENT

COMPARE

OLD CRM RECIPES NO LONGER WORKWELCOME TO THE AGE OF CUSTOMER ENGAGEMENT

1st Generation CRM

Front OfficeEFFICIENCY

STR

ATEG

ICTA

CTIC

AL

2nd Generation CRM Customer Engagement

INTERNAL FOCUS

Front OfficeEFFECTIVENESS

CustomerEXPERIENCE

MARKETFOCUS

CUSTOMER ENGAGEMENT

FOCUS ON 1:1

Inside - Out Inside - Out Outside - In

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Public

© 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.


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


“OUR ROI IN DOLLARS IS DEFINITELY INTHE 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

AT A GLANCE

SOCIALCUSTOMER 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.

© 2013 SAP AG. All rights reserved. 14

Feel free to connect with me at :

[email protected]

@kaipetzelt

www.linkedin.com/in/kaipetzelt/

© 2013 SAP AG. All rights reserved.

THANK YOU!

@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

@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?

@ChaseSupport Lessons Learned: #BeYourself

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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.

@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.

Zappos

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Delivering WOW through Service

A Little History Lesson

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Zappos at a Glance Corporate Background

Founded in 1999Tony joined as an investor

1500 employees in NV 4 years 2009-2013 on Fortune 100 Best Companies to work for list

2009Announcement 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,….

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 Communication7. 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+ brands200,000+ styles6 million items

in warehouse100% inventoried

Customer Service

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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

Customer Service

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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)

P.E.C.Personal Emotional

Connection

Social Media

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Creating Fun and Weirdness… via Twitter

@Zappos_ServiceDelivering WOW to

our customers wherever they

happen to need it.

Social Media

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• New hires are given a crash course in Twitter

• No social media policy – just be yourself and use your best judgment!

Culture

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The culture that powers our company

Theme daysParadesEventsWeirdnessHappiness

Culture

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Thank you for allowing us to put a little Zappos in your day!

Email: [email protected]

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!

mailto:[email protected]

Thanks to Our Sponsor

@SAPCRM

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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…”

6.17.14

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