It’s possible you’ve never heard of SOCAP. It’s essentially an underworld where brands share info, network and party with each other. Pretty cool! My first SOCAP event I met people from Ben & Jerry’s, Seventh Generation and Abercrombie & Fitch. I didn’t realize that brands actually got out of the office. They do!
Recently I joined the board of SOCAP as the go to person for events in the Bay Area. Fast forward a few months and we threw our first panel “Out of the Call Center into the Command Center, Serving the Social Customer” sponsored by Get Satisfaction.
From left to right: Me, Nic Miranda, Manager, Customer Care & Advocacy, Quickoffice, Brian Reavey, Senior Manager, Community Development, CrowdFlower, Paul Osborne, Director Consumer Affairs, Levi Strauss & Co.
Social technologies are here to empower us in our businesses. They’ve made it easier to work from anywhere, when we want, the way we want. It’s also allowed our customers to talk to us in their preferred channel, on their preferred device, whenever they want. In the panel we addressed how companies are leveraging emerging channels—we heard counter-intuitive ideas around social and much more.
The panelists talked ownership, scalability and super users.
We learned from Levi’s that the more you try and script the way your agents reach out to consumers on social–the more difficult it becomes for the company. It’s also unfavorable for the customer.
We also learned that the call center agents shouldn’t have information that isn’t available on the website–with fees for calls as much as five dollars per call that comes into the contact center, social media and self-service is a welcome approach.
“Typically, if your customers are over 40 they call, if they’re over 30 they email and if they’re under 30 they use social media” said Paul Osborne, Director of Consumer Affairs for Levi’s.
Brian Reavey of CrowdFlower encourages you to engage your super users in the community who will advocate on your behalf. Nic Miranda of Quickoffice added that if you make those super users feel like VIPs the super users will feel more inclined to advocate.
If you’re in the “customer” space in the Bay Area I encourage you to consider joining SOCAP. We will be hosting more events this year including another social customer event in early 2013 and a Technology Summit in May 2013. If you are a vendor and you would like to sponsor please contact me Blake @ ArtemisStrategies.com. Learn more on our slowly growing Facebook page.