Learn to translate a killer social strategy into hard numbers from Groundswell winner Comcast and Lithy nominees Autodesk and Symantec.
Promises of call-center cost savings have encouraged many an executive into pulling the trigger and investing in a community—and considering the millions of dollars companies around the globe have saved using Lithium, few of them have been disappointed by the decision. But as social enters what Lithium CMO Katy Keim (@KatyK) calls its "awkward teenage years," how can social strategists get the increased resources they need to handle burgeoning case loads, while still making the case that social is a money-saving venture? As LiNC '15's panelists from , Comcast, Autodesk, and Symantec explained, it's all about finding creative ways to translate the benefits of a killer social strategy into hard numbers.
Tim Lopez, Symantec's project manager for global social customer care, suggests working with the marketing team to identify the value of word-of-mouth stemming from a positive interaction on social. "It's free advertising. What would the company have paid for that level of broadcast to however many followers the user has?" Just as important as quantifying the financial benefits of a good social interaction: quantifying the money saved by social's power to quickly bring issues to light when something goes wrong.
"Social is an amazing early warning system," adds Lois Townsend, Autodesk's director of social media and community. "If you can model what the benefit was and find out what fixing that problem early was worth, those can be really good levers when you're trying to show the true value of what you're doing."
But while numbers are a big part of making the case for social to executives, don't be afraid to bring in the emotional element as well. Comcast's executive director of digital media outreach, Jared Schultheis, says that while his company's call centers are still busy, the quality of Comcast's interactions have improved. "Our basic service requests on social are up, and our being approached as a last-ditch chance for resolution is way down," he says. "Because we have such a rapid response time, we shorten the entire discussion. It really speaks to the value of social as a servicing channel." He suggests using examples of positive social interactions, as well as improved response times, to put a human face on technology's power. "Channel shift is going to happen, and being able to talk about how your channel is effective and efficient is important." Lopez agrees: "If customer service is at the heart of what executives want, it’s easy. Otherwise, you have to show examples, and say, 'This is how it could grow, this is what we could have.'"
Dive deeper to learn about these companies' stellar accomplishments:
Symantec Lithy Submission - Excellence in Customer Satisfaction Comcast Lithy Submission - Excellence in Customer Service Groundswell: Autodesk Drives Customer Loyalty with Collaborative and Proactive Community
If you are a customer, partner or attended the event, you can download a PDF of this session's presentation here.
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Every year, HP gets half a billion visits to its support site. Every month, they listen to 100,000 interactions from customers looking for help on 104 social media network sites across 95 countries. Kriti Kapoor, Global Director, Social Customer Care at HP presented at LiNC 2015 and shared how the brand is using technology and human capital to turn vast quantities of unstructured data into social insights that they can act upon to improve products and services and make it easier for customers to move from symptom to solution. Kapoor shared how they listen to and learn from their customers, as well as what HP’s challenges have been and how they are overcoming them.
Here are highlights:
HP's social customer service strategy: Follow the customer to inform the strategy. Build for tomorrow and not for today. Deepen social insights.
Journey on social began in 2008. They are now using community, gamification, mobile messaging and all social feeds into their CRM. They are looking at expanding into other social platforms.
They base their business case for social customer support on: effectiveness - social handles 40% more than phone agents; expediency - social is 3x faster than chat, 2x faster than phone; and economics - $1/social for $6/phone. Having community experts handling social customer service has allowed them to deflect 3.4 million customer service calls.
HP breaks down their strategy into three segments:
Listen. They monitor 104 social sites. Watch how channels are used. Each channel is used to meet different needs. They do not expect the same NPS across all channels.
Engage. Peer to peer support ran into a situation where community experts were cherry-picking the questions they wanted to answer and some customers were not getting a response at all. They now have peer to peer and paid agents who monitor and respond to unanswered questions within 24 hours.
Learn. They use text mining, voice of customer surveys, Lithium Social Intelligence and executive reporting to learn and feed what they learn back into product development and their customer care strategy.
To learn more about developing your social strategy, watch the free webcast " Social has matured: Has your digital strategy kept pace? "
Read more about HP's success story in their 2015 Lithy entry for Most Creative Community Promotion or Launch!
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We are proud to announce the winners of the 2015 Digital Customer Excellence Awards, known affectionately as the “Lithys”!! We had 66 entries from 17 countries across four continents, representing 47 brands (you can read their submissions here) and we were amazed to hear all the ways brands are driving forward in their Total Community and social customer experience initiatives. Read the full press release here.
Our winners are:
Rogers Communications is a leading diversified public Canadian communications and media
company. Information can be found on rogers.com.
Barclaycard, part of
Retail and Business Banking, is a global payment business. Information can be found on
Moe’s Southwest Grill
Social ROI Titan
StarHub Limited is a full-fledged telecommunications company providing a full range of
services over mobile, internet and fixed platforms in Singapore. Information can be found on
Excellence in Customer Satisfaction
British Gas is an energy and home services provider in the United Kingdom. Information
can be found on britishgas.co.uk.
Support Savings MVP
AT&T is an American multinational telecommunications corporation. Information can be found
Most Creative Community Promotion or Launch (video submission)
Total Access Communication Public Company Limited, commonly known as DTAC, is the second
mobile phone provider in Thailand.
Information can be found at dtac.co.th.
Regional Star: North America
Comcast Corporation is a U.S.-based international mass media company and the largest broadcasting
and cable company in the world by revenue. Information can be found at
Regional Star: Europe
Vodafone Group is a multinational telecommunication company that is the world’s
second largest mobile telecommunications company measured by both subscribers and 2013 revenues. Information is available at
Indosat is one of Indonesia’s largest telecommunication networks and services providers.
Information can be found at indosat.com.
Thank you to all our entrants! We loved reading your stories and learning how you are powerfully leveraging social and community in your brands.
If you are a customer, partner or attended the event, you can watch a video of the awards here.
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