1. 1. Are we really listening to our consumers?
2. 2. What is Social Customer Care?Social Customer Care is about utilising social mediato connect and deliver seamless assistance byleveraging social monitoring and listening tools tounderstand what consumers are saying about thebrand and what their problems are so as to becomeagile and responsive in solving their issues in real-time.It is now a major competitive advantage for companiesas todays highly connected customers expectimmediate and relevant experiences from brands onwhatever channel they choose.
3. 3. Social Customer Care
4. 4. Social media listening for customer care
5. 5. Serving the Social CustomerSocial media has given organisations anunprecedented opportunity to1. Interact with customers at any given time.2. Drive brand loyalty, and increase sales.Unlike traditional broadcast channels, social mediais a two-way street. Customers expect brands to beresponsive and accessible when they permit theminto their digital spaces where they interact withclose friends and familySocial media is not just a marketing outlet, but a basicway for customers to communicate with brands at anytime, for any reason. Increasingly, that reason iscustomer service.
6. 6. APPROX.500,000 SMARTPHONES IN T&T
7. 7. Expectations of the modern consumerREACH MEENGAGE MESERVE METRANSACTION/UTILITYEDUCATE MEModern consumers expect a rapid response when they reach out to brandsfor help on social media. Edison Research found that 32% of respondentswho have ever sought social customer service expect a company replywithin 30 minutes, and that 42% expect a response within 60 minutes.Furthermore, 57% of those who have attempted to contact brands for socialcustomer service demand the same response time at night and onweekends as during normal business hours.
8. 8. Impact of Customer Service in asocial world1.People are even more sensitive to their service experiences onsocial media than they are in other channels.2. More than 4 out of 5 people who have turned to social media forservice have aborted an intended purchase because of poor servicein the past year.3. The consequences of social customer service extend beyond theindividual experience. Customers who receive a quick and effectiveresponse are more than three times as likely to recommend a brandto others as those who do not receive a company response.
9. 9. Benefits of Social CustomerService1. Broaden the Reach of the Customer Service DepartmentSocial media is now the third pillar of customer service, alongside the telephone andemail. While these traditional channels remain vital, enterprises must adjust their servicecapabilities to meet a new set of customer preferences.Thirty percent of social media users would rather receive customer service on socialmedia than contact a company by phone. Social media is also displacing email as theprimary online behavior.By listening to multiple social channels, companies can capture and resolve anincreasing number of service inquiries that would otherwise be missed.2. Improve Customer SatisfactionA significant number of complaints on social media are the result of poor service intraditional channels. Some customers feel motivated to let off steam by publicly airingtheir grievances, while others simply want to get a companys attention through adifferent channel.Many companies dread negative social comments from dissatisfied customers, but thesemessages are powerful opportunities to convert detractors into loyal customers.A study conducted by Harris Interactive found that a third of customers either deletedtheir original negative review or replaced itwith a positive review. Nearly a fifth of them went on to become loyal customers andmade another purchase.
10. 10. Benefits of Social CustomerService3. Cultivate Brand AdvocatesBrands can also capitalize on positive service experiences by cultivating thankfulcustomers into dedicated brand advocates.Among consumers who received customer service on social media, 48% have praised acompany for a great service experience.In the past such praise might have been sharedoffline with family and friends or buried in letters in the company mailroom, but socialmedia allows an organization to quickly recognize promoters, thank them publicly, andamplify their positive feedback to a wider audience.4. Delight Customers with Proactive ServiceBy monitoring social channels, organizations can proactively identify customer feedbackthat is not directly communicated to official accounts. Proactive monitoring of brandmentions and other keywords, including misspellings, allows enterprises to resolvenascent issues before they escalate.For example, if a social message indicates that a customer is experiencing anaddressable issue, an organization can provide advice even before an explicit request forhelp. Such unexpected service can delight customers, inspire brand loyalty, and reducecustomer turnover.55% of customers who switched brands in 2013 reported that their decision to switchwould have been impacted had the company contacted me proactively to let me knowabout ways to enhance my experience with them.
