1. ````````` a

2. Using social for customer
service
Separating content and support
Claire Kavanagh CRM Manager @ giffgaff

3. Social customer service
• Why businesses should be listening
• Challenges
• giffgaff case study
3

4. Why is social customer service
important?
• For every customer that complains, at least 25
will not
• 85% will return if their issue is resolved promptly
vs 91% won’t return if issue isn’t resolved
• Dissatisfied people will tell 8-16 people on the
web
– Average # friends on facebook: 150
– Average # twitter followers: 126
Source: Ad-tech conference 21st Sept 2010: http://giff.ly/mUp4H3 ; Business zone: http://giff.ly/md0s0B ;
Facebook http://giff.ly/io6C07 ; Guardian http://giff.ly/kfoZlI

5. 90% of online
consumers worldwide
trust recommendations
from people they know
70% trust
consumer opinions
posted online
5
Source: Business zone: http://giff.ly/md0s0B

6. Challenge: Fighting for social
space
Brand
Support Content
6

7. Its great New
service How much transparent
does it cost to
watch
repair my
How do I
strap? Do you fix
change my Why is my
watch running
fake Rolex
battery?
slow? watches?
How do I
James Bond
change my gadget watch,
battery? see video
It’s too Do you do
Best
expensive shoe quality
repairs? repairs
7

8. Challenge: Expectations are
changing
Easier
Faster
24/7
8

9. Challenge: Business resistance
to change
Floodgates
Ownership
Risk
Resource
9

10. Challenge: Communities are
different
10
Demographics
Purpose
Expectations
10
Image source: Mashable http://giff.ly/iP9pxu

12. The idea which became giffgaff
1. Mutuality – Members help in recruitment,
marketing and advice and thus share in the
rewards of the business
2. A great deal – A lower cost business model leads
to lower charges for members
3. Member Involvement – Members can generate
and choose marketing materials and vote on some
business decisions. Members help with other
members problems
4. The collective good – Members can donate their
“thank-you” rebate to charity
5. Simple – SIM only. Converged Pre-Pay/Post-Pay.
1 universal price point
6. Online only – We only sell direct online. All top ups
& customer service is online
7. Start-up mentality – Launched and run as a
distinct, separate business from O2
8. Environmentally responsible – Carbon neutral,
maximum sustainability

13. Simple, low cost business.
SIM only
100% online
No call centre
14 full time staff
Mutual
Transparent
13

14. Break down barriers between
our company and our members

15. Community went live before you
could get a SIM

16. Our model crowdsources many things..
not just customer support
Customer Service
Proposition Development
Ideas on any aspect of company development
Marketing
Technology & Testing
We are not a company with a community.
We are a company that could not exist without its
community

17. Customer service
>90% answered in
community
Answered < 3 minutes
Super users 10-15 hours/day
17

18. giffgaff customer service
challenges
• Successfully running community/ self
service
• October last year:
– People were starting to use @giffgaff and our
Facebook fan page more for customer
support
– Wanting to grow fans/followers and talkability
18
– Needing to create stand out customer service

19. Approach
1) Create space for: Brand
Separating out Support and Content
Support Content
2) Identify resource:
Response to issues quickly
Monitor adoption and plan for growth
Manage issues out of hours (proactive and
reactive monitoring of all channels)
3) Set expectations:
Time to respond
Opening hours

20. Splitting out content and support
Created a new handle:
Follow @giffgaff for brand/content
Follow @giffgaffhelp for support
Integrated into community
Education and support
Monitoring
#gghelp (recognition & reward)
20

21. What twitter support looks like
@giffgaffhelp response
@RichardR - Unhappy tweet @RichardR - Happy re-tweet
@ a member response

22. Splitting out content and support
Created a “Help tab”
10
Integrated into community
Education and support
Monitoring
Existing recognition & reward
within community
“Wall” superuser receives extra
reward
22

23. What Facebook support looks
like
Wall is now around 50/50
content & support
Created new “super users”
Getting there.
23

24. Resource
• Started with 1 giffgaff staff member monitoring
queries
– Answering only if not answered within an hour
• Support of Community manager
– Education and support within the community getting
members on board answering questions in other
communities
• We’re now self sufficient
– Over time “new Superusers” have come on board
– Rarely a need for giffgaff to replying to questions on 24
Facebook/ twitter

25. Results: Increasing fans/
followers
giffgaff Social Media Fandom
45.000 60%
40.000
50%
35.000
30.000 40%
25.000
30% Cumulative Facebook Likes
20.000 Total Twitter
growth MoM
15.000 20%
10.000
10%
5.000
0 0%
25

26. Results: Extremely happy
members
Satisfaction with customer service (out of 10) Net Promoter Score
10,0
9,5
8,9 100
9,0 8,6 8,4 72 73 79
8,5
8,3 80
8,0 60
7,5 Existing
40
7,0 New
6,5 20
6,0 0
5,5
5,0
gen-15 feb-15 mar-15 apr-15
Source: giffgaff member survey & NPS website.
NPS is the % of promoters (scoring 9 or 10) less % of detractors (scoring 0 – 6) answering the question
“How likely are you to recommend Product X to a friend or colleague?” on a scale of 1-10. Any score over 50
is considered exceptional.

27. How it all fits together:
A social customer journey
“Only a few weeks later, I seriously
Hears about gg started looking at giffgaff, a company I'd
on twitter
been told about by @monkeyonahill.”
Tweets regularly
Goes to forum –
– and tweets
gets answers at
appear in forum
feed 10.30pm
Blogs & forum Case Study of giffgaff Orders a SIM
posts again using MGM –
when he gets member Dantup from Join part of
Payback forum
“As such, if a member
refers a friend, they each
get £5! (I got mine thanks
to @appleboyy).”
In 2 weeks…
Blogs about gg Activates and
on his own blog starts helping on • 3 hours online
– links in forum forum • 25 assists
• 3 accepted
solutions
• 400 page views

28. What I’ve learned
• Clear strategy - what is the purpose of each
channel
• Get everyone involved - spend less time
worrying about who “owns the channel” more
time on what you want to achieve
• Expectations - if you’re active in social
channels, people expect you to respond, and
quickly
• Make plans - for escalating issues, who and
when (proactive/reactive) 28

29. Next challenges for giffgaff
customer service:
Value
1) Single customer view
Influence Engagement
2) More user generated
content
3) More mobile
29

30. Thank you
@clairekav
@giffgaff