This document discusses managing customer conversations in a connected world. It begins by providing background on Freshdesk, including its vision, mission, locations, customers, and products. It then discusses the importance of social support, offering strategies to move from chaos to control, reactive to proactive, and growth pains to scaling up customer support operations. Finally, it discusses the importance of moving from darkness to alignment by tracking the right metrics, maintaining a consistent voice, and shifting focus to extraordinary customer experiences across all support channels.

1. Chaos To Control
Managing Customer Conversations in a Connected World
Arun Mani, Managing Director, Freshdesk, Continental Europe

2. About us: Freshdesk in numbers
6
years
old
$90+
Million
800+
Employees
5
Global
offices
5
acquisitions
4
Products
80k+
Happy
Customers

3. Our Vision
To be the leading provider of cloud-based
customer engagement software.
Our Mission
To provide software for businesses of all sizes and
make it refreshingly easy for them to engage with
customers.

4. Locations
San Bruno Chennai London Sydney Berlin
80,000+ Customers

5. Accolades
Investors

6. Our products
Customer happiness,
refreshingly easy
Refreshing ITSM and IT
service desk solution
In-app support and
engagement for mobile
CRM for high velocity
sales teams

7. About me: Many hats, Many companies
Semiconductor
Engineer
Strategy
Consultant
Global
Sales Leader
Managing
Director

8. The topic: The Great Pyramid Of Support

9. Customer Support in the Age of Social
and Mobile
Consumers
Companies
Drive a collective narrative on customer service – in public
Challenged by the status quo – inadequate workflows, silo’d channels

10. 15% Increase in churn rate when brands
fail to respond via social media
47% Social media users have used
social media for customer support
Why is Social Support Important?
SOURCE: Incite Report Gartner

11. Chaos → Control
1. Set up a brand presence and start listening
2. Set internal expectations for response times
3. Set up a system of record
No social media
presence
Listening to customers on
relevant social channels→

12. Chaos → Control
1. Set up a brand presence and start listening
SOURCE: Nielsen Social Media Report
One in three users prefer to contact brands through social
media rather than the telephone

13. Chaos → Control
2. Set internal expectations for response times
SOURCE: Edison Research
42% of consumers complaining in social media expect an
answer within an hour
Resources and volume of queries via social media need
to be considered to set expectations

14. Chaos → Control
3. Setup a system of record
SOURCE: Edison Research
Prevent collisions and make sure nothing gets lost

15. Reactive → Proactive
1. Monitor relevant keywords, competitors and mentions of your brand
2. Build relationships and be transparent
3. Automate listening
4. Connect all your channels to the same system of record
Replying to queries Proactively reaching out→

16. Reactive → Proactive
1. Monitor relevant keywords, competitors, and
mentions of your brand

17. Reactive → Proactive
2. Build relationships and be transparent

18. Reactive → Proactive
3. Automate listening
Convert Facebook posts and tweets into support tickets.
Set up alerts for specific keywords

19. Reactive → Proactive
4. Connect all your channels to the same system of record
“Customers want consistent service experiences across
these channels. They also expect to be able to start an
interaction in one channel and complete it in another”
- Kate Leggett, Forrester
SOURCE: http://blogs.forrester.com/kate_leggett/14-01-13-forresters_top_trends_for_customer_service_in_2014

20. Growth Pains → Scaling up
1. Create a unique handle for support and separate accounts for
products, geographical locations, etc
2. Prioritize and coordinate replies
3. Automate to improve work flows
4. Set expectations for customers and create social media guidelines
for every scenarios
Coping with replying
quickly
Effectively managing a large
volume of social interactions→

21. 1. Create a unique handle for support and separate
accounts for products, geographical locations, etc
@Freshdesk, @AskFreshdesk, @Freshservice
Growth Pains → Scaling up

22. 2. Prioritize and coordinate replies
Prioritize based on issue, type of customer, keywords
Growth Pains → Scaling up

23. 3. Automate to improve work flows
QuizUp automates assignment of tweets and posts based
on source and language
Growth Pains → Scaling up

24. 4. Set expectations for customers and create
social media guidelines for likely scenarios
Growth Pains → Scaling up

25. Darkness → Alignment
1. Track metrics that align with business goals
2. Create a consistent ‘voice’ across all support channels
3. Shift focus from just replying to social messages to creating
extraordinary customer experiences
Interacting with
customers
Proving extraordinary
experiences→

26. 1. Track metrics that align with business goals
You are what you track – what you track will impact
what you do
Darkness → Alignment

27. 2. Create a consistent ‘voice’ across
all support channels
Darkness → Alignment

28. 3. Shift focus from just replying to social
messages to creating extraordinary customer
experiences
Darkness → Alignment

29. Keys to successful social support
1. Reply in a timely fashion
2. Use context to personalize your replies
3. Assign queries to the right people/teams
4. Track interactions in a single system of
record

30. Seamless Multichannel Support
Freshdesk enables you to easily track and manage all of your customer
conversations from all channels in one place

31. Thank you!