Customer Engagement at Scale

Transcription

1 PART 1 Customer Engagement at Scale Building a Customer Experience Team When is your next re I can t can t wait wait to to see see what s new! James Uh oh...@bizco app keeps crashing on on my my tablet... tablet... Carmen Great confereence announcements m mpressed! Love your customer service!

2 UNDERSTANDING SOCIAL COMMUNITY ENGAGEMENT Think about the last new restaurant you visited. What was your reason for going there? More than likely, you visited a specific restaurant because you heard good things. Whether it was good things about the food, the wait staff, or just the overall atmosphere, your perception was impacted by word-of-mouth. The restaurant could have claimed premier service with the best selection of spirits in town; but it wasn t about what the restaurant said, it was about what their customers said that enticed you to try it out. Like good restaurants, brands have to create a unique experience. One that is to be talked about and shared with others to earn trust, build loyalty, and influence buyers. In order to develop an experience, brands need to build social community engagement by listening to their audience. In this ebook, you ll learn how to build social community. From understanding social engagement as a strategy, to choosing with which voices to engage, to building your own customer experience team and center, this guide will provide you with the necessary information to create and maintain brand affinity, establish a connection, build relationships, and influence your audience through social community engagement. 2 Customer Engagement at Scale: Part 1

3 TABLE OF CONTENTS Chapter 1 The secret to customer engagement Chapter 2 Engagement at scale Chapter 3 Building a customer experience team Conclusion The next steps Annette Sounds like #tech2017 is gonna be huge Just spoke to a rep... Great customer service! #goldstar is teaming up #HYPE

4 THE SECRET TO CUSTOMER ENGAGEMENT Customer engagement more than just a tactic. Customer engagement is a strategy. It is an understanding, a connection with your audience that gives you the opportunity to assist them through a willingness to observe and learn. Listening allows you to better understand your different audiences and what they care about. Think back to the restaurant scenario. Let s say you are a restaurant specializing in wholesome, farm-to-table meals. For the past ten years, customers have raved about your variety of food options and your family-friendly environment. However, in order to attract the local college crowd, you decide to take the kids menu away and make your establishment 18 and up. My kids only want to eat your sweet potato tots! Grant Just had a great family bday party #fullbelly 2:24 PM Sure, you could argue that you will be attracting a wider variety of customers in college students, but have you thought about your largest customer base? Have you listened to the families that appreciate a farm-to-table option located in a city inundated with fast-food joints? Have you thought about the fact that you may be alienating moms and dads who have spent the most money at your restaurants with their kids? By making rash decisions without listening to your audience, you are negatively impacting your brand s perception. Before making these changes, you stood out as something different, a unique experience for the consumer. Now, customers log onto social media and review sites, questioning your trustworthiness and loyalty to your consumer base. And that has a profoundly negative impact on your business. My wife NEEDS your salad dressing recipe! #cravings Love your customer service! 4 Customer Engagement at Scale: Part 1

5 Chapter 1 THE SECRET TO CUSTOMER ENGAGEMENT Today, audiences play a bigger role in shaping the brand voice and experience, which means you should always remember to put their needs at the forefront. Part of putting their needs and wants at the forefront means being proactive in your approach to social engagement. Your brand, company, or organization has to engage your audience and have what it takes to earn trust, build loyalty, and ultimately influence buyers. So what does customer engagement take? Listening Understand what your customers are saying and open your company up to new insights. How are customers using your products or services? How do they feel about them? How are they influenced by them? Gain authentic feedback from customers that can help shape your marketing strategy. Identifying an Opportunity Look for authentic way to resolve customer satisfaction issues, shift perceptions of your brand, and even influence prospects who are making buying decisions. Engaging Consider different ways to engage your audience (reactive messaging, proactive messaging, paid social media, etc.) and build a better relationship with consumers. Customer loyalty statistics 16x The cost of bringing a new customer up to the same level of profitability as an old one is up to 16x more % Lowering your customer churn rate by 5% can increase your profitability by %. 5 Customer Engagement at Scale: Part 1

