Social Support and Total Community

Editor's Notes

• #2 Good Morning (Click)
• #5 #1 Digital is where it starts.
• #6 And we want our packages delivered in the next 24-48 hours or we’re going to filter it out of our search.   As the holiday’s approach, I’m sure most of you have already switched over your ecommerce sites just to make sure you are capitalizing on the free shipping that’s expected this time of year.   Because who should have to pay to have a box delivered to your home? No, we’re not going to do that. We are incredibly impatient and if the brand doesn’t deliver in what we want, we are going we share it.
• #7 73% of people expect a response from a brand on Twitter and 72% of them want it within the hour.
• #8 #1 Digital is where it starts.
• #9 Blackberry Community: http://supportforums.blackberry.com/t5/General-Support-Forums/ct-p/GeneralSupportForums
• #10 Sky- (Sky Help Forum): http://helpforum.sky.com/ Objective: Having achieved success with providing support via community forums, Sky wanted to unlock the potential of social media customer service by extending their support to Facebook and Twitter. Approach: Integrated Twitter and Facebook feeds into the community and allowed customers to provide solutions regardless of the platform where query was entered. If a query required sensitive account information to be exchanged, Sky staff provided a private 1:1 live chat session to resolve the issue. Results: Customers reported a 90%+ satisfaction rate when interacting via live chat. Sky service tweets increased by 144% and Sky Facebook service interactions increased by 54%. Calls on average are 1 min, 48 sec shorter following a visit to the community -> equating to 570 hours saved over 19,000 calls, or 10 additional team members required to support them. 2012 Forrester Groundswell submission: http://lithosphere.lithium.com/t5/Lithium-View-blog/Sky-s-Peer-to-Peer-Community-makes-sound-business-sense/ba-p/59190 From 2012 Lithy: Sky’s Social Customer Support journey started with the launch of the Sky Help Forum (http://helpforum.sky.com/), on 25th October 2010. Here at Sky, service through Social Media means our customers can be confident in finding answers to their issues, from our community and staff, irrespective of the type of question or the complexity of the problem.   Since launch, our forum has grown extremely quickly. With the realisation of the potential we could unlock through Social Media customer service, we decided to extend this support to Facebook and Twitter in March 2011.    Our mission – At Sky we strive for our customers to ‘Believe in Better’ and as one of the UK’s largest broadcasting, telephone and broadband companies, we aim to lead the way in customer service.   The customer can simply type their query on to our Help Forum, Facebook and Twitter pages and then await a response. And the power of the social community means that our super-users and other customers often solve many of the questions.     For any issues that cannot be resolved by our community, we have a team of in-house Sky experts ready to assist. Hello to quick and easy resolutions through Social Media!   Our Highlights –  30,000 registered users by June 2011 More than doubled that to 70,000 registered users  by March 2012 Over 150 new registered users each day 1 million thread views per week 144% increase in Sky service Tweets since July 2011  54% growth in Sky Facebook service interactions since July 2011 Sky social media teams’ deal with 1000-1300 total interactions each day Launched in February this year, we are the first company in the UK to offer single-use Live Customer Chat for one-to-one private case resolution We have had 90-100% customer satisfaction/resolution for our social media Live Chat service Consistently over achieving our customer satisfaction and customer resolution goals across all channels   Broadening our reach – In October 2011, we started listening to our social customers out with our branded channels. This meant that we can look to provide advice and assistance to people that mention Sky services or products within their Tweets, Facebook updates and other forum posts.    We are currently able to respond within forums that aren’t official Sky channels.  We also have the tools to monitor tweets and Facebook posts about Sky from customers, and are able to help and respond when needed.   Seeing the query through to the end – When our customers ask questions in our Help Forum or social media channels, we don’t want anything to get in the way of providing a complete end-to-end resolution.    If a customer’s query requires account sensitive information to be exchanged, our staff are happy to privately interact with that customer. But this requires a one-to-one interaction with one of our Sky staff members and isn’t something for a public area.     To solve this, we have introduced an innovative solution to deal with more sensitive social support issues.   Sky is the first company in the UK to use one time chat links which direct the customer back to the original advisor they were speaking to on the help forum, Facebook or Twitter. Once the customer has clicked the one-time link they immediately enter a private chat session so they can have a real-time confidential discussion. This ensures that the Sky team member can have access to the customer’s Sky account and share sensitive information, which wouldn’t be possible in the forum. Since we launched this private chat, customers have reported 90-100% satisfaction and resolution. 
