Social Caring (R)evolution: How social can boost customer service

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How has social media changed Customer Experience Management? Luca Paderni, VP & Research Director - CMO Practive of Forrester Research discussed the topic at the event Social Caring (R)evolution, held in Milan in November '13

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Social Caring (R)evolution: How social can boost customer service

  1. 1. How Social Can Boost Customer Service In the Age of The Customer Best Practices and Latest Trends Luca S. Paderni, VP and Research Director November 26, 2013
  2. 2. Agenda › Welcome to the Age of The Customer › Defining a social strategy for customer support › Case studies and best practices © 2013 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. Agenda › Welcome to the Age of The Customer › Defining a social strategy for customer support › Case studies and best practices © 2013 Forrester Research, Inc. Reproduction Prohibited 3
  4. 4. Source: NBC News and The Associated Press (http://photoblog.nbcnews.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. We Have Entered The Age Of The Customer October 2013 “Competitive Strategy In The Age Of The Customer” © 2013 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Start by understanding your customers’ situation Seeking context Overrun with choices Perpetually connected Pressed for time © 2013 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. What marketing looks like in the age of the customer › Uses channels customers trust: search, social, and owned • Instead of channels they distrust (paid advertisements) › Provides context and helps customers make decisions • Instead of pushing just one more product adding to customers’ confusion › Adds value in the context of a customer-driven experience • Instead of interrupting customers with a message they didn’t ask for › Respects the pressure on customers’ time • Instead of adding to the things they need to ignore, skip, or avoid © 2013 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. Agenda › Welcome to the Age of The Customer › Defining a social strategy for customer support › Case studies and best practices © 2013 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. Companies Must Deliver A Consistent Experience Across Channels August 2011 “Turbocharge Customer Service Processes With Social Technologies”
  10. 10. Consumers Still Favor Private Channels For Service Gripes October 2012 “How Consumers Complain About Poor Service”
  11. 11. Consumers Still Favor Private Channels For Service Gripes (Cont.) October 2012 “How Consumers Complain About Poor Service”
  12. 12. Age Affects The Ways Consumers Choose To Complain October 2012 “How Consumers Complain About Poor Service”
  13. 13. Extending customer service to social channels 1. Listening to the conversations your customers are having. 2. Flagging and addressing social inquiries. 3. Using communities to extend your customer service ecosystem.
  14. 14. Bank Of America’s Conversation Monitoring Prompts Problem Resolution
  15. 15. Xbox’s Contact Us Page Includes Twitter As A Customer Support Channel
  16. 16. Dell’s Support Forums Facilitate Consumers Helping Each Other
  17. 17. Walmart’s Q&A Exchange Facilitates Product Information Exchange Between Customers
  18. 18. Comparing Social Support Objectives
  19. 19. Setting Goals For Social Customer Service
  20. 20. Setting Goals For Social Customer Service
  21. 21. Agenda › Welcome to the Age of The Customer › Defining a social strategy for customer support › Case studies and best practices © 2013 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. @M&S: consider a dedicated account? © 2013 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. @BestBuy supporting multiple use cases © 2013 Forrester Research, Inc. Reproduction Prohibited 23
  24. 24. @ Next Plan for clear hand-off between accounts © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Integrating FB for customer support
  26. 26. Be ready to support FB ‘Replies’
  27. 27. Carphone Warehouse Uses Social To Transform Customer Service
  28. 28. Carphone Warehouse’s Twitter Interactions
  29. 29. Carphone Warehouse’s Social Media Interactions
  30. 30. CPW Uses Yammer to support Employee Collaboration
  31. 31. Lenovo Takes Ownership Of Social Media To Reduce Customer Service Costs © 2013 Forrester Research, Inc. Reproduction Prohibited 31
  32. 32. Lenovo’ s results › Reduction in calls to the contact center. › Increased agent productivity. › Improved problem-solving processes. › Community content that increases sales conversion rates. › Increased Net Promoter Scores (NPS). © 2013 Forrester Research, Inc. Reproduction Prohibited 32
  33. 33. Yola: Encouraging Customer-To-Customer Problem Solving
  34. 34. Yola results: • 2 million customers supported by only six fulltime staff. • A continuous reduction in trouble tickets. • Improved satisfaction.
  35. 35. In summary › Customers are embrace digital channels because of their convenience and because the feel in control › Make sure you have your digital customer support strategy and execution in place: web, social, phone and email › Reap the largest benefits from social by focusing on: facilitating, resolving or re-directing © 2013 Forrester Research, Inc. Reproduction Prohibited 35
  36. 36. Thank you Luca S. Paderni +44 207.323.7738 lpaderni@forrester.com Twitter: @lpad

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