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2011 Forrester Research, Inc. Reproduction Prohibited Research, Inc. Reproduction Prohibited 2009 Forrester
Social media gives consumers the ability to connect to and share their opinions and concerns with others Will you be there to learn from and help shape their opinions?
Agenda
The growing power of social media
How to evolve from monitoring to social support The four steps to social intelligence powered customer support Recommendations
Consumer electronics
Automobiles Music
15%
15% 14% 13% 11% 10% 9% 9% 4%
Computers
Videos/DVDs Hotel reservations
General apparel/clothing
Business services
Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) Base: 10,044 US online adults
*Trust is defined as a 4 or 5 (trust a lot) on a scale from 1 (do not trust at all) to 5 (trust a lot).
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Source: February 2010 Tapping The Entire Online Peer Influence Pyramid
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Just listening means having an open ear and a head in the clouds
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Agenda
The growing power of social media
How to evolve from monitoring to social support The four steps to social intelligence powered customer support Recommendations
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The management and analysis of social media data, used to activate and recalibrate business programs.
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Outreach opportunities
2011 Forrester Research, Inc. Reproduction Prohibited 19 Source: March 12, 2010, Defining Social Intelligence Forrester report
Product research Sentiment analysis Interactive buying Lead generation Customer support Brand protection
Tactical
Crisis management
Reactive Proactive
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Agenda
The growing power of social media
How to evolve from monitoring to social support The four steps to social intelligence powered customer support Recommendations
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2011 Forrester Research, Inc. Reproduction Prohibited 23 Source: How To Make Social Media Data Actionable Forrester report
Data Analyst
Interpret the information Identify risk and opportunity in the data
Process Lead
Develop goals Oversees ongoing operation Manage the technology partnership for the team
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Social media measurement Increased brand mentions Larger share of voice Engagement with online customers Increased Twitter followers More positive sentiment
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2011 Forrester Research, Inc. Reproduction Prohibited
Business measurement Decrease call support or email volume Increase sales Increase website visits Improve brand awareness
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Agenda
The growing power of social media
How to evolve from monitoring to social support The four steps to social intelligence powered customer support Recommendations
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Recommendations
All: Evaluate the 4 Ps to determine your readiness for social support
New to social media:
Start collecting social data now Start small: aim for a single product, customer group, or touch-point
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Thank you
Zach Hofer-Shall
http://twitter.com/znh
http://blogs.forrester.com/zach_hofer_shall www.forrester.com
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Orchestrate
Design
Service Manager
Good Experiences. On Brand. On Budget. | 34
But, for the Service Manager: A Vast Chasm Between Insight & Action
Voice of the Customer Analytics Service Experience Management
Insight + Action
Listening
Good Experiences. On Brand. On Budget. | 36
Listen
phone
Brand & People Performance Forum Posts Content Utilization Linked In activity Experience Effectiveness
web
Forums
social
| Corporate Overview
Listening Checklist
Listen Across ALL Channels
Apply Semantic & NLP Capabilities Use Sentiment Analytics Use Influencer Analytics Benchmark Against Brand Peers
About KANA
KANA Overview
WHO WE ARE
The leader in Service Experience Management (SEM) Solutions
Top Banks
#1 - ING #3 - HSBC #6 - Bank of America #8 - Citigroup #11 - Chase
Top Telcos
WHO WE HELP
Customer Service Leaders
HOW WE HELP
KANA lets you take total control over customer journeys, so you can take care of your customers and your brand.
Government
City Of Toronto City Of San Francisco City Of Vancouver City of Boston Transport for London
WHO WE SERVE
Over 600 B2C companies with a relentless focus on customer service Local, State and Federal government agencies serving citizens
Strengthen brand perception and customer loyalty Lower Average Handle Time and reduce service delivery costs Drive cross-selling and up-selling revenue Reduce errors and enforce policy compliance