The Social Media Customer Service Summit 2011 was a truly helpful milestone. The long-awaited focus on customer service within the social media conference landscape took place on 27-28 October at New York City. The excellent line-up provided a broad overview on the state of this successful social media branch as well as deeper insights for a bunch of those people, who are often seen and treeted as cost centers only – as Frank Eliason stated in his introduction. The Senior Vice President of Social Media at Citi is formerly known as @comcastcares and “became something of a rock star within the world of social customer care”.
Rohit Bhargava, Ogilvy, wrote an overview of day 1 – especially on the topics “integration”, “scaling” and “crisis”: http://mashable.com/2011/10/28/social-customer-service-brands.
On day 2 Becky Woodworth, Social Media Senior Strategy Manager, presented the approach of AT&T. The social media staff is the fastest growing workforce within the telco company: 50 FTE for social media customer care, 15 for the community forums (wireless, u-verse and dsl/internet) and 35 for the Twitter and Facebook team.
- Tom Hoehn, Kodak: The worst thing anybody could say about your company is … NOTHING.
- Mark Eduljee, Microsoft: We have not found the one tool for monitoring that is really good at sentiment analysis.
- Gail Moody-Byrd, SAP: If everything seems under control, you’re not moving fast enough.
SAP: Empowering the Community to Listen: Community as Customer Service
Becky Carroll (“The Hidden Power of Your Customers”) gave an insightful hands-on overview on communities, her experience as Community Program Manager at Verizon, and on the needed integration of Social CRM in the existing CRM systems. A good advice was to have a look at Mark Fidelman’s “Sorry Gartner, Here’s the Real Magic Quadrant for SCRM”.
The hilarious speaker Tony Turnage, FedExCares, showed lively how the enthusiam of a Senior Customer Care Manager and his team is humanizing his company and brand. Look at this “pocket of sunshine”. (I would love to see Tony and my colleague Oliver Nissen, Telekom_hilft, together in one conference.)
The overall message, that Customer Care via Social Media is on the rise, was finally confirmed by the TeamTurboTax. Chelsea Martin and Jeff Stevenson are working for the social media support team – a team that grew from 40 reps to more than 80 in the past year!
- Social Media for Customer Service 2011 Wrap-Up – Genuine Jack… The Blog!