The Role Social is Playing in Customer Service - Today, Tomorrow and in the Future

The Role Social is Playing in Customer Service Today, Tomorrow & Forever Tricia Gellman Sr. Director SMB Solutions

/tricia.gellman

@triciagellman

In/sfmrktg

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Our Mission: Cloud Computing Driver, Catalyst and Evangelist

Mainframe

Today 1960s

Client/Server

1980s

No Hardware/Software Subscription Model

Automatic Upgrades Constant Innovation

Enterprise Cloud Computing

#1 in Cloud Computing and Customer Relationship Management

#1 Sales, Service, Marketing

Cloud Computing

Innovation 2011, 2012

The Social Revolution

1960s Mainframe Computing

1970s Mini

Computing

1980s Client Server

Computing 1990s Cloud

Computing

2000s Mobile

Computing

2010s Social

Revolution

x 10x 100x 1,000x 10,000x 100,000x

Today, People Are Discussing Your Brand

340M Tweets Per Day

2.7B FB Posts Per Day

Billions Blog Posts Per Day

Sources: Penn State College IST Social Study, Twitter, Facebook, YouTube, Visible Technologies

150M Conversations

Per Day

Most Businesses Are Not Listening #FAIL

95% Facebook Brand

Posts NOT Answered

Sources: SocialBakers “Companies Respond to Just 5% of Questions on Facebook”; Sysomos “Replies and Retweets on Twitter” l Study, Twitter, Facebook, YouTube, Visible Technologies

71% Twitter

Complaints NOT Answered

= 88% People Unlikely to Buy

from Brands that Ignore Their

Complaints Online

If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”

6 friends.

6000 friends. - Jeff Bezos, Founder & CEO

Cancels $5 debit card fee after Molly Katchpole’s online petition gains

over 150K signatures.

Spots misinformation around Holiday Tipsy Tow marketing program

Posts public Twitter apology to musician that was kicked off the

plane after clothing dispute.

Social Has Created a Dramatic Impact on Customer Service

The Impact Extends to Your Entire Company

Marketing

Service

Sales

How Can You Connect Everyone and Use Social As a Benefit?

You Need to Start By Listening

Today’s customer is social and mobile

Social media is the new 800 number

Connect to all channels: traditional and social

“25% of our cases now come from from social media, that’s equivalent to cases coming over the phone. If the phone was ringing would you not pick up?”

- John Rote, Head of Support

Bonobos Scales Customer Service

Leading men’s clothing e-commerce retailer

Needed to scale while maintaining personalized service

Increased customer satisfaction to 97% with Desk.com

Grew social support by 800% over Twitter

Put a System In Place

Setup a professional support tool that everyone can use

Share customer data between support and sales

Move cases from open to resolved so no customer falls through the cracks

Squarespace Personalizes Support with Desk.com

Provides a website development platform for business

Handles over 10K new tickets per month

Uses case routing and escalations to make sure no customers fall through the cracks Tracks agent productivity in real time with Desk.com reporting

Empower Customers to Help Themselves

Maintain public knowledge base

Create branded experiences

Increase satisfied self-service

Let customers help themselves

+31% Increase in call deflection

Square Reinvents Commerce with Desk.com

Revolutionizing transactions between buyers and sellers

Over 2M merchants using Square globally

$8B in payments processed annually by Square

Delivers and scales support over social channels and self-service

Measure: What Gets Measured Gets Done

Number of new cases

Case categorization

Source of cases

Avg. Time to 1st Response

Avg. Interactions to Resolution

Customer Satisfaction!!!

All-in-one Application for Any Small Support Team

Support Your Customers Across Any Channel

Easy to Get Up and Running

Help Your Customers Help Themselves

Connected Customers

Connected Employees

Connected Partners

Connected Products

Become a Customer Company: Connect to Your Customers in a Whole New Way

Service Solutions For Companies of All Sizes