Many companies are planning to allocate staff and technology to support social customer care, but struggling with how to operationalize it. Learn how a leading contact center outsourcer is using the voice of the customer in its social media centers to enhance loyalty and brand reputation, drive better decisions, and reduce costs.

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2. RU Ready
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Social Media
Customer Care?
Kymberlaine Banks
Social Media Manager
Kymberlaine_Banks@telvista.com
Greg Sherry
VP, Marketing
Greg.Sherry@verint.com
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3. Executive Summary
• Session Objectives
– Research and discussion around Social Media Customer
Service
1. Telvista examples and insight
2. Other “creative” practices and examples
3. Benchmark data
• What You’ll Leave With
– Resources that will help build business case or benchmarking
report (and enhance your career! )
– Discussion and interaction with other organizations
– Available benchmark study on social media and customer
service, 57 pages 2
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4. Session Timing
• :30 Telvista Social Media Customer Support
• :20 Social Media Industry Examples and Business Case
• :25 Group Discussion and Interaction
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© 2012 Telvista, Inc. 4

5. 75 Minutes from Now We’ll Know
• Why should you care about social media?
• What does it take to deliver social customer care?
• How do you approach social customer strategy?
• When you should start?
• What will happen if you wait?
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© 2012 Telvista, Inc. 5

6. Polling Questions and Level Set
• Does your organization have a social media initiative?
(marketing dept. or others)
• Is your initiative connected to the contact center?
• Does your contact center have social media agents or
those who support social channels directly?
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© 2012 Telvista, Inc. 6

7. Brand Conversation has Changed!
Fact
Customers trust the
recommendations of
strangers more than
they trust brand
advertising
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© 2012 Telvista, Inc. 7

8. Consumers are Talking but Not to YOU!
• Brands are spoken of not to
• Who is talking?
• What are they saying?
• Where are they are saying
it?
• Are people listening, and
engaging?
• Can (should) you join the
conversation?
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© 2012 Telvista, Inc. 8

9. Social Media Care is Confusing!
The social customer
provides actionable
feedback every day.
“Once I know Using it positions you to
what people are create customers for life!
Social customer care
saying, won’t I
“I’m not sure is different, how do
have to do you even know how
something?” where to start!”
to begin?
Customer Care Executive “I am too busy
“What if to deal with
customers are this!”
You don’t know what
saying bad your customers are
saying OR where You already have
things ?” enough to do, where
they are saying it…
You need to know! will you find the
resources to manage a
new channel?
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© 2012 Telvista, Inc. 9

10. Implementing a Success Strategy?
• Establish a benchmark of where
you are today
• Determine where to engage for
maximum impact
• Set goals and plans to measure Listen
progress
• Find and train your talent
– Recommended Support Rep Integrate Engage
Profile
– Associate, Expert, Master!
• Be sincere and transparent
with your customers
Measure Goals
• Implement your plans on a small
scale, measure and refine
Talent
• Integrate, automate and scale
• Be flexible, change and refine as
social media evolves
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© 2012 Telvista, Inc. 10

11. What Happens When You Don’t Listen?
800,000 subscribers lost
300,000 signed on online petition
21,000 pledged to close accounts
57,000 signed online petition
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© 2012 Telvista, Inc. 11

12. What About ROI?
Hard Value Soft Value
• Customers that engage in social • Increased loyalty
media spend 20 – 40% more
• Customers want to buy from
• Deflect calls brands that engage
• Reach multiple customers in a • Customer feedback to improve
single communication products and services
• Focus more expensive resources • Deeper, more meaningful
on customers with issues that relationships that last
require a more highly-trained
team
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© 2012 Telvista, Inc. 12

13. When Disaster Strikes
Turn it into a WIN!!
• Post fast, and proactively
• Set an expectation
• Update progress
• Watch customers thank you
in public
• Positive sentiment improved
>30% that day
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© 2012 Telvista, Inc. 13

