Tag Archives: Customer service and social media

INFOGRAPHIC: The Great Social Customer Service Race

Earlier this month, we tweeted a link to “4 Customer Service Lessons from the Biggest Brands on Twitter.” We’re happy to present a guest post delving into that topic by Ashley Verrill, along with the great infographic. (To submit your own guest content, email mleblanc@iirusa.com)

I recently completed a five-week research project meant to assess the social customer service responsiveness of 14 top consumer brands in the U.S. Twitter specifically is rising in popularity as a medium for voicing consumer queries. I wanted to see how companies such as Coca Cola, Pepsi and Apple leveraged technology to fulfill this need.

To test these companies, I asked four of my colleagues to send customer service tweets to 14 leading consumer brands in seven industries. Each company received one tweet per weekday for four consecutive weeks. For two weeks we used the @ symbol with the company’s Twitter handle, but for two more weeks we just mentioned the brand without the @.

The questions were either urgent, or we needed help right that second; positive; negative; or a query from the company’s FAQ page. Here’s a few lessons we learned about listening technology from the experiment.

Listen for Mentions With @, no @ and #Brand
There was a huge disparity during the race for messages with the @ and those without. Certainly brands shouldn’t insert themselves in someone else’s conversation, but these interactions also provide an opportunity for the company to express proactive customer service. These interactions increase the likelihood the customer will share the interaction and refer your brand to friends.

Marketing can uncover positive feedback that’s perfect for retweeting and fend off competitors that are also listening for their brand. During the race, several tweets directed at Bank of America and Wells Fargo received a response from a competitor asking that we consider their institution instead.

Successful Prioritization Rules Are Key
Customers that tweet requests on Twitter are seeking instant gratification. For companies that receive thousands of mentions a day, it’s impossible to expect them to catch everything, but businesses should have a system for picking out the most important messages. During the race, many of the participants missed messages that indicated huge risk of switching brands, or high purchase intent.

Social CRM programs allow users to customize prioritization rules with things like key word identifiers, social clout and customers history. So a company could for example make sure a tweet with ‘help,’ ‘mad,’ ‘#fail,’ ‘thank you’ and the brand name, is moved to the front of the service queue.

Identify Active Socializers
Also important to this message priority system is social customer service history. I hoped one of the companies in the race would see we were active brand followers and improve their response averages – but this didn’t happen.

Companies could program a prioritization trigger that alerts agents when a brand advocate or detractor has sent a message. This is particularly important when paired with social clout considerations. Overall, the brands that participated in the race only responded 14 percent of the time. Whether the issue is one of technology or strategy, it’s clear even the top brands in the world are still fine-tuning their social customer service strategy.

About Ashley Verrill 
Ashley Verrill is a market analyst and writes for the Software Advice website. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor’s degree in journalism.

“Driving Best-In-Class Customer Experience” Webinar Recording Available

Recently we were pleased to present a webinar entitled “Driving Best-In-Class Customer Experience: Beyond Social Media Listening” in cooperation with EmPower Research, a Genpact company.

In this session, presenter Sagita Joshi explored the customer experience ecosystem, discussing the ways that listening and engagement can be performed on social media channels.  We learned more about the ways that Twitter “has become the help desk” with examples such as Lenovo and Best Buy’s “Twelpforce” leading the way.

Joshi presented a “win me, delight me, keep me” approach to social media customer experience building, with Empower finding that over time increased awareness of a brand on social media lead to up to 37% more first timers visiting a brand’s page. To learn more, view a recording of the webinar here.

Are you using social media for customer experience?

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com 

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

Going “Beyong Social Media Listening” – Webinar Recording

Recently we were pleased to present a webinar entitled “Driving Best-In-Class Customer Experience: Beyond Social Media Listening” in cooperation with EmPower Research, a Genpact company.

