Tag Archives: Customer Service

The New Heart of Marketing: Service

1 May

Customer service is the new marketing

An exclusive, live webinar from Social Media Today
May 2nd at 1pm EST / 10am PST

There was a time when marketing was all about selling and pushing out the company line. But with the rise of social media, marketers have replaced old models of company-customer communication with vital new models, based on conversation, interaction and collaboration. And the most successful have found the key to keeping that connection with their audiences and keeping them engaged is to infuse their whole operation with an emphasis on service before all else. Then, sales follow, as do customers who keep coming back.

Join us as we we discuss how sales, product design, marketing and customer service all contribute to the service mentality of a company. We will talk about how customers view a company’s service. And we will explore how marketers, in particular, can get an outside-in view of their customers, to make sure they are putting themselves in their customers’ place as they design their entire customer experience.

  • How does putting customers at the center of all business decisions translate to increased sales and growth?
  • Are there ways of engaging customers that provide service and help boost sales?
  • Does gamification help or hurt that goal?
  • How can employees think beyond the numbers and get to a service mentality

                                                   About the Panel

Emily Yellin, Moderator

Emily Yellin is a journalist, author and consultant. Her most recent book, Your Call Is (Not That) Important to Us — Customer Service and What It Reveals About Our World and Our Lives, was published by Simon & Schuster. Currently, Emily is a consultant with Peppercomm, a strategic communications firm in New York. She also regularly speaks at conferences and in the news media about customer service, marketing, social media and journalism, and is on the advisory board for TheSocialCustomer.com. Emily was a longtime contributor to The New York Times, and has written for Time, The Washington Post, The International Herald Tribune, Newsweek, Smithsonian Magazine, and other publications. She has lived in New York City, Chicago, Los Angeles, and London, but is currently based in Memphis. Website: emilyyellin.com Twitter: @eyellin


Your Social Media Roots

31 Jan

The metaphor “your business is like a tree” refers to being as sturdy as its roots. You need to first build a strong  foundation until you can branch out. The same goes for social media which is  becoming a more important component of today’s marketing mix.

Vertical Measures created this Internet Marketing Infographic which does into detail about social media best practices via four social media traits: Product Ratings and Reviews, Customer Service, Lead Generation, and Brand Awareness. This infographic “Your Social Media Roots” can help ensure that your business is ready to grow in 2013.

Your Social Media Roots


Monitoring for SOcial Customer Service

18 Jan

Consumers are increasingly turning to social media as a convenient way to raise customer service issues. Some companies are beginning to realise the potential this can have in reducing costs and increasing customer satisfaction and customer loyalty, but without an effective listening process in place this potential will go unrealised.

This webinar will equip you with the knowledge you need to get started with social media monitoring for customer service.

Topics will include:
  • The value of social media monitoring for Customer Service
  • How to create a Customer Service listening programme
  • How to filter out the conversations that matter
  • Facilitating effective customer engagement
  • Setting up the right team (with the right skills)
  • Case studies and best practice
Our Social Times is a boutique social media agency, providing a range of high-value social media marketing, monitoring and training services. We also run one of the country’s most popular social media blogs and organise high quality social media conferences, courses and workshops in the UK, US, Europe and Asia.
Founded in 2005, Sentiment Metrics was created to help businesses listen to the social internet, understand it, and participate all from within a suite of world-class technologies. Today, they work with over 400 clients across 8 time zones, including many of the world’s leading brands.
Feedback from last webinar
Ronan Gillen EU Complaints, Community and Social Customer Service Manager,
@askebayRonan leads the EU Community and Social customer services teams at eBay and has been working on developing the company’s European social media customer service model since mid-2011. Ronan also oversees the complaints handling teams across eBay’s different European markets. Ronan has been a customer services leader for over 10 years.

Leon Chaddock Leon Chaddock Managing Director,
Sentiment Metrics
@leonchaddockLeon is one of the pioneers of the social media analytics field. He has been working in this area since 2004, pre-dating both Twitter and Facebook. His current company, Sentiment Metrics, works with over 400 clients globally, including many of the world’s leading brands.

Katy Howell CEO,
Immediate Future
@katyhowellKaty is a recognised authority in social media. She speaks around the world at marketing and digital events and trains for the Institute of Direct Marketing and Chartered Institute of Marketing. Her clients include Sony Europe, BT, Diageo and HSBC.

Luke Brynley Luke Brynley-Jones Director,
Our Social Times
@oursocialtimesLuke Brynley-Jones is one of the UK’s most experienced social media consultants. In the past 12 years he has helped brands such as Accenture, YMCA and Orange to develop effective social media strategies. He has trained over 4,000 marketing and PR professionals in social media marketing, monitoring and engagement. He writes the popular social media marketing blog, oursocialtimes.com and hosts social media conferences in the UK, US and across Europe.

Via Our Social Times

How to Manage Socially Integrated Channels?

8 Jan

An exclusive, live webinar from Social Media Today
January 29th at 12pm EST / 9am PST

When customers publicly address your company on Twitter or Facebook, who should respond: marketing, or customer service? And what, in the social media age, is the difference?

Traditionally living in separate silos within large enterprises, these two functions have come under pressure with the advance of popular social computing, with the customer often defining the public circumstances under which engagement takes place. Customers don’t distinguish between departments of your organization when reaching out, and poor online service can cripple marketing efforts – so it’s incumbent on businesses to adapt to the new, integrated reality of customer interaction.

