Debunking the Myths of Social Customer Care by Hootsuite & Zendesk

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Debunking the Myths of Social Customer Care

Executive Breakfast Session23rd August 2016

Speakers

Tom BlackmanDirector of Sales

Zendesk Asia@tomblackman_

Roger GrahamDirector of Growth & Marketing

Hootsuite APAC@TheRogerGraham

Debunking the Myths of Social Customer Care

What we’ll cover

Setting the Digital Scene

Social customer service myths

Myth #1: Social CRM is only about customer service

Myth #2: Social customer service reduces negative sentiment

Myth #3: Social CRM is a cost centre

Myth #4: Social customer service is a reactive role

Myth #5: It’s only about Facebook and Twitter

Insights and Questions

Setting the Digital Scene

We’re in an era of

unimagined disruption

Source: ‘Digital Transformation’ Report, Altimeter

Social

Collaborative Economy

Mobile

2016

2005

This represents not just a shift in technology

but also a fundamental

cultural shift

Baby boomers

Millennials

2011 workforce tipping

point

2026born in an

era of social

Driven by digital natives

4.3B

email accounts5.4B social media accounts

Massive scale

60%of people who complain

on Twitter expect a response

within an hour

Source: Twitter

The social customer journeyThe alignment of business to customers at every

touchpoint in their digital journey.

The social customer journey

EngagementAwareness AcquisitionEvaluation Advocacy

What does this digital transformation mean for customer support?

Social customer care is the new reality

67% of customers turn to social media to get support - to complain, question and praise.

Customer experience is going to be the

biggest competitive differentiator by 2020.

50% of customers quit doing business with a

company from bad customer experience.

Myth #1Social customer service is only about complaints

Truth: it involves many types of customer interactionsThese can include:

● Product feedback● Queries● Sales outreach● HR● Complaints

Social CRM is about complete customer engagement and to fully offer good support your teams need to be able to address them.

Domino’s recently launched “pizzaturnaround” campaign to change their ingredients.

They’re using the hashtag #newpizza as a way to gather realtime feedback from customers and incorporate that into development of their new pizza.

Results: 14% rise in sales, 50% jump in stock price

Wrong: #yourtaxi

Who’s doing it right: Domino’s

Myth #2Social customer service reduces negative comments

Truth: negative comments will still happen, but it’s not necessarily a bad thing

Customer feedback is always beneficial, and offers you an opportunity to improve● Your product● Your service

Make sure you show appreciation for any feedback and demonstrate how you are taking it on board to improve. You will win back customers that waye.g. Hasbro updating their easy-bake oven to be gender neutral

It is far worse for brands not to respond - people will still give their negative feedback regardless, but your brand won’t have an opportunity to improve the situation

Toymaker Hasbro made a significant change to its Easy-Bake oven, thanks to customer feedback on social media.

After a young customer gained major support on YouTube and Change.org requesting that Hasbro throw out its “girls-only” branding, Hasbro released a gender neutral version of the toy.

Who’s doing it right: Hasbro

Myth #3 Social CRM is a cost centre

Truth: Customer service contributes to revenue: relationships are at the heart of every sale

Social media has radically changed the buyer-seller relationship. Customers expect engagement within hours of asking a question about your product or service.

Great customer service on social is your sales department’s best ally. Without it, you lose your competitive edge.

Over 50% of customers are likely to abandon their online purchase if they don’t find or receive a

prompt answer to their question.

Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016

After having a bad experience with one of Zappos’ Facebook ads, social media influencer Ted Rubin complained about it on his blog.

Without tagging or calling attention to them in the article, Zappos picked up on it and offered him a free pair of shoes.

The shoes arrived only a few days after the discussion.

Rubin quickly posted another blog extolling the virtues of Zappos to his followers

Who’s doing it right: Zappos

Myth #4Social customer service is a reactive role

Truth: Customer service should be proactive

Proactively identify issues and opportunitiesUnlike voice support and email, social media is a public, two-way channel. You don’t have to wait for a complaint before engaging with customers.

Be more efficient and keep more customersResearch by Enkata found that proactive service on social can reduce call volumes by as much as 30 percent, while increasing customer retention rates by 3 to 5 percent.

89% of customers are frustrated by having to repeat themselves to multiple representatives.

Source: Forrester “Transform The Contact Center For Customer Service Excellence” Report 2016

Myth #5It’s only about Facebook and Twitter

Truth: You need to engage where your customers are

Twitter and Facebook are both relevant as a social customer service platform. However, the truth is that social service has gone beyond them.

Brands need to find out which one is relevant to them as a social customer service channel.

1. Proactively identify issues and opportunities.2. Be efficient and keep more customers.3. Respond to customers in real time.4. Improve social customer service with data.5. Manage multi-channel support with CRMs

Top tips to have a winning Social CS program

Q & A

Want to know more?Read our ebook

How Being Customer-Obsessed on Social Media Will Grow Your Brand

Available here: http://ow.ly/ElS1303sks3

Thank you