Track: Social Marketing

#CNX14

#CNX14

Great Customer Service is Great Marketing

Jessica Woodbury, Sr. Manager, Social Media and Customer Engagement

Track: Social Marketing

#CNX14

Track: Social Marketing

#CNX14

71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response.

~ NM Incite

Track: Social Marketing

#CNX14

Goals – Presentation Overview

1 2 3

Social Customer Service is suddenly a

Game-changer

Why Social Customer Service is

Great Marketing

How to do it better than anyone else!

Track: Social Marketing

#CNX14

#CNX14

Social Customer Serviceis suddenly a Game-changer

Track: Social Marketing

#CNX14

When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company.

~ Bain & Company

Track: Social Marketing

#CNX14

Why is Social Customer Service such an imperative for customers?

• Everyone has a social customer support team these days

• Companies approach social with the same mindset as other channels

• Companies are trying to use traditional customer service metrics

• How does Alex and Ani make it a game changer?

Track: Social Marketing

#CNX14

Your Customers are on Social!

• Not responding is unacceptable. • Customers are brave on social –

hiding behind their anonymity. • Customer love to share – are you

going to give them a great or poor experience?

Track: Social Marketing

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#CNX14

Great Social Customer Service is Great Marketing

Track: Social Marketing

#CNX14

The average number of people a social customer will tell about a good customer experience: 42. The average number of people a social customer will tell about a bad customer experience: 53. ~ American Express® Global Customer Service Baromete

Track: Social Marketing

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Is good customer service enough?

• Traditional customer service reps to support on social

• Brands are trying to auto-respond and use template responses

• Why are companies so fragmented when it comes to social?

Track: Social Marketing

#CNX14

Your Customers Want to Share Great Experiences

• Humanize the brand!• Proactive support!• Turn detractors into advocates!

Track: Social Marketing

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Doing It Better Than Anyone Else

Track: Social Marketing

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Only 36% of consumers that make customer service enquiries via social media report having their issue solved quickly and effectively ~ NM Incite

Track: Social Marketing

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Because we are committed to engaging with all fans, our staff has increased exponentially year over year.

2012 20142013

Track: Social Marketing

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Social Customer Service is in our DNA

• A&A specific best practices• Stella award• Going the extra mile for brand

detractors• Mistakes are not an option for A&A

(guidelines, process, playbook)

Track: Social Marketing

#CNX14

Track: Social Marketing

#CNX14

Questions?

Track: Social Marketing

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Track: Social Marketing

#CNX14

Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

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$50StarbucksGift Card

Track: Social Marketing

#CNX14

CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES

Track: Social Marketing

#CNX14