Benchmarking Social Media Customer Service

Benchmarking Social Media Customer Service

Opportunities & Best Practices for Social Care

White paper | Overview

TELUS International

10 / 2011

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Social care = customer service strategy

“Social Care” are efforts companies make through social media to listen and respond to customers

Companies are at the early stages of building the people, processes & technology to support social care

Big brands like Apple, Dell and Google are embracing the

opportunity to provide customer support using dedicated social care

channels

Analysts like Gartner predict that at least 35% of customer service

centers will integrate some form of social capability by 2013

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Benchmarking social care

White Paper: Opportunity & Best Practices for Social Customer Service

Study assessed 7 leading consumer electronics providers over a 1 week period

Social posts had to:

Relate to customer service only and contain key words such as “customer support” or “customer service” or “tech support”

Originate in U.S. or Canada

Be written in English

Includes social care examples from: Apple, Best Buy, Dell, DIRECTV, Google, HP, RIM & Zappos

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Low sentiment marks for customer service

Social media has become a primary touchpoint for many customers

Across the board, the brands in our study get high marks from customers

But, the sentiment scores for customer support (isolated) in social conversations were consistently lower than the brand

A real opportunity exists for customer support to boost (and even lead) the overall brand sentiment scores of a company

For example….

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Opportunity to leverage brand sentiment

From the study, Apple had one of the highest positive net sentiments for customer support – but even it lagged behind brand sentiment, indicating customer support is a net negative for the brand overall.

Apple Sentiment

Apple Customer Support Sentiment

iPhone 4G’s antenna issues

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= Opportunity to raise social brand perception.= Opportunity to raise social brand perception.

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Best practices are a mix of tactics

Best practices for social care are emerging but are not consistent even among high-tech leaders

Examples: HP’s use of social channels for customer-

to-customer support with little direct

intervention

Best Buy’s extensive use of employees

empowered to provide proactive social care

via Twitter

Google’s use of “how to” videos, taking

advantage of rich media capabilities to

provide customer support

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What you’ll learn from the whitepaper

Why is Social Care Important?

Magnitude of Customer Care Conversations on the Social Web

Where are Social Care Conversations Occurring?

How Leading Companies Respond

Who’s Doing What Best?

The Sentiment towards Customer Care on the Social Web

Emerging Best Practices for Social Care

Key Takeaways / Recommendations

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About the authors

Kim Keating, SPOT Consulting & Dave Evans, Social Dynamx

TELUS International commissioned the benchmarking study from Kim Keating and Dave Evans, independent consultants with deep experience in customer service and social media. Dave is a best-selling author and social strategist for Fortune 500 companies. Kim has over 17 years in customer service and contact center consulting.

TELUS International

TELUS International is the global arm of TELUS, a leading national telecommunications company in Canada with over 12 million customer connections. TELUS International delivers contact center outsourcing solutions to some of the world’s largest and most respected corporations. Its multi-channel programs include voice, email, chat and social media customer care.

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Learn more:

Web: telusinternational.com

Twitter: @TELUSint

Email: [email protected]

1.800.306.1586 (toll free North America)

1.780.392.0160 (global)

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© 2011 TELUS and TELUS International. Other company and brand, product and service names are for identification purposes only and may be trademarks or registered trademarks of their respective holders.