Social Media Service - Approach to Social Media Service and Support
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Transcript of Social Media Service - Approach to Social Media Service and Support
Social Media Service Approach to social media service and support - Apr 2014
Frankie Chan [email protected]
FAST RESPONSE
VIRAL 53% Users expect responses < 60 mins.
(ref: http://bit.ly/1bl6Zwo)
ENGAGING
CONVERSATIONAL
OWNED MEDIA
RESPONSIVE
Use of brand’s social media site: 43% customer service vs. 23% marketing
(ref: http://bit.ly/1dwpHM4)
SOCIAL MEDIA & SERVICE
MORE INFO
RESPONSE RATE
The percentage of user wall questions that get responded to by the company
HOW PERFORMANCE IS MEASURED
RESPONSE TIME
The average time that it takes for a company to respond to user questions.
ANSERED MINUS IGNORED QUESTIONS
The higher the figure the better the performance Implication: the scale of operation
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)
RESPONSE RATE 59.40%
INDUSTRY BENCHMARK
RESPONSE TIME
1,579 MIN i.e., 1 Day and 2Hr 18 Min
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)
INSIGHTS
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)
INSIGHTS
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)
INSIGHTS
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)
INSIGHTS
RESPONSE RATE
93.66%
RESPONSE TIME
74 min.
59.40%
1,579 min.
BENCH- MARK
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)
INSIGHTS
Source: MarketingProfs. Customer Service Trends: People Prefer Phone Support, Companies Slow to Respond in Evenings (http://bit.ly/1gFGZMf)
2014
INSIGHTS
SHORTEST MEDIAN RESPONSE TIME: 5 HR IN 10AM
Source: MarketingProfs. Customer Service Trends: People Prefer Phone Support, Companies Slow to Respond in Evenings (http://bit.ly/1gFGZMf)
INSIGHTS
SHORTEST MEDIAN RESPONSE TIME: 5 HR IN 10AM
HIGHEST CUSTOMER SATISFACTION RATING: 2PM-5PM
Source: MarketingProfs. Customer Service Trends: People Prefer Phone Support, Companies Slow to Respond in Evenings (http://bit.ly/1gFGZMf)
24/7 10 languages 30,000 msg. a week “We believe in the transparency of social media, Customers want to know what to expect from us. We now offer them real-time insight into our response time.” - Martijn van der Zee Senior Vice President of E-Commerce at AIR FRANCE KLM
How KLM Achieves such Sellar Success on Social Media http://www.socialbakers.com/blog/1873-how-klm-achieves-such-stellar-success-on-social-media
Interview with Karlijn Vogel, Manager Social media at KLM, the Dutch Airline that Leads in Social Media http://allplane.tv/airline-marketing-socia-media/allplane/airlineblog/2013/7/23/interview-karlijn-vogel-klm-social-media-manager
Live Display Response Time KLM Social Media Service http://www.klm.com/travel/hk_en/about/news_press/travel_news/live_display_response.htm
KLM Social Media Strategy – Part 1 https://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-1/4670/
FURTHER READINGS
Different page/account for different product Separate page/account for customer service
RESPONSE RATE 83% 41%
@NikeSupport @NikeRunning
(@NikeSupport)
98.7K tweets 280Ktweets 98.7K tweets
CHALLENGES
PRIVACY Conversations records and customers personal details are stored in 3rd party servers.
FRAGMENTED CHENNELS
Brands need to be present in multiple social media networks to capture major traffic in different markets.
MORE INFO
EAST DOESN’T MEET WEST
No servicing tool covers both the “western” and PRC networks.
MORE INFO
Source: Vincos. World Map of Social Networks (http://vincos.it/world-map-of-social-networks/) back to CHALLENGS
Source: Vincos. World Map of Social Networks (http://vincos.it/world-map-of-social-networks/) back to CHALLENGS
Source: Vincos. World Map of Social Networks (http://vincos.it/world-map-of-social-networks/) back to CHALLENGS
Study done in September 2013
SUMMARY FACEBOOK & TWITTER COMPATIBLE?