14. You Can be a Crime Fighter
• Flash mob organized using
twitter and text messages
• When they hit we warned
stores nearby and authorities
• Police met the mob at the
next store
• Arrests were made, losses
were prevented
10% of retailers surveyed in 2011 had been
victim to a flash robbery
Source: National Retail Federation
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© 2012 Telvista, Inc. 14

15. Engaging is Fun!!
“OH! That’s cool, thanks for protecting
me, I didn’t think about that” – Jake clicks
the message button
Sentiment – Negative
Classify – Inquiry Thanks, Jake. Please give me your name,
Engagement Stage – address, zip code and the payment
Commented, Awaiting Reply amount of, so I can look up your account
WOW, I called earlier to get my Jake provides the info
password and forgot to ask if my
payment posted yet?”
Your payment posted at 10:14 am, Jake,
Reply is there anything else I can help you with?
I can help with that, please click the
Hi Jake, sorry you’ve been “message” button at the top of the
timeline so we can private message
waiting so long. I’m here to
help, what’s your question? No, thank you. I just wanted to make sure
it went through. This was great!
Why do I have to do that, can’t you
just answer? Thank you for giving me a chance to help!
If you need us again, tweet @yourbrand
or click the message button on our
timeline
It’s best to DM to protect your
privacy. I’ll need a little more info to Code Sentiment – Positive
answer your question
Set Engagement Stage – Resolved, no
further action required
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© 2012 Telvista, Inc. 15

16. Start or Evolve Today!
1. Accept that you can’t control the conversation
2. Find out where your people are talking
3. Listen and benchmark what’s going on today
4. Develop your engagement strategy
5. Start small and scale
6. Be genuine and transparent with your customers
7. Stay flexible
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© 2012 Telvista, Inc. 16

17. Telvista Quick Facts
• Core Services • Industries Served
– Telecom, Financial Services
– Contact center outsourcing – Technology, Travel & Hospitality
solutions – Retail
– Social media monitoring and
engagement • Differentiators
• The Numbers – Proactive partner
– Competitive culture
– Created in 1997 – Consistent, high performance
– 7 contact centers – Strong bilingual capabilities
– 6,000 seats, 6,400 agents – Right fit, custom solutions
– PCI-Certified (all centers)
– 65 M interactions per year
– Net Promoter® Champion
• Ownership
– Slim Family company
– 400 businesses in the Americas
– 200,000 employees
– $50 million Telvista infrastructure
investment in the last 3 years
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© 2012 Telvista, Inc. 17

18. Leading-Edge Social Customer Care
Our Focus. What we do.
Listen
Marketing Customer • Who’s talking?
Service Companies • What are they saying?
• Where?
Public ignore 95%
Relations of Facebook
Brand Questions questions Analyze
• Does what they’re saying matter?
Investor
Relations • What is the tone and sentiment?
• Is it actionable?
• What action should be taken?
Complaints
Events
Companies
Engage
ignore 70% • Answer questions
Outgoing Incoming of Twitter • Say thank you for compliments
Messages Inquiries complaints • Solve problems or get them to
someone who can solve them
• Acknowledge feedback
Build deeper, more meaningful, customer
relationships that last
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© 2012 Telvista, Inc. 18

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© 2012 Telvista, Inc.