In this session, presenter Sagita Joshi explored customer experience through a social media lens. We learned more about the ways that Twitter “has become the help desk” with examples such as Lenovo and Best Buy’s “Twelpforce” leading the way. Joshi presented a “win me, delight me, keep me” approach to social media customer experience building, with Empower finding that over time increased awareness of a brand on social media lead to up to 37% more first timers visiting a brand’s page. To learn more, view a recording of the webinar here.

Are you using social media for customer experience?

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com 

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

Complimentary Webinar: Driving Best-In-Class Customer Experience: Beyond Social Media Listening

In association with EmPower Research, a Genpact company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Driving Best-In-Class Customer Experience: Beyond Social Media Listening
Tuesday, August 7, 2012
12:00PM – 1:00PM ET

Presenter:

‘ Sangita Joshi, Managing Partner, EmPower Research, a Genpact company

Reserve your Webinar seat now at:
https://cc.readytalk.com/r/ivporydm5oxu
Please mention your priority code: MWY0001BL

Today the rise in customer participation in Social Media is pushing marketers and researchers to listen and learn from Social Media conversations. While numerous applications of Social Media research are taking shape, understanding customer experience through the new media is gaining tremendous mind-share.

Social Media provides an excellent platform to listen to customer concerns, criticisms, and feedback, and address issues through one-to-one engagement. Social Media listening helps brand managers and marketers in not only differentiating their service quality but also aligning them with customer expectations, thus, driving greater satisfaction and better experience. In this session, you learn how Social Media can provide holistic insights on the ‘voice of consumer’.

Participants will learn:
‘ Understanding and measuring customer experience through Social Media ‘ the possibilities today
‘ Beyond listening- Tracking voice of the consumer across the relationship cycle
‘ Social engagement- The path to improving Net Promoter Score/Customer Satisfaction Index

Sangita Joshi is the Co-founder and Managing Partner of EmPower Research – a Genpact company. She has over 20 years of experience in research of which the last eight years have been at the executive level. At EmPower, Sangita leads social media research and delivery to global clients, and closely works with the innovation team to continuously evolve solutions that aid decision-making in a dynamic business environment. She regularly writes for leading industry publications and speaks on topics related to social media-led insights.

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com

About IIR:
The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

Another Chance to Win “The Hidden Power of Your Customers”


Last week we featured a guest post by author Becky Carroll. Becky will be presenting ‘Linking Social Media to Customer Behavior’ during the Social Media CRM Symposium at the Total Customer Experience Leader’s Summit. At that time we introduced our book giveaway trivia contest.

This week, we have a second chance to win The Hidden Power of Your Customers! Want to get your own autographed copy? Simply answer this trivia question:

What are the four principles that make up the ROCK acronym and help a business grow from their existing customers? (hint: you can find the answers on the Facebook page for The Hidden Power of Your Customers)

To enter, answer in the comments along with a valid email address. Or tweet the answer using hashtag #TCEL. We’ll be randomly choosing a winner from all correct answers, make sure to answer by 9am EST on Friday, Sept. 23rd to be eligible.

Connect to Your Customers With Social Media – Free Webinar

In association with Citrix, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar.

Social Business: How to Create a Holistic Approach to Social Media
- Alex Beauchamp, Senior New Media Manager, Citrix Online

Thursday, June 16, 2011 1:00 – 2:00 PM EDT

Reserve your Webinar seat now

When it comes to social media, there’s no single “right way” to use it for business. Within its channels companies of all sizes can engage with prospects and customers to drive sales and provide services in a variety of ways.

What matters, however, is that the social media experience your business provides be consistent across the board. A holistic approach is the key to a successful social media program.

Join industry expert Alex Beauchamp to understand the many components of social business and learn how to put them all together into a cohesive plan that best reflects your organization’s personality and value.

In this webinar, you will learn how to:
‘ Engage and monitor in the social space
‘ Use reporting metrics, insights and advocates
‘ Create social content and execute social campaigns
‘ And more…

Title: Social Business: How to Create a Holistic Approach to Social Media
Date: Thursday, June 16th, 2011
Time: 1:00 – 2:00 PM EDT

Register Now. After registering you will receive a confirmation email containing information about joining the Webinar. This web seminar is sponsored by Citrix.