11. 11. Social Customer Care Example
12. 12. #RAMONWOWs QUOTES1. Your best form of advertising is word of mouth. Caremore about your customers concerns than yourcompetitors do. Respond quickly, exceed customer1. Wexhpeenc tcaotinosnusm. ers express advocacy on your pageyou need to take the conversation further thanjust im glad you liked it. Dont post to an endconversation. Stive to create dialogue and follow1. tBhuroildu gyho uwr ibthr acnodn osnuem ceor.nversation at a time.Consumers need to know me, like me, trust me, so theycan buy from me.1. If you are relevant and timely with your message youwill retain customers1. Dont hide negative reviews, comments or feedback.SOCIAL MEDIA FIRE CAN ONLY BE PUT OUT WITHSOCIAL MEDIA WATER!
13. 13. Creating WOW Moments
14. 14. Our consumers are real people, with real emotions. Ifyou want social media to work for you, you have tocreate real, tangible WOW experiences!Creating WOW MomentsThink about all the ways you interact with yourcustomers. Whats something you can do for themthats valuable? It doesnt have to be anything hugeor expensive. A WOW experience could besomething small and meaningful. A very simple wayto rise above the ordinary could be in the way yougreet them at the door. You do, however, need tohelp your business think about the spots whereyoure going to do something that really creates aconnection.The reason you want to create a WOW opportunity isto get their attention, create a connection in real-time,and then ask them to stay in touch with you. Morethan likely theyre going to share that experience withtheir friends and family, in person and via socialmedia.
15. 15. Think about it!How many times have yourecommendeda product/service to a friendbecause of thegreat service you received?#WordofMouth
16. 16. Key to Successful WOWMomentsIts all about PLANNING!1. What makes them happy?2. How can I cater to his / her better than mycompetitors?3. What exceeds their expectations?4. What are they passionate about?5. What sentiment do you want them to feelas a result of your WOW Moment?
17. 17. The New Customer Funnel
18. 18. Creating Relevant ContentDefine where in the funnel your brand current consumer is, then setyour goal or target. Ideally you should aim to usher your consumerthrough the funnel. But by understand where in the funnel your fanbCaresaet ies aant,d y doeuf icnaen a c preearsteo ncao nfoter nyto tuaril oarveedr atog eth seoirc inael emdesd. ia follower/fan:What is his/her lifestyle?What are his/her social media usagepatterns?OWnhcaet iyso hue h/sahvee ldikeef ineemdo tthioant aclulys?tomeWr hpaetr saoren ath, ecyre paates scioonntaetnet ,a bout?promotions and experiences based on you consumers preferences.Invest in Social Monitoring Tools to understand what consumers aresaying about your brand across multiple platforms.Monitor how are customers responding your content- is there apositive or negative swing in sentiment.Switch our mindset from a buying and profit cycle, to loyalty andadvocacy.
19. 19. CONNECTING WITHCONSUMERS Everyone is selling but the way people buy is changing. Thecompanies that are doing the best at connecting with consumersare not necessarily the more famous brands, nor the cheapest-butthe the brand that are the most useful, engaging content inreal-time.CONNECT WITH CONSUMERS: EMOTION UTILITY STORY TELLING, PLANT A SEED BEING RELEVANTIF WERE IN A RELATIONSHIP AND YOUUNDERSTAND ME, THEN TALK TO ME, NOT TELLME WHAT TO DO.
20. 20. Power of Story Telling The Desire to be taken seriously The Desire to belong: The Desire to connect: millennials no longer want to be toldstories, they wan to contribute and tell their own stories.Finding a brand that they connect with and telling their ownstory about it. (e.g. horse with james harden)
21. 21. Promotions & RewardREWARDS THAT ARE MEANINGFUL(by level of importance)1. STATUS: e.g. airline industry, and winning miles2. ACCESS: e.g. something to win a change to meet the president3. POWER: abiliy to earn the ability to change the dynamic of an event4. STUFF: not the most motivating reward type.
22. 22. Our always-on, Web-driven world has new rules for competing andgrowing business.Advance planning is out agile is IN! Those who embrace new wayswill be far more successful than those who stay who stay stuck andafraid to change.
23. 23. THANK YOU!