Customer Service & CRM on digital media now is a necessity. Social media now one of the most suitable channel to do so. What is strategy for utilize Social media for customer satisfaction? Social Customer Care is one of the answer.

1. Social Customer Care:
How to delight customers through Social Media
Elga Yulwardian
@elgayulwardian
Department Head Digital Media Partnership & Activation – PT. Indosat, Tbk
Indonesia Customer Service Summit (ICSS) 2013, Le Meridien Hotel, March 21st 2013

2. Discussion Agenda
The customers’ behavior change
Social Customer Care strategy for customer satisfaction
Best practice on Social Customer Care
Other digital technology for Social Customer Care

3. The customers' behavior has changed
And also, their fingers’ power!
Example:
Maldives
Marriage

4. Case Study: Maldives Marriage Insult
October 2010.
The French couple paid for US $ 1500 for the
wedding
Abusive and abhorrent local Dhivehi language on
the wedding vows
The incident impacted to the Maldives tourism
performance.
Source: Ministry of Tourism, Arts and Culture,
Republic of Maldives

5. The customers' behavior has changed
Source: Alyson Stone, Desk.com

6. The customers’ Alter Ego :
They can be anyone on the net

7. The customers' decision journey
is very different now!
Source: www.strotherweinberg.com
Source: Harvard Business Review, December 2010, p.64
Source: Harvard Business Review, December 2010

8. Their do more online than offline

9. “Social Media (strategy) is about rethinking how your
company make plans (on digital environment) when your
customers are in the center and in control”
Paul Adams, senior user experience researcher Google
www..thinkoutsidein.com
Example:
United Breaks
Guitars

10. Case Study: United Breaks Guitars
"United Breaks Guitars" is a protest song by Canadian
musician Dave Carroll and his band, Sons of Maxwell;
witnessed baggage handlers throwing his $3,500 Taylor guitar.
It chronicles a real‐life experience of how his guitar was
broken during a trip on United Airlines in 2008.
United Airlines stock price plunged 10% costing shareholders
$180 million.

11. Social Media (strategy) is way of thinking. It’s not about
sales, or ads, or click through rates. It’s about pursuing and
fostering communities of customers.
PaulAdams. senior user experience researcher Google
www..thinkoutsidein.com

12. CARE
Social Customer Care is a systematic method to utilize
Social Media and other media as official channels for
company to directly connect to communities of customers;
to create customer satisfaction.
The implementation step of
Social Customer Care
1. Define special team & strategy
2. Prepare the platform(s) and its integration
3. Find and grab ‘advocate’ customers

13. Dedicated Resources
Dell is one of the most advance company in implementing Social Customer
Care. The Dell Social Media Command Centre is very popular as a dedicated
resources for this matter.

14. Dedicated Resources
Zappos is also very well‐known company that is
successfully create social culture in their
organization. All of Zappos employees are
functioned as customer services and deliver
happiness to their customers.

15. Platform Integration
Picture source: www.transversal.com

16. Dedicated Social Media Customer Service

17. Crowdsourcing Platform

18. Crowdsourcing Platform

19. Crowdsourcing Platform

20. “Social Media is the best way to reach your
influential customers and the only way to reach
your cynical ones”
Michael Troiano Principal Holland-Mark
www.troianome.com
Example:
KLM Surprise

21. The fact

23. There are many analytical tools that
can provide interesting information
related to digital community
The graphic is a result of Gephi software
that is run my facebook network data.

24. Best Practice Benchmark

25. Best Practice Benchmark

26. Crowdsourcing Platform

27. Other Digital Technology
Artificial Intelligence (AI) and Augmented Reality (AR) are predicted to be integrated
part of Social Customer Care in the future.

28. Other Digital Technology
Virtual world is also predicted to be one of new
Social Customer Care in the next future.

29. Social Media Platform
Company have to be very careful in investing and
implementing their Social Media Platforms.
Follow the mainstream platform, to some extent is the
safest way.

30. SummarySocial Media Platform CARE
Picture source: www.moxiesoft.com

31. Summary CARE
Source: Michael Hinshaw & Bruce Kasanoff, MCorp Consulting

32. Summary CARE
Source: Michael Hinshaw & Bruce Kasanoff, MCorp Consulting

33. Thank you and let’s discuss