Bob Furniss ICMI #GoingSocial Presentation


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Bob Furniss's presentation, "#GoingSocial in the Contact Center," for ICMI Contact Center Expo Conference 2014.

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  • 1 minFor the latest on our number of certifications, check out the Certification Dashboards in Salesforce: Saleforce Certified90+ Service Cloud
  • 1 min - 5
  • MARKTalk about the need to understand the customer journey i.e. have the information to hand, regardless of the channel or the person dealing with the customer, to ensure that the customer has the best experience possible. Whether it’s a marketing communications, sales transaction, or customer service call, no-one really owns the customer but everyone owns the moment. Know customer persona’s and behavior, and respond to them in the appropriate way.
  • 2 mins – 10Discussion – do you agree? Do you disagree?If so, why?
  • 1 mins – 21
  • 2 mins - 8Things are changing and it’s important to address these emerging metrics.
  • 2 mins - 10
  • Not sure what this is?
  • In the beginning of customer service, a customer started in one channel and probably stayed in that same channel all the way to resolution. The design goal was to make each channel as efficient as possible. As more channels became available (for example, e-mail and web self-service), focus turned to the idea that all customers should be migrated downward to the lowest-cost channel. This ignored the need to switch channels or escalate.While channel efficiency and channel migration are components of channel economics, they result in service strategies that punish customers by preventing channel switching when required for resolution and ignoring the value of customer segments. Bottom LineFocusing on channel efficiency and channel migration alone does not result in the most effective strategy for any type of customer engagement, service or otherwise. Channels have to be allowed to blend within a single customer engagement, resulting in hybrid channel strategies.
  • Hybrid service allows for escalation of service inquiries and channel switching when required. In the example to the right:A customer experiences an error on her mobile phone.She consults the carrier’s website.She doesn't’t find an answer, so she escalates to e-mail.She receives an e-mail back from customer service informing her that the firmware needs to be upgraded by visiting a branch sales location.After receiving the upgrade, the customer notices new features. She looks up the new features on the website and finds a list of new features and how to use them.The real cost of service is a combination of the costs of service for each channel used, for the amount of time the channel is engaged. It is less than a 100% engagement in the most expensive channel, but more than a 100% engagement in the least expensive channel.Bottom LineIn the real world, you cannot optimize service costs by using only one channel and squeezing as much efficiency gains out of it as possible. Likewise, you cannot choose to only support the lowest cost channel. You must blend all channels into a hybrid strategy for optimum performance and cost.
  • A typical engagement spawned by social monitoring: Marketing/PR uses a social media monitoring platform (SMPP) thatsearches for keywords relevant to the company, its brand and products, as well as competitor keywords. A service complaint is discovered on Twitter, not addressed to any party in particular. Marketing/PR manually submits a service ticket, or ideally presses the “Submit to Customer Service” button if the SMMP is integrated with CRM. A CSR picks up the inquiry from the normal routing queue. He finds a resolution to the problem and has a link to the service website. If the solution can be publicly shared without regard to privacy, then he returns the solution to the SMMP, which posts the solution as a “@mention” to the end user. If privacy is a concern, a @mention can tell the user the solution will be sent to them as a “Direct Message (DM).”Bottom LineProactively monitoring the social cloud is the most effective way to integrate social channels into a hybrid-channel service strategy. The social cloud can propagate both problems AND solutions at geometric rates, enabling your best service moments to spread rapidly too.
  • We will talk about this in the next section…But you will hear that the work we did at Vodophone transformed the way they do business!
