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Use Case KLM Campbell McDermid Strategist Marketing Cloud
June 30th 2015
14th April 2010 Eyjafjallajokull erupted
10M travellers effected Airline traffic halted KLM forced to communicate to passengers in new ways Birth of social media service
“You have to be where your customers are”
35,000 cases a week
Customers choose channel of least resistance Any channel will do Response time 30 minutes SLA
“If you are active on social media you MUST offer customer support
Making it easy for the consumer
Whilst scaling up in the background
Resourcing to cover the small things that were known to have high value
They focused on small actionable chunks of data
Investing where the demand is concentrated
Connecting virtual with physical
And being relevant authentic and transparent
KLM are now reaping the rewards
5 steps to launch a SCS Social Customer Service
1. Start with Listening
• Owned properties (Mktg, Service Agts, Communities)
• Replies & Comment Threading
• Integration to Service Cloud for Case Creation
• Owned TW and FB Accounts
• Include Brand & Support Twitter Handles
• @cares @outlet @edu @campbell@SFDC
• Include DM for Twitter & Facebook, G+, Sina Weibo
• Integration with Communities
Listen – beyond “owned”
• Proactive Listening
• Twitter Focused
• Larger Volume than “Managed”
• Key to Retention & Improved
Social Reputation
• Important to Optimize Listening
& Reduce Noise
• Bank of America 100k/month
2 Engage Engagement
1. What is your response culture (in social media policy doc ?)
2. Knowing when Public vs Private
3. Praise & Relationship Building
4. Closed Loop Follow Up (connects to NPS)
5. Crisis Management
6. Influencer identification & management
3 Governance Handle Issue Resolution Publicly & Don’t Use Template Responses
Social Media Policy
Brand Personality
Compliance
Legal
Workflows
4 Align Operations & Workflows Community Managers, Marketing or Call Center Agents?
Social Media Marketing Metrics Social Service Metrics
Sentiment & Share of Conversation
How Many Customers Thanked Today
Friends, Followers, Views, Likes, ReTweets
How Many Customers Helped Today
Word Clouds & Hot Topics Volume of Service Issues by Source (Facebook, Twitter, YouTube, Forums, Blogs)
Influencer Analysis Top 10 Complaints & Inquiries in Social
Geo-Location Insights Response Time & Escalations By Source
Examples 1 Call deflection v Consumer Education 2 Supported help v self help
3 Email v chat
• Will case assignment be manual or auto-generated ? • Do you have guidelines on driving workflow to queues/
users? • Influencers (Klout, Twitter Followers, Source Tag)/
Sentiment • Keywords/Phrases • Language • Media Type – (TW/FB) • Manual Tags/Priority
5 Measure what matters
Most often measured metrics 1. # Engagements & Engagement % on
Mgd Accounts 2. Customer Satisfaction 3. Response Time 4. Retention Opportunities & Customers
Helped 5. Revenue 6. Top issues 7. Cross Channel Reporting 8. CSAT/NPS
Additional Metrics Inbound vol by day Vol by social site
Inbound vol by hour #likes RT’s
Response time # reporting tags
Case close time Reporting by Influencer
NPS X-channel report
Total vol trended over time Social resolution rate
Top issues # Social profiles captured
Open case visibility Productivity – quality not quantity
Social Customer Service Use cases & value drivers
Social Customer Service: Key Use Cases
Customer retention
Sales Leads
Customer Experience
3
1
2
Value Drivers Social Impact Measures
Business Metrics
Customer care at the point of need Treat me as an individual Know my value
Speed of response Preferred channel & device Likes, shares re-tweets Increase in influencers Social resolution ratio
Net Promoter Scores Lifetime Customer Value Case close time
Responding to a request Pro active outreach Relevant to my needs
Engagement rates Attributable sales revenue Lead generation
Increase Av Order Value Product or service upsell ratios Lead to conversion ratio
Surprise and delight Seamless Consistent
Sentiment scores Influencer/advocate numbers Ranters into ravers
Net Promoter scores Brand advocacy