About Citrix Online:
Citrix Online provides secure, easy-to-use online solutions that enable people to work from anywhere with anyone: GoToMyPC?? for remote access, GoToAssist?? for remote support, GoToMeeting?? for online meetings and GoToWebinar?? for larger Web events. A division of Citrix Systems, Inc. (Nasdaq: CTXS), the company is based in Santa Barbara, California.

About The Institute for International Research:
The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

NACCM 2009: The Power of Global Connectivity: Opportunities from a 24/7 Worldwide Alliance

Two billion Dell conversations are occurring each year online, through chats, forums, emails, etc. People are talking about you and you want to know what they are saying about you says Vida Killian who is responsible for Marketing & Online Conversations at Dell. She shared a quote from Michael Dell that states ‘These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My arguments is you absolutely do. You can be a better company listening and being involved in that conversation.’

Killian says that Dell has three objectives: 1) Build the brand, 2) listen, learn and engage, and 3) rapid innovation. Dell knew that social media was having a huge impact and expanded social engagement over time. According to Killian, they started with customer forums in 1995, blogosphere and social networking platforms in 2006, IdeaStorm website in 2007, and sponsored offsite properties in 2008.

Dell developed its website IdeaStorm as a result of a need for a customer-driven, central location for new ideas. IdeaStorm.com allowed them to encourage ideas, feedback, innovation and dialogue with and between their customers. What were the results, you ask? The IdeaStorm website has received 12,000 ideas to date (2,000 in the 1st week alone), and has resulted in approximately 400 ideas implemented.

Killian shared key lessons that Dell has learned over the years about social media engagement.

1. Engagement ‘there is pent-up demand and customers want to talk to you.
2. Open source idea generation transformed the way they operate. They not only have the IdeaStorm website but have added a Facebook Application that allows customers to post ideas directly to Facebook.
3. Customers want to engage both on and off your site. Community Forums exist on Ondell.com and Offdell.com.
4. Transparency and authenticity are key. Killian says that social media is ‘forgiving’ if you respond quickly to the negativity.
5. Social media responsibility no longer is just the job of the social media team. In the early days, Dell had a central team. Now they have distributed ownership to different company departments including sales, service & support, product group, and marketing.
6. Define measurement objectives. Keys include Technorati ranking, Net Promoter Scores, website traffic, etc.
7. Meet specific customer needs through social media. For example, when they needed to move inventory from DellOulet, they used Twitter to send coupons to their customers. Now, @delloutlet is in the top 50 Twitter accounts and has over 1million followers. They currently have over 35 official Dell accounts on Twitter and many more personal accounts.
8. Customers want to connect globally. It is a challenge because of language and cultural barriers. Growth potential is huge to connect with customers all over the globe.

Dell’s original goal was to simply build the Dell brand. What they’ve found is that Dell doesn’t own the brand, customers do. When you engage with them, you are building the brand together which is more powerful than doing it alone says Killian.

Creating a Customer-Centric Social Media Strategy that Works

Here’s a guest post from Norma Huibregtse on the Customers 1st blog that I thought might be of interest to our community readers. NACCM is currently taking place so make sure to subscribe to the NACCM blog for live updates from the event. Check the post out below.

Business owners want to jump on the social media bandwagon but just don’t know where to begin. Becky Carroll, founder of Customers Rock!, believes you must have a strategy to engage in social media today. In her presentation today, “Putting Together a Customer-Centric Social Media Strategy that Works: Deciphering the Hype from Reality”, she discusses how to put together a customer centeric social media strategy that works.

Why consider social media? Carroll says because your customers want it or management wants it. She reminds us that 60% of Americans are using social media, 93% believe a company should have a presence in social media and 85% believe a company should interact via social media. Using social media helps to remove the ‘faceless veil’ so that customers can get to know you on a personal level says Carroll.

