Using social media insights to drive

service, innovation, and inspiration

A leading provider of home security and automation solutions developed
new social media tools and strategies to learn more about its customers and
serve them better.
Executive Summary
Clients challenge:
To take advantage of customer
social media interactions in
order to:

Improve the speed and

effectiveness of customer service

Glean insights about customer

concerns and desires

Bolster marketing efforts

Monitor the competition

effectively

PwCs solution:
Find the optimal social CRM
platform by:

Home Security and Automation

Consulting
November 2014

Working with the Customer Care

team to define necessary
functionality

Surveying employees and

customers to determine their
expectations for the social space

Matching functionality to features

to target the best solution

Impact on clients business:

There was clearly a business

case for social customer
relationship management,
but making the right moves
would be a challenge.

The company is more agile and

better positioned to identify
customer issues proactively.

It has experienced a 53 percent

increase in branded buzz and a
17 percent increase in social
connections.

The number of Facebook likes has

jumped by close to 250,000.

Clients challenge:
A leading manufacturer of security
systems and home automation
products understood the power of
social media and wanted to
maximize it by finding new ways to
tap into its insights to improve its
customer relationships. The
companys small Customer Care
team was already able to resolve a
significant number of customer
issues on several social media
sites, but it realized that the need
to provide customer service
through social outlets was
growing, and it wanted to see and
manage the big picture through a
more automated and organized
social customer service platform.
There was clearly a business case
for social customer relationship
management, but making the right
moves would be a challenge. The
volume of social media interaction
was growing, and it was time to
find the right tools and the best
processes for listening to the
conversations, to collect and
categorize social data, to do
insightful sentiment analysis, and
to create a workflow for
responding to customer
comments. Approached the right
way, social media could provide
the company with what was
essentially instant access to an
invaluable focus group of immense
size.

PwCs Solution:
Over the course of six years, we
had worked with the company on
many engagements surrounding
analytics, media spend analysis,
site optimization, and design, and
social media launches. The Senior
Vice President of Customer
Support asked us to continue our
work on the companys digital

ecosystem with a social CRM

engagement.
We assembled a go-to-market
tactical team including two social
media and customer support
strategists and business insight
and analytics specialists and began
working with the Customer Care
team in a two-phase process.
First, we conducted two
workshops to generate lists of
functional requirements and
prioritized them. We evaluated
thousands of client-related tweets
and social messages to identify
customer pain points and
opportunities, and our competitive
assessment provided insight into
how others in their industry were
using social customer service.
The capabilities of ten social CRM
platforms from top vendors were
analyzed and matched to the
Customer Care teams
requirements. Follow-up
workshops and employee surveys
helped solidify our
recommendations, and we also
reached out to a set of customers
to find out what they expected
from the companys social media
presence. By identifying and
translating the business goals into
service requirements, we were able
to find the right platform to launch

a successful social CRM

infrastructure and workflow for
the company.
No one was happier with the
outcome than the CMO, a
visionary who was extremely
interested in the power of social
media platforms and highly
motivated to rally the whole
company around the concept. So
much so, in fact, that he built a
highly visible social command
center in the heart of the office
that is designed to communicate
the collective pulse of the customer
base and help the entire
organization get the message
about cutting-edge customer
service.
Marketing, innovation, and design
teams can all query the system to
learn what customers are saying
and what they expect to see from
the company in the future. Now
that the companys competitive
space is being invaded by large
telcos and cable companies,
maintaining an edge in CRM is
more important than ever.

53 percent increase in branded

buzz and a 17 percent increase in
social connections.
No one was happier with the
outcome than the CMOso
much so he built a highly
visible social command
center

Consulting

November 2014

Impact on clients
business:

The proof is in the

numbers: customers want
to share and interact. The
trick is to learn how to be
an attentive listener.

Social CRM has helped the

company become more agile and
more competitive. It is now
positioned to identify customer
issues proactively and discover
powerful insights from the social
data it analyzes, insights that can
help it offer better customer
service and develop the kinds of
products, and services its
customers want. Becoming a more
social company has helped it talk
to, listen to, and sell to its
customers better and innovate
faster than before, while it also
keeps a close eye on what its
competitors are up to.

The companys marketing efforts

have also taken off in the social
space. It has experienced a 53
percent increase in branded buzz
and a 17 percent increase in social
connections. While it once had
just a single like on its Facebook
page, it now has close to 250,000.
The proof is in the numbers:
customers want to share and
interact. The trick is to learn how
to be an attentive listener.

For more information, please visit

www.pwc.com/us/consulting
Or contact
David Clarke
Principal
(786) 552-3211
david.clarke@us.pwc.com

Andrea Fishman
Principal
(773) 598 4401
andrea.fishman@us.pwc.com

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