20. Social Care Creative Practices!
Greg Sherry
VP, Marketing
Greg.Sherry@verint.com
© 2012 Telvista, Inc.
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22. The Other “ROI”
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23. B2C Video- Staffing and Skills
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24. Major Telcom- Cost per Contact
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25. Major Airline- Overall Strategy
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26. Major Airline- Early Metrics
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27. Social Media and Ford Motor
Ford Taps Social Media for Customer Service
CMO NETWORK | 3/27/2012 @ 9:11AM | 9,973 views
http://www.forbes.com/sites/jeanhalliday/2012/03/27/ford-taps-social-mediafor-customer-service/
• Eight, dedicated customer service agents use a customized search engine tool
based on key words to monitor concerns, questions or comments on Twitter,
Facebook, auto forums and message boards.
• Each issue is assigned to one agent until resolved. “We are looking to engage
with someone within 4 hours of posting.”
• “Consumers prefer to engage digitally rather than phone. That can be
challenging, especially if they prefer to Tweet on Twitter via 140 characters at
a time…”
• Now responding to an average of 2,000 people weekly via social media.
• That traditional way is reactive. (800# inbound calls). “We’re also proactively
finding these people via social media.” (More “wow” opportunity ! )
• Customer: “I’d much rather use social media because the experts are very
quick at getting responses back and I don’t have to go through a (phone)
menu system and listen to music and press the right buttons. That’s just not for
me.” 2
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28. Customer Sentiment
The beds were too soft but the manager was kind.
Name: Ijeilly@mymail.com
Please provide any additional details
Location ID: 72363
Date of Visit: 05/23/2011
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brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior,
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vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor
illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. The beds
were too soft, but the manager was kind. In praesent inhibeo
odio vero augue zelus eros dignissim neo ut damnum consequat iusto. Wisi
ea ymo augue, indoles letatio, dignissim. Conventio oppeto proprius vel
loquor bis gravis qui iriure indoles commoveo feugait brevitas.
Suscipit ullamcorper ullamcorper, populus exputo letatio bene. Suscipit
brevitas, tamen gilvus decet pagus exputo antehabeo, comis. Pagus melior,
suscipere utrum reprobo luptatum facilisis roto illum lobortis. Et usitas te
vereor gemino ut, capto fatua secundum blandit immitto ut. Usitas ulciscor
illum vel ex eu ventosus facilisi mara plaga nisl antehabeo. In praesent
inhibeo odio vero augue zelus eros dignissim neo ut damnum consequat
iusto.
28 2
© 2012 Telvista, Inc.

29. Customer Sentiment
Name:
Please provide any additional details
Ijeilly@mymail.com Suscipit ullamcorper ullamcorper, populus exputo
Location ID: 72363 letatio bene. Suscipit brevitas, tamen gilvus decet pagus
Date of Visit: 05/23/2011 exputo antehabeo, comis. Pagus melior, suscipere
utrum reprobo luptatum facilisis roto illum lobortis. Et
usitas te vereor gemino ut, capto fatua secundum
blandit immitto ut. Usitas ulciscor illum vel ex eu
ventosus facilisi mara plaga nisl antehabeo. The beds
were too soft, but the manager was kind.
In praesent inhibeo odio vero augue zelus eros
dignissim neo ut damnum consequat iusto. Wisi ea ymo
augue, indoles letatio, dignissim. Conventio oppeto
proprius vel loquor bis gravis qui iriure indoles
commoveo feugait brevitas.
Suscipit ullamcorper ullamcorper, populus exputo
letatio bene. Suscipit brevitas, tamen gilvus decet pagus
exputo antehabeo, comis. Pagus melior, suscipere
utrum reprobo luptatum facilisis roto illum lobortis. Et
usitas te vereor gemino ut, capto fatua secundum
blandit immitto ut. Usitas ulciscor illum vel ex eu
ventosus facilisi mara plaga nisl antehabeo. In praesent
inhibeo odio vero augue zelus eros dignissim neo ut
damnum consequat iusto.
29 2
© 2012 Telvista, Inc.

30. Customer Sentiment in Action
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© 2012 Telvista, Inc.

31. Info Gained from Social Media
1-Positive and
negative
sentiment
(78% of
respondents)
2-Issues with
products and
services (70%)
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32. Measuring Success of Social Media
1-Positive and
negative
sentiment
(60%)
2- Increase in
customer sat
scores (42%)
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33. Next Steps for You ?
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34. Discussion Questions
1- What social channels are supported in your
contact centers?
2- What are your top two recommended best
practices regarding social customer support
success?
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35. Kymberlaine_Banks@telvista.com
Greg.Sherry@verint.com
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© 2012 Telvista, Inc. 35

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