A great case study presentation that describes how KLM do Social Customer Service well powered by Salesforce.

1. Use Case
KLM
Campbell McDermid Strategist Marketing Cloud
June 30th 2015

2. 14th April 2010 Eyjafjallajokull erupted
10M travellers effected
Airline traffic halted
KLM forced to
communicate to
passengers in new
ways
Birth of social media
service
“You have to be where your customers are”

3. 35,000 cases a week
Customers choose
channel of least
resistance
Any channel will do
Response time 30
minutes SLA
“If you are active on social media you MUST offer customer support

4. Making it easy for the consumer

5. Whilst scaling up in the background

6. Resourcing to cover the small things that
were known to have high value

7. They focused on small actionable
chunks of data

8. Investing where the demand is concentrated

9. Connecting virtual with physical

10. And being relevant authentic and
transparent

11. KLM are now reaping the rewards

13. 5 steps to launch a SCS
Social Customer Service

14. 1. Start with Listening
• Owned properties (Mktg, Service Agts, Communities)
• Replies & Comment Threading
• Integration to Service Cloud for Case Creation
• Owned TW and FB Accounts
• Include Brand & Support Twitter Handles
• @cares @outlet @edu @campbell@SFDC
• Include DM for Twitter & Facebook, G+, Sina Weibo
• Integration with Communities

15. Listen – beyond “owned”
• Proactive Listening
• Twitter Focused
• Larger Volume than “Managed”
• Key to Retention & Improved
Social Reputation
• Important to Optimize Listening
& Reduce Noise
• Bank of America 100k/month

16. 2 Engage
Engagement
1. What is your response culture (in social media policy doc ?)
2. Knowing when Public vs Private
3. Praise & Relationship Building
4. Closed Loop Follow Up (connects to NPS)
5. Crisis Management
6. Influencer identification & management

17. 3 Governance
Handle Issue Resolution Publicly & Don’t Use Template Responses
Social Media Policy
Brand Personality
Compliance
Legal
Workflows

18. 4 Align Operations & Workflows
Community Managers, Marketing or Call Center Agents?
Social Media Marketing
Metrics
Social Service Metrics
Sentiment & Share of
Conversation
How Many Customers Thanked
Today
Friends, Followers, Views,
Likes, ReTweets
How Many Customers Helped
Today
Word Clouds & Hot Topics
Volume of Service Issues by
Source (Facebook, Twitter,
YouTube, Forums, Blogs)
Influencer Analysis
Top 10 Complaints & Inquiries
in Social
Geo-Location Insights
Response Time & Escalations
By Source
Examples
1 Call deflection v Consumer Education
2 Supported help v self help
3 Email v chat
• Will case assignment be manual or auto-generated ?
• Do you have guidelines on driving workflow to queues/
users?
• Influencers (Klout, Twitter Followers, Source Tag)/
Sentiment
• Keywords/Phrases
• Language
• Media Type – (TW/FB)
• Manual Tags/Priority

19. 5 Measure what matters
Most often measured metrics
1. # Engagements & Engagement % on
Mgd Accounts
2. Customer Satisfaction
3. Response Time
4. Retention Opportunities & Customers
Helped
5. Revenue
6. Top issues
7. Cross Channel Reporting
8. CSAT/NPS
Additional Metrics
Inbound vol by day Vol by social site
Inbound vol by hour #likes RT’s
Response time # reporting tags
Case close time Reporting by Influencer
NPS X-channel report
Total vol trended over time Social resolution rate
Top issues # Social profiles captured
Open case visibility Productivity – quality not quantity

20. Social Customer Service
Use cases & value drivers

21. Social Customer Service: Key Use Cases
Customer retention
Sales Leads
Customer
Experience
3
1
2
Value Drivers Social Impact
Measures
Business Metrics
Customer care at the point of need
Treat me as an individual
Know my value
Speed of response
Preferred channel & device
Likes, shares re-tweets
Increase in influencers
Social resolution ratio
Net Promoter Scores
Lifetime Customer Value
Case close time
Responding to a request
Pro active outreach
Relevant to my needs
Engagement rates
Attributable sales revenue
Lead generation
Increase Av Order Value
Product or service upsell ratios
Lead to conversion ratio
Surprise and delight
Seamless
Consistent
Sentiment scores
Influencer/advocate numbers
Ranters into ravers
Net Promoter scores
Brand advocacy