Join us as we explore the ways in which large companies are changing to be more responsive to and understanding of their customers:

  • Where does the integration begin?
  • How do marketing and customer service coordinate and share data?
  • Does marketing touch the customer in much the same way that customer services do?
  • Does marketing own customer service now? Or vice versa?

About the Panel:

Erika Jolly Brookes is vice president of product strategy for Oracle, working on the Oracle Cloud-Social business to help guide product strategy and development. Prior to joining Oracle, she was vice president of marketing and communications at Vitrue, a leading provider of social marketing publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and is now a wholly-owned subsidiary of Oracle. .


Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected  independent agencies helping business navigate the socially engaged Web. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.

Register for Marketing and Customer Service Merge

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What’s the ROI of Empathy?

2 Jan

How Social Media is Changing Customer Service

26 Dec
subscribe How Social Media is Changing Customer Service
An inside look into how businesses are adapting to new forms of consumer complaints, questions and feedback.

As more and more consumers are reaching out to brands on social media channels, knowing how to handle support-related requests and build customer relationships is essential in growing your business and outpacing the competition. Businesses now have the opportunity to directly connect with current and potential customers in ways never seen before. Don’t miss your chance. Discover how to turn customers into powerful brand ambassadors, efficiently assist users on social networks, and drive sales. Download this white paper to learn how to:

  • Build a social media team who is prepared to resolve issues and assist customers in a public forum
  • Capitalize on conversations surrounding your brand and grow your business
  • Engage with users online to build awareness about your organization, increase traffic to your website, and drive conversions

Download Social Media Guide NOW!

Marketing Strategies of E-commerce Enterprises

25 Aug

GUANGZHOU, China, Aug. 25, 2012 –/PRNewswire-Asia/

1.       Acquire New Users and Maintain Old Users

E-commerce marketing should focus on two points. Firstly, acquiring new users will be important, and then maintaining the old ones by communication is also very necessary, and meanwhile they should let the old users help to get new users, which to some degree is the ultimate goal of the marketing. And under the guidance of these two goals, the marketing department will get clear about their own responsibilities.

New users can be acquired through different promotion channels, of which the steps and phases will also be different. And during every phase, there may be some loss of users, and the marketer’s job is to try to make this not happen. In addition, different from the acquisition of new users, the core of the maintenance of old users will be exploring the maximum value of them.

Generally speaking, the value of existing users can be divided into two levels: 1. Their contribution to the achievement and revenue. For example, this will take place when free users turn into paid users, and when paid users repeat their purchases, and then the increase in both the frequency and in the contribution of a single purchase will lead to the growth in the revenue. 2. Their help to attract new users, such as the common word-of-mouth marketing campaign.

SooBest, in its practice, has developed conventional marketing activities respectively for new and old users, which become great partners and supplement each other very well. Throughout the process, over time the new users will become old users, and old users will also bring a certain number of new users. With much effort put into the analysis of the data got from each of the activities, SooBest has found all the indexes of the old and new users, which have become the core indicator of the whole marketing campaign.

2.       Combined Effect

Often there are lots of enterprises, in the infancy of their marketing, which focus on studying or imitating the marketing recipes of those leading companies in the field. Yet they get quite different results. So what goes wrong here?

First of all, factors including products, prices, promotions, website designs, customer service,logistics and distribution, and after-sales service are all affecting the success of an order. To control these factors, integration and efficient co-ordination will be required.

In many cases, the decision-makers tend to set their eyes on those media channels that can contribute much to the achievement, or those very low-cost ones, while they usually ignore and even give up a lot of other expensive or small channels. SooBest, however, attaches more importance to making good use of the unique value of each channel, thus to affect consumers from different angles. So, as long as the budget permits, SooBest never abandons any single promotion channel proven effective, even when some particular ones perform not that well currently. The SooBest team certainly knows what they are doing, because they are aware of the hidden value behind these seemingly vain attempts.

3.       Phased Promotion

Generally the first 3-6 months or even a longer time will be needed for seeking proper promotion channels for a newly established website. Sometimes the success, or the failure, will come just so suddenly that you can’t even predict it at all. The safest method will be acquiring the first batch of users as experimental subjects with resources or modes that are familiar to you, which, in fact, means low cost.

After constantly repeated tests and optimizations, SooBest is now doing well in its business, offering products from mainly bridal wedding dressfashion jewelrieswomen’s handbags at the very beginning, to fashion women’s clothingsexy intimates apparelfashion men’s clothinglatest cellphones, and digital accessories now. And all of the items are well-received by both the old and new customers. SooBest’s marketing department has already drawn a lot of valuable conclusions from their experience, and the accumulation of these data surely will become the key to the expansion of its business scale and the promotion channels. Besides, SooBest also goes for advertising promotion, a more precise SEM (Search Engine Marketing), as well as affiliate advertising.

4.       Cost Control of Promotion and the ROI (Return on Investment)

The cost of acquiring new users to some extent tests the market competitiveness of the enterprise. To survive in the market, the company should consider this cost as the core indicator of their marketing strategies. They should fully take into account the users’ Arpu value and the gross profit margin. Then security can be ensured by overall cost control and living within their means.



SOURCE: Soobest.com


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