  • Listen, Listen, ListenIdentify the Right Channels for your BusinessIncentivize & Reward Participation (employees or customers?)Develop Thought LeadershipEnsure Quality of ContentShare Knowledge via Multiple ChannelsEngage at the Right Time Measure for SuccessWhat the slide previously said..Facebook and Twitter are baby stepsDevelop Thought LeadershipListen, listen, listenShare knowledge via online support, Portals and CommunitiesEngage at the right time with consumers and clientsIncentivize and reward participationEnsure quality of contentMeasure for success
  • 2 min – 31Target Audience PersonasWho are you trying to reach? How do they use social media? What do they care about?Goals and ObjectivesWhat are the social media objectives that will support your organization’s goals?StrategiesWhat are the big ideas, changes, or maneuvers that will make this plan work?Messaging and Content StrategyWhat are the messages you want your target audience to understand or believe? What content can you create to educate or entertain them?Tactics and TechnologiesWhat specific social networks will your organization be a part of? How and where will you publish digital content? What are the specific apps or technologies you’ll use to shape the customer experience?MeasurementWhat are the specific metrics that you need to keep track of to determine whether your social media efforts are helping you meet objectives? How will you measure them?Roles and ResponsibilitiesWho’s going to write tweets? Who will monitor social media and respond to customers? Who will develop a social media training program for employees? Define the needs. Assign the tasks.
  • 1 min - 32A good playbook will allow enough freedom for agents to respond promptly to the different situations that arise every day, while protecting your public image, ensuring a consistent customer experience, and ensuring nothing falls between the cracks.
  • 1 min - 33
  • Applications that manage internal collaboration.
  • 1 min - 29
  • 3 mins - 4Links to more than 10 relevant blogs and articles
  • Bob Furniss ICMI #GoingSocial Presentation

    1. 1. Practice Details •225+ Salesforce Certified •95+ Service Cloud Certified Customer Success Bob Furniss, Service Cloud Practice Lead › 17+ years as customer experience consultant › 32+ years in the contact center industry › Salesforce and Service Cloud Certified › ICMI Certified Associate › Member, National Speaker Association › Senior Consultant, Cutter Consortium › Have worked with some of the top brands in the world 901-230-0567 @bobfurniss
    2. 2. › Customer Engagement is the Bottom Line › Customer Service & Marketing are Merging › Social Customer Service: Owned by Service Today’s Agenda
    3. 3. (c) 2013 Copyright - Bluewolf and Bob Furniss 6 70% of Service Employees are Measured on Increasing Customer Engagement Source: Bluewolf’s State of Salesforce
    4. 4. Profile of a Customer- Obsessed Enterprise Everyone owns the customer, and someone always owns the moment Know what your customers want before they do — and act on it Customers are people, not transactions
    5. 5. (c) 2013 Copyright - Bluewolf and Bob Furniss
    6. 6. Disruption: Customer Service and Marketing are merging with the rise of digital — you need a strategy! (c) 2013 Copyright - Bluewolf and Bob Furniss 9
    7. 7. (c) 2013 Copyright - Bluewolf and Bob Furniss 10
    8. 8. Social Customer Service should be owned by the contact center — but it takes a partnership! (c) 2013 Copyright - Bluewolf and Bob Furniss 11
    9. 9. The New Metrics of Success Leading organizations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand. (c) 2013 Copyright - Bluewolf and Bob Furniss 12
    10. 10. (c) 2013 Copyright - Bluewolf and Bob Furniss 13 147.9 million people in the U.S. own smartphones 62 percent of mobile market
    11. 11. (c) 2013 Copyright - Bluewolf and Bob Furniss 14 #SocialMediaDisasters 178,000 results
    12. 12. 60% of brands still don’t response to Social posts! (c) 2013 Copyright - Bluewolf and Bob Furniss 15
    13. 13. 16 But the real success is about the #positive… It’s about your brand!
