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Creating brilliant customer experiences through social media

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Michelle Goodall
Michelle Goodall

2016 will be the year of Customer Experience and social media is the public proof that organisations care about their customers. Some quick fire tips and research to help you consider your challenges and create brilliant customer experiences. From my presentation at #AMA360.

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Copyright © Michelle Goodall 2015 Crea%ng  brilliant  customer   experiences  through  social     Michelle Goodall – Consultant @greenwellys
Hello I’m @greenwellys – Michelle Goodall Copyright  ©Michelle  Goodall  
I’m covering… 1. Adap%ng  to  a  ‘mul%channel  customer’   2. Social  customer  experiences  that  drive  business   outcomes   3. Prac%cal  social  media  %ps  to  help  with  your   planning   4. Time  for  ques%ons         Copyright  ©Michelle  Goodall  
Just so we’re clear about the multichannel customer… Copyright  ©Michelle  Goodall  
The informed customer Copyright  ©Michelle  Goodall  
Customer experience transcends teams and departments 64%  of   consumers   expect  real  3me   customer  service   regardless  of   channel         Source:  Zendesk  –   Customer  Service  Gap  Study   Copyright  ©Michelle  Goodall  
Customer expectations in social 53%  of  consumers   expect  social  media   responses   within  1  hour         Source:  Lithium   Rises  to  72%  if  they  have  a   complaint   Copyright  ©Michelle  Goodall  
…but we lack time, resource, focus… 2  days  later….   Copyright  ©Michelle  Goodall  
Our customers are atomised… >38m  ac3ve  social  media   accounts     32m  ac3ve  mobile  social   media  accounts     2.13hrs  ave  daily  social   media  usage  per  person         Source:  WeareSocial   Copyright  ©Michelle  Goodall  
…and there are generational CX differences   Genera3ons  Z  and  X  have   higher  sa3sfac3on  live   chaIng     (via  social  and  livechat)  rather   than  speaking  on  the   telephone             Source:  Forester  –  Understanding   Customer  Service  Sa%sfac%on  Copyright  ©Michelle  Goodall  
We’re still focused on acquisition… “Looking  specifically  at  how  digital  marke7ng   budgets  are  split  between  different  channels   and  disciplines,  five  out  of  the  top  seven   channels  companies  are  most  likely  to   allocate  budgets  for  are  more  geared  towards   acquisi;on.”   Source:  Econsultancy  –  Marke%ng  Budgets  2015   Copyright  ©Michelle  Goodall  
Don’t ignore the opportunity Consumers  who  have  a  good  customer  experience  on  social  media   share  their  posi3ve  experiences  with  more  people         42  reached  for  social  customers   15  reached  for  general  public   Source:  American  Express     Copyright  ©Michelle  Goodall  
Organisations delivering great social customer experiences have these defining factors Copyright  ©Michelle  Goodall  
1. They define clear, compelling value propositions through customer journeys Copyright  ©Michelle  Goodall  
2. They use data and insights to improve things Copyright  ©Michelle  Goodall  
3. They constantly innovate and optimize to improve journeys and frontline culture Copyright  ©Michelle  Goodall  
Copyright  ©Michelle  Goodall   4. They value the role of social beyond awareness/acquisition December  8,  2015   17 Research   Unaware   Compare   Inform   Prompt   Retain  
5. They create content they believe in Copyright  ©Michelle  Goodall  
6. They employ people people Copyright  ©Michelle  Goodall   hXps://youtu.be/LulPOJMKNdA?t=1m34s    
A case study – Direct Line Copyright  ©Michelle  Goodall  
The challenge Copyright  ©Michelle  Goodall  
The challenge Copyright  ©Michelle  Goodall   Source:  TFL  
The process Copyright  ©Michelle  Goodall   Source:  Gov.uk  
The process Copyright  ©Michelle  Goodall  
The results Copyright  ©Michelle  Goodall   Sources:  Harvard  Business   Ins%tute  of  Customer  Service  
The results Copyright  ©Michelle  Goodall   Sources:  Harvard  Business   Ins%tute  of  Customer  Service  
When it comes to digital customer experience, they put #socialfirst Copyright  ©Michelle  Goodall   The  Five  Pillars  of  #SocialFirst:     1.  Proac%ve  support  for  social  customer  service,  making  its  existence  widely  known   2.  Engagement  aimed  at  exceeding  customer  demands   3.  Interac%ng,  rather  than  reac%ng  as  a  means  to  an%cipate  what  customers  want  and   need—before  they  tell  you   4.  Recognizing  social  media  for  its  viral  power  and  leveraging  that  reach  to  influence   the  market   5.  Connec%ng  with  customers  on  a  deeply  personal  and  emo%onal  level  to  build   rela%onships  and  trust   Source:  Conversocial  
Tips for creating brilliant customer experiences through social Copyright  ©Michelle  Goodall  
Mobile first in social 80%  mobile   users           76%  mobile   users             Sources:  TwiXer  and     Facebook   Copyright  ©Michelle  Goodall  
Use organic and paid targeting 30 Organic   Paid   Copyright  ©Michelle  Goodall  
Facebook – beat the algorithm 31 hXps://www.facebook.com/nickelodeon/videos/10153776494651318/     Copyright  ©Michelle  Goodall  
Twitter – visuals, cards, ‘Moments’, events, tailored audiences, TV targeting 32 Sta%s%cal  Stories   Masterclass  in  using  data  crea%vely     to  reach  and  engage  your  audiences   Copyright  ©Michelle  Goodall  
Plan for diminishing attention spans…thumb and the ear 33 hXps://www.facebook.com/ukdfid/videos/vb. 41230335599/10153313209805600/?type=2&theater     hXps://twiXer.com/gatesfounda%on/status/ 620952629678612480     Instagram     Video   Animated  GIF   Copyright  ©Michelle  Goodall  
Power awareness, curiosity and interest with Blabs and Scopes 34Copyright  ©Michelle  Goodall  
ALWAYS think about the call to action… 35 ….and  quickest  way  to  get  user     to  their  goal   Copyright  ©Michelle  Goodall  
Try different content formats and channel combinations to create impact 36 ….Slideshare>LinkedIn  Company  Page,  Instagram>Facebook     …but  don’t  connect  non-­‐sister  channels  e.g.  Instagram>Twi]er,     Twi]er>Facebook   Copyright  ©Michelle  Goodall  
Look at adaptable customer service technologies 37Copyright  ©Michelle  Goodall  
In summary… 1. Gelng  social  customer  experience  right  takes   %me  but  it  is  the  right  thing  to  do   2. Be  a  customer  journey  junkie  -­‐  map  social  to   customer  journeys   3. Refocus  beyond  aquisi%onal  social  ac%vity   4. Power  up  your  people  people     5. Adapt  to  social  plaoorms  behaviour  changes   Copyright  ©Michelle  Goodall  
Copyright © Michelle Goodall 2015 Crea%ng  brilliant  customer   experiences  through  social     Michelle Goodall – Consultant @greenwellys

