Conociendo el Nuevo. Microsoft Social Engagement. Guillermo Ramhorst Microsoft LATAM Dynamics CRM

Transcription

1 Conociendo el Nuevo Microsoft Social Engagement Guillermo Ramhorst Microsoft LATAM Dynamics CRM

2 Vivimos en un mundo conectado En cualquier lugar, todo el tiempo 6.8+ BILLONES en móviles 150 VECES AL DÍA es el promedio de veces que una persona chequea su teléfono 1.7+ BILLONES de usuarios de medios sociales 400+ MILLONES de tweets por día sobre productos, servicios y marcas

3 People are sharing more than ever before 2.5B pieces of content shared each day 100 hours of video uploaded to YouTube per minute 5,700 tweets per second

4 Esto cambió la forma en que las personas se informan, se conectan y toman sus decisiones

5 9% Are likely to leave their bank in the next six months 53% Quality of service is a key deciding factor 40% Are unsure if they will stay with their bank long term 49% Ease of use is a key deciding factor Encuesta a más de 18,000 clientes bancarios en más de 35 países Fuente: Capgemini

6 80% Delivery gap 8% Compañías que creen que proveen una propuesta superior Compañías cuyos clientes están de acuerdo Bain Customer-Led Growth diagnostic questionnaire

7 Por eso los vendedores deben cambiar su forma de vender 73% del personal de ventas que usa los medios sociales para vender supera el desempeño del que no lo hace 3% 66% de referencias de LinkedIn de segundo grado dan como resultado una reunión de llamadas en frío dan como resultado una cita

8 Changing Customer Service Expectations Self-Service 67% Mobile 45% Social 70% Of consumers use web self-service to find answers to their questions. Of consumers say offering a better mobile experience would have made a difference in their decision to switch. Increase in the use of social channels for service with an average response time of 5 minutes or less.

9 Modern Customers, Modern Realities 65% HAVE YOU EVER LEFT A BRAND DUE TO BAD CUSTOMER SERVICE? No Yes 35% HAVING TO CONTACT MULTIPLE TIMES FOR SAME ISSUE BEING PASSED FROM AGENT TO AGENT IMPOLITE / RUDE CSR BEING PUT ON HOLD FOR A LONG TIME CSR STAFF CANNOT ANSWER QUESTION ANOTHER STEP REQUIRED POOR FOLLOW-UP INABILITY TO REACH A PERSON LIMITED INFO ONLINE 11% 24% 24% 23% 47% 43% 37% 35% 33%

10 Marketing debe enfrentar desafíos como nunca antes Los Clientes están 57% Avanzados en el proceso de decisión antes de contactarnos 2 de 3 CMOs se sienten presionados en demostrar el valor de marketing** >50% De los CMOs admiten no estar preparados para este cambio

11 El Desafío: Gestión integrada de los puntos de contacto Live Chat Cases / Tickets Knowledgebase and FAQ s Social Monitor Mobile Consolidar información fragmentada Communities Downloads Provide a 360 degree view of your customer Facebook Wall & Pages Proveer una experiencia fluida y consistente a través de los diferentes canales Web Search Surveys Twitter Stream Blogs and Forums Reducir costos de atención, aumentar capacidad y mejorar la satisfacción de la atención Phone Video Comments Metrics & Reports

12 Customer engagement Personalizado Proactivo Predictivo

13 Plataforma de Digital Engagement

14 Being social vs. strategic social Only 83 % of Fortune 500 companies have corporate Twitter accounts 80 % of Fortune 500 companies are on Facebook 97 % of Fortune 500 companies have a corporate presence on LinkedIn 17% of US companies identify their social strategy as mature.

15 What s top of mind for savvy social-minded companies? Listen everywhere Analyze sentiment Drive engagement

16 Listen everywhere Listen to what people are saying Learn how people really feel about your business See how you stack up to competitors 72% of all internet users are now active on social media Pew Research Center

17 Analyze sentiment Determine your share of voice across social channels Know who your key influencers are Figure out what is resonating with the market 39% of companies do not track their social media responses at all Satmetrix

18 Drive engagement Foster conversations about your brand across social channels Turn insight into action with proactive participation Capture feedback and respond quickly to escalated issues 55% of companies ignore all customer feedback on Twitter and Facebook 1 Source: brands-ignore-customers-social-media_b22814 Satmetrix

19 Microsoft Social Engagement Social Listening Social Analytics Social Engagement Social CRM

20 Social Listening Social listening Listen to what people are saying globally across Twitter, Facebook, Blogs, Videos and 5,000+ news publications and wires. Key influencers Identify and follow people actively talking about your brand, products, or services. Sophisticated alerts Detect trends and listen for specific posts to keep you informed on the topics you care about.

