Creating brilliant customer experiences through social media
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Transcript of Creating brilliant customer experiences through social media
Copyright © Michelle Goodall 2015
Crea%ng brilliant customer experiences through social
Michelle Goodall – Consultant @greenwellys
I’m covering…
1. Adap%ng to a ‘mul%channel customer’ 2. Social customer experiences that drive business outcomes
3. Prac%cal social media %ps to help with your planning
4. Time for ques%ons
Copyright ©Michelle Goodall
Customer experience transcends teams and departments
64% of consumers expect real 3me customer service regardless of channel Source: Zendesk – Customer Service Gap Study
Copyright ©Michelle Goodall
Customer expectations in social
53% of consumers expect social media responses within 1 hour Source: Lithium
Rises to 72% if they have a complaint
Copyright ©Michelle Goodall
Our customers are atomised…
>38m ac3ve social media accounts 32m ac3ve mobile social media accounts 2.13hrs ave daily social media usage per person Source: WeareSocial
Copyright ©Michelle Goodall
…and there are generational CX differences Genera3ons Z and X have higher sa3sfac3on live chaIng (via social and livechat) rather than speaking on the telephone Source: Forester – Understanding Customer Service Sa%sfac%on
Copyright ©Michelle Goodall
We’re still focused on acquisition…
“Looking specifically at how digital marke7ng budgets are split between different channels and disciplines, five out of the top seven channels companies are most likely to allocate budgets for are more geared towards acquisi;on.”
Source: Econsultancy – Marke%ng Budgets 2015 Copyright ©Michelle Goodall
Don’t ignore the opportunity
Consumers who have a good customer experience on social media share their posi3ve experiences with more people
42 reached for social customers
15 reached for general public Source: American Express
Copyright ©Michelle Goodall
Organisations delivering great social customer experiences have these defining factors
Copyright ©Michelle Goodall
1. They define clear, compelling value propositions through customer journeys
Copyright ©Michelle Goodall
3. They constantly innovate and optimize to improve journeys and frontline culture
Copyright ©Michelle Goodall
Copyright ©Michelle Goodall
4. They value the role of social beyond awareness/acquisition
December 8, 2015 17
Research Unaware
Compare Inform
Prompt
Retain
When it comes to digital customer experience, they put #socialfirst
Copyright ©Michelle Goodall
The Five Pillars of #SocialFirst: 1. Proac%ve support for social customer service, making its existence widely known 2. Engagement aimed at exceeding customer demands 3. Interac%ng, rather than reac%ng as a means to an%cipate what customers want and
need—before they tell you 4. Recognizing social media for its viral power and leveraging that reach to influence
the market 5. Connec%ng with customers on a deeply personal and emo%onal level to build
rela%onships and trust
Source: Conversocial
Mobile first in social
80% mobile users
76% mobile users Sources: TwiXer and Facebook
Copyright ©Michelle Goodall
Facebook – beat the algorithm
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hXps://www.facebook.com/nickelodeon/videos/10153776494651318/
Copyright ©Michelle Goodall
Twitter – visuals, cards, ‘Moments’, events, tailored audiences, TV targeting
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Sta%s%cal Stories Masterclass in using data crea%vely to reach and engage your audiences
Copyright ©Michelle Goodall
Plan for diminishing attention spans…thumb and the ear
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hXps://www.facebook.com/ukdfid/videos/vb.41230335599/10153313209805600/?type=2&theater hXps://twiXer.com/gatesfounda%on/status/620952629678612480
Instagram Video
Animated GIF
Copyright ©Michelle Goodall
ALWAYS think about the call to action…
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….and quickest way to get user to their goal
Copyright ©Michelle Goodall
Try different content formats and channel combinations to create impact
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….Slideshare>LinkedIn Company Page, Instagram>Facebook …but don’t connect non-‐sister channels e.g. Instagram>Twi]er, Twi]er>Facebook
Copyright ©Michelle Goodall
In summary…
1. Gelng social customer experience right takes %me but it is the right thing to do
2. Be a customer journey junkie -‐ map social to customer journeys
3. Refocus beyond aquisi%onal social ac%vity 4. Power up your people people 5. Adapt to social plaoorms behaviour changes
Copyright ©Michelle Goodall