In this presentation you will learn about the importance of social customer care, social customer care “fails,” common social customer care dilemmas, and 5 easy steps to get started. If you would like to see the complete presentation with audio you can access the full webinar recording here:

1. Cloud Contact Center Software
Getting Started with Social Customer
Service in 5 Easy Steps
Richard Dumas, Director Product & Solution
Marketing
Jonathan Russell, Director, Social & Mobile

2. Agenda
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The Importance of Social Customer Care
Social Customer Care “Fails”
5 Social Customer Care Dilemmas
5 Easy Steps to Get Started
1.
2.
3.
4.
5.
Develop a Strategy
Identify the Right Team
Establish a Responding Protocol
Listen and Identify Social Engagement Opportunities
Measure
www.five9.com

3. The Importance of Social Care
Customer Preference
“33% of consumers prefer to contact a
company on social media than by
telephone.” – Ambassador
Increased Net Promoter Score® (NPS)
Customer Expectations
“42% of consumers complaining in social
media expect a response in under 60
minutes” – Edison Research
Increased Loyalty
“90% Of Customers Will Recommend
Brands After Social Media Interactions.”
– Internet Advertising Bureau
“70% of individuals helped via social
customer service return as a customer in
the future.” – Ambassador
Cross-Sell/Up-Sell/ ROI
Customer Retention
“Customers who engage effectively with
companies over social media spend an
average of 30% more money with those
companies than other customers who
were not engaged in social media.” –
Bain & Company
“The dissatisfaction that stems from
failure to respond via social media
channels can lead to up to a 15%
increase in churn rate for existing
customers.” – Gartner
www.five9.com

4. FAIL #1 Automated Response
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5. FAIL #2 Don’t meet Expectations
Failure to Have or Meet Social
Response SLA
www.five9.com

6. FAIL #3 Missing an Interaction
When the
competition is there,
and you’re not…
….
www.five9.com

7. Dilemma #1 Too Much Data
– Social data is overwhelming
– Today's "Listening" tools are not identifying actionable
posts
– “Noise" in the channel - Advertisement, similar
names, brands, and products
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8. Dilemma #1 Too Much Data
On Average, a Fortune 100 brand is mentioned 55,970
times on Twitter each month.
- Burson-Marsteller Global Social Media Check-Up
www.five9.com

9. Dilemma #1 Too Much Data
• Solution:
– Listening and monitoring that can
consume "Big Data" and queries that
can distill the results
– Natural language processor engine
which identifies all actual posts and
tags non-actionable posts as SPAM
www.five9.com

10. Social Customer Care Dilemma #2
Inefficient Channel
– Agents have no tools to support the social channel
– Significant time wasted by agents searching for
history, sentiment, issue, etc.
– Overstaffing required to meet SLAs
www.five9.com

11. Social Customer Care Dilemma #2
Inefficient Channel
Only 41 percent of companies use social tools for
communicating with customers on social media.
- Aberdeen Group
www.five9.com

12. Dilemma #2 Inefficient Channel
• Solution:
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Agent Assist Scripts
Rules Based Auto Dispositioning
Conversation Threading
Social Poster History
Influence Identification
www.five9.com

13. Dilemma #3 No Consolidated Platform
– Too many social networks (Multiple FB Fan
pages, Twitter Handles, etc.)
– No workflow or unified social queue for all Social
Data
– Managing them all by logging in
to each website
– Inability to incorporate
peer-to-peer communities
www.five9.com

14. Dilemma #3 No Consolidated Platform
The biggest brands have an average of…
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10+ Facebook accounts
10+ Twitter accounts
8+ YouTube Channels
2+ Google+ Pages
2 Pinterest Pages
…accounts, per company, on average.
- Burson-Marsteller Global Social Media Check-Up
www.five9.com

15. Dilemma #3 No Consolidated Platform
• Solution:
– Unified social engagement platform for
• Authentication to major social networks
• integration with communities
• Blogs, articles, mention.
– Unified social queue
• Sort, filter, prioritize
– Unified social metrics and analytics
www.five9.com

