SOCIAL MEDIA

FOR CUSTOMER
SERVICE
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@usefulsocial
facebook.com/usefulsocialmedia
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Check out our Social Media for Customer Service Summit
NYC at www.usefulsocialmedia.com/customerservice
SNEAK PEEK Q&A SERIES FEATURING:
Social Media for Customer Service | Page 2 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
INTRODUCTION
Social media is changing the game for customer service, the
voice of the customer is now more important than ever. With
the increasing demand from customers to communicate via
social media channels it is your responsibility to keep ahead
and actively support customers in the channels of their choice.
This sneak peek series will give you frst hand insight into how
other brands are handling, integrating and measuring social
customer service.
Newegg, Whole Foods, Capital One and U-Haul will continue to
go into detail on their social customer service strategy at this
years Social Media for Customer Service Summit NYC. Hilton
Worldwide, Southwest Airlines, Dell, HP, T-Mobile, Dunkin
Brands, American Airlines and Hyatt Hotel will also be amongst
the discussion View the full agenda discussion here
Q&A
WHAT ARE THE KEY DRIVERS BEHIND YOUR
ORGANIZATIONS USE OF SOCIAL MEDIA FOR
CUSTOMER SERVICE?
The key driver behind Neweggs use of social media is the
importance of instilling a sense of community and value in our
customers. When it comes to social media, one of the core
diferences that elevates Newegg above other companies is
the drive and diligence to proactively identify and reach out to
customers who are expressing themselves in one of the many
public forum where Newegg maintains a presence.
Whether its through Facebook, Twitter, or any of our other
social channels, Neweggs Customer Service Team is always on
the lookout for appropriate ways to engage our customers.
We believe that even if someone voices a shipping, product,
or service-related concern on one of social networks instead
of through one of our ofcial customer service channels, that
person ultimately just wants their concerns to be addressed.
We also love to engage and encourage our customers saying
positive things about Newegg online as well.
Sue Martin
Vice President ,
Customer Service
Newegg, Inc
Social Media for Customer Service | Page 3 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
HOW IS SOCIAL CUSTOMER SERVICE ORGANIZED
WITHIN YOUR COMPANY?
Social media is shared equally between marketing and
customer service. Both teams play a huge role it its success.
Social media channels are monitored for posts that necessitate
customer service outreach. When the need arises, a customer
service representative will either provide information that can
be helpful to many or ofer to move a public conversation into
a one-on-one forum such as phone or email so that individual
concerns can be resolved as quickly as possible. The Social
Media Team and Customer Service Team work together closely
on a daily basis to identify these instances as soon as they arise
and reach out to the customers to help with a resolution.
CAN YOU OUTLINE A RECENT INITIATIVE THAT
UTILIZED SOCIAL MEDIA SUCCESSFULLY FOR
CUSTOMER SERVICE?
We make it as personal as possible and share exciting things
that happen in customer service with our customers. Recently
one of our supervisors celebrated her 15th year anniversary
with Newegg. We posted a picture of her with her cake and
our customers responded with notes of congratulations and
added their own positive experiences with our customer
service team. We have posted pictures of various events in
the customer service department and thanked customers
publically for their posts or their support.
HOW ARE YOU TACKLING THE CHALLENGE TO PROVE
ROI ON MANAGING CUSTOMER SERVICE THROUGH
SOCIAL?
Customer Service is regarded highly at the core of Newegg.
We have support from every level and every department.
Our customers are our top priority and engaging with our
customers is our objective. We consider our department a
proft center. We do put a cost to our customers contacts and
have found that it is less costly to proactively engage with our
customers via social media by using software that can route
to agents and mine the internet for conversations than the
typical call to our center.
Sue will be speaking in more depth about social customer
service integration at the Social Media for Customer
Service Summit. Click here for more information
Social Media for Customer Service | Page 4 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
USM: WHAT ARE THE KEY DRIVERS BEHIND YOUR
ORGANIZATIONS USE OF SOCIAL MEDIA FOR
CUSTOMER SERVICE?
Improving the overall customer experience by:
Servicing customers in their channel of choice Many
people do not want to call in, so our goal is to service them
as much as possible through social before moving them to a
call.
Make solving a problem easy for them When we do need
to talk to the person over the phone, our agents are trained
to call customers back
Empower our agents Our agents are responsible for
solving some tough issues, so we empower them to do the
right thing by having them own the case from beginning to
end and allow them to go above and beyond when getting a
thank you from a customer.
Amplify our customer love We love when our customers
love us back, so we aim to amplify this through social.
Listening and sharing customer feedback We want to
make banking with us easy for the customer, so we collect
their feedback to improve our products and processes.
Real-Time Alerting The social team serves as an entry
point for customer feedback to alert stakeholders of system
issues/breakdowns with our digital services
USM: HOW IS SOCIAL CUSTOMER SERVICE
ORGANIZED WITHIN YOUR COMPANY?
The social team sits within the call center environment, but
is 100% dedicated to social. They have a dotted line to both
Brand, Corporate Communications, and Enterprise Social
teams who help them align with the companys overall digital
strategy.
USM: CAN YOU OUTLINE A RECENT INITIATIVE
THAT UTILIZED SOCIAL MEDIA SUCCESSFULLY FOR
CUSTOMER SERVICE?
Yes, we recently launched remote check deposit, which was
a product our customers had been asking for through social.
Once it began rolling out, we were able to celebrate with
customers who were as excited about the feature as we were.
Carla Saavedra Kochalski
Manager of Social Media
Listening and Care
Capital One
Social Media for Customer Service | Page 5 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
Social media is a unique space where we can take the time to
connect with our customers on a personal level.
USM: HOW ARE YOU TACKLING THE CHALLENGE
TO PROVE ROI ON MANAGING CUSTOMER SERVICE
THROUGH SOCIAL?
Having metrics that truly measure performance, such as
response time, resolution rate, and happiness, are important,
but its also important to emphasize the public nature of social
media and the amplifcation that takes place when you truly
help a customer on social.

