Nissan: Diagnostic social care, presented by Anne McGraw
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SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings S O C I A L M E D I A . O R G M E M B E R M E E T I N G 3 2 C H I C A G O Nissan Anne McGraw Diagnostic social care
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Transcript of Nissan: Diagnostic social care, presented by Anne McGraw
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO
NissanAnne McGrawDiagnostic social care
DIAGNOSTIC SOCIAL CARE
Anne McGraw Senior Manager, Customer Experience – Nissan North America @abmcgraw
BACK TO THE FUTURE
2012 – TIPPING POINT
HEAVY DUTY TOOLS
INSANE (OLD) WORKFLOW…LOOK FAMILIAR?
THE INFORMATION ECOSYSTEM
Social
PR
Legal
Consumer Affairs
Manufacturing
Engineering
Product Planning
Dealers
THE DATA EXCHANGE
REPORTING & COMMUNICATION
Weekly “executive” dashboard monitoring reports
Specific issue/topic ad hoc reports
Focus on end-user feedback & conversations Marketing buzz versus social intelligence
BUZZ VOLUME VS. VOC
IN THE BEGINNING….
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8/1-9/3 9/3-9/18 9/19-10/14
Social Support Cases CreatedCA Cases Escalated by Social SupportOngoing Cases Worked By Social Support
27 42
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72
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149
94
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100
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90 128 113
48
0
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12
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-12
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Listening Report: Customer Concerns on Social Media
Local media story is picked up by AutoBlog generating buzz and comments.
• Weekly executive monitoring report • Engineer requests customer contact
information
• Engineer and customer connect • Social support starts tracking
CURRENT REAL-LIFE PROCESS
Product Issue mentioned
Research – is this “known”?
Profiling/data tagging/CRM capture
Escalation vs. FYI: Who & When?
Closed-loop communications
INTEGRATED, CLOSED-LOOP PROCESS.
Social
Calls
Engineering
Dealer Staff Training
Manufacturing
Warranty Legal Dealers Field
CRM
Product Planning
R&D Marketing/PR
INTEGRATED, CLOSED-LOOP PROCESS.
Social
Calls
Engineering
Dealer Staff Training
Manufacturing
Warranty Legal Dealers Field
CRM
Product Planning
R&D Marketing/PR
Communication. People. Period.
THE REACTIVE NATURE OF SOCIAL
SOCIAL ORG EVOLUTION
listening engaging assisting driving change
Marketing/PR Customer Service Research
INNOVATION MEANS DRIVING CHANGE
THANK YOU Anne McGraw
Sr. Manager - Customer Experience, Nissan North America @abmcgraw in/abmcgraw
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO
