With today’s customers actively engaging in social media, the world of marketing and customer service has fundamentally changed. Customers control the conversation and are making it quite clear that the service you provide can no longer be an unsatisfactory or merely an acceptable experience. They have shown that due to bad service, they are willing to change and will let their friends, family, and fans know about it. According to an Edison study, 42 percent of consumers expect a response on social media within an hour. An America Express study shows 83 percent of customers left the purchase due to bad service. Another report shows more than 1 million people view tweets about customer service every week, and about 80 percent of those tweets are negative. This should be all the proof needed for organizations to move customer service from an afterthought to a key initiative. Only when customer service is put at the heart of marketing will you reach your marketing and revenue objectives. Join our panel of experts on this webinar to discuss: -How to build and follow a consistent customer service process -Empowering your customer service representatives -Listening for social customer engagement -Knowing whether to intervene or not -Measuring customer care success

1. Customer Service Is the New Marketing:
Turning Satisfaction Into Sales
#TSSUHeartofMktg

2. Join the Conversation…
#TSSUHeartofMktg

3. Thanks to Our Sponsor
• Continue this conversation on the
hashtag #TSSUHeartofMktg as we
lead up to The Social Shake-Up.
• Share your customer service
experience - good or bad – and
how it effected your spending with
that company in the Experience
SAP CRM LinkedIn Group.
Bit.ly/ShakingUpService
• We’ll share stories in person at
The Social Shake-Up.
@SAPCRM
#TSSUHeartofMktg

4. Our Speakers
#TSSUHeartofMktg
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional
services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for
Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay
Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experiences
in the software industry, from development, implementation, product management, and marketing. In the
last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In
his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market
strategy, and execution on the topic of analytics, social media, and customer service. @HansenTweets
Nick Ayres is the Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick
leads the strategic and tactical social marketing plans globally, and is focused on delivering an integrated
social strategy to support the company’s business objective of delivering preferred brands. Nick holds a
MBA with a focus on marketing and entrepreneurship from the Georgia Tech and a BS from Emporia State
University. @NickJAyres
Frank Eliason is currently Director of Global Social Media at Citibank and author of @YourService
published by Wiley. Frank became well known in social media for the Customer Service outreach function
that his team at Comcast was involved with. At Citibank, Frank and his team are helping to change the
way a global financial institution manages its relationships with a diverse community of consumer, small
business and corporate customers—to serve and exceed their expectations and helping build a lifetime of
trust between Citibank and its customers. @FrankEliason

5. July 29th, 2014
Hansen Lieu
@HansenTweets
hansen.lieu@sap.com
CUSTOMER SERVICE
IS THE NEW MARKETING:
TURNING SATISFACTION INTO
SALES

6. WE LIVE INAWORLD OF
DIGITAL DARWINISM
SOCIAL DIGITAL MOBILE REAL-TIME
SOURCE - BRIAN SOLIS “THE END OF BUSINESS AS USUAL”

7. IT’S NOWADIFFERENT
GAME
WITH NEW RULES
8 out of 10
customers spend
at least half their total
shopping time
researching products online
SOURCE – POWER REVIEW

8. AND SOCIAL MEDIA HAS
DRIVEN THAT CHANGE
88%
of customers have been influenced by online
customer service reviews when making
buying decisions.
SOURCE – MATRIX PARTNERS, 2013
500 billion
impressions generated by consumers
about products and services through
social media
SOURCE – FORRESTER CONSULTING, 2012

9. COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& CONNECT TO
THEIR
CUSTOMERS

10. CUSTOMER
SERVICE IS
INTERACTING AND
ENGAGING WITH
CUSTOMERS
EVERYDAY!

11. 48%
of consumers will praise a
company about good service on
social media.
SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER
AND CUSTOMERS ARE
TALKING TO EACH OTHERS

12. 66%
consumers will spend more
with companies who provide
excellent service.
SOURCE – 2012 AMEX GLOBAL CUSTOMER SERVICE BAROMETER
EXCELLENT SERVICE
DRIVES REVENUE AND
PROFIT