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Creating brilliant customer experiences through social media

  • 1. Copyright © Michelle Goodall 2015 Crea%ng  brilliant  customer   experiences  through  social     Michelle Goodall – Consultant @greenwellys
  • 2. Hello I’m @greenwellys – Michelle Goodall Copyright  ©Michelle  Goodall  
  • 3. I’m covering… 1. Adap%ng  to  a  ‘mul%channel  customer’   2. Social  customer  experiences  that  drive  business   outcomes   3. Prac%cal  social  media  %ps  to  help  with  your   planning   4. Time  for  ques%ons         Copyright  ©Michelle  Goodall  
  • 4. Just so we’re clear about the multichannel customer… Copyright  ©Michelle  Goodall  
  • 5. The informed customer Copyright  ©Michelle  Goodall  
  • 6. Customer experience transcends teams and departments 64%  of   consumers   expect  real  3me   customer  service   regardless  of   channel         Source:  Zendesk  –   Customer  Service  Gap  Study   Copyright  ©Michelle  Goodall  
  • 7. Customer expectations in social 53%  of  consumers   expect  social  media   responses   within  1  hour         Source:  Lithium   Rises  to  72%  if  they  have  a   complaint   Copyright  ©Michelle  Goodall  
  • 8. …but we lack time, resource, focus… 2  days  later….   Copyright  ©Michelle  Goodall  
  • 9. Our customers are atomised… >38m  ac3ve  social  media   accounts     32m  ac3ve  mobile  social   media  accounts     2.13hrs  ave  daily  social   media  usage  per  person         Source:  WeareSocial   Copyright  ©Michelle  Goodall  
  • 10. …and there are generational CX differences   Genera3ons  Z  and  X  have   higher  sa3sfac3on  live   chaIng     (via  social  and  livechat)  rather   than  speaking  on  the   telephone             Source:  Forester  –  Understanding   Customer  Service  Sa%sfac%on  Copyright  ©Michelle  Goodall  
  • 11. We’re still focused on acquisition… “Looking  specifically  at  how  digital  marke7ng   budgets  are  split  between  different  channels   and  disciplines,  five  out  of  the  top  seven   channels  companies  are  most  likely  to   allocate  budgets  for  are  more  geared  towards   acquisi;on.”   Source:  Econsultancy  –  Marke%ng  Budgets  2015   Copyright  ©Michelle  Goodall  
  • 12. Don’t ignore the opportunity Consumers  who  have  a  good  customer  experience  on  social  media   share  their  posi3ve  experiences  with  more  people         42  reached  for  social  customers   15  reached  for  general  public   Source:  American  Express     Copyright  ©Michelle  Goodall  
  • 13. Organisations delivering great social customer experiences have these defining factors Copyright  ©Michelle  Goodall  
  • 14. 1. They define clear, compelling value propositions through customer journeys Copyright  ©Michelle  Goodall  
  • 15. 2. They use data and insights to improve things Copyright  ©Michelle  Goodall  
  • 16. 3. They constantly innovate and optimize to improve journeys and frontline culture Copyright  ©Michelle  Goodall  
  • 17. Copyright  ©Michelle  Goodall   4. They value the role of social beyond awareness/acquisition December  8,  2015   17 Research   Unaware   Compare   Inform   Prompt   Retain  
  • 18. 5. They create content they believe in Copyright  ©Michelle  Goodall  
