1st Annual Social Media for Customer Service Europe

Latest Agenda

Improve your Customer Retention: If you build it, they will come. But how do you persuade them to stay?

Today's customer is front and centre of any effective social media strategy. Because ultimately, social media is all about them. By choosing to be your 'follower', 'friend' or 'like' you they give you the same visibility they give lifelong friends and family. This is where trust and loyalty come into the equation.

How can your business repay that trust and loyalty - and capitalise on the relationship? It's all a question of balance. Success in social media means you need to develop the optimum mix between serving your customers and marketing to them. Knowing how much is too much - or too little - is a key skill; too far either way and your social media will never reach its full potential.

Few companies can match Domino's Pizza in the social space. By getting their social media customer service right, they simultaneously drive pizza sales and build customer loyalty. In this session they will share with you their industry-leading advice on how to:

• Deliver a proactive response: Engage with your customer and do more than just market to them: Meet their needs and be responsive
• Should you stay or should you go? Learn the best practice of when to step in - and when to step back from a situation and just let the conversation flow
• Put the customer first: Strategies to build - and prioritise - a customer-centric social media focus over one driven by promotions. And when to cross the divide between the two

Moderator: Tom Ollerton, Marketing Director, We Are Social
Domino's, QVC, Conversocial & Lloyds TSB

Citi Case study: Get the full picture on how your business can harness social media customer service

Citi's Senior Vice President of Social Media, Frank Eliason will share with you everything you need to know to see success in your social media customer service. Citi place a high importance on listening and ensuring that instead of hearing about problems, they are proactive in their approach and solve problems before they happen.

Frank will share with you:

• The key skills you need to make your social media customer service the very best around
• What to look for and what not to look for in the social media space
• How to wein out the silos within your business and enhance the customer experience
• How Citi have made such a success out of their social media customer service program and what that means for your business

Frank Eliason, Senior Vice President of Social Media, Citi,

140 Characters or less: How much customer service can be done exclusively on social media?

Whenever the topic of social media customer care comes up, the question always arises: What can we possibly answer in 140 characters or less? The answer is quite a lot. With 88% of consumers less likely to buy from brands that ignore complaints made via social media (Shep Hyken), the way you deal with problems in a public arena is now business-critical.

While the fear of public criticism still scares many companies from opening themselves up to customer complaints on Twitter and elsewhere, the fact is, these complaints are already being posted, and the problem now is how to turn them round and show how great your brand is.

And while space is limited on Twitter, the good news is that there are countless opportunities to show your followers how much you value them.

Nokia have built a reputation in the social space for more than just their marketing campaigns. Their dedicated customer care team serves Nokia's 1.5 billion strong community across all social media channels. Find out how they do it:

• Damage limitation: How to avoid your reputation being harmed on social media forums by disgruntled fans
• Respond publicly: The benefits of dealing with a problem in an open forum
• Privacy: Guidelines to help you decide which problems you can tackle on social forums and those that are better shifted into a private space.
• Remove the fear: How to successfully open your business up to criticism and reap the long-term rewards of improved customer feedback and a better reputation

Zappos, Spotify & KLM

Brand ambassadors: How to turn fierce critics into loyal advocates and create positive PR

Social media has a unique advantage over other customer service mechanisms: It enables you to publicly display how much you value your customers. When you solve problems raised by upset and dissatisfied customers in the social space, those same angry customers will share their positive experience. According to Euro RSCG Worldwide, twenty per cent of people are now more likely to speak out about brands via online channels. So if you prefer PR triumph to PR disaster, it's essential to be properly prepared.

DHL's dedicated customer care team is trained to respond to enquiries and ease the customers' worries. With operations in 220 countries and upwards of five million deliveries a year, the positive effect on the business is financially significant.

Learn proven skills and techniques that are guaranteed to influence your biggest critics and convert them into your biggest fans:

• Business on display: How to ensure your social media activities are a shop window that demonstrates the quality of your customer service
• Keep your friends close: How to identify the biggest influencers - and leverage their power to soothe negative sentiment
• Ranting madmen: Deciding when a customer is beyond help in the social space - and how to neutralise the impact on your reputation

DHL & Microsoft

How NOT to become the next social media disaster: Stopping a crisis from spiralling out of control

Whenever your brand gets negative press, you can be certain you're also a topic of conversation in the social media space. And unless you step in fast, things are only going to get worse. Recent research from Convergys Corp. shows a single negative customer review can cost up to thirty customers. Unless you know - in advance - exactly how to nip criticism and hostility in the bud, your problems are going to spread like a virus.