13. 78%
of consumers have bailed on a
transaction or not made an
intended purchase because of a
poor service experience.
SOURCE - AMERICAN EXPRESS SURVEY, 2011
AND THEY ARE MORE
WILLING THAN EVER TO
MAKE A CHANGE

14. IMPLICATIONS FOR
CUSTOMER SERVICE
TEAM
Align closely with marketing team
Deliver customer service excellence
Engage your customers and win their
heart
Drive advocacy and revenue

15. The Start of Social Customer Service

16. OrWas it Just Good PR?

17. It is an Evolution!

18. Let’s Evolve Customer ServiceTogether
Frank Eliason
@FrankEliason onTwitter
Connect via LinkedIn or Email
Frank@FrankEliason.com

19. IHG©
Customer Service is the New Marketing:
Turning Satisfaction Into Sales
Nick Ayres
Director, Social Marketing
IHG
July 28, 2014
@nickjayres

20. IHG©
The IHG global social framework
Vision
• To lead IHG to becoming a best-in-class social
business
Guiding Principles
• We are subject matter experts
• We are globally consistent but regionally
relevant
• We are conduits, not roadblocks
• Our first focus is building sustainable
longitudinal relationships
• We strike a balance between brand love
(engagement) and revenue
CAMPAIGN
MANAGEMENT
COMMUNITY
MANAGEMENT
CENTER OF
EXCELLENCE
REPUTATION
MANAGEMENT
@nickjayres

21. IHG©
Our front line in Social Media Customer Care
Subject matter experts first, social media experts second
Highly trained and using 10+ internal and external systems for research,
documentation and communication
24/7 coverage: Sort, triage and respond with a service recovery focus
Support and respond in English, German, Spanish, Chinese and Filipino
@nickjayres

22. IHG©
From the seemingly trivial…
One tweet got me softer toilet paper. Thank
Candlewood Suites. You guys are rad.
https://twitter.com/BAGappa/statuses/210155995475886080
Dear Candlewood Suites Springfield,
you would lose the #Olympics for
soft toilet paper competition. Badly.
#IfThatWereAnOlympicEvent
@nickjayres

23. IHG©
To full-on guest recovery…
https://twitter.com/gazalle/status/487694219545686016
@nickjayres

24. IHG©
We win.
#winning
@nickjayres

25. Join the Conversation…
#TSSUHeartofMktg

26. Our Speakers
#TSSUHeartofMktg
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional
services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for
Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay
Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experiences
in the software industry, from development, implementation, product management, and marketing. In the
last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In
his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market
strategy, and execution on the topic of analytics, social media, and customer service. @HansenTweets
Nick Ayres is the Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick
leads the strategic and tactical social marketing plans globally, and is focused on delivering an integrated
social strategy to support the company’s business objective of delivering preferred brands. Nick holds a
MBA with a focus on marketing and entrepreneurship from the Georgia Tech and a BS from Emporia State
University. @NickJAyres
Frank Eliason is currently Director of Global Social Media at Citibank and author of @YourService
published by Wiley. Frank became well known in social media for the Customer Service outreach function
that his team at Comcast was involved with. At Citibank, Frank and his team are helping to change the
way a global financial institution manages its relationships with a diverse community of consumer, small
business and corporate customers—to serve and exceed their expectations and helping build a lifetime of
trust between Citibank and its customers. @FrankEliason

27. Thanks to Our Sponsor
• Continue this conversation on the
hashtag #TSSUHeartofMktg as we
lead up to The Social Shake-Up.
• Share your customer service
experience - good or bad – and how
it effected your spending with that
company in the Experience SAP
CRM Group.
Bit.ly/ShakingUpService
• We’ll share stories in person at The
Social Shake-Up.
@SAPCRM
#TSSUHeartofMktg

28. Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#TSSUHeartofMktg Audience: Tell us why you
want to go to The Social Shake-Up 2014 to be
entered for a chance to win. Tweet:
“I want to go to #socialshakeup because…”
#TSSUHeartofMktg

29. Upcoming Webinar
August 5th
Transform Events into Meaningful
Experiences: Lessons in Real-Time
Marketing