16. Dilemma #4 Unable to Measure
– No contact center tracking of social customer service
– No agent SLAs, productivity metrics, or KPIs
• AHT, ART, APT, MHT, etc.
– No insight into social issues and trends
Social Media
Analytics
www.five9.com

17. Dilemma #4 Unable to Measure
“94% of „Top Performing‟ social media brands are
measuring performance to improve operations, with
the most commonly used metric being problem
resolution time.”
- Gleanster
Social Media
Analytics
www.five9.com

18. Dilemma #4 Unable to Measure
• Solution:
– Need to measure social like a true contact center
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Handle Times
Response Times
Agent SLAs
Volume trending
Sentiment tracking
www.five9.com

19. Dilemma #5 Right Post, Right Agent
In real-world implementations, skillbased routing has been shown to
increase agent productivity by more
than 25%.
www.five9.com

20. Dilemma #5 Right Post, Right Agent
• Getting the right posts to the right agents
– No control on how posts are assigned
– No insight into customer trends
– Not all agents are social agents
www.five9.com

21. Dilemma #5 Right Post, Right Agent
• Solution:
– Need an ACD to route interactions
• Get interactions to the best agent
• Give agents one place to handle all work
www.five9.com

22. Get Started with Social
1.
2.
3.
4.
5.
Develop a Strategy
Identify the Right Team
Establish a Responding Protocol
Engage
Measure
www.five9.com

23. Step 1: Develop a Strategy
– Develop a social mission statement
• Even if simple
– Define goals of the social channel
– Identify the social outlets you want to
listen/monitor/engage?
• Where are your customers?
– Involve Marketing and PR
– Share information with
the business
www.five9.com

24. Step 2: Identify the Right Team
– Top Performers
• But might not be your best phone
agents
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Brand Savvy
Speak the Language…of social
Know the products/solutions
Have enough to meet your SLA
www.five9.com

25. Step 3: Response Protocol
– Identify what you want to respond to?
• Positive, negative, everything?
– Be proactive – Even customer service can push messages, not
just respond
– Begin with saying "I'm Sorry”
– Have canned answers, but don't respond in a canned way
– Identify customer influence
www.five9.com

26. Step 4: Engage
– Be active in responding:
• Helping, Known Problems, Dissatisfied Customers,
etc.
• The issues that your customers have are no different than any other
channel
– Say “Thank You” to positive feedback
– Enable agents to be able to fully service customers through
social channel
• However, be mindful of passing any customer information over this
channel
– Stay with the issue through resolution
– Offer to move them to other channels, if necessary
• For example: Telephony or Chat
www.five9.com

27. Step 5: Measure
– Identify an SLA
– Be able to measure against
your SLAs
– Manage agents to increase
efficiency
– Report out on social like
other customer channels
www.five9.com

28. The Five9 SoCoCare Solution
All-in-one social engagement for
customer care
Smart listening & filtering
Advanced filtering (NLP & rules engines)
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Advanced engagement
Spam Filtering, Rules-Based Tagging,
Sentiment scoring and feedback
Real Time Auto-Clustering
Powerful Filtering & Custom Views
Business Rules Based Prioritization
Enterprise & role-based analytics
Focus on customer care & sales
The most advanced analytics in social
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Author Search & Conversation Threading
Agent Assist & Rules-Based Next Best Actions
Rules-Based Auto-Disposition
Internal and External Social Influence
Agent KPI / Workgroup Analytics
Top Voices, Relevancy, Sentiment Dashboards
Supervisory Real-Time Agent Display
Real Time SLA Readerboard Display
www.five9.com

29. How Five9 SoCoCare Works
1. NLP – SPAM Elimination
6. Analytics
2. NLP – Sentiment, Cluster,
Trending Topic
3. Business Rules
5. Interaction
4. Route to
Agent
www.five9.com

30. Download the Five9 SoCoCare Whitepaper,
Creating Smart Customer Connections here.
www.five9.com