Oracle's Modern Customer Experience Conferences were held in Las Vegas last week. It's essentially four conferences in one: Modern Service Experience, Modern Commerce Experience, Modern Sales Experience, and Modern Marketing Experience. This annual conference brings together thousands of marketers and customer experience (CX) executives from around the globe. For those who weren’t able to attend, here’s a recap of the major themes from the conference, with a special emphasis on social marketing.
Do you know who your customers are? Not in the demographic sense - in the real sense. Do you know what they need? What they want? What they fear? Kevin Akeroyd, GM and SVP of Oracle Marketing Cloud, opened the Modern Marketing Experience with a video recapping the various forms of technology that have promised to solve this problem over the past 30 years.
And yet, the problem still exists. Ryan Deutsch, DVP of Digital Marketing at Sears, said “personalization at scale is the largest problem facing marketers.” Brands used to be built for massive scale. They wanted to sell as much to as many people as possible - and they did that with one unified marketing message. Now, it is increasingly clear that the only way to sell is with many personalized messages reaching your customers at the right time. Eric Reynolds, Senior Vice President - Chief Marketing Officer of Clorox said, ‘We’ve been doing this for 100 years. Now we have to build a more intimate relationship with 45 million homes.”
CEO of Oracle, Mark Hurd, said, “Millennials are now professional complainers.” By that, he means that millennials have high expectations when it comes to customer service. “I didn’t grow up knowing how to complain. I called someone and yelled. I might get a coupon or something. It was one-to-one complaining. Now, you can go one-to many, by using tools like Trip Advisor or Yelp.” Complaining publicly is powerful. If companies provide effective customer service, they can mitigate the damage caused by public complaints.
On the flip side, a positive customer experience will drive sales, too. Author Paul Greenberg told brands, “What you provide me has to be good enough to make me want to continue to act… The best companies are looking at the customer experience from the eyes of the customer.” Think about it - you’re more likely to buy a product that has excellent customer reviews. Providing good customer service is essential. Cummins Inc proved the importance of social customer service by using Six Sigma to prove the business case. If you’re facing pushback from senior employees, Cummins’ Flavio Mello suggests asking, “what’s the ROI of our phone system? Twitter is the new phone. Social media is the new way of communication.”
Mark Hurd summed it up best: “The easiest way to grow revenue is to increase customer satisfaction. Deliver better service.”
How do you do that? General Motors’ Rebecca Harris emphasized the importance of getting the right people working together. “We got marketing, PR, and customer care people in the same room and figured out what was right for the customer. We defined “swim lanes.” Ensuring that you don’t step on your coworkers’ toes is essential to effective social customer service. Flynne Nathanson of Hornblower added, “getting your teams aligned - and determining who should respond to what, and when - is really important. Especially if it’s something sensitive. Junior people need to know when to escalate a complaint to a senior person.”
How do you find the right people for your teams? FamilyShare’s Saul Leal put it simply: “Hire people who are better than you.” FamilyShare doesn’t hire communication majors from college; they hire statisticians, because social data drives their content strategy. “Content is a consequence of the numbers. We rely on analytics.”
Here are some tips on how to create good social videos from Vine superstar Zach King:
- Make sure your videos fit your “voice.” Zach’s inspire a sense of wonder, are not offensive, and are cool enough to share.
- Lessen your dependence on dialogue. An international audience can understand it better.
- Videos should be relatable.
- Give your audience something without expecting anything in return. Ask yourself: What value are you contributing to the internet?
- Gather your audience by being on the right platforms. “Learn the heartbeat of the audience.”
- Grow your audience by teaching patterns of viewing. Know what they like, what they’re afraid of, and what they want.