PRC SNS COMPATIBLE?
LIVE CHAT COMPATIBLE?
KNOWLEDGE BASE
SUPPORTED LANGUAGE
REMARKS
ZENDESK
Leader in social media customer service arena with log history and robust tools for enterprise clients
Yes Limited compatibility with SINA Weibo and Renren
Yes Yes EN/TC/SC
DESK.COM
Strong social media customer player best for small to medium clients with limited integration to other Salesforce tools
Yes No Yes Yes EN/TC/SC
Experienced server instability during testing
SERVICE CLOUD
Enterprise level customer servicing tool that integrates with all Salesforce products
Yes No No Separate product, extra subscription needed
EN/TC/SC
back to CHALLENGS
FUTURE
MOBILE
INSTANT PRIVACY
LIVE CHAT
WEB SELF-SERVICE
CROSS-CHANNEL SUPPORTS MORE INFO
MORE INFO
MORE INFO
MORE INFO
WEB SELF-SERVICE
67% RESPONDENTS PREFERRED SELF-SERVICE OVER HOTLINE
Source: 10 Customer Service Trends to Watch in 2014 (http://bit.ly/1g3D3Fu)
back to FUTURE
WHAT DATA DOES WITH SELF-SERVICE PRODUCT LIFECYCLE
USER BEHAVIOUR DATA ANALYSIS
PRODUCT ENHANCEMENT
USER BEHAVIOUR DATA COLLECTION
PRODUCT REVAMP
back to FUTURE
LIVE CHAT
24% RISE IN LIVE CHAT USAGE IN 2013 COMPARED TO 2011
2013
2011
73% LIVE CHAT HAS HIGHEST SATISFACTION LEVELS OF 73%
Source: Econsltancy.com. Consumers Prefer Live Chat for Customer Service (https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats)
back to FUTURE
WHY LIVE CHAT IS PREFERRED
Source: Econsltancy.com. Consumers Prefer Live Chat for Customer Service (https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats)
79% I get my questions answered immediately
51% Because I can multi-task
46% It’s the most efficient communication method
38% Once I used live chat I realised how well it works
29% Better information than if I emailed
back to FUTURE
MOBILE
Global B2C mobile commerce spending forecast to grow 6 fold between 2011 and 2016
2011 2016
$223BN
$37BN
Source: Comm100.com. 10 Customer Service Trends to Watch in 2014 (http://bit.ly/1g3D3Fu)
Mobile devices are the primary devices for messaging/chat in major markets
Source: Ericsson.10 Hot Consumer Trends 2014 (http://bit.ly/IFjlSM)
back to FUTURE go to WECHAT
EVOLUTION OF HOW BRANDS USE SOCIAL MEDIA
back to FUTURE
AD PLATFORM
MARKETING & PR
CUSTOMER SERVICE
MARKETING & PR
(SLIGHT) FUTURE OF SOCIAL MEDIA
back to FUTURE
SALES
CUSTOMER SERVICE
MARKETING
CUSTOMER EXPERIENCE
SOCIAL MEDIA – SPHERE CUSTOMERS & BRANDS INTERACT
Launched in 2011
18 languages in 6 OS’s
300M users (10M outside PRC) 2M “Official” accounts
World’s 5th most frequently used smartphone app
back to FUTURE
Source: Mashable. The 10 Most Frequestly Used Smartphone Apps. (http://on.mash.to/1gFtEQ9) back to FUTURE
USER’S MESSAGE HAS TO BE REPLIED IN 48 HOURS
SERVICES SUBSCRIPTIONS
COMPANY INDIVIDUAL / COMPANY
1 PUSH MESSAGE A MONTH 1 PUSH MESSAGE A DAY
back to FUTURE
LOUIS VUITTON ON WECHAT
Service account In Simplified Chinese
CS agent online daily, 10am-7.30pm
back to FUTURE