Docstoc

The Business Case for Advocacy

Document Sample
The Business Case for Advocacy Powered By Docstoc
					the business
case for advocacy
                                                                                                            share this whitepaper




        Lithium social software helps the world’s most iconic brands
        to build brand nations—vibrant online communities of
        passionate social customers. Lithium helps top brands such
        as AT&T, Sephora, Univision, and PayPal build active online
        communities that turn customer passion into social media
        marketing ROI. For more information on how to create lasting
        competitive advantage with the social customer experience,
        visit lithium.com, or connect with us on Twitter, Facebook and
        our own brand nation – the Lithosphere.




           request a demo




we help companies unlock the passion of their customers.
The Lithium Social Customer Suite allows brands to build vibrant customer communities that:


  reduce service costs with              grow brand advocay with         drive sales with     innovate faster with
  social support                         social marketing                social commerce      social innovation


lithium.com | © 2012 Lithium Technologies, Inc. All Rights Reserved
                                                                                                                                    2
                                                                                                                      share this whitepaper




Social customer care—the integration and adoption of social          no one has excess funds floating around that can be wasted
processes in the context of customer service—is the new              on non-essential customer experiences, where non-essential
focus area for firms wanting to accelerate growth and spread         is defined in the context of driving a sale and/or improving
of favorable word of mouth around of their brand. Many               brand value. Peer-to-peer service (think community forums)
assume that a key driver for social customer care is cost—or         offers real savings by shifting cost from paid agents to
more specifically, cost avoidance, and it’s easy to see why:         unpaid—read “passionate” volunteers. Implemented correctly,
Customer service and cost reduction have long gone hand-in-          peer to peer support can improve the customer experience
hand. In the traditional view it’s as if the best way to service a   and lower costs in the process. That’s a double win. But
customer was to do so as cheaply as possible evidently on the        there’s a bigger prize out there, and social customer care
twisted logic which holds that reducing expenses improves            leads right to it. It’s called brand advocacy.
margins and results in a stronger company.
                                                                     Stop for a moment and consider the following scenario:
Translated, it’s more like “spend heavily on advertising, and        Your customer has an issue with a new product and calls
then dodge as many post-sale bullets as possible.” The               your 800-number seeking live customer assistance. Your
problem is that when all those bullets are fired in public           phone agent greets the customers, gathers information and
they eventually land somewhere. And that somewhere is the            then pleasantly and quickly solves the problem. “Thanks” are
social web. With the majority of customers’ posts to brands          exchanged as the case is brought to a close. Your customer
left unanswered that’s a lot of loose bullets flying around. The     hangs up and moves on with his or her life, problem solved.
result? The social web is the new battleground, and social
customer care has become the focal point precisely because
it brings an actionable voice to the customer

To be sure, there is a viable path to cost reduction for some
types of customer interactions: It may be more economical
to serve customers through an online or mobile app, for
example, whose costs can be amortized over the entire
customer base rather than accrued as incremental charges
associated with individual transactions. And yes, cost matters:




                                                                                                                                              1
                                                                                                                             share this whitepaper


                                                                           thank you!

                                                                     RT                              RT

                                                                             RT

        Now consider the same interaction on the social web: Your
        customer posts a question in the hopes of gaining resolution,
        in public. Customers believe—correctly or otherwise—that
        they will gain some social leverage by aksing the question in
        full view of their preferred social network. Based usually on
        some prior experience, they also believe that someone they are
        connected to just might have the answer! After all, if they have
        this issue, someone else probably has in the past, right? Right!
                                                                             All of that goodwill—the solution, the posts from friends
        You, as the head of the social team, see the post come in            jumping in, your visible participation--accrues directly to your
        across your global listening dashboard (you are listening,           brand, in public, where it drives customer advocacy. More
        yes?) and watch as your brand representative resolves the            than cost reduction, building brand advocates is the new end-
        issue, all in real time. Now wait for it…because you know it’s       game for social care. Building advocates drives brand value,
        coming: Your happy customer says “Thank You!” in public,             and brand value—more than expense reduction—sustains
        kicking off a series of re-tweets that traverse the social           healthy margins.
        graphs of all those connected. You just picked up brand
                                                                             Advocacy also drives adoption and protects your brand from
        points, points that go right into your brand value bank
                                                                             attack. The customers who stand alongside you, who stop to
        account. And whose brand can’t use a little added currency
                                                                             say thank you and amplify your message across the social
        in their bank account? The entire process played out in public:
                                                                             web are your allies in the fight for market share. They are the
        unlike the phone conversation—that no one saw—lots of
                                                                             sources of innovation. Their stories drive sales and repeat
        people saw this happen.
                                                                             business. When someone hears about and searches for more
                                                                             information about your brand, product or service they find
                                                                             the accolades associated with your social customer efforts,
                                                                             and they move toward conversion as a direct result. There
                                                                             is comfort in knowing a brand has your back. Got it? It’s as
                                                                             simple as building brand advocates on the social web.


                                            brand
                                            point
brand                     nd                                                     brand
point                  bra int                                        d
                                                                  bran t                                        d
                        po                                                       point                       ran t
                                                                                                                                                     2
                                                                     n

				
DOCUMENT INFO
Description: Social customer care—the integration and adoption of social processes in the context of customer service—is the new focus area for firms wanting to accelerate growth and spread of favorable word of mouth around of their brand. Many assume that a key driver for social customer care is cost—or more specifically, cost avoidance, and it’s easy to see why: Customer service and cost reduction have long gone hand-inhand.