  • 19. 6. They employ people people Copyright  ©Michelle  Goodall   hXps://youtu.be/LulPOJMKNdA?t=1m34s    
  • 20. A case study – Direct Line Copyright  ©Michelle  Goodall  
  • 22. The challenge Copyright  ©Michelle  Goodall   Source:  TFL  
  • 23. The process Copyright  ©Michelle  Goodall   Source:  Gov.uk  
  • 25. The results Copyright  ©Michelle  Goodall   Sources:  Harvard  Business   Ins%tute  of  Customer  Service  
  • 26. The results Copyright  ©Michelle  Goodall   Sources:  Harvard  Business   Ins%tute  of  Customer  Service  
  • 27. When it comes to digital customer experience, they put #socialfirst Copyright  ©Michelle  Goodall   The  Five  Pillars  of  #SocialFirst:     1.  Proac%ve  support  for  social  customer  service,  making  its  existence  widely  known   2.  Engagement  aimed  at  exceeding  customer  demands   3.  Interac%ng,  rather  than  reac%ng  as  a  means  to  an%cipate  what  customers  want  and   need—before  they  tell  you   4.  Recognizing  social  media  for  its  viral  power  and  leveraging  that  reach  to  influence   the  market   5.  Connec%ng  with  customers  on  a  deeply  personal  and  emo%onal  level  to  build   rela%onships  and  trust   Source:  Conversocial  
  • 28. Tips for creating brilliant customer experiences through social Copyright  ©Michelle  Goodall  
  • 29. Mobile first in social 80%  mobile   users           76%  mobile   users             Sources:  TwiXer  and     Facebook   Copyright  ©Michelle  Goodall  
  • 30. Use organic and paid targeting 30 Organic   Paid   Copyright  ©Michelle  Goodall  
  • 31. Facebook – beat the algorithm 31 hXps://www.facebook.com/nickelodeon/videos/10153776494651318/     Copyright  ©Michelle  Goodall  
  • 32. Twitter – visuals, cards, ‘Moments’, events, tailored audiences, TV targeting 32 Sta%s%cal  Stories   Masterclass  in  using  data  crea%vely     to  reach  and  engage  your  audiences   Copyright  ©Michelle  Goodall  
  • 33. Plan for diminishing attention spans…thumb and the ear 33 hXps://www.facebook.com/ukdfid/videos/vb. 41230335599/10153313209805600/?type=2&theater     hXps://twiXer.com/gatesfounda%on/status/ 620952629678612480     Instagram     Video   Animated  GIF   Copyright  ©Michelle  Goodall  
  • 34. Power awareness, curiosity and interest with Blabs and Scopes 34Copyright  ©Michelle  Goodall  
  • 35. ALWAYS think about the call to action… 35 ….and  quickest  way  to  get  user     to  their  goal   Copyright  ©Michelle  Goodall  
  • 36. Try different content formats and channel combinations to create impact 36 ….Slideshare>LinkedIn  Company  Page,  Instagram>Facebook     …but  don’t  connect  non-­‐sister  channels  e.g.  Instagram>Twi]er,     Twi]er>Facebook   Copyright  ©Michelle  Goodall  
  • 37. Look at adaptable customer service technologies 37Copyright  ©Michelle  Goodall  
  • 38. In summary… 1. Gelng  social  customer  experience  right  takes   %me  but  it  is  the  right  thing  to  do   2. Be  a  customer  journey  junkie  -­‐  map  social  to   customer  journeys   3. Refocus  beyond  aquisi%onal  social  ac%vity   4. Power  up  your  people  people     5. Adapt  to  social  plaoorms  behaviour  changes   Copyright  ©Michelle  Goodall  
  • 39. Copyright © Michelle Goodall 2015 Crea%ng  brilliant  customer   experiences  through  social     Michelle Goodall – Consultant @greenwellys