Companies are publicly watching the demise of corporate reputations and how they are played out on social media forums. Bad customer experience can, very quickly, go viral. It's one thing to recognize the challenges but finding solutions has left many executives scratching their head and asking themselves, "How can my contact center provide proactive and effective social media customer support?" CATAPULT YOUR CALL CENTER INTO 2012 WITH THESE HOT TOPICS: 1. Social interaction channels your customers prefer most 2. Identify and measure social key performance indicators 3. Social media etiquette standards to follow and mistakes to avoid 4. A look into the profile of today's social customer WHO SHOULD READ: VP's & Directors of Contact Centers, Customer Service, Web/Social Media Strategy

1. 5 Best Practices in Social
Customer Service
May 17, 2012
Brought to you by:
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2. 5 Best Practices in Social
Customer Service
Today’s speaker:
Shai Berger,
Co-Founder and CEO of Fonolo
shai@fonolo.com
@shaiberger
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3. Today’s Webinar
1. The State of Social Customer Service
2. The Impact of Social Media
3. 5 Social Customer Service Best Practices
4. Introduction to Fonolo
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4. The State of Social Customer Service
• What social service channels does your
organization currently support?
Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/
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5. The State of Social Customer Service
• How long have you been providing social
customer service?
Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/
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6. The State of Social Customer Service
• When deciding whether to offer a new
support channel, who or what impacts your
decision?
Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/
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7. The Impact of Social Media
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8. “Contact us”… the company’s way.
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9. “Contact us”… the customer’s way
Some gems from a random day in May:
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10. A new urgency…
Social media is
now a real-time
scoreboard for
customer service.
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11. Commenting on companies…
At least once a week, Twitter users will …
share opinions about companies or
products (33%)
make recommendations (32%)
ask for recommendations (30%)
Source: April 2010 study by ROI Research
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12. OnHoldWith.com
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13. Social Customer Service
Best Practices
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14. BP#1: Identify The Right Channels
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15. BP#1: Identify The Right Channels
How Leading Companies Respond
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16. BP#2: Establish Social Media Metrics
A. Service Measures
Social Team KPI Description
Service Level Percent of incoming posts an agent
answers in a defined amount of time
Average Handle Time Average amount of time agents work on
social media responses
Abandon Rate Percent of posts never responded to or
looked at by social media team
Source: http://www.telusinternational.com/social_care_metrics
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17. BP#2: Establish Social Media Metrics
B. Quality Measures
Social Team KPI Description
First Post Resolution Percent of posts resolved in social media
on first response
Redirect Rate Percent of responses that redirect
customers to private conversation such as
chat or voice
Transfer Rate Percent of responses that are transferred
to another department
Source: http://www.telusinternational.com/social_care_metrics
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18. BP#2: Establish Social Media Metrics
C. Effectiveness Measures
Social Team KPI Description
Reach Number of people who could possibly read
the agent’s response
Influence Number of people who are connected to
the reach audience
Amplification Percent of responses that are transferred
to another department
Source: http://www.telusinternational.com/social_care_metrics
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19. BP#3: Build A Social Customer Profile
Source: http://blog.nielsen.com/nielsenwire/social/
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20. BP#3: Build A Social Customer Profile
Source: http://blog.nielsen.com/nielsenwire/social/
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21. BP#3: Build A Social Customer Profile
Source: http://blog.nielsen.com/nielsenwire/social/
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22. BP#4: Follow Social Media Etiquette
• Be personable & conversational
• Limit self-promotion
• Keep your content short, concise, scannable
• Implement social sharing buttons
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23. BP#5: Measure Feedback & Optimize
• Establish a social analytics dashboard
• Limit number of key performance indicators
• Focus on actionable recommendations
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24. The Downside
• Keeping up with the crowd is challenging
(biggest influences are likely to be
earliest adopters)
• Responding to all the
channels is hard and
time consuming
• It’s not going to get any
easier
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25. The Upside
• Most complaints focus on several issues:
waiting on hold, frustrating phone menus,
being transferred between agents, having
to repeat information, rude agents, etc.
• These issues are fixable!
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26. Summary of Best Practices
1. Identify the right channels
2. Establish social media metrics
3. Build a social customer profile
4. Follow social media etiquette
5. Measure feedback and optimize
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27. 6 Steps to the Ultimate Social Contact Center
Whitepaper Download
fonolo.com/download/whitepaper/ultimate_social_contact_center_how_to_guide /
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28. How Fonolo Can Help
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29. Visual Navigation
Fonolo takes the company's …and replaces it with an
existing phone-based process... intelligent visual interface…
…presented on
their web site
or mobile
application.
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30. Virtual Queuing
• Everybody hates waiting on hold.
• It’s a “lose-lose” approach to queuing.
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31. What Is Virtual Queuing?
• Queuing is necessary…
waiting on hold is not
• An obvious but elusive idea:
“Call me when an agent is
available.”
or
“Take a number.”
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32. VQ – Fonolo’s Approach
 Works independently
of the call center
 Cloud-based
 Visual interface
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33. Pre-Call Questions
“Can I have your
customer ID?”
“Do you have a reference
number?”
“Please read out the
tracking code…”
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34. The Current Approach
 Callers are forced to repeat information
The “data pass-through” problem
(“I already gave that info to your system!”)
 Agent’s time is wasted waiting for a caller
to find information
Use the queuing time constructively
 Agent’s time is wasted trying to
communicate data
“Was that 15 as in one-five or five-oh?”
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35. Fonolo’s Approach
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36. Making Social Media Work In Your Favor
1) Fix common flaws people complain about
(phone menus, waiting on hold, agent
attitudes.)
2) Make it easy for people to provide feedback (so
they aren’t driven to “tweet rage”)
3) Adopt new technologies that will impress
customers (leading to positive posts).
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37. Fonolo Can Help …
1) Fix common customer service flaws that lead to negative
social media comments
a) Visual navigation
b) Virtual queuing
c) Pre-call questions
d) Post-call surveys
2) Deliver ROI in the call center
3) Integrate with your business …
a) without changing call center equipment
b) without major agent training
c) regardless of multi-site/outsourcing arrangement
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38. Questions?
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39. How to Reach Us – Setup A Free Trial
Shai Berger, CEO
416.366.2500 x
shai@fonolo.com
Chris McLean, Director of Sales
416.366.2500 x228
chris@fonolo.com
@fonolo facebook.com/fonolo
fonolo.com/blog linkedin.com/company/fonolo
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