Ben Kay, Head of Digital Strategy at Everything Everywhere.

1. Leveraging Social
Service to increase
customer loyalty
Ben Kay
Head of Digital Strategy
ben.kay@everythingeverywhere.com
@benjamin_kay

2. Firstly a quick intro.
One company running two of Britain’s most famous brands.

3. Some scene setting.
• Social Media has changed the world.
• Behaviours have changed & we must
recognise opportunity.
• Social media brings many challenges.
• It’s an immature space, unstructured, data
intensive, continuous, and characterised by
an ever-changing set of technology platforms
and audience behaviours.
• Running two large brands presents us with
huge challenges
• How do we understand what is
happening?
• How should we react / engage?
• What are the benefits?

4. Smartphone’s are accelerating
social interaction
Vast majority of customers now have a
smartphone and can be more loyal..
Last year our customers :
• Made 1.33bn calls
• Sent 5.5bn texts
• Used 326bn Kilobytes of data
BUT – Smartphone users need more
support from us, if they don’t get it, they
are happy to leave us.
Service IS a differentiator

5. If customers need answers, they
don’t always call in straight away.
77% Search for a 48% read about
71% visit the company’s
product or service via products/services on a
website
a Search Engine review site
6% Chat live with a
13% talk about a
12% visit the company’s customer service
product/service on a
facebook page company
social network
representative
Source : Mintel Digital Winter trends December 2011

6. Our social service journey
• Simple buzz monitoring &
defining an engagement
model
• Small scale proof of
concept pilot
• Operationalisation
• Benefits

7. Start with simple listening and
work out a plan
Orange customers were pretty unhappy with customer
service
Broadband was a highly debated topic (speed)
What is being
3 simple questions
T-Mobile customers were very vocal about Android software
updates
said? Our network generated huge volumes of reaction
Everyone was searching for (and failing to find) answers
Twitter
Where is it Facebook
being said? Mainstream technology /consumer communities
Specialist interest communities – orangeproblems.co.uk
Who is saying ????
it?

8. What approach have we taken?
8

9. We built out a small scale pilot
Ways of Measurement
People
working & Metrics
• Find people who • Empowerment • Call centre metrics
are • Support network don’t apply
• Passionate • Have fun, and let • Efficiency?
• Human personalities • NPS?
• Social! flourish! • Sentiment?
• Thick skinned • Expect the
unexpected

10. Our organisational structure is
evolving naturally.
Decentralised Centralised Hub and Multiple Hub Holistic or
Spoke and Spoke or “Honeycomb”
“Dandelion”
Source: Jeremiah Owyang – Altimeter Group 201010

11. From sticky back plastic to
operational excellence
We reached a plateau:
• Free tools are great, but limited
• Goodwill runs out
• MI
• Coordination is challenging (and that matters to
customers)
• Resource management is impossible
Operationalising ‘social service’
• Social ambition, KPI and objectives set
• Robust Social Interaction platform
• Routing
• Reporting / MI
• Social recruitment process
• Social accreditation programme
• Social ambition, KPI and objectives set

12. Employees are already out
there.
Mostly employees are keen to help and participate positively in their spare
time – This should be promoted
However, not everyone will be quite so positive
A recent example…
A social media policy is really important to protect your organisation and
your employees
For example - Dell*
Protect Information
Be Transparent & Disclose
Follow the Law, Follow the Code of Conduct
Be Responsible
Be Nice, Have Fun and Connect
*Source: Dell Global Social Media Policy www.dell.com/socialmedia

13. Despite some negativity, its
really rewarding.
798
2126
725
69
28,420
13

14. Don’t wait. Get stuck in!
• At first you will surface pent
up frustrations – so don’t
expect immediate results
• Consider every social
response carefully (expect
the unexpected)
• Be prepared to make
mistakes
• You won’t reduce inbound
call volumes
• You need to trust and
empower your agents
• Transparency is critical

15. What have we seen so far?
• Benefit to the bottom line
• Opportunity to channel shift
during “crisis” periods
• 4x Efficiency over telephony
channel
• 10 point higher NPS
• Improving customer
engagement
• Improvements in online
sentiment scores
• A growing army of very
engaged advocates
• Industry award recognition

16. Some tips from me…
• It’s not just about ‘customers’. Audiences include
Participants not customers current/prospective employees, industry experts, other
brands, prospects…
• Done well, social can enhance every aspect of an
Untapped opportunities organisational experience
Power has shifted • Participants have unprecedented access to information,
meaning brands are no longer in control
• Credibility is gained from listening to and engaging with an
Broadcast vs. Engagement audience, taking action in response
• Getting involved where participants are (rather than wait for
Proactively engaging them to come to us)
No place to hide • Transparency, transparency, transparency
• Success comes from a coordinated, managed approach
Coordination across functional areas
Collaboration • No single owner of social within an organisation

17. A final thought
“The beauty of social media is that it will point out
your company’s flaws; the key questions is how
quickly you address these flaws.”
Erik Qualmann, Socialnomics

18. Thank
you.

19. © Everything Everywhere 2011