Case Study: Social Media Customer Service

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the challenge

Jabra – a global producer of innovative headset and speakerphone solutions and  a 5CA  client  for  over  a  decade – was  using  social  media  extensively  for  marketing purposes,  such  as  enhancing  brand  awareness,  product  launches  and  introducing new features, and bringing their customers relevant and interesting content, but was not yet providing social media customer service. The next step  for  Jabra  was  bringing  their  customer  care  experience  to  their  social  media channels at the same level of quality as the service delivered on other channels (such as phone and e-mail) to avoid redirecting from social media to the other channels which decreases First Contact Resolution and customer satisfaction.

“5CA has been instrumental in offering customer support through social media, thereby extending Jabra’s reach over seven channels and thousands of existing and potential customers. The feedback and results have exceeded our expectations, and our customers can now receive the same standard of quality support regardless of their preferred channel.”

Martin A. de J. Hartvigsen, Jabra

the solution

  • In collaboration with 5CA, Jabra dedicated weeks of planning to develop escalation procedures, extensive training courses, workflow procedures, and engagement guidelines.
  • The 5CA Community Management team started providing customer support for the Jabra Global Facebook page in January 2015.
  • Engagement guidelines for the CM team were created to ensure consistency of Jabra’s tone of voice while matching customer’s expectations and the more informal tone used on social media channels.
  • Zendesk – the current CRM tool, and CX Social – the social media system, were integrated in order to track previous customer interactions across channels and permit transparency in an omni-channel environment.
  • Specific goals were set to drive customer satisfaction and lead generation, and increase brand loyalty.
  • Opportunities were created on social media for cross-selling, up-selling, and customer reviews.
Social Media Customer Service

“The feedback and results have exceeded our expectations, and our customers can now receive the same standard of quality support regardless of their preferred channel.”

Martin A. J. de Hartvigsen, Senior Manager Global Technical Support – Jabra

the results

+565%

Increase in monthly average number of sales opportunities identified via social media support.

98.8%

The percentage of customers that received a reply within 24 hours since support began in Jan ‘15.

+350%

Since Jan ‘15, fan base supported increased from 40K to 220K in Apr ‘16 with a global page merge

4:45 HRS

The average first response time for all channels in Apr ‘16 for customers all over the world.

Social media customer support

“With 5CA we found the perfect partner to assist with our social & digital marketing activities. By providing high-level social support and key insights into the performance of our social communities – we were able to fine tune our digital campaigns and optimize engagement, fan growth and CPC prices. “

Mark Gaardbo, Global Social & Digital Media Manager – Jabra

current social media support

5CA currently supports over 240.000 customers in over 45 countries via social media on behalf of Jabra

222,000

Fans supported

12,500

Fans supported

6,000

Fans supported

Global customer service on social media

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