Carla will be speaking in more depth about social listening
to drive real-time response at the Social Media for
Customer Service Summit. Click here for more information

WHAT ARE THE KEY DRIVERS BEHIND YOUR
ORGANIZATIONS USE OF SOCIAL MEDIA FOR
CUSTOMER SERVICE?
For many companies, customers are already on social
channels speaking about your brandso why not join in the
conversation! We believe that providing customer service on
our various social channels ofers an additional outlet that
more and more consumers prefer over traditional methods. As
we all know, customers vent, recommend products and share
positive/negative feedback with their personal community.
Social media is a fantastic avenue for brands to join in the
conversation to resolve problems, build brand loyalty and have
fun with their community!
HOW IS SOCIAL CUSTOMER SERVICE ORGANIZED
WITHIN YOUR COMPANY?
Our social media team sits under the overall Communications
team at our Global ofce. We are on the Integrated Media
sub-team under Communications, although we have also
been on the Marketing sub-team in the past as well. As the
social moderator, I sit right next to our customer information
team that handles phone calls and emails so we can work on
consistent responses and customer service escalations. The
CI team sits under the Public Relations team and I work very
close with that entire team. We have 850+ social accounts
companywide so we also have various customer service points
on marketing teams at regional ofces and store locations.
Nikki Newman
Social Media Community Moderator,
Associate Team Leader
Whole Foods Market
Social Media for Customer Service | Page 6 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
CAN YOU OUTLINE A RECENT INITIATIVE THAT
UTILIZED SOCIAL MEDIA SUCCESSFULLY FOR
CUSTOMER SERVICE?
The most notable initiative was our GMO labeling
announcement last year. To this day, we continue to receive
questions on our social accounts about the labeling process
and GMOs in general. Social has proven to be a fantastic
channel to get the word out to our community and to clear
up rumors that circulate online. Customer service shouldnt
be only about responding to negative mentions. Responding
proactively can help inform your community about brand
initiatives and allow you to get a little ahead of the curve,
which is rare in social!
HOW ARE YOU TACKLING THE CHALLENGE TO PROVE
ROI ON MANAGING CUSTOMER SERVICE THROUGH
SOCIAL?
Since we do not ofer online ordering nationally, we cannot
provide a direct, monetary ROI for our social customer
service. We report on relevant metrics such as response time,
escalated issues and overall engagement analytics based on
the entire online conversation to gauge our customer service
in social.

