Service Cloud Service is the New Marketing
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Transcript of Service Cloud Service is the New Marketing
Service is the new Marketing Best Practices for Social Service
Tristan Bishop, Symantec Rob Rose, Deloitte
Lauren Ingram, Salesforce.com Drew Downard, Salesforce.com
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Lauren Ingram Product Manager, Salesforce for Twitter&Facebook
@LNIngram
lningram.com
¡Viva la Revolución! Cloud, Mobile, Social
1960’s Mainframe Computing
1990’s Cloud
Computing
2000’s Mobile Cloud
Computing
2010’s Social Cloud Computing
1970’s Mini
Computing
1980’s Client/Server Computing
10X 100X 1,000X 100,000X Number of users: 10,000X
Social @Salesforce
Radian6 Social Contacts
Data.com LinkedIn
Facebook Twitter
Buddy Media
Salesforce for Twitter & Facebook
Grow Customer Satisfaction with Social Service
Cloud . Mobile . Social
Drew Downard Sales Engineer
How Social is Changing Service Why It Matters For You
Rob Rose Principal Consultant, Deloitte
Creating a Strategy
Tristan Bishop Director of Digital Strategy, Symantec
Social Service in Action
Social is Transforming Customer Connections
Why Social Service Matters Drew Downard Principal Sales Engineer, Salesforce.com
Your Customers Share More than Ever Before
Great article on…
Love the new…
Having a problem with…
Device isn’t working…
Customer service can’t help me…
Cool video…
Frustrating interaction…
Customers Expect Service Through Social Channels
57% of People Who Have an Issue With a Product or Service Search Online First
50% of Facebook Users & 80% of Twitter Users Who Post a Service Issue Expect a response in < 24 hours
Only 20% of the Fortune 500 are currently interacting with customers on Facebook
58% of people who tweeted about a bad experience never received a response
Customers Will Leave After a Poor Service Experience
Frustrating Experiences
Lack of context
Not personalized
Slow, inaccurate answers
Low quality of interaction
Not on channel of choice
86% Customers stop doing business after one negative interaction
Source: Harris Interactive, 2009 Customer Experience Impact Report
Customer Reach
Customer Reach: Old World
150
Customer Reach: Social World
634
Millions
Customer Reach: Viral Impact
Even the Best Brands Are Learning The Hard Way
Service is the New Marketing
• Every customer is a broadcast media source with a potential reach of millions
• Can’t buy air time or hire ad agencies to craft the message these sources communicate
• We craft that message with every service interaction they have with us
• Customers Willing to pay 21% Premium for brands that provide great social service
I Don’t Want That to Be Me
• What Do I Do?
• How Do I Get Started?
• What Are Industry Best Practices?
Rob Rose Principal Consultant
@rorose63
http://bit.ly/robRose
Service is the new Marketing Plan. Listen. Learn. Act.
Dreamforce 2012
Service Is The New… Everything. What aspects matter to you?
Copyright © 2012 Deloitte Development LLC. All rights reserved.
Governance & Policies
Integrated Social Tool Suite
Digital Content Management
Community Management
Route & Respond to Intel
Social Monitoring
Voice of the Competitor's Customer
Socially Integrated Campaigns
Product Trials & Debuts
Social Marketing
Foundation Capabilities
Social Commerce Platform
Social Sales
Social Lead Management
Social Sales
Social Intelligence
Proactive Social Support
Social Media Knowledge Base
Social Command Center
Social Support
Social Identity Management
Collaboration
Partner Collaboration
Gamification & Behavior
Management
Enterprise Social Collaboration
Enterprise Social Promotion
Customer Collaboration
Voice of the Customer
Social Analytics
Listen
Plan
Learn
Collaborative Culture
Operational Efficiencies
Customer Engagement
Value
Act
The Cycle Of Social Support
The Cycle Of Social Support
Listen
Deloitte Managed Analytics
Act
Learn
Collaborative Culture
Operational Efficiencies
Customer Engagement
Value
Plan
Move The Needle On A Metric That Matters Pick a driver and ask yourself, “how will we improve this?”
Copyright © 2012 Deloitte Development LLC. All rights reserved.
