How has social media changed Customer Experience Management? Luca Paderni, VP & Research Director - CMO Practive of Forrester Research discussed the topic at the event Social Caring (R)evolution, held in Milan in November '13

1. How Social Can Boost
Customer Service
In the Age of The Customer
Best Practices and Latest Trends
Luca S. Paderni, VP and Research Director
November 26, 2013

2. Agenda
› Welcome to the Age of The
Customer
› Defining a social strategy for
customer support
› Case studies and best practices
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3. Agenda
› Welcome to the Age of The
Customer
› Defining a social strategy for
customer support
› Case studies and best practices
© 2013 Forrester Research, Inc. Reproduction Prohibited
3

4. Source: NBC News and The Associated Press (http://photoblog.nbcnews.com)
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5. We Have Entered The Age
Of The Customer
October 2013 “Competitive Strategy In The Age Of The Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited

6. Start by understanding your customers’
situation
Seeking context
Overrun with
choices
Perpetually
connected
Pressed for time
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7. What marketing looks like in the age of
the customer
›
Uses channels customers trust: search, social, and owned
• Instead of channels they distrust (paid advertisements)
› Provides context and helps customers make decisions
• Instead of pushing just one more product adding to customers’
confusion
›
Adds value in the context of a customer-driven experience
• Instead of interrupting customers with a message they didn’t
ask for
›
Respects the pressure on customers’ time
• Instead of adding to the things they need to ignore, skip, or
avoid
© 2013 Forrester Research, Inc. Reproduction Prohibited
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8. Agenda
› Welcome to the Age of The
Customer
› Defining a social strategy for
customer support
› Case studies and best practices
© 2013 Forrester Research, Inc. Reproduction Prohibited
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9. Companies Must Deliver A Consistent
Experience Across Channels
August 2011 “Turbocharge Customer Service Processes With Social Technologies”

10. Consumers Still Favor Private Channels
For Service Gripes
October 2012 “How Consumers Complain About Poor Service”

11. Consumers Still Favor Private Channels
For Service Gripes (Cont.)
October 2012 “How Consumers Complain About Poor Service”

12. Age Affects The Ways Consumers Choose
To Complain
October 2012 “How Consumers Complain About Poor Service”

13. Extending customer service to social
channels
1. Listening to the conversations your customers are
having.
2. Flagging and addressing social inquiries.
3. Using communities to extend your customer
service ecosystem.

14. Bank Of America’s Conversation
Monitoring Prompts Problem Resolution

15. Xbox’s Contact Us Page Includes
Twitter As A Customer Support Channel

16. Dell’s Support Forums Facilitate
Consumers Helping Each Other

17. Walmart’s Q&A Exchange Facilitates Product
Information Exchange Between Customers

18. Comparing Social Support Objectives

19. Setting Goals For Social Customer Service

20. Setting Goals For Social Customer Service

21. Agenda
› Welcome to the Age of The
Customer
› Defining a social strategy for
customer support
› Case studies and best practices
© 2013 Forrester Research, Inc. Reproduction Prohibited
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22. @M&S: consider a dedicated account?
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23. @BestBuy
supporting multiple use cases
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24. @ Next
Plan for clear hand-off between accounts
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25. Integrating FB for customer support

26. Be ready to support FB ‘Replies’

27. Carphone Warehouse Uses Social To
Transform Customer Service

28. Carphone Warehouse’s Twitter
Interactions

29. Carphone Warehouse’s Social Media
Interactions

30. CPW Uses Yammer to support
Employee Collaboration

31. Lenovo Takes Ownership Of Social Media
To Reduce Customer Service Costs
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32. Lenovo’ s results
› Reduction in calls to the contact center.
› Increased agent productivity.
› Improved problem-solving processes.
› Community content that increases sales
conversion rates.
›
Increased Net Promoter Scores (NPS).
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33. Yola: Encouraging Customer-To-Customer Problem Solving

34. Yola results:
• 2 million customers supported by only six fulltime staff.
• A continuous reduction in trouble tickets.
• Improved satisfaction.

35. In summary
› Customers are embrace digital channels
because of their convenience and because the
feel in control
› Make sure you have your digital customer
support strategy and execution in place: web,
social, phone and email
› Reap the largest benefits from social by focusing
on: facilitating, resolving or re-directing
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36. Thank you
Luca S. Paderni
+44 207.323.7738
lpaderni@forrester.com
Twitter: @lpad