Looking to 2015
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Transcript of Looking to 2015
IQPC Social Media for Customer Management SummitMay 5, 2011
Looking to 2015: The Future of Customer Interaction
#scrmevent Our Presenters
Jeff EspositoManager, PR & Social MediaVistaprint@JeffEspo
Joe CothrelChief Customer OfficerLithium@Cothrel
Customer Interaction Today and Tomorrow
#scrmevent Core Belief
The social customer has the power to determine a company’s success or failure.
Winning companies will engage them and build their greatest competitive asset.
#scrmevent Lithium’s Customers are Leaders
Lithium has been the strongest at measuring ROI… Its case studies and reference customers show measurable business results.
#scrmevent Lithium @ a Glance
Global Offices: Emeryville, London, Zurich
Employees: 200
Customers:Leading enterprises, across all industries.
Founded: 2001
Lead Investors: Emergence Capital Shasta VenturesBenchmark Capital
Numbers: Over 10MM visitors to Lithium-powered communities per day.
Over 2B messages viewed on Lithium-powered communities every month.
Lithium Buzz: 105,629,163 Member posts (contributions)the past year in Lithium communities.
6,325,816,421User sessions in the last 12 months in Lithium communities.
$466,560,177Annual value being created in Lithium communities.
#scrmevent Vistaprint @ a Glance
Global Offices: Lexington (MA), Barcelona,
Sydney, Paris, Winterthur, Montego Bay, Berlin, Tunis, Venlo, Windsor, Deer Park
Employees: > 2,700
Customers:Leading enterprises, across all industries.
Founded: 1995 Numbers: Over 10MM Active Customers
Primary serve Micro Business customers
Social Footprint:Community of >40,000 customers
Spread across four social networks
Communications platformHosted >30,000 1:1 interactions
since January 2009
Vision statement: NO CUSTOMER LEFT BEHIND
#scrmevent A Connected Universe
Your Company
YourCustomer Network
+ Engagement where people want+ Broaden acquisition+ Deep engagement with social customers+ Synchronization of social channels+ Base camp for active advocacy+ Insight, analytics & metrics+ Business-driven results
#scrmevent A Transformation Affecting Every Business
Interact
1995-2005
Listen
2005-2015
Respond
2015-2025
Enabling interaction so that customers can help each other.
Listening to customers and addressing their needs one by one.
Dynamically creating products and processes in partnership with customers.
#scrmevent How We Support Customers Is Changing
Lithium Systems
Customer Interactions
Corporate Workflows
Customer Database (Social CRM)
Forums Blogs Search
Reputation Management System
Agent Console
Tribal KB
Ideas Q&A Chat
Mobile
Social Support Manager TicketsLithium SMM
Lithium Engagement Center Agent Console
Other Corporate Systems
So where do we go from here?
#scrmevent What Should Your Measure?
What are your KPIs for success?
Audience Fans/Followers
Grow business New leads Sales from social channels
Traffic Site visits, referrals from social interactions
#scrmevent Rules of Engagement
Listen First
Be Transparent
Speak the Truth
Be Professional
Be Sincere
• Never belittle customers
• Don’t get baited into a shouting match
• Admit if you’ve made a mistake or misspoke
• Work with customer service to resolve order issues
• Take the good with the bad
• Don’t take anything personally• You are responding on behalf of Vistaprint not
yourself
Social MediaSocial Media
AnalyticsAnalytics
GlobalGlobal
BrandBrand
DevelopmentDevelopment
CommunityCommunity
Crisis CommsCrisis Comms
DSSDSS
LegalLegalPRPR
ProductProduct
R&DR&D
RecruitingRecruiting
MarketingMarketing
UXUX
#scrmevent Growing with a plan
Year 1•Incorporate SM into all silos•Establish SM Council framework•Incorporate Social
Measurements•Educate
Year 2-3•Leverage customer wins •Identify who social customer is•Take risks with product launches
Year 4 and beyond•Dedicated teams just to SM•Crowdsource product ideas•Source candidates via SM
#scrmevent The Wrap Up
Understand your business goals
Understand your customers’ needs
Set the rules of engagement
Be rigorous on measurement
Choose the right tools for the job
#scrmevent Q&A
Jeff EspositoManager, PR & Social MediaVistaprint@JeffEspo
Joe CothrelChief Customer OfficerLithium@Cothrel