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Customer Insight is a Key Benefit of Social Customer Service
November 2012
EBAY GLOBAL – FAST FACTS
108 M. customers
worldwide
66% of trading volume via fixed price items
Trading volume worldwide in 2011
$69 BILLION
200 K. Twitter
followers
worldwide
150+ pages/handles on various social networks
Facebook fans worldwide in 2012
9 MILLION
2
4
Shifting external landscape Social Customer Service is becoming Expected
Zendesk: ‘Social Media and the Future of Customer Support’ – January 2012
When a company
doesn’t respond to
complaints on social,
88% of customers said
they'd be less likely to
do business with the
company in the future.
Facebook & Twitter have the widest reach & influence
Everyone
More widespread
use
Less widespread
use
Social Media’s Role on the Customer Journey
Advisory
Pre-sale
Comms
Cross-
Sell
Complaint
Exit
Unternehmen/
Mitarbeiter
WOM
Advertising
Inquiry
DM
Awareness
Conside-
ration
Purchase
Churn
Advocacy
Post-sale
Relation-
ship
CCS
SOCIAL CONNECTION POINTS
SOCIAL CS CONNECTION POINTS
Our volumes are growing…
…as our customers realise we are providing Social CS
and our fan base grows
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12
EU Social CS volume monthly 2012
Social CS volume
How we interact with our Social Community
Twitter (@askebay, demandebay, fragebay)
• Educate, bit.ly links to tutorials, trading tips
• Tweet advice, direct messages
Facebook (UK, DE, FR, IT, ES)
• Educate, bit.ly links to tutorials, trading tips
• Private message, post eBay FB email, direct contact with customer
eBay Community (UK, DE, FR, IT, BE, NL, ES)
• Moderate, direct discussions, answer centre
• Direct email to ‘pinks’
What eBay Customers Are Saying...
24% of eBay customers surveyed
through Social prefer Social Media
as their sole support channel
Customer insight
Increased Customer Satisfaction
Extend positive brand reach
Detractors to promoters/advocates
Meet Customer expectations
Key Benefits of Social Customer Service
Social Customer Service Builds Loyalty
Extends positive
brand reach
Detractors to
Promoters
Potential Reach of 30,592 People
Who should you choose to staff the Social CS channels?
Socially savvy Connected
Customer focus Empowered
Social CS Specialist
Social Customer Service Delivers Insights
Actionable insight
Complaints
Community
Social CS
- Deliver insight back into
relevant line of business
- Drive for change where
appropriate
- Celebrate wins
Process Product Policy People
Before Declined cc = Message to contact CS, who
can only refer back to bank, help pages
After Clear, concise; reassures seller we’re
here to help. Encourages more selling
14
Before Customers have trouble contacting their
trading partners due to confusing site
flows.
After Addition of Contact Member button in
appropriate Online Customer Support
flows makes it easier to initiate customer
to customer contact.
15
Social connects us to live issues…. immediately
Issue: Some users were unable to log into the iPad eBay
Application due to a technical glitch in the app settings.
Twitter: We started to see tweets about this straight away,
through proactive monitoring of keywords on Twitter.
Resolution: Social CS team immediately passed this on to the technical teams
to resolve and the issue was fixed in ~45 minutes from first tweet
We are surprising and delighting our customers through
proactive outreach …. certainly surprising them!
Resolution: We helped this
customer get his account
set up and to troubleshoot
his email issues so he could
use his primary email for his
eBay account.
