The Seven Success Factors of Social Business Strategy by Li Charlene;Solis Brian; & Brian Solis

Author:Li, Charlene;Solis, Brian; & Brian Solis
Language: eng
Format: epub
Publisher: John Wiley & Sons, Incorporated
Published: 2013-06-11T00:00:00+00:00

Support: Assist people and create a great experience in the process

Support through social technologies is an obvious option, and it happens in two ways—either by directly interacting with the organization or through facilitated peer-to-peer support. And keep in mind that employees and ecosystem partners, as well as customers and prospects, deserve Support initiatives as well.

Some potential Support initiatives include:

Providing support through direct engagement. A natural extension of providing customer support is to do so directly through social channels—and to do it in near real time. Online eyeglass seller Warby Parker notices when people post a picture or tweet after they receive their new glasses—and frequently replies back with a personally recorded video message welcoming them to the Warby Parker experience.6 Similarly, Metro Madrid responds personally to almost every inquiry or issue, especially about train or route delays.7

Facilitating peer-to-peer support. The UK-based mobile network giffgaff uses forums to provide all customer support online. The customer community uses incentives to encourage participation, ranging from badges to receiving “payback” points that can be redeemed for prepaid phone credit or donated to a charity of their choice. The result: half of all customer service issues are handled by the community, and the average response time is under three minutes.

Integrating direct and peer-to-peer support with the support backend. When Autodesk set up their new support community, they saw it as a continuum from customer self-service to peer-to-peer support, and then finally a tech support agent speaking with the customer. But when the service was launched, Autodesk’s team overzealously reached out to customers in the discussion forums, leaving few opportunities for “super fans” to participate. After discussion, Autodesk established a service level agreement (SLA) whereby if a post went unanswered for more than twenty-four hours, a support case would be automatically opened up in their customer support system. This gave a chance for customer peers to chime in while also not jeopardizing overall customer satisfaction. The result: within the first six months, half of the issues were resolved within the forum, calls were down 25 percent, and the Net Promoter Score improved by 10 percent.8

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