Slides, notes, and top tweets from a panel discussion at the Social Media Club Dallas on Thursday, August 16, 2012: "The Business of Social Customer Care." The panel featured moderator Bryan Person from Social Dynamx, Tony Turnage from FedEx, Sean Valderas from Nokia, and Mike Cearley from Fleishman-Hillard.

1. The Business of Social Customer Care
Bryan Person Tony Turnage Sean Valderas Mike Cearley
Social Dynamx FedEx Nokia Fleishman-Hillard
@BryanPerson @FedEx @NokiaSean @11thScreen
#SMCDallas

2. * Notes and tweets from today’s session:
http://bit.ly/SocialCustServPanel
* Curated top tweets from the panel

3. • Gartner: “By 2014, organizations that refuse to
communicate with customers by social media will
face the same level of wrath from customers as
those that ignore today’s basic expectation that they
will respond to emails and phone calls.”
-- Source: Gartner, August 2012
Link to Gartner press release
@BryanPerson
#SMCDallas

4. • 56% of top brands did not respond to a single
customer comment on their Facebook page in 2011.
-- Source: A.T. Kearney research
Link to eMarketer story on March 1, 2012
@BryanPerson
#SMCDallas

5. • 83% of consumers who use social media for
customer service have abandoned an intended
purchase because of poor service/
-- Source: 2012 American Express
Global Customer Service Barometer
@BryanPerson Link to AMEX press release of study
#SMCDallas

6. FedEx Social Outreach
Tony Turnage, Sr. Manager
Customer Service Operations

7. FedEx Contact Channels
• Email Customer Service: FacebookCS@fedex.com
(Pilot ending August 31*!)
• Call Customer Service: 1-800-463-3339; (1-800-GoFedEx)
•
Get help on Twitter:
– @FedExGracie
– @FedexLaShelia
– @FedExAl
– @FedExDolores
– @FedExRobin *
• *Upon completion of Pilot, groups will merge into Digital network
• *Multiple Twitter handles expected to change to single @FedExHelpsYou
#SMCDallas

8. Metrics – Rep Level Examples
• Number of Authors Engaged
• Twitter, Facebook, other
• Total Authors taken off-line
• Post Quality
• To include grammar, accuracy, relevancy
• Non-Actionable Accuracy
• Reps labeling whether post is actionable
• Latency to Close
• How long it takes a rep from post or tweet assignment to final resolution and
“closure” of the interaction
• Comparable to AHT
• Sentiment to Positive change
• Did the reps interaction with author move the needle in positive/desirable direction?
#SMCDallas

9. Metrics – Channel Level Examples
• Chat
• Average Response Time
• Average Session Time
• Scheduling Efficiency
• BRU (Twitter & Blogosphere)
• Number of Engagement Attempts
• Number of Authors Engaged
• Sentiment
• Facebook
• Number of emails received
• Number of emails responded
• Latency to Close
• How long it takes a rep from post or tweet assignment to final resolution and
“closure” of the interaction
• Comparable to AHT
• Sentiment to Positive change
• Did the reps interaction with author move the needle in positive/desirable direction?
#SMCDallas

10. The People of FedEx
• http://www.iamfedex.com/
• http://www.iamfedex.com/node/948
#SMCDallas

12. Organizational approach to social media
Care / Marketing / Communications
Marketing
Objectives: build buzz, drive advocacy, support sales
Metrics: awareness, appreciation, action, advocacy
Marketing
Care Comms
Objectives: support Objectives: influence
and retain discussion, set
customers, capture agenda, manage
product and service reputation
feedack & insights Metrics: awareness,
Metrics: response appreciation,
time, # of resolved
Care Comms sentiment, share of
cases, customer voice, message
satisfaction traction
Specific business-related objectives and metrics #SMCDallas

13. Organizational Approach Microsoft
12 years exp
Services &
Applications
15 years exp 14 years exp
Product Product Quality
R&D Training
Corrective
Action
Care
Expertise
in Social
Social Media &
12 years exp Product
Product Quality Training
Product 10 years exp Nokia
13 years exp Product
Quality Product Quality Training
Knowledgebase
#SMCDallas

14. First, you
are super-
heroes.
Don’t let
anyone tell
you
different.

15. Second, everyone
handles social
differently.
Get used to it.

16. Third….
Must.
Talk.
#SMCDallas

17. The Business of Social Customer Care
Bryan Person Tony Turnage Sean Valderas Mike Cearley
Social Dynamx FedEx Nokia Fleishman-Hillard
@BryanPerson @FedEx @NokiaSean @11thScreen
#SMCDallas