Going Global: How To Create an International Social Customer Service Strategy

Delfin Vassallo - @DJVassalloSocial Media Operations ManagerMicrosoft Devices Group

Going Global: Creating an International Social Customer Service

Consumers with positive customer service experiences are more likely to re-purchase and to recommend your brand

52% said a good customer service experience led them to purchase again55% switched to another company after a negative customer service experience48% actively recommended others not to buy a brand after a bad customer serviceDimensional Research, Zendesk.com

What our customers say?

We need to be where our customers are

By 2020 – 90% of customer service will be on social media

Gartner

Nokia Social Customer Service Evolution 2013

First Facebook direct support in ArgentinaFacebook support in APAC BaiduSina Weibo

Forum in Arabic+@NokiaCareArabic

Facebook support in LTA, IMEA, Europe

Forum in Vietnamese

YandexVkontakteTencent

2012German mktng forum transferred to cust support

Forums in Spanish and Portuguese launched + @NokiaSoporte@NokiaSuporteForums in Italian, Polish, Russian & Turkish launched + @NokiaHilft @NokiaPomoc @NokiaDestek

2011Forum in French launched + @NokiaCareFR

2010First Twitter accounts 100% dedicated to customer support @NokiaHelps@NokiaCareUS

2014Forum in Bahasa Indonesia + @NokiaDukungan+16 Twitter handles from marketing

More to come…

2005Nokia Support Discussions forum is launched in English

Making it happen

Training Tone of voice, brand guidelines

Right Profile Fundamentally different skills-set

Language Native speakers, understand the culture

Motivation Creativity, beat employee turnover

Challenge 1: People

Challenge 2: Processes

Escalations and Special Cases Handling complaints, technically difficult cases, referring to another channel

Everyday Operation What and how to answer. When not to answer

Social Media Crisis ManagementPlan for the best, prepare for the worstDeveloping AdvocacyRules for systematic engagement & content creation

Social Media ToolsTechnical limitations of social platforms (APIs, post limits)

Think Needs First Engagement vs Monitoring

Knowledge Management ToolsCentral Knowledge & Intelligence Management

The perfect tool does not existYou end up with 2, 3 or 4: engagement, tracking, CRM, ERP

Challenge 3: Tools

Results&Successes

Global Social Media Support Requests 161

K

25K

54K

115K

93K

Q1-13 Q2-13 Q3-13 Q4-13 Q1-14

23%

42%

23%

6%

5%

Nokia Support Discussions

@NokiaCareUSSocially Devoted 83% Response Rate

Social BakersQ3-2013

Nokia Social Customer Service Success

Source: Simply Measured, March 2013. Analysing Interbrand’s Top 100 Brands and showing how companies with dedicated customer service Twitter accounts are getting the best results when engaging and solving customers queries.

Social Bakers Global Ranking “Socially Devoted”:

•Top 5 on most responsive brands in Q3, Q4 2013 and Q1 2014, Electronics category

•Twitter handles in English, French, German, Russian, Spanish, Portuguese & Polish

Source: Social Bakers Socially Devoted Rankings 2013-2014

@NokiaHelps5th fastest to respond to customers (3.7hrs)

Interbrand Top 100March 2013

@NokiaSuporteSocially Devoted 79% Response Rate Number 1 Globally in Electronics category

Social BakersQ3, Q4-2013

Nokia Russia FacebookRussia 2nd Most Engaging page

Social BakersQ3-2013

@NokiaHilftSocially Devoted 85% Response Rate

Social BakersQ3, Q4-2013

@NokiaHelps3rd place globally for Response Rate (72%) - just behind Ford and Nike

Interbrand Top 100March 2013

@NokiaCareFR“Impeccable service from every angle. A model of speed and efficiency”French Magazine 01NetApril 2013

@NokiaSoporteSocially Devoted 82% Response Rate45 mins Average Response Time

Social BakersQ3, Q4-13, Q1-14

@NokiaPomocSocially Devoted 89% Response Rate

Social BakersQ3, Q4-2013

@NokiaHelps2nd Most Responsive Brand across all industries(70%)

Simply MeasuredApril 2014

The most important success metricWhat our customers like and want

I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great!

Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions!

Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much!

Now I’m happy Thanks and I’ve to say: Lumia 920 is a great work tool. Android get ready to (finally) lose a big market slice!!

Yes, super, thank you very very much for the fast reply. Best support for emergency cases :)

Thanks!

Delfin Vassallo@DJVassallolinkedin.com/in/delfinvassallo