NRF 2019: Extending Service Cloud for Social Customer Care
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This document discusses how companies can extend their customer service to social media platforms. It outlines the challenges of social customer care, including increased customer expectations for quick responses on social media. The solution presented involves using tools like the Service Cloud to integrate social media channels into an organization's customer service operations. A four-step growth plan is provided to mature a company's social customer care capabilities over time, from basic response strategies to owning social spaces with 24/7 dedicated support.
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NRF 2019: Extending Service Cloud for Social Customer Care
- 1. Getting Social: Extending Service Cloud for Social Customer Care NRF | 13 January 2019 Jenn Horner, Senior Relationship Marketing Strategist @degdigital +
- 2. Jenn Horner Senior Relationship Marketing Strategist Certified Marketing Cloud Email Specialist
- 3. Agenda A Bit About Us The Challenge The Solution 4 Step Growth Plan Questions +
- 6. Basic Layout – Title Only Subtitle placeholder
- 7. The Challenge Social Media has changed the way customer service needs to operate. +
- 8. Preemptive SCC (reaching out) can reduce call volumes 30% and increase customer retention 3-5% (Enkata) Brands send 23 messages for every 1 consumer response 36% of people have used social to shame a company for poor customer service (Forrester) 30% of people will go to a competitor if a brand doesn’t respond (Sprout) 66% of people who have used social media for customer service now prefer it over a traditional call center (salesforce) 67% of consumers have used a company’s social media page for customer support (JD Power) Social agents are able to handle 4-8 times more issues/hour than phone agents (Gartner) State of Social Customer Care Is Social Customer Care a big deal? +
- 9. State of Social Customer Care Brands Leading the Way +
- 10. State of Social Customer Care Brands Leading the Way +
- 11. State of Social Customer Care Brands Leading the Way +
- 12. 68% of marketing leaders say their company is increasingly competing on the basis of customer experience (salesforce) 67% of marketing leaders say creating a connected customer journey is critical to their overall marketing strategy success State of Social Customer Care Customer Services is Part of the Customer Journey +
- 13. The Solution Mature organizations are using Social Customer Care to meet customers in their moment of need, and in the channel of their choosing. +
- 14. Solution Architecture SOCIAL STUDIO AUTOMATE MANUAL SERVICE CLOUD MACRO SOCIAL STUDIO SERVICE CLOUD SOCIAL CUSTOMER SERVICE APP +
- 15. The Benefits Customer • Enhance the overall customer experience • Receive responses in the channel they initiated conversation • Quicker response times Customer Service • Enabling agents to respond from their console and resolve cases faster • Automation and intelligence: social post categorization, case creation and priority • Agent enablement: align skillsets, practices, and guidelines Brand • Protect and enhance brand reputation • Increase customer satisfaction • Acquire, retain, and upsell customers +
- 16. 4 Step Growth Path S TA R T S M A L L B E G I N N E R • Get organizational buy- in • Define social brand and voice • Determine roles, processes and guidelines • Don’t just apologize, empathize • Know when to take it ”offline” +
- 17. 4 Step Growth Path S TA R T S M A L L G R O W A N D M AT U R E B E G I N N E R I N T E R M E D I AT E • Get organizational buy- in • Define social brand and voice • Determine roles, processes and guidelines • Don’t just apologize, empathize • Know when to take it ”offline” • Find a tool designed for social customer care • Stay in the channel • Respond to all sentiments • Integrate social into Customer Service organization +
- 18. 4 Step Growth Path S TA R T S M A L L G R O W A N D M AT U R E E X C E E D E X P E C TAT I O N S B E G I N N E R I N T E R M E D I AT E I N T E R M E D I AT E • Get organizational buy- in • Define social brand and voice • Determine roles, processes and guidelines • Don’t just apologize, empathize • Know when to take it ”offline” • Find a tool designed for social customer care • Stay in the channel • Respond to all sentiments • Integrate social into Customer Service organization • Respond quickly and consistently • Listen for brand engagement beyond mentions • Surprise and delight • Be transparent +
- 19. 4 Step Growth Path S TA R T S M A L L G R O W A N D M AT U R E E X C E E D E X P E C TAT I O N S O W N T H E S PA C E B E G I N N E R I N T E R M E D I AT E I N T E R M E D I AT E A D VA N C E D • Get organizational buy- in • Define social brand and voice • Determine roles, processes and guidelines • Don’t just apologize, empathize • Know when to take it ”offline” • Find a tool designed for social customer care • Stay in the channel • Respond to all sentiments • Integrate social into Customer Service organization • Respond quickly and consistently • Listen for brand engagement beyond mentions • Surprise and delight • Be transparent • Dedicated Support channels • Speak your customers’ language • 24/7 Support • Source and track customer feedback • Customer Service enhances Brand Experience +
- 20. Download this presentation + All of DEG’s sessions here: Slideshare.net/degdigital
Notes de l'éditeur
- [Marketing to the Moment Slide] Talk track: Most brands have taken the correct steps of identifying targets and creating personas, but we don’t believe that’s enough. Since our chief concern is the people we are talking to, we believe we can go deeper. Because while you may have a persona, what you don’t have is context: the stuff that happens during the minutes, hours, days and weeks – what happens during the various moments of people’s lives. It is recognizing that every person is different, and every moment is powerful. It is realizing that every pattern, piece of understanding or insight we uncover helps us speak to individuals not just as personas, but as people. This is not marketing to an audience. This is Marketing to The Moment™. Example. Great studies from a frozen food standpoint about purchasing behavior at grocery stores. There is an increase of purchasing frozen foods at grocery stores in the hours before meals. Why? Because you’re hungry. Those are the quickest ways to satisfy your hunger. That’s a context change. The person is the same person. The persona doesn’t tell you that they are hungry; the time of day tells you that. But that personas context has changed and digital is the only environment that allows us to understand that. Key takeaway: Your customers are constantly changing because the moments in which they live are constantly changing. It’s not just enough to rely on past behavior or preferences. To truly provide the most relevant messages, you have to understand the context of the moment they are living in at all times.
- [Creativity/Strategy/Technology Slide] Talk track: We strive to use creativity, strategy, and technology to meet consumers – people – in the various moments they are experiencing and to translate and give meaning to these moments. Only when we understand why people behave in a certain way can we market to the moments those behaviors produce. They tell us what they need, we don’t tell them what they should have. Most partners can do one of these three extremely well. DEG is the rare partner that understands that it is at the intersection of creativity, strategy, and technology that it no longer becomes marketing, it becomes a service. But why digital? It’s the only medium that allows us to track human behavior in order to react, and then predict, customer behavior. A TV spot or print ad won’t tell you where your customer is in his/her journey, and it certainly won’t provide you with the context in which they are engaging with your brand. Key takeaway: What makes us a digital agency isn’t what we create (emails, websites, banner ads, etc.). What makes us a digital agency is our ability to use the data we track from everything we create to develop meaningful insights about our clients’ customers. Then we use those insights to target each individual customer not just as a persona, but with a personalized message within the context of the moment in which they are experiencing.