1. The Customer Service Customers Want
Delfin Vassallo - @DJVassallo
Social Media

2. Something to think about
2012
Consumer demand for
smartphones grew
globally by 56 %
2013
Smartphone growth
driven by availability of
affordable models <€200
It is expected this growth will continue at
double-digit rate, particularly in China
and emerging markets
More consumers use Smart Devices >> More consumers will use Self Support channels to
engage
We need to be where our
consumers are
Source: Coleman Parkes, IBM on Social Business

3. Social Media - Facts
By 2013 Social Media has become a major trend worldwide:
Social Media adoption reaches 75% of European population, 92% in LTA countries
and 95% of Chinese living in cities of +2.5 million.
Forums are one of the most popular places for consumers to get product advice.
Community usage for customer service increased 25% in the past three years
500+ million tweets are posted everyday.
Youngsters are ditching emails & SMS in favour of Twitter.
World’s largest social platform: +1 billion users,
spending an average of 30 mins every day
The second most used search engine after Google.
Source: Incite – Nielsen: State of the Social Media 2013, Forrester: Top 15 Trends For Customer Service

4. Consumers with positive customer
service experiences are more likely to re-
purchase and to recommend your
product.
4
Source: Dimensional Research, Zendesk.com

5. What our customers say?

6. Social Customer Service
The Next Step in Customer Care

7. • The way customers engage with companies is shifting from telephones and
email to social and mobile applications.
• Social Media has changed the way we all serve and support our customers
Social Customer Service
Answer customer’s support questions on social platforms
By 2020 – 90% customer care
will be on social media.
Gartner

8. Social Customer Service Evolution
2012
Nokia Support
Discussions
Languages Supported: 1
Avg. Monthly Visitors: 900,000
Avg. Monthly New Threads: 2,800
Twitter
Avg. Monthly Cases Handled: 600
2013
Nokia Support
Discussions
Languages Supported: 10
Avg. Monthly Visitors: 1,560,000
Avg. Monthly New Threads: 5,300
Twitter
Avg. Monthly Cases Handled: 4,200
Facebook
Avg. Monthly Cases Handled: 0
Facebook
Avg. Monthly Cases Handled: 6,700

9. Cross-functional
collaboration
Nokia Social Customer Service
Active Monitoring
+
Responding
Care Social Media
Best Practices
When solving issues Care generates value by driving engagement and
loyalty
Bespoke approach on Social Presences
Nokia
Support
Discussions

10. Making it happen

11. Implementation
People Processes Tools

12. -
20,000
40,000
60,000
80,000
100,000
120,000
-
10,000
20,000
30,000
40,000
50,000
60,000
W1
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W36
Visits
Num Visitors
Page Views
Tracking ForodeAyuda.Nokia.com
7.7%
10.4%9.9%9.6%
7.9%
6.6%6.2%
5%
5%
4%
4%
4% 3% 3%
3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2%
2% 2% 3% 3% 2% 2% 2% 2% 2%
6%
7% 7% 7% 7% 7% 7%
8% 8% 8% 8% 8% 8% 8% 8% 8% 8%
9%
8%
9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
0
200
400
600
800
1,000
1,200
W1
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W36
New Threads
New Posts
Comm Vibrancy
Solved Threads

13. 64 225248436444124210305314489233422195326238458325276305337292313278410250286354578478526520
11
91 56
105100
13
28
33 2
20
12
43
3
60
21
46
26
6 53 13
14 2
9
9
15
4
1
30
30
19 26
-
1.00
2.00
3.00
4.00
-
100
200
300
400
500
600
700
W6
W7
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Hours
CaseVolume
Cases Escalated
Cases Solved FCR
Response Time
Tracking
195 190 206 338 370 330 372 240 324 257 461 471 320 417 389 541 501 666 556
3 2 7
28 26 17
24
14
3
16
15 32
29
12 4
67
60
41
40
0
200
400
600
800
W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36
Cases Escalated
Cases Solved FCR

14. Reporting results
• Traditional channels volume vs social
media volume.
• Every case solved on social media is
one call less to the contact centre.
• Cost per call vs Cost per tweet.

15. Nokia Social Customer Service
Success
15
@NokiaHelps
Interbrand’s Top 100 Brands:
• 6th place by engagement
(10.6k mentions)
• 5th fastest to respond to
customers (3.7hrs)
• 3rd place for Response Rate
(72%) - just behind Ford and
Nike
Source: Simply Measured, March 2013. Analysing
Interbrand’s Top 100 Brands and showing how companies
with dedicated customer service Twitter accounts are
getting the best results when engaging and solving
customers queries.
@NokiaCareFR
French Magazine 01Net, Sept
services après-vente Twitter
au banc d’essai:
• Only Twitter Customer
Service with Five Stars
• “Impeccable service from
every angle. A model of speed
and efficiency”
Source: 01Net Magazine with data
from Bearing Point, April 2013

16. The most important success metric:
What our customers like and want
I’m impressed with the efficiency of the
replies, congrats! We needed this service since long
time ago! Great!
Super! Our friends @NokiaSoporte are on Twitter.
Welcome! #Nokia users you know where to send your
questions!
Nokia launched support via Twitter?
Interesting, congrats for the initiative!
Really happy for your answer! This proves you’re
serious with this page Congrats! Ah and thank you
very much!
Now I’m happy Thanks and I’ve to say: Lumia 920 is a
great work tool. Android get ready to (finally) lose a big
market slice!!
Yes, super, thank you very
very much for the fast
reply. Best support for
emergency cases :) !

17. Thanks!
Delfin Vassallo
@DJVassallo
linkedin.com/in/delfinvassallo