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Customer Service Is the New Marketing: Turning Satisfaction Into Sales #TSSUHeartofMktg

description

With today’s customers actively engaging in social media, the world of marketing and customer service has fundamentally changed. Customers control the conversation and are making it quite clear that the service you provide can no longer be an unsatisfactory or merely an acceptable experience. They have shown that due to bad service, they are willing to change and will let their friends, family, and fans know about it. According to an Edison study, 42 percent of consumers expect a response on social media within an hour. An America Express study shows 83 percent of customers left the purchase due to bad service. Another report shows more than 1 million people view tweets about customer service every week, and about 80 percent of those tweets are negative. This should be all the proof needed for organizations to move customer service from an afterthought to a key initiative. Only when customer service is put at the heart of marketing will you reach your marketing and revenue objectives. Join our panel of experts on this webinar to discuss: -How to build and follow a consistent customer service process -Empowering your customer service representatives -Listening for social customer engagement -Knowing whether to intervene or not -Measuring customer care success

Transcript of 7.29.14

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Customer Service Is the New Marketing:Turning Satisfaction Into Sales

#TSSUHeartofMktg

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Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#TSSUHeartofMktg

Join the Conversation…

#TSSUHeartofMktg

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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

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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

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July 29th, 2014

Hansen [email protected]@sap.com

CUSTOMER SERVICEIS THE NEW MARKETING:TURNING SATISFACTION INTO SALES

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WE LIVE IN A WORLD OFDIGITAL DARWINISM

SOCIAL DIGITAL MOBILE REAL-TIME

SOURCE - BRIAN SOLIS “THE END OF BUSINESS AS USUAL”

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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

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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

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COMPANIES ARE STRUGGLING TO BREAKTHROUGH & CONNECT TO THEIR CUSTOMERS

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CUSTOMER SERVICE IS INTERACTING AND ENGAGING WITH CUSTOMERS EVERYDAY!

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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

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66%consumers will spend more with companies who provide excellent

service.

SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER

EXCELLENT SERVICE DRIVES REVENUE

AND PROFIT

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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

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IMPLICATIONS FORCUSTOMER SERVICE TEAM

Align closely with marketing team

Deliver customer service excellence

Engage your customers and win their heart

Drive advocacy and revenue

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The Start of Social Customer Service

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Or Was it Just Good PR?

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It is an Evolution!

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Let’s Evolve Customer Service Together

Frank Eliason

@FrankEliason on Twitter

Connect via LinkedIn or [email protected]

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IHG©

Customer Service is the New Marketing: Turning Satisfaction Into SalesNick AyresDirector, Social MarketingIHG

July 28, 2014

@nickjayres

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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

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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

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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

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IHG©

To full-on guest recovery…

https://twitter.com/gazalle/status/487694219545686016

@nickjayres

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IHG©

We win.

#winning

@nickjayres

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Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#TSSUHeartofMktg

Join the Conversation…

#TSSUHeartofMktg

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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

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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 Group. Bit.ly/ShakingUpService

• We’ll share stories in person at The Social Shake-Up.

@SAPCRM

#TSSUHeartofMktg

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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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Upcoming Webinar

August 5th

Transform Events into Meaningful Experiences:

Lessons in Real-Time Marketing