Evolution of a Standard Mom & Pop Shop into an International Corporation from DRS, 7.29.14
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Customer Service Is the New Marketing:Turning Satisfaction Into Sales
#TSSUHeartofMktg
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
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#TSSUHeartofMktg
Join the Conversation…
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Thanks to Our Sponsor• Continue this conversation on
the hashtag #TSSUHeartofMktg as we lead up to The Social Shake-Up.
• Share your customer service experience - good or bad – and how it effected your spending with that company in the Experience SAP CRM LinkedIn Group. Bit.ly/ShakingUpService
• We’ll share stories in person at The Social Shake-Up.
@SAPCRM
#TSSUHeartofMktg
Our Speakers
#TSSUHeartofMktg
Paul Dunay 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. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay
Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experiences in the software industry, from development, implementation, product management, and marketing. In the last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market strategy, and execution on the topic of analytics, social media, and customer service. @HansenTweets
Nick Ayres is the Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads the strategic and tactical social marketing plans globally, and is focused on delivering an integrated social strategy to support the company’s business objective of delivering preferred brands. Nick holds a MBA with a focus on marketing and entrepreneurship from the Georgia Tech and a BS from Emporia State University. @NickJAyres
Frank Eliason is currently Director of Global Social Media at Citibank and author of @YourService published by Wiley. Frank became well known in social media for the Customer Service outreach function that his team at Comcast was involved with. At Citibank, Frank and his team are helping to change the way a global financial institution manages its relationships with a diverse community of consumer, small business and corporate customers—to serve and exceed their expectations and helping build a lifetime of trust between Citibank and its customers. @FrankEliason
July 29th, 2014
Hansen [email protected]@sap.com
CUSTOMER SERVICEIS THE NEW MARKETING:TURNING SATISFACTION INTO SALES
WE LIVE IN A WORLD OFDIGITAL DARWINISM
SOCIAL DIGITAL MOBILE REAL-TIME
SOURCE - BRIAN SOLIS “THE END OF BUSINESS AS USUAL”
IT’S NOW A DIFFERENT GAME
WITH NEW RULES8 out of 10 customers spend
at least half their total shopping time
researching products online
SOURCE – POWER REVIEW
AND SOCIAL MEDIA HAS DRIVEN THAT CHANGE
88%of customers have been influenced by online customer service reviews when making buying decisions.
SOURCE – MATRIX PARTNERS, 2013
500 billionimpressions generated by consumers about products and services through social media
SOURCE – FORRESTER CONSULTING, 2012
COMPANIES ARE STRUGGLING TO BREAKTHROUGH & CONNECT TO THEIR CUSTOMERS
CUSTOMER SERVICE IS INTERACTING AND ENGAGING WITH CUSTOMERS EVERYDAY!
48%of consumers will praise a company about good service on social media.
SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER
AND CUSTOMERS ARE TALKING TO EACH OTHERS
66%consumers will spend more with companies who provide excellent
service.
SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER
EXCELLENT SERVICE DRIVES REVENUE
AND PROFIT
78%of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.
SOURCE - AMERICAN EXPRESS SURVEY, 2011
AND THEY ARE MORE WILLING THAN EVER TO MAKE A CHANGE
IMPLICATIONS FORCUSTOMER SERVICE TEAM
Align closely with marketing team
Deliver customer service excellence
Engage your customers and win their heart
Drive advocacy and revenue
The Start of Social Customer Service
Or Was it Just Good PR?
It is an Evolution!
Let’s Evolve Customer Service Together
Frank Eliason
@FrankEliason on Twitter
Connect via LinkedIn or [email protected]
IHG©
Customer Service is the New Marketing: Turning Satisfaction Into SalesNick AyresDirector, Social MarketingIHG
July 28, 2014
@nickjayres
IHG©
The IHG global social framework
Vision • To lead IHG to becoming a best-in-class social
business
Guiding Principles• We are subject matter experts
• We are globally consistent but regionally
relevant
• We are conduits, not roadblocks
• Our first focus is building sustainable
longitudinal relationships
• We strike a balance between brand love
(engagement) and revenue
CAMPAIGN MANAGEMENT
COMMUNITY MANAGEMENT
CENTER OF EXCELLENCE
REPUTATION MANAGEMENT
@nickjayres
IHG©
Our front line in Social Media Customer Care
Subject matter experts first, social media experts second
Highly trained and using 10+ internal and external systems for research, documentation and communication
24/7 coverage: Sort, triage and respond with a service recovery focus
Support and respond in English, German, Spanish, Chinese and Filipino
@nickjayres
IHG©
From the seemingly trivial…
One tweet got me softer toilet paper. Thank Candlewood Suites. You guys are rad.
https://twitter.com/BAGappa/statuses/210155995475886080
Dear Candlewood Suites Springfield, you would lose the #Olympics for soft toilet paper competition. Badly. #IfThatWereAnOlympicEvent
@nickjayres
IHG©
To full-on guest recovery…
https://twitter.com/gazalle/status/487694219545686016
@nickjayres
IHG©
We win.
#winning
@nickjayres
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
on Twitter at
#TSSUHeartofMktg
Join the Conversation…
#TSSUHeartofMktg
Our Speakers
#TSSUHeartofMktg
Paul Dunay 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. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay
Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experiences in the software industry, from development, implementation, product management, and marketing. In the last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market strategy, and execution on the topic of analytics, social media, and customer service. @HansenTweets
Nick Ayres is the Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads the strategic and tactical social marketing plans globally, and is focused on delivering an integrated social strategy to support the company’s business objective of delivering preferred brands. Nick holds a MBA with a focus on marketing and entrepreneurship from the Georgia Tech and a BS from Emporia State University. @NickJAyres
Frank Eliason is currently Director of Global Social Media at Citibank and author of @YourService published by Wiley. Frank became well known in social media for the Customer Service outreach function that his team at Comcast was involved with. At Citibank, Frank and his team are helping to change the way a global financial institution manages its relationships with a diverse community of consumer, small business and corporate customers—to serve and exceed their expectations and helping build a lifetime of trust between Citibank and its customers. @FrankEliason
Thanks to Our Sponsor• Continue this conversation on the
hashtag #TSSUHeartofMktg as we lead up to The Social Shake-Up.
• Share your customer service experience - good or bad – and how it effected your spending with that company in the Experience SAP CRM Group. Bit.ly/ShakingUpService
• We’ll share stories in person at The Social Shake-Up.
@SAPCRM
#TSSUHeartofMktg
Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up!#TSSUHeartofMktg 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…”
#TSSUHeartofMktg
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