    14. 14. (c) 2013 Copyright - Bluewolf and Bob Furniss 17 Tip #1 Follow Companies That Do Social Well
    15. 15. (c) 2013 Copyright - Bluewolf and Bob Furniss 18
    16. 16. (c) 2013 Copyright - Bluewolf and Bob Furniss 19 Tip #2 Build a Multi-Channel Social Service Strategy
    17. 17. Info-Tech Research Group 20 Migratecustomerstolowercostchannels Customer Engagement $$$ Live Customer Engagement $$ E-Mail Customer Engagement $ Self- Service Customer Engagement $$$$ Face-to- Face Make the channel more efficient to save $ Engagement Cost #1: Don’t Rely on Channel Efficiency & Channel Migration to Design Successful Customer Service Strategies
    18. 18. 21 ChannelMigration Customer Engagement $$$ Live Customer Engagement $$ E-Mail Customer Engagement $ Self- Service Customer Engagement $$$$ Face-to- Face Channel Efficiency Engagement Cost Hybrid Channel Engagement X X #2: Forget the Notion of Lowering Cost-to-Serve by Trapping Customers in One Channel Info-Tech Research Group
    19. 19. Info-Tech Research Group 22 Customer Engagement $$$ Call Center Customer Engagement $$ Social Monitoring Customer Engagement $ Social Media Service Customer Engagement $$$$ Face-to- Face Hybrid-Channel Engagement: A social example Documented in CRM system! Solution seen by user, their followers, followers’ followers, the company’s followers, etc. Engagement Cost #3: Focus on Resolving Issues Discovered as a Result of Proactive Monitoring Hybrid-Channel Engagement: A Social example
    20. 20. #Vodafail Campaign… (c) 2013 Copyright - Bluewolf and Bob Furniss
    21. 21. (c) 2013 Copyright - Bluewolf and Bob Furniss 24
    22. 22. (c) 2013 Copyright - Bluewolf and Bob Furniss 25 Tip #3 Listen Analyze Plan Engage.
    23. 23. What is your Social Readiness Factor? Realize you need a Social plan Identifying Social objectives & challenges Plan developed; being deployed Plan deployed; seeking improvement Objectives & challenges met Not involved and don’t see the value (c) 2013 Copyright - Bluewolf and Bob Furniss
    24. 24. Basic Social Interactions (c) 2013 Copyright - Bluewolf and Bob Furniss 27 Listen Analyze Plan Engage PUSH PULL
    25. 25. Managing External Social Engagement (c) 2013 Copyright - Bluewolf and Bob Furniss 28
    26. 26. (c) 2013 Copyright - Bluewolf and Bob Furniss 29 Tip #4 Develop a Social Playbook
    27. 27. Social Playbook › Living document outlining the strategic and tactical plans for making Social Media a new channel in the contact center (c) 2013 Copyright - Bluewolf and Bob Furniss
    28. 28. Every Company is Unique (c) 2013 Copyright - Bluewolf and Bob Furniss
    29. 29. What is Most Appropriate and When? (c) 2013 Copyright - Bluewolf and Bob Furniss
    30. 30. (c) 2013 Copyright - Bluewolf and Bob Furniss 33 Tip #5 Allow Agents To Be “Social”
    31. 31. Invest in Internal Collaboration (c) 2013 Copyright - Bluewolf and Bob Furniss 34
    32. 32. Develop Internal Social Collaboration › Build a business & culture that depends on collaboration › Encourage & reward employees to build personal brand › Establishing a “safe” culture of collaboration › Drive employee engagement • Share real-time information • Encourage cross-department collaboration • Build an internal knowledgebase (c) 2013 Copyright - Bluewolf and Bob Furniss
    33. 33. (c) 2013 Copyright - Bluewolf and Bob Furniss 36
    34. 34. Why We Must Be Customer-Obsessed › 59% of Customers will Switch Brands to Get Better Customer Service 37 › 85% of your business could be lost due to poor customer service › 73% will Spend More Because of a Good Service History Source: Bluewolf’s Social Customer Service (c) 2013 Copyright - Bluewolf and Bob Furniss
    35. 35. For more information and content…. Share business card TWITTER @bobfurniss & @bluewolf 901-230-056
    36. 36. › For more Service content: › Thank You! (c) 2013 Copyright - Bluewolf and Bob Furniss 39
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