Nikki will be speaking in more depth about reactive to
proactive social customer service at the Social Media for
Customer Service Summit. Click here for more information
WHAT ARE THE KEY DRIVERS BEHIND YOUR
ORGANIZATIONS USE OF SOCIAL MEDIA FOR
CUSTOMER SERVICE?
When it comes to our social care eforts we focus on three
main areas of service.
1. Customer Support: Providing information to support our
customers through the use of our products and services.
This includes not only responding to customers inquiries,
but also listening to our customers needs and developing
relevant content to support more customers over the long
term.
2. Customer Service: Responding and resolving customer
issues brought to our attention through social media.
Toni Jones
Social Media Director
U-Haul International
Social Media for Customer Service | Page 7 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
3. Customer Engagement: Interacting with our customers
throughout their experiences with our brand. We encourage
our customers to share stories and photos of their moving
experiences. Moving is often a monumental moment in
ones life, so being a part of that bigger experience is
rewarding and exciting for us as a brand. In fact, we have
a fun campaign dedicated solely to sharing our customers
experiences. Our My U-Haul campaign encourages
fans (customers and team members) to share photos of
their U-Haul experiences. We then display their photos
on our trucks throughout the U.S and Canada. We have
received thousands of photos along with positive feedback
regarding the campaign. Its a great way to give back to the
communities weve served for almost 70 years.

HOW IS SOCIAL CUSTOMER SERVICE ORGANIZED
WITHIN YOUR COMPANY?
Our Social Care Team monitors our brand mentions seven days
a week, and sits within the Social Media Team. Even though
they are not organizationally part of the Customer Service
Team, we utilize the same processes to address customers
issues. This allows us to ensure that our customers get a
unifed experience across all channels.
HOW ARE YOU TACKLING THE CHALLENGE TO PROVE
ROI ON MANAGING CUSTOMER SERVICE THROUGH
SOCIAL MEDIA?
Providing excellent customer service has always been a
primary objective for us, so the initial push to have a dedicated
Social Media for Customer Service | Page 8 Check out our Social Media for Customer Service Summit NYC at
www.usefulsocialmedia.com/customerservice
#CSMCS
Social Care Team centered on showing our executives that
social media are channels our customers want to use, and
that we needed to be there. It wasnt until we really started
learning from these experiences that the real value started
to shine through. Ill admit, Im a data junkie we track
everything. This enables us to not only report on the standard
customer service metrics, such as response time, resolution
rate and sentiment, but also to analyze customers perceptions
of our products and services.
Toni will be speaking in more depth about proactive social
customer service at the Social Media for Customer Service
Summit. Click here for more information
Hear from 20+
Customer Service
and Social Media
Executives:
Platinum Sponsor:
USM
The 4th Annual Social Media for Customer Service Summit New York
November 45 2014
#CSMCS usefulsocialmedia.com/customerservice
INTEGRATE social into your customer service
operation: Use the right infrastructure, touch points
and cross-collaboration
CREATE a proactive and reactive support
strategy to deliver hands-on service which is
personalized, timely and useful
DEVELOP a seamless multichannel experience
across your external support channels for a single
customer view
ANALYZE and route customer feedback
to the right place: Drive customer centric resolutions
and real business evolution
PROVE the value of social support resolution:
Discover the right KPIs and metrics for internal buy-in
> INTERACTIVE FORMATS
Learn with new peer-to-peer best practice
sharing formats. Case study examples, intimate
roundtable discussions, panel debates and keynote
presentations will ensure you leverage every opportunity
to get answers to your biggest questions.
> NETWORKING
Get the most out of 16 hours of best practice
and future strategy planning. During the
networking time you will leave with valuable
contacts and takeaway solutions which you
can put into action.
> CORPORATE SETTING
Join 200+ customer service and social media
leaders over 2 days for high level business
discussions among the most socially devoted
companies in the USA. No evangelists or thought
leaders just real life examples from real brands.
SEAMLESS SUPPORT
Build social into your service strategy to cut costs,
prevent crises and get happier customers
TOP
PERFORM
ING
BRANDS
Loved it, the focus was purely on social
customer service with many great presenters.
Cant wait for next years conference!
Annette Hernandez, American Airlines
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