How good is your organisation's disaster plan? Can it really cope with a worst-case scenario?

• Why: Does your business genuinely need to dedicate resources and time to a situation that may never happen
• Who: Evaluate whether your customer service, marketing or social media department is best placed to respond to a crisis. Or will they produce the best result by working as a single unit?
• What: Define the action steps you'll take to respond to a crisis, and know exactly what resources you'll need to implement your plan

Virgin Atlantic Airways

Social media customer service: Can you profitably fill the gap in the market?

The social media team and the customer service team are traditionally separate entities. But is it time for a radical rethink? Should you fuse the two skill sets to create a more powerful unit?

Shep Hynken asserts that 60 per cent of businesses accept they have failed to increase their focus on providing good customer service through social, so there's definitely an opportunity to trail-blaze. And when you consider that 78 per cent of customers are likely abandon a transaction when they encounter poor customer service, there are millions of pounds to play for.

Vodafone credits its social media customer service platform with an 85% problem resolution and customer satisfaction rate. Learn how they achieve such impressive figures in an industry where consumer satisfaction is notoriously tough to achieve:

• A new entity: How to identify the people who should be on the customer service social media team
• Out with the old: The easy way to deploy social media customer service to replace outdated methods of customer service - and the vast savings you can make
• Over and above: The art of adding social media to your customer service portfolio to can serve your customers across all platforms

Vodafone

An effective listening and monitoring programme: Prick up your social ears

It's almost impossible to keep track the huge number of mentions of your brand across all social platforms. So how do you decide what your company should be listening to - or for?

One the one hand, a well-monitored social media presence can have an impact on product design, customer handling, marketing strategy and overall brand perception. After all, if you can hear what your customers want, it makes giving it to them far easier.

But the harsh reality is that nearly a third of people who communicated with brands on social media are either neglected or completely ignored (Conversocial).

• Identify the best tools to hear what every customer is saying, and keep an especially close watch on those who are most important to your business
• Discover the best places to see your brand mentioned and find the forums where customers need help
• Listen: How to prioritise listening to what your community and fans say and learn how to make more profitable use of what you discover

Nissan EMEA
Brandwatch

The cost of a social media customer service focus Ðand the savings it can offer: Running the numbers

The ROI conundrum remains pertinent to every social media strategist. When it comes to social media customer service, however, there's a distinct difference.

Aside from straightforward cost savings, there's the fact that attracting a new customer costs roughly five times as much as keeping an existing one. So the true value of social media customer service lies not only in upfront costs, but in customer retention.

Bian Salins heads BT Customer Care's Social Media Innovation Team, whose work has earned them a reputation as one of the 100 most influential brands on social media. She will show you how to demonstrate the true value of social media customer service to your board. And how to calculate the potential returns for your business:

• Customer service by call centre? Or social media? Evaluate the business case for sticking with a traditional operation compared to trialling new social customer service techniques
• Effectiveness: Innovative ways to strike a balance between social media customer service and traditional methods. How to avoid over-exposure in either area so your customers don't find themselves lost
• The value of retention: See how quality social media customer service keeps customers and adds long-term value to your business

BT Customer Care

GiffGaff Case Study

GiffGaff's Claire Kavanagh is CRM Manager at GiffGaff and is seen as one of the leading experts of Community Management and Gamefication in the world. She is going to share with you the secrets of their success from how they motivate and drive one of the most successful customer care communities to the infrastructure that supports it

GiffGaff

Perfect integration: How to develop a truly social CRM system

When you think of the benefits to your business of perfect integration of your CRM, you'd be crazy not to. What's not to like about better insight into customer behaviour and the ability to catalogue all interactions with your products and services?

Out of best-in-class companies, 91% provide their customers the ability to track issues over the web. And of these, 57% measure support centre success across email, chat, web, and voice. (Our Social Times) In other words, the key to success lies in enabling your customers to track their complaints and empowering your people to deliver the right message and the right moment.

This session will demonstrate what you have to do to be one of the truly social brands:

• Evolve: Get the facts on integration and know what you need to measure to get a 360-degree view of your customers
• Front to back: Make your social media output match your internal systems - the key to successful outcomes
• Profit: Learn how logging data from social media can help you predict future customer behaviour and enhance your customer retention campaigns

Nokia