Social media is increasingly being used for customer service purposes. A survey found that over half of executives see it as a way to get customer input and over a third measure its value for customer care. Companies can use social media to identify issues and improve products. A framework is proposed to aggregate customer information from various sources, apply analysis and provide insights and alerts to address issues proactively. Case studies demonstrate how monitoring social media can improve customer experience, service and sales. Benefits include quicker issue resolution, increased productivity and cost savings.

1. www.scgqi.com
www.empowerresearch.com
Enhancing customer service and experience
through social media
Sanjay Deshmukh
Vice President – SCG QI
Neelesh Sali
Sr. Director – International Business
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Listen. Learn. EmPower
1
SCG QI. All Rights Reserved. 1

2. Arabic is the
The fastest growing
most spoken internet region in the
language on 10
world at
2,260%
the web 09
07 08
06
05
03 04 growth (2001 – 2010)
20% 01 02
of the population
use internet 12 Million new users every year
Customer participation in Social Media is on the rise
has a new
user
Qatar has world’s 100,000,000
registered Searches in
every 3 Google,
Hawaa minutes and daily by
users in
more than
World 61,000 posts
highest facebook
penetration
Arab world
every day
Sources: Discover digital Arabia, n2v.com
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower SCG QI. All Rights Reserved. 22
2

3. ...and so are social media applications for customer service
A survey of C-level executives from Capgemini presents some interesting insights
on how businesses and senior executives perceive social media in parlance of
customer service
52% 57% 36%
of the surveyed senior of senior executives see 36% of executives
executives indicate that social media as a way to mentioned that they
social media is currently garner customer input measured the value of
a part of their customer and insight on products its social media program
care operations and complaints for customer care
Source: http://www.us.capgemini.com/news-events/press-releases/capgemini-survey-reveals-the-rising-importance-of-social-media-t/
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
3
SCG QI. All Rights Reserved. 3

4. Along with better customer service, it can even drive efficiency and
business profitability
WHAT THEY DID
Lenovo used social media to help them learn, from the customer's
point-of-view, the top issues with service, product features, functions,
delays in shipments; all from a global perspective
HOW IT WORKED
By providing feedback from customer service teams to product
development and engineering, Lenovo was able to reduce the volume
of service calls
THE BUSINESS IMPACT
20% decrease in service call volumes, increase in customer service
agent productivity and a shortened product problem-resolution cycle
Source: Forrester Research
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower SCG QI. All Rights Reserved. 44
4

5. Organizations today need an actionable framework that responds to
customer sentiments, requests and unmet needs proactively
Tools for aggregating
customer chatter across
channels
Methodology and
processes to action on
customer services
Monitoring and tracking of
performance of actions
undertaken
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower SCG QI. All Rights Reserved. 55
5

6. Such a framework can be used to tap into the following
opportunities
REAL TIME ALERTS ONGOING TRACKING
– Customer Service – Top Themes
– Negativity – Social Media Referrals
– Critical Issues – Sentiment Analysis
– Customer Delight – Channel breakout
– Engagement – Share of voice
– Sales Opportunity – Top Influencers
– Reputation – Potential Advocates
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
6
SCG QI. All Rights Reserved. 6

7. How to enable this framework : bringing disparate sources to a
common analysis platform
Data Sources Data Processing Insights
Social
Media Data
Chatter Analysis
• Leverage the knowledge
held, created, shared by
Internal Human stakeholders
Data
Service Modeling Analytics
Data
• Normalizing parameters
across Reports, Regions
Data Transformation and Categories
CSAT Convert Unstructured
Surveys Information To Structured
Data
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
7
SCG QI. All Rights Reserved. 7

8. The mechanics behind the framework
Identify Sources
E-mails Forums Blogs IVR Data
Aggregate Filter Rules Engine
FEEDBACK
Qualify Analyst driven
Tag application of business
rules for service alerts
Customer
Engagement
Continuous Tracking
Service
Sentiments Perception Consideration
Issues
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
8
SCG QI. All Rights Reserved. 8

9. Case study: mapping customer service perception using social
media across the service life cycle
Client FAULT RESOLUTION
One of world’s top Agents struggled to
Telecom company understand the nature of fault
Their need leading to slow resolutions
To be recognized as the best
customer experience provider USAGE
Slow speed, abrupt
Solution disconnection, poor customer
Map current customer service service and faulty billing etc.
perception across the service annoyed several users
lifecycle to identify areas for
improvements
DEPLOYMENT
Agents not keeping
customer informed on
deployment visit time
PRE-ORDER
Impact Issues understanding accent on
Indian call centre service
Customers experience representatives
improved by 38%

10. Case study: alert mechanism for better handling of customer
service queries and sales opportunities
Sales alerts Service alerts
Client
Global leader in data
storage solutions
Their need
Utilizing online queries for sales
and service fulfilments
Engagement alerts
ENABLE ACTION
Determine Solution
 Pain areas related to customer services Monitor technology forums
 The most important product attributes for and define rules for auto alert
exceeding end user expectations mechanism
Develop
 Strategies that addresses enduring Impact
customer service needs and expectations Client C-SAT went up by
a staggering 42%

11. Case study: tracking and responding to customer service issues
by monitoring company fan page
ENGAGEMENT INDEX
Client Proactive service
A leading financial engagements increased by
services company from US over 200%
Their need
Track customer issues by RECOMMENDATION INDEX
monitoring fan page and 61% users recommended
provide warnings on emerging client services owing to its
proactive engagement
negativities
REPUTATION SCORE vs. COMPETITOR
Solution
A rule base alert mechanism
which provides alerts on service
issues faced by customers
Impact
Reputation index saw
jump of over 56%

12. Case study: understand voice of your customers by integrating
internal data with community based listening
Client
Client Competitor
Global leader in
currency cards
Their need 33% Unhappy about
Quantify customer experience Service verification
59%
and identify improvement charges
areas
Solution
Safe
26% transactions
Integrate internal IVR, sales, Security won customer
service data with social media 58% confidence
feedback
premium
cards
30%
Respect provided
48% were
admired
Impact Sentiments (%)
3 major CE improvement
areas were identified

13. Benefits of listening social media led framework over traditional
customer research frameworks
QUICKER TURNAROUND PRODUCTIVITY COSTS
Faster turnaround to issues Proactive engagements will Lesser service calls will lead to
reported on online forums reduce incoming service calls cost savings
OPPORTUNITIES ALERTS REPUTATION
Online opinions can help Social media sentiments can Better reputation management
Identify unmet customer needs act as an early warning system owing to proactive approach
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
13
SCG QI. All Rights Reserved. 13

14. www.scgqi.com
www.empowerresearch.com
Retail/CPG Advertising Communications/ High Tech/ Pharmaceuticals Financial
Public Relations Telecom Health Care Services
EmPower Research LLC SCG QI
404 E. 79th St. PO Box 32330
Suite 16E Dubai, UAE
New York, NY 10075
Tel : +1 646 435 0030 Tel: +971 4 3912313
Disclaimer: The data presented in this presentation is collected
from publically available resources. EmPower Research or SCG
doesn’t take any responsibility on the authenticity of the data
disclosed in this presentation and outcomes of decisions taken
based on such data by the recipient of this presentation.
Listen. Learn. EmPower