21 Social Analytics Sentiment analysis Gain a true understanding of your business, customers and topics that matter most. Share of voice Track and measure topics you care about across all sources. Buzz analysis Get insights at a glance with the ability to analyze by location and key metrics such as: volume trends, share of voice, text mining and tag clouds visualizations.

22 Social Engagement Engage and collaborate Collaborate with teams to build deeper relationships with customers by engaging on Twitter and Facebook. Community management Social Center provides a platform for community managers to interact with customers, fans and critics. E2E customer experience Transform social interactions into end-end customer experience with the ability to create CRM actions like cases and opportunities from social posts.

23 Social CRM Social Sales Win faster when you leverage social to identify and act on buying signals, monitor key developments at your top accounts and track competitors. Social Marketing Manage your brand reputation, nurture influencers, measure campaign effectiveness and strengthen your community management. Social Care Keep customers happy by identifying any customer issues and trends early on and being proactive on Twitter and Facebook.

24 User Interface New modern user interface that is intuitive and easy to use with visual filtering. You can choose a light and dark theme to suit your visual preference. Social Analytics Reimagined analytics with new visualizations including phrase clouds, top fans, top critics and top hashtags for greater insight. Social Center Collaborate with sales, marketing and service teams and engage with social communities. Social CRM Create CRM actions like cases and opportunities from social posts Sentiment Analysis Improved sentiment analysis combining natural language processing & machine learning techniques.

25 Democratized Social for everyone Sentiment analysis Sentiment analysis is available in 6 languages; 13 additional languages planned* Powerful social analytics Social profiling and social segmentation Integrated social End-to-end customer experience from listening to engagement. Ability to create CRM actions.

26 Any questions? Contact Michelle Kimihira

27 Analytics: Overview

28 Analytics: Overview filter = Twitter

29 Analytics: Conversations

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44 Microsoft Social Engagement - Pricing Includes: - Social listening - Social center (2 streams per user) - Social accounts - Trend alerts - And more! Includes: - Social listening - Social center (unlimited streams, sharing streams, assigning posts to users, integration with CRM) - Social accounts - Trend alerts - And more! Includes: - Social listening - Social center (2 streams per user) - Social accounts - Trend alerts - And more! Includes: - Social listening - Social center (2 streams per user) - Social accounts - Trend alerts - And more! Additional Posts $100 for 10,000 posts/month (per org) $700 for 100,000 posts/month (per org) $4,000 for 1,000,000 posts/month (per org)

45 Customer stories

46 Hamburg Port Authority As Europe s second largest port, HPA needs to make informed decisions with split-second timing. Social Engagement allows HPA to quickly identify challenges and respond more effectively. By monitoring social, HPA can gauge the opinions of citizens and be a good neighbor. Microsoft Social Engagement can help us to get more information much faster out of the social environment where the port is embedded. This enables us to make smarter decisions in the future. Sebastian Saxe Chief Digital Officer Hamburg Port Authority

47 Liebherr Group Liebherr Group realized it was vulnerable to a social media flame war which can arise and spread quickly. With Social Engagement and CRM, Liebherr Group can react quickly and effectively to customer feedback. Within six months of using Social Engagement, sentiment has improved significantly from neutral to positive.. Microsoft Social Engagement is our early warning system; it allows us to solve issues as they arise For us it s a social customer relationship management system; it s the future of CRM. Tobias Ilg Social Media Manager Liebherr Group

48 Marston s Pubs Listen to customers to ensure best experience Analyzed incredible volumes of social content Understand customers preferences and act positively in response Our goal is to gain a deeper understanding of our customers and deliver a fantastic experience again and again. With Microsoft, we can do this better than ever before. Paul Hume, Development Manager for Emerging Technologies, Marston s Pubs

49 Sealord Group, Ltd. Track competitors, industry, customers Measured immediate uptick in sentiment post an anti-shark-finning press release Corrected misinformation being posted on a recreational fishing forum, leading to an Ask Sealord Anything section on the forum Without Microsoft Social Listening, we would not have had the opportunity to hear what was top-ofmind for our stakeholders and the community we serve and ensure Sealord s work to be sustainable in these areas was understood! Alison Sykora Public Affairs & Communications Manager Sealord Group, Ltd.

50 Primary use as a research tool Lecturers & students analyze the brand & subjects like engineering The tool is easy enough for students to learn without a lot of training Microsoft Social Listening is very flexible. We can adapt it to our needs in research projects. Perfect for us! Dr. Ines Jansky University Lecturer Corporate Communications HTW Chur, Switzerland