Social Media: An Ocean of Customer Feedback. Living customer centricity in a digital world

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1 Social Media: An Ocean of Customer Feedback Living customer centricity in a digital world

2 Why Are You Here? The value that ICSA provides Customer centricity is not just the hot term Customer satisfaction isn t enough anymore We all want to be famous for our service

3 Storytelling We are a narrative species Regardless of the channel, we like to tell our story None of these channels are mutually exclusive take advantage of those we have access to

4 Social Media Stats Consumers want and expect a response, especially to a complaint 70% of Twitter complaints are ignored 25% of Facebook walls are ignored by major retailers Do not want responses from advocates alone Source: CNN.com/2012/03/27/tech/social-media/retailers-facebookquestions/index.html

5 Expectations Have Been Set People expect social media to have the same urgency as a phone call Brands are now getting accolades not just for responding, but for responding the fastest CNN reported those within 30 minutes Average is now within an hour

6 Engaged Customers are Loyal Customers Those who engage with a brand online spend between 20-40% more Good to great experiences between 30-40% Even those who had a negative service interaction at 20% more

7 Voice of Customer (VOC) Solicited and unsolicited feedback can be very powerful Few people respond to solicited feedback Where does unsolicited feedback currently go?

8 The Net Promoter Score

9 About Safelite The nation s leading vehicle glass repair and replacement company In-shop and mobile service available to 95% of the country Long life cycle - customer base averages vehicle glass damage approximately once every 7 years Low-awareness, low-interest, lowinvolvement category Very low expectations used to typical automotive repair experience Company focus on customer delight

10 Our Challenges Determining the appropriate social media strategy overall Engaging customers who don t want to need our service Being both proactive and reactive Handling negative customer service experiences, particularly from myriad sites Mitigating our online reputation concerns Empowering our advocates Getting everything in a single source to allow communication with the business

11 The Social Feedback Strategy Determine whether you have time to invest and whether you can afford not to invest the time Get senior leadership support Start in-house

12 The Social Feedback Strategy Legal Marketing The Social Customer PR Understand that it s NOT just Marketing s responsibility HR, PR, Customer Satisfaction, Operations, Sales, Legal and Marketing Sales HR A several-step strategy can take as little or as long as you need Operations Centralization helps

13 Step 1: Listen This assumes your customers are using social media to talk about your brand We re all out to uncover the little black box Real-time market research available 24/7 and it s FREE! Before you do anything else find out what people are saying and where they re saying it Listen long enough to anticipate posts

14 Step 1: Listen

15 Other Tools Analytics package Google Alerts Twitter search Google blog search Facebook search HootSuite Radian6 and so much more

16 The Good, the Bad and the Downright Awful

17 Step 2: Operationalize the Information Lump posts into buckets for trending Measure sentiment Contact the individual departments involved and share the information (This is when senior support comes in handy) Plan to take ACTION You don t spend thousands of dollars on focus groups and then do nothing with the information Find a customer service contact (or 4) and make them your new best friend The previous tools can also help you here, too

18 Step 3: Engage DO NOT send in the intern! Be committed it s not just talk Be genuine and human this is not PR Use your army educate your people

19 Step 3: Engage Customer service is different than community Engagement is both emotional and rational Motivate your key influencers to share, share, share It works!

20 Step 4: Turn Unsolicited Feedback into Solicited Feedback Once present on social, tell everyone everywhere Your commitment has to be there, though One simple solution netted us 20,000 5-star reviews in just 5 months Collect those addresses! Make it as simple or complex as you like Ask them how they liked your brand/product/service, then ask them to tell their friends If they re a promoter, they will gladly do it

21 Step 4: Turn Unsolicited Feedback into Solicited Feedback

22 Step 5: Plan for the Unexpected You can t make everyone happy at least not all the time There will be a time when you need a backup plan Use your operationalized buckets to identify your weaknesses Sit down with your PR team and develop a series of crisis communication plans for any known issues that could arise and expect them to Anonymity In a flameout, nobody wins

23 How Do I Know?

24 Step 6: Exceed Expectations Take a page out of KLM s or Kotex s handbook

25 Recapping the Social Feedback Strategy Step 1: Listen Step 2: Operationalize the information Step 3: Engage Step 4: Turn unsolicited feedback into solicited feedback Step 5: Prepare for the worst, just in case Step 6: Exceed expectations

26 Thank You Facebook.com/safelite Blogsafelite.com