Social Customer Service Technical Partner Webinar

1. Social Customer Service
Engaging with more customers more effectively and efficiently while driving loyalty

2. • Why is social customer service increasing in importance & priority
• Why is social care hard?
• How can partners add value? What’s the opportunity?
• Case study: how did Accenture help KLM implement a world-class
customer care offering?
• What does the social customer service solution actually do?
• Give you resources and answers to your questions
Questions: in GotoWebinar Chat
or, make it social with #socialcarelive on Twitter
What You Should Get Out of our Presentation

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4. Brett Weigl
Director, Product Management
Service Cloud
@brettweigl

5. Social Media Has Changed the Way We Service Our Customers
A New Era For Customer Care

6. Within a few
days or so
Within
5 minutes
Within
15 minutes
Within
30 minutes
Within
one hour
More than one
hour, but later
same day
From days to hours to now minutes and seconds…
The Customer’s Expectations Are Changing, too.
​How soon after you
contact a brand on
social media do you
expect a response?
Source: Edison Research

7.  Social agents are able to handle 4-8 times more
issues/hour than phone agents (Gartner)
 Preemptive SCS (reaching out) can reduce call
volumes 30% and increase customer retention 3-
5% (Enkata)
 SCS costs 1/6th the cost of phone interactions,
1/3-1/5 the cost of email interactions (NM Incite)
Is SCS a big deal? These stats speak for themselves.
Social Customer Service (SCS)

8. @NTO_help every time I order
camping gear from you I don’t
get it on time #fail
Scott McCorkle @SMcCorkle
Looks Simple From the Outside…
@smccorkle I fixed the problem!
Have a nice day. ^JE
NTO Helps! @NTO_Help

9. 8,000+ followers
@NTO_help every time I
order camping gear from you I
don’t get it on time #fail
Scott McCorkle @SMcCorkle
But Actually Quite Complex and Unique

10. The Real Challenge

11. Chad Schaeffer
Social Customer Service Specialist
Salesforce Professional Services
@chadschaeffer - #socialcustcaretip
Social Customer Service Blog: https://chadschaeffer.wordpress.com/

12. Assessing Potential Opportunities to Help Customers
Calls out BMW for
terrible customer
service
Cost of poor social
customer care? $41k
No response from
BMW, has quote from
Mercedes

13. Industry Average Yearly Volume
(YoY Jan ‘14 –’15)
Representative Companies
Retail +57% Nike, Wal-Mart, Amazon, Best Buy, Zappos
Consumer Tech +42% Microsoft, Spotify, Netflix, Samsung, Sony
Playstation, Activision
Airlines +51% American/US Airways, KLM, Delta, United, JetBlue
Financial Services +32% BofA, AmEx, Chase, Wells Fargo, Citi
Telecommunications +100% Verizon, Sprint, AT&T, Vodafone,
TimeWarner/Comcast
Yearly Volume Increase for Service-Focused Twitter Accounts
Social Customer Service Adoption

14. Basic Social Forensics
Volume and when they launched
Are they responding, quality of responses
Number of agents, brands, languages
Are they already using Radian6/Social Studio
Automation could be key based on type/severity of contacts
Would they benefit from cross channel reports/resolution
Are they interested in creating social ids and linking to customer ids

15. Common Discovery Questions
1. Strategy - Tell me about your social customer service strategy (are they thinking about
retention, customer engagement, integrating social into the contact center)
2. Operations - Volume, Brands, Languages, Agents, In/Out Sourced, Social vs Call Center
3. Listening – Managed Accounts, Broad Listening, Non-FB/TW, Communities
4. Workflow - Are you currently prioritizing social interactions and categorizing them for
reporting? i.e. By FB/TW, Brand/Product, Language/Region, Severity, Influencers
5. Engagement – What are your current engagement guidelines, do you resolve publicly,
how to handle direct/private messages, transition to other channels outside of social?
6. Reporting - What current metrics are you capturing in social care? CSAT/NPS,
volume/issue trends, response times, productivity, day/hour inbound volume, engagements
7. Governance - Do you current have a social media governance program or playbook in
place for customer care?
8. Service Cloud – Customization, Testing, Training, GoLive, PM Methodology, Certs

16. Two Paths to Market
300 FY15 Open SC Opptys
Social Care Adds $150k in Pro
Services to Every Oppty
$4.5M Opportunity at 10%
Attach Rate
500 Target Accounts with
Service Cloud
Social Care Adds $150k in Pro
Services to Every Oppty
$7.5M Opportunity at 10%
Attach Rate
Attach to
Existing Service Cloud Projects
*Examples
Go Back to
Past Implementations
*Examples

17. Social Care Implementation Packages (Examples)
Small Medium Large
Engagement
Description &
Deliverables
• Volume
• Cases – Less than 35,000
• Agents – 4-8
• Brands/Divisions - 1
• Languages – 1 (English)
• Regions – 1 (USA)
• Integration to Service Cloud – Yes
• Agile Methodology - Maybe
• Requirements & Playbook – 7 Days
• Testing & Training Support – 7 days
• Go-Live Support – 5 Days
• Project Management – 10%
• Object Assignment Engine - No
• Configuration
• Topic Profiles/Managed
Accounts – 3-4
• Social Hub Rules – 7
• Reports – Less than 10
• Volume
• Cases – Less than 150,000
• Agents – 8-25
• Brands/Divisions – 1-3
• Languages – 1-2
• Regions – 1-2
• Integration to Service Cloud – Yes
• Agile Methodology - Yes
• Requirements & Playbook – 15 Days
• Testing & Training Support – 13 days
• Go-Live Support – 8 Days
• Project Management – 15%
• Object Assignment Engine - No
• Configuration
• Topic Profiles/Managed
Accounts – 5-10
• Social Hub Rules – 15
• Reports – Less than 20
• Volume
• Cases – 150,000+
• Agents – 25+
• Brands/Divisions – 3+
• Languages – 2+
• Regions – 2+
• Integration to Service Cloud – Yes
• Agile Methodology - Yes
• Requirements & Playbook – 20 Days
• Testing & Training Support – 28 Days
• Go-Live Support – 18 Days
• Project Management – 20%
• Object Assignment Engine - Maybe
• Configuration
• Topic Profiles/Managed Accounts
– 10-20
• Social Hub Rules – 50
• Reports – Less than 35
Duration 4-8 Weeks 10–12 weeks 16-20 weeks

18. Not the Complaint Department, Social Care Drives Sales

19. Future of Social Customer Service
• Customer intelligence delivered with social post
• Is tweet/post from a customer or a prospect
• Personal sentiment score, is person an advocate/detractor
• How often does customer interact socially w/brand
• Social Customer Care integrating into the overall customer journey
• Customer complained, enter them into an email retention campaign
• Customer praised recent purchase, notification from mobile app for digital coupon for complimentary product
• Customer posts about loving new candle, FB ad for more candles
• Social ID & Customer ID Integration
• Requires business process change, learn from email
• Social collection campaigns, social sign in
• Contact Center maturity applied to social channel
• Hiring, Quality, Coaching, Metrics, Certifications
• Social Customer Care professional community growth and engagement
• Need to connect, benchmark, network and help each other

20. ​KLM has 200+ dedicated social customer care employees
​They endeavor to respond within 60 minutes, average reply time is ~50 minutes
​They post expected reply time on Twitter, and update that every 5 minutes
​Social Customer Service in 14 different languages
​Flight attendants stay connected on board with iPads
Social Customer Service Done Right

21. Omar Oualif
Consultant, Accenture
@omaroualif

22. Challenges
• Agents need to use different systems to provide a relevant feedback to passengers
• 10 clicks in average before answering the customer
• 7 minutes average between the customer posts on social network and creation in
Salesforce
• Different sources of articles and FAQs
• Social media servicing is disconnected from daily operations (flight status for
instance)
• Challenging collaboration between worldwide servicing teams (Europe and Asia)

23. Expectations – Social Customer Service
Outcomes
Radian6 and Social hub integration
• Ability to listen and engage on more channels in the future
• Real-time conversations
• Process automation (Language assignment for instance)
Speed
Service Cloud console + Case feed
• Eliminate time-consuming clicking
• Dashboard overview of the conversations and related items
• Collaborate as a team
Productivity
Knowledge
• Smart knowledge articles based on customer cases
• Suggested resolutions based on the customers cases
• Similar cases
Efficiency
Features
Back-end intelligence data (Accordeon)
• Enhance the agent experience
• Reduce the amount of conversations
• Move to a predictive model analysis
Predictive servicing

24. High-level architecture – Salesforce Social Customer Service

25. SCS Embedded in Service Cloud Console

26. January February March April May June
Rollout Plan – KLM Social Customer Service
Analyze
Analyze
Build (Twitter)
Design
Pilot TW Go-live
Build (Facebook)
Design
Training
Back-End Systems integration
Pilot FB Go-live
Global Go-live

27. Benefits
2
9
• Reduce the listening speed to 4 minutes average
• Ease of adding new social accounts and channels
• Reduced number of clicks to 2 (instead of 10)
• Better understanding of the passenger information, his preference and
loyalty programs
• Better collaboration between different KLM services worldwide

28. Brett Weigl
Director, Product Management
Service Cloud
@brettweigl

29. • Listen: Social Care Channels
• Route: Data Enrichment &
Routing with Social
Automation
• Respond: Service Cloud
Agent Console
Salesforce Social Customer Service?

30. Data Sources
Social Customer Service Essentials
Agent Environment Measurement
• Owned properties
• Proactive
searches
• Automated vs.
manual?
• Triage
• Work queues
• Responses
• Case history
• Dispositioning
• Response time
• Agent efficiency
• Volume
• Sentiment

31. Social Studio Service Cloud
Listening
+
Accounts
Manual/Eng
age
Automation/
Social Hub
Publisher
Console &
Case Feed
Apex
Logic
Standard
Objects
How Does the Data Flow?

32. Demo
Using Service Cloud with Social Studio to power Social Care

33. What Do I Need To Deploy SCS?
• Service Cloud seat licenses for your
agents
• Editions Supported:
• Enterprise
• Unlimited
• Performance
• Social Studio Subscription
• Listen
• Engage
• Managed Accounts
• Social Hub Automation
For smaller deployments,
consider SCS Starter Pack

34. Areas Where Partners Can Add Value
● Social Strategy
● Listening Rules Design
● Service Agent Experience
● Inbound Logic (Apex)
● Other Workflow
● Dashboards & Reporting
● Pilot/Go-Live Support
● Provide Response Teams
● Training Services

35. Questions & Resources
Social Customer Service Success Community group
SCS Implementation guide
8 Steps to Transformational Social Customer Service E-Book
REMEMBER:
You can ask questions in GoToWebinar chat or Twitter #socialcarelive
Ways to Learn More About Social Customer Service

36. Thank you