Delfin Vassallo - @DJVassallo Social Media Operations Manager Microsoft Devices Group Going Global: Creating an International Social Customer Service
Going Global: How To Create an International Social Customer Service Strategy
May 10, 2015
Delfin Vassalo describes how Nokia has created a global social customer service strategy that pieces together 72 Facebook accounts, 27 Twitter accounts and 42 languages, with over 10,000 customer queries per month on Facebook and Twitter alone.
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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 :)
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