6 Brandon What time does the tech con start? I don t wanna miss it... ENGAGEMENT AT SCALE Carl Can anyone recommend a new provider? Not happy w/ current... Hannah The website is great! #UX is so important. Be selective with your customer engagement. It may seem impossible to connect with every single member of your audience. Choosing which voices to engage with from millions can be overwhelming; however, with a test-and-learn approach, you can scale customer engagement. Being selective with your customer engagement means you are able to be mindful of your social community, allowing you to represent your brand voice to the fullest. Quinn Pranav down for anyone else? Site doesn t seem to be loading... I couldn t find what your VIP service entails. Please advise. Lauren Disappointed...just s app on my phone and it s broken! Looking s competitors... Decisions, decision! #upgrade Thanks so much for helping me find a solution for my business! I haven t seen any response to my inquiry...any What are your CS hours Meghan over the weekend? I need to get in Thanks for your help with migration! You re the best! Nathan Emilio so far! Can t recommend enough. #upgrade Naomi Lemar Kudos for their fast to my question! Much appreciated. offer any discounts for #nonprofits? Aisha Streaming the tech con on my tablet and I can t wait for announcements! Are you closed for the holidays? I couldn t get through... I just switched and I m running into some issues... Amanda Sofia Has anyone heard Seems like a good deal, but I m not sure... took care of my problems Quinn Ivan so fast!! Thank you! Need #advice on changing to down for anyone else? Site doesn t seem to be Anyone? Love your customer service! 6 Customer Engagement at Scale: Part 1

7 Chapter 2 ENGAGEMENT AT SCALE What to listen to Start small with keywords and topics you care most about. Listening queries allow you to: Keep a finger on the pulse of conversation trends and brands. Identify engagement opportunities. Ride the momentum of trends. What to engage It s okay to prioritize engagement opportunities. Develop a process for categorizing engagement opportunities based on where people are in the customer journey. Next, it s important to prioritize messages based on: How to engage Community management is key. Each engagement is a conversation, both with an individual and a community. Remember, every experience has the potential to be amplified. Therefore, it s important to: Get to know your community. Understand the right context and set the right tone. Follow up with leads and handle contact information with care. Things to consider Don t take yourself too seriously. Engage in authentic ways. Invite interaction. Time sensitivity Perceived impact Business priorities 7 Customer Engagement at Scale: Part 1

8 BUILDING A CUSTOMER EXPERIENCE TEAM Improve collaboration and communication with a new generation of marketers. Nick How do you build a customer experience team? Start by creating a fun and inclusive work environment. Social media is second nature to younger talent and they are highly committed to using it as a tool to positively impact others. The modern workplace must support this new generation of marketing talent. Xiaorong Free snacks at booth 24!! #freefoodbestfood Jamie 10 errors in 2 minutes...what s going on with this Carrie Just got my swag s booth at #tech2017! #flair BizCo Official Stay up to date with what s trending at #tech2017 s new app. Loving livetweet from #techcon2017 Alan When does the main speake on at #tech2017? Jude Ignacio Just high-fived a giant cloud mascot...best conference eve Hannah Boss is doing karaoke. This should be good! #camerasout Manuel So many people...need more coffee... #notamorningperson New release on Tuesday! Las #bugfix and then launch tim Priyanka gonna appear at #tech2017? #TeamCatsby Nora What version of app added #social sharing? 8 Customer Engagement at Scale: Part 1

9 Chapter 3 BUILDING A CUSTOMER EXPERIENCE TEAM Hiring and developing your social team are arguably the most important investments you will make. People with diverse experiences who can work collaboratively will help your brand connect with audiences. Once you start developing your team, there are five essential roles you will want to have covered: Leadership Creative Establish strategies and guidelines for Produce and manage content. listening, engagement, and content Data Analytics development. Measure and learn from performance of Community Management both the team and the media channels. Engage directly with customers on behalf of your brand. Paid Media Direct media placement and monitor its performance. As part of the hiring process, ask candidates for written responses to actual inbound customer messages. While subject-matter expertise is typically developed on the job, candidates should be able to demonstrate a familiarity with your audience and an ability to follow the unspoken norms and tone of the various social communities. 9 Customer Engagement at Scale: Part 1

10 If you l wait til you see CONCLUSION: NEXT STEPS Remember, at the forefront of a good customer experience strategy is the ability to listen to your audience. BizCo Official We re teaming up to bring you our new video series starring BizCat! is handing out samples at booth!! From there, be selective with your customer experience and work to Nellie empower your community management team. Once you understand how to implement and embrace customer engagement as a strategy, it s time to look at building another team that s equally important to that strategy: the creative team. Nice presentation at #tech2017! Loved the music. Just heard a rumor is teaming up Jacob Sonja.@Bizco boot Cat plushies? Lien Alejandro I am so lost at #tech these crowds are Your customer service reps are the best! Thank you! BizCo Official Worst part ab it s over in 3 d Test your #tech2017 knowledge and win a one-day VIP pass! Evan BizCo Official