According to Carroll, hitting the Social media sweet spot allows us to:
‘ build trust with customers
‘ build community
‘ WOM maximizer
‘ two-way conversations

Based on the book Groundswell, Carroll shares several reasons to use social media: to listen, talk, energize, help and embrace your customers. Ask your customers which social media venues work best for them.

How do you create a social media strategy? Carroll says you should participate by first listening, deciding what you want to do with your customers and choose the right tools. Establish social media goals. What do you want to do? Share your expertise, build relationships, create a conversation, customer service, or be more human?

Carroll shared several company examples which are successfully using social media. She mentioned the top three brands with the deepest brand engagement using social media Starbucks, Dell and Ebay. Other examples include Coca Cola, JetBlue and Cisco. Coca Cola’s Fan Page was developed by two loyal customers. JetBlue Airways uses Twitter for customer service and has over 1.4 million followers. Cisco CEO John Chambers was captured on video in his office doing duck calls. The video was posted on their blog and allowed customers to see his human side.

The key to social media is in the planning. Decide who is in charge of social media. Many are outsourcing to marketing companies and PR firms. Carroll believes you should not outsource this to someone outside of the company. Find someone in your organization who would love the opportunity to create conversations about your company. Everyone needs to be involved in strategy: marketing, customer service, R&D, C-level, and employees.

Decide which metrics are the most critical. Start with small, focused pilots. Remember, you must be consistent as it is a relationship-building activity for the long term according to Carroll. Ask for customer feedback and revise your strategy as needed.

You can engage in social media in a planned way. Set up the plan and get your organization involved. According to Carroll, it takes a little nurture and care. Little things like ‘thank you’ matter to your customers. Begin by listening is Carroll’s strongest advice.

NACCM 2009: Creating a Customer-Centric Social Media Strategy that Works

Business owners want to jump on the social media bandwagon but just don’t know where to begin. Becky Carroll, founder of Customers Rock!, believes you must have a strategy to engage in social media today. In her presentation today, “Putting Together a Customer-Centric Social Media Strategy that Works: Deciphering the Hype from Reality“, she discusses how to put together a customer centeric social media strategy that works.
Why consider social media? Carroll says because your customers want it or management wants it. She reminds us that 60% of Americans are using social media, 93% believe a company should have a presence in social media and 85% believe a company should interact via social media. Using social media helps to remove the ‘faceless veil’ so that customers can get to know you on a personal level says Carroll.

According to Carroll, hitting the Social media sweet spot allows us to:
‘ build trust with customers
‘ build community
‘ WOM maximizer
‘ two-way conversations

Based on the book Groundswell, Carroll shares several reasons to use social media: to listen, talk, energize, help and embrace your customers. Ask your customers which social media venues work best for them.

How do you create a social media strategy? Carroll says you should participate by first listening, deciding what you want to do with your customers and choose the right tools. Establish social media goals. What do you want to do? Share your expertise, build relationships, create a conversation, customer service, or be more human?

Carroll shared several company examples which are successfully using social media. She mentioned the top three brands with the deepest brand engagement using social media Starbucks, Dell and Ebay. Other examples include Coca Cola, JetBlue and Cisco. Coca Cola’s Fan Page was developed by two loyal customers. JetBlue Airways uses Twitter for customer service and has over 1.4 million followers. Cisco CEO John Chambers was captured on video in his office doing duck calls. The video was posted on their blog and allowed customers to see his human side.

The key to social media is in the planning. Decide who is in charge of social media. Many are outsourcing to marketing companies and PR firms. Carroll believes you should not outsource this to someone outside of the company. Find someone in your organization who would love the opportunity to create conversations about your company. Everyone needs to be involved in strategy: marketing, customer service, R&D, C-level, and employees.

Decide which metrics are the most critical. Start with small, focused pilots. Remember, you must be consistent as it is a relationship-building activity for the long term according to Carroll. Ask for customer feedback and revise your strategy as needed.

You can engage in social media in a planned way. Set up the plan and get your organization involved. According to Carroll, it takes a little nurture and care. Little things like ‘thank you’ matter to your customers. Begin by listening is Carroll’s strongest advice.