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| Stage |
Get Started Right |
Leverage Investments |
Perform to Target Metrics |
Deliver Positive ROI |
| Example Activities |
- Track online conversations and determine categories and volumes of relevant posts.
- Review Company’s Facebook and Twitter pages and determine strategy for customer care involvement.
- Decide initial resources for social media engagement.
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- Analyze existing CRM providers social media capabilities.
- Determine possibility to use PR or marketing technology investment for customer care.
- Enhance Company’s Facebook and Twitter assets to be ready to handle customer service engagement.
- Build an engagement plan and start engaging.
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- Build a community page for customers to share experiences and resolve issues.
- Assign team to find and address issues, and to engage in other
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- Integrate CRM provide with other technology and data analysis platform.
- Increase resources to resolve additional issues.
- Get proactive with customer resolutions
- Develop international roll-out plan.
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| Sample Goals & Objectives |
- Report overall customer services issues in social media and the subset that have the potential for resolution.
- Get cross-functional buy in for a cohesive Facebook and Twitter strategy.
- Create performance evaluation metrics for employees who handle social media activities.
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- Create automated reports that deliver insights across organization
- Build engagement plan and initiate trial program to consistently engage in customer issues.
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- Set objective for Facebook, Twitter engagements and members participating in hosted community.
- Define issue resolution goals and track employee and overall performance against goals.
- Define value of positive brand exposure.
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- Implement ROI calculator to demonstrate cost savings of resolved issues.
- Analyze social media results against phone, chat and email.
- Proactively seed communities with service resolutions.
- Track and define value of issue deflection
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| Sample Evaluation Metrics |
- Top 10 most common issues discussed online account for 85% of all online customer service issue.
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- Strategy developed to address 6 of top 10 issues without increasing costs to department.
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- Reduced 75% of online customer issues are addressed within 24 hours of original post.
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- 20% deflection of incoming customer calls saving an annual cost of $3 million
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