Measure specific benefits and corresponding increase in shareholder value
What Capabilities Matter? Marketing:
Determining Fit Sales:
Committing Support:
Maintaining & Strengthening Functional
Capabilities
Social Intelligence Capabilities
Foundational Capabilities
Collaboration Capabilities
Proactive Social Support
Social Command Center
Social Media Knowledge Base
Routing & Responding to Intel Social Monitoring
Competitor’s Customer Voice Voice of the Customer
Community Management
Digital Content Management Governance & Policies
Integrated Social Tool Suite
Change Management
Social Identity Management
Social Analytics
Gamification & Behavior Management
Enterprise Social Collaboration Partner Collaboration Customer Collaboration
Enterprise Social Promotion
Social Lead Management
Social Commerce Platform .
Social Sales .
Socially Integrated Campaigns
Product Concepts & Debuts
Don’t worry…it’s a Journey Roadmap smaller than it appears in the rearview mirror…
The case for change The target state The path forward Expected results
Copyright © 2012 Deloitte Development LLC. All rights reserved.
Deloitte’s Social Maturity Model
Inactive Emergent Adequate Mature Innovator
Select Social Enterprise Capabilities as focus areas
Assess Current and Goal Maturity Levels Gap analysis shows where to realize value growth
Sample actions give examples of immediate, actionable direction
Copyright © 2012 Deloitte Development LLC. All rights reserved.
Demo Plan. Listen. Learn. Act.
Dreamforce 2012
Tristan Bishop Director of Digital Strategy, Symantec
@KnowledgeBishop
KnowledgeBishop.com http://www.slideshare.net/knowledgebishop
Best Practices for Social Service
Actionable Internet Mentions™ (AIMs)
1. Social media, external blog or external forum mention
2. Created by a customer, partner, competitor or prospect
3. Provides business value to Symantec
30
AIM ™ is a term created and trademarked by Symantec
Global Triage Monitoring
1. Case: Request for help resolving real-time issue
2. Query: Question that doesn’t require support resource
3. Rant: Insult that merits brand management consideration
4. Rave: Praise from Symantec brand advocate
5. Lead: Pronouncement of near-term purchase decision
6. RFE: Request to enhance a product with a new feature
7. Fraud: Communication from an unauthorized provider of Symantec products
What We Do Today: Find, Classify and Assign AIMs™
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2. Query: Question that doesn’t require support resource
3. Rant: Insult that merits brand management consideration
4. Rave: Praise from Symantec brand advocate
5. Lead: Pronouncement of near-term purchase decision
6. RFE: Request to enhance a product with a new feature
7. Fraud: Communication from an unauthorized provider of Symantec products
Radian6 Engagement Console
Recap: AIM™ Triage Process
Blogs Message boards
Configuration
Product 1
Product 2
Product 3
Rant
Rave
Lead
RFE
Fraud
Symantec Employee
Response
profiles interactions history transactions preferences CRM
Query
Case
Review
Next Up: Salesforce Service Cloud Integration Social CRM Workflow: Support
• Radian6 pulls in social posts of all types, including Cases
• SCRM team classifies posts using Radian6 Engagement Console
• Social Hub creates salesforce.com Objects for Support cases
• Support agents respond in salesforce.com Service Cloud
Where To Go For More Info
The Chatter Group for this session!
Tweet at any of us: Tristan: @KnowledgeBishop
Lauren: @lningram
Rob: @rorose63
Dates/Times
Grow Customer Satisfaction and Build Great Customer Connections
Source: Salesforce.com Customer Relationship Survey conducted March, 2012, by an independent third-party, MarketTools Inc., on 5,500+ customers randomly selected. Response sizes per question vary.
Average Percentage Improvements Reported by Customers
+34% Customer
Satisfaction
Customers Won’t Always Tell A Company When They Aren’t Happy With The Service They Receive....
…. But They’ll Tell Each Other.
The Social Divide
What about your company?
Your customers and employees are social.
I Don’t Want That to Be Me.
• What Do I Do?
Monitor
Engage
Automate
Today’s Systems are Holding You Back
Cloud . Mobile . Social
Not Mobile . Not Social . Disconnected
The Social Divide
What about your company?
Your customers and employees are social.
Become a Social Enterprise and Grow Your Business
Cloud . Mobile . Social
Social is Transforming Customer Connections
Yesterday Today
Static Websites Disconnected Systems
Email, Meetings, Phone Desktop
Closed Companies
Engaging Applications Connected Experiences
Social Feeds Touch-based Transparent Organizations