1. Customer Insight is a Key Benefit of
Social Customer Service
November 2012

2. EBAY GLOBAL – FAST FACTS
Trading volume worldwide in 2011 Facebook fans worldwide in 2012
$69 BILLION 9 MILLION
108 M. 200 K.
customers Twitter
worldwide followers
worldwide
66% 150+
of trading volume via fixed price items pages/handles on various social networks
2

4. Shifting external landscape
Social Customer Service is becoming Expected
When a company
doesn’t respond to
complaints on social,
88% of customers said
they'd be less likely to
do business with the
company in the future.
Zendesk: ‘Social Media and the Future of Customer Support’ – January 2012
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5. Facebook & Twitter have the widest reach & influence
Everyone
More Less
widespread widespread
use use

6. Social Media’s Role on the Customer Journey
Exit Advertising
Complaint
WOM
Unternehmen/
Mitarbeiter
Churn Awareness
Advocacy DM
Relation-
CCS
ship
Cross- Conside- Advisory
Sell
ration
Purchase
Inquiry
Comms
Post-sale Pre-sale
SOCIAL CONNECTION POINTS
SOCIAL CS CONNECTION POINTS

7. Our volumes are growing…
EU Social CS volume monthly 2012
Social CS volume
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12
…as our customers realise we are providing Social CS
and our fan base grows

8. How we interact with our Social Community
Twitter (@askebay, demandebay, fragebay)
• Educate, bit.ly links to tutorials, trading tips
• Tweet advice, direct messages
Facebook (UK, DE, FR, IT, ES)
• Educate, bit.ly links to tutorials, trading tips
• Private message, post eBay FB email, direct contact
with customer
eBay Community (UK, DE, FR, IT, BE, NL, ES)
• Moderate, direct discussions, answer centre
• Direct email to ‘pinks’

9. What eBay Customers Are Saying...
24% of eBay customers surveyed
through Social prefer Social Media
as their sole support channel

10. Key Benefits of Social Customer Service
Customer insight
Increased Customer Satisfaction
Extend positive brand reach
Detractors to promoters/advocates
Meet Customer expectations

11. Social Customer Service Builds Loyalty
Detractors to
Promoters
Extends positive
brand reach
Potential Reach of 30,592 People

12. Who should you choose to staff the Social CS channels?
Socially savvy Connected
Social CS
Specialist
Customer focus Empowered

13. Social Customer Service Delivers Insights
- Deliver insight back into
Social relevant line of business
CS
Community
- Drive for change where
appropriate
Complaints
- Celebrate wins
Actionable insight
Process Product Policy People

14. Before After
Declined cc = Message to contact CS, who Clear, concise; reassures seller we’re
can only refer back to bank, help pages here to help. Encourages more selling
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15. Before After
Customers have trouble contacting their Addition of Contact Member button in
trading partners due to confusing site appropriate Online Customer Support
flows. flows makes it easier to initiate customer
to customer contact.
15

16. Social connects us to live issues…. immediately
Issue: Some users were unable to log into the iPad eBay
Application due to a technical glitch in the app settings.
Twitter: We started to see tweets about this straight away,
through proactive monitoring of keywords on Twitter.
Resolution: Social CS team immediately passed this on to the technical teams
to resolve and the issue was fixed in ~45 minutes from first tweet

17. We are surprising and delighting our customers through
proactive outreach …. certainly surprising them!
Resolution: We helped this
customer get his account
set up and to troubleshoot
his email issues so he could
use his primary email for his
eBay account.