Superb Social Customer Service: The New Key Differentiator

PaulDunay
Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on June 19th 2014

Superb Social Customer Service: The New Key Differentiator

This week I moderated another Social Media Today webinar part of their Best Thinker webinar series, this time on the topic of Superb Social Customer Service: The New Key Differentiator. This webinar was sponsored by SAP. The webinar included a stellar mix of panelists namely: Bianca Buckridee who leads Social Media Operations at JPMorgan Chase, Kai Petzelt who is a Senior Director of Product Marketing at SAP, and Brandon Lewis who is the Resource Desk Team Lead for Zappos.

Kai got us started with some background to help set the stage for superb social customer service. One stat that Kai cited from the Customer Management IQ Executive Report: “88% of all organization delivering a multi-channel service experience, the differentiating factor will now be the quality of those interactions” really got a lot of discussion on twitter and response from the audience in terms of questions on response time and more. Kai also declared the end of Linear marketing which also resonated with the audience.

Bianca took over and gave us a look at some lessons learned from the JPMorgan Chase customer support team. Her presentation was of great interest to many in the audience who work in regulated industries. She talked about how her team was able to add humor and a sense of personality to providing social customer support even when her Twitter responses have to go through her legal team!

Brandon then completed the presentation portion of the program with his discussion of how Zappos thinks about customer support in general with an emphasis on social customer support now more than ever before. He also gave us a look into his team and how they are charged with delivering Wow experiences “where ever the customer needs it” and more importantly not driven to upsell customers.

Now, if you have ever been on a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as: What would are speakers do differently if they were just starting out creating a social customer support team? Does Chase measure the impact to Net Promoter Score of its social efforts? Does Zappos think that providing a wow experience on social helps to mitigate the possibilities of a bad review on Yelp or other shopping sites?

If that piqued your interest, you will want to hear the replay of this webinar, please check out this link. Otherwise we hope you will join us on another Social Media Today webinar! The next webinar is on Charting the Course for Enterprise Social Media in a Regulated Industry signup or it our just view the schedule of upcoming webinars here.

PaulDunay

Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

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: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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