• #11 Barclaycard Community: https://community.barclaycardus.com/ Lithy 2013 (Best Social Marketing Program): https://lithosphere.lithium.com/t5/lithys-social-customer/Lithys-2013-Barclaycard-Best-Social-Marketing-Program/idi-p/74706 Lithy 2013 (Best Community Design): https://lithosphere.lithium.com/t5/lithys-social-customer/Lithys-2013-Barclaycard-Best-Community-Design/idi-p/74660 Lithy 2013 (Best Business ROI):https://lithosphere.lithium.com/t5/lithys-social-customer/Lithys-2013-Barclaycard-Best-Business-ROI/idi-p/75846 Goals: Improve customer experience by leveraging the community for digital servicing Increase loyalty and usage of the card Create content and build relationships to positively impact the financial literacy of the community The primary focus of communications is centered on the engagement of the Barclaycard Ring community and is supported by a content creation strategy designed to build relationships with the card members. Value: Through their social media marketing initiatives, Barclaycard Ring has been able to improve their card member experience, provide a new platform for servicing their customers, and has built new advocacy programs and increased brand loyalty. Barclaycard Ring provides multi-channel access for to this unique content through its Facebook page, Twitter channel, Google + page, YouTube channel as well as email marketing messages. Through their social media marketing initiatives, Barclaycard Ring has been able to improve their card member experience, provide a new platform for servicing their customers, and has built new advocacy programs and increased brand loyalty. $500k generated in revenue in the first 10 months of the community Barclaycard Ring contributed to $10m in annual benefit Customer retention improved by 25% Customer complaints decreased by 50% Design Objectives: Legal and Privacy Considerations Take advantage of servicing stickiness Focus on seamless and intuitive customer experience as well as design 2012 Groundswell submission: http://lithosphere.lithium.com/t5/Lithium-View-blog/Ring-Barclaycard-Turns-Cardmembers-into-Company-Stakeholders-and/ba-p/59070 2012 Forrester VoC award winner: http://www.businesswire.com/news/home/20120626006756/en/Forrester-Research-Announces-2012-Voice-Customer-Award How It Works  The mechanism that brings Ring cardmembers together and empowers them to influence business decisions is the social hub at barclaycardring.com. The Ring site is endowed with branded social tools such as:   - gamification – points are earned for helping others with useful information, and badges are awarded for taking positive actions such as paying on time and going paperless - ideas – members submit ideas in a structured format that includes prioritization based on member voting, and status updates on what action Barclaycard is taking with an idea - ask-and-answer – members ask a variety of financial questions and receive useful answers from peers in minutes discussions – members discuss timely personal finance topics, and award each other kudos for interesting insights - polls – members answer multiple-choice questions on card features such as fee structure and agreement terms, which, rather than merely being used as additional feedback, are considered to be votes in a final decision to shape these features - blogs and announcements – Barclaycard community managers and high-status members keep members up to date with the latest happenings in the community, including descriptions of how Barclaycard is taking action on members’ ideas and feedback
• #12 Think of the Customer Experience as a Win-Win.
• #14 Lithium’s vision is to build trust between brands and people We help brands connect, engage and understand their community Our products help them to Respond to customers through social channels at scale,   Engage through branded communities   And understand who their influencers are to build advocacy for their brand.