Call Center Week 2014 - Become a Social Business
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Transcript of Call Center Week 2014 - Become a Social Business
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Dennis Stoutenburgh
Social Media Customer Engagement What is social customer service? What are the best practices? How can social supplement inbound and outbound tactics? Who are the companies / case studies to follow?
Key Takeaways• Social Listening for call center • Social media for Inbound / Outbound• Social media win-back programs
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http://stratuscontactsolutions.com
Socialnomics 2014 video
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Socially Enabled Consumer – Embrace Them!
1. Unprecedented access to Voice of Consumera) Preferences – Product, Service, Sentimentb) Competitive Insights
2. Limitless Engagement Opportunities
3. Transformative Data Intelligencea) Enhance Customer Experienceb) Execution – new menu items, management c) Growth Strategy – markets, expansion
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Why Brands Don’t
• Message not controlled – scary!• Early Social Metrics – Fans, Followers,
etc – No Attributable ROI• Mistakes can go Viral
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
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Why Should They?• Harvard Business study shows one star Yelp increase can
increase revenues by 5 to 9 percent.• Harris Interactive study reports 71% of consumers rely on
peer ratings and reviews to influence purchase decisions.• More than 50% of Americans trust User Generated Content
(UGC) over corporate websites (16%) or news articles about a company or product (14%) (Bazaar Voice).
• Nielson Global Survey reports online customer reviews are the second most trusted form of advertising (70%) only behind personal referrals from friends or family.
Answer: Your Business Future May Depend on It!
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What Are The Social Metrics That Matter? Likes? Followers? Sales?
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There’s a Problem with Attribution
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Engagement is Economics
Forrester Report: % probability of having made a brand-related purchase within 12-months
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Why Do Customers Engage?
1. Rewards – Discounts, Sales
2. Communications – Opportunities, Customer Care
3. Entertainment
4.Community – UGC – Aligned Goals
Customers Want to Engage – Provide Value
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Customer Expectations Changing
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Social Customer Care is Marketing
Customers expect to be engaged throughout the entire product lifecycle, not just during sales
process.
Social Care Best Practices - Proactively Reactive
1. Timely
2. Relevant
3. Personal
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Timely
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Relevant
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Messaging regardless of Purpose (Marketing, Research or Care) Must be Personalized!
Social Media provides window to personalize themessage
Brands need to take Advantage• Issue• Channel Preference• Location• Influence
Non-personalized messaging: Channel Irritation
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
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Building an Engaged Community
1. Social Listening drives Strategy
2. Platform Analytics
3. Brand Content Creation driven by Listening Campaign
4. Community Management
1. UGC drives Engagement
2. Social Care – drives loyalty, connects with audience
3. Ratings and Reviews Matter – A Lot!!
4. Transparency = Trust
5. Empowered Communities drive revenue, product development, loyalty, affinity and creativity
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
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Connect
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Connect Applications
• Brand Awareness and Engagement– Education – Universities & skilled trade– Restaurants– Entertainment– Retail– Communications–Wireless
• Customer Care
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It’s All Measureable
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Key Takeaways
1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics
2. Social media users want you to engage with them - Deliver Value
3. Messaging Must Be - Timely, Relevant and Personal
4. Create meaningful content and you’ll foster brand advocates
5. Communities should be Fostered not Controlled!
6. Measure and analyze the data to Refine/Evolve Strategy!!
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THANK YOU
Contact Info:
Dennis Stoutenburgh | @DennisSS1972.267.0100 (Office)[email protected]
SOCIALSTRATEGY1.COM | @SSTRATEGY1
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Jim Iyoob
Social Media Center of ExcellenceAn overview and step by step process to launch social media as a functional service in your multi-channel contact center.
Key Takeaways• Social media Reps vs. Call Center Reps• Training, Process, & Policy• Launching your first social program