5 Best Practices in Social Customer Service
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5 Best Practices in Social Customer Service

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Companies are publicly watching the demise of corporate reputations and how they are played out on social media forums. Bad customer experience can, very quickly, go viral. It's one thing to ...

Companies are publicly watching the demise of corporate reputations and how they are played out on social media forums. Bad customer experience can, very quickly, go viral. It's one thing to recognize the challenges but finding solutions has left many executives scratching their head and asking themselves, "How can my contact center provide proactive and effective social media customer support?"

CATAPULT YOUR CALL CENTER INTO 2012 WITH THESE HOT TOPICS:

1. Social interaction channels your customers prefer most
2. Identify and measure social key performance indicators
3. Social media etiquette standards to follow and mistakes to avoid
4. A look into the profile of today's social customer

WHO SHOULD READ:

VP's & Directors of Contact Centers, Customer Service, Web/Social
Media Strategy

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5 Best Practices in Social Customer Service Presentation Transcript

  • 1. 5 Best Practices in Social Customer Service May 17, 2012 Brought to you by: 1
  • 2. 5 Best Practices in Social Customer ServiceToday’s speaker: Shai Berger, Co-Founder and CEO of Fonolo shai@fonolo.com @shaiberger 2
  • 3. Today’s Webinar1. The State of Social Customer Service2. The Impact of Social Media3. 5 Social Customer Service Best Practices4. Introduction to Fonolo 3
  • 4. The State of Social Customer Service• What social service channels does your organization currently support? Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/ 4
  • 5. The State of Social Customer Service• How long have you been providing social customer service? Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/ 5
  • 6. The State of Social Customer Service• When deciding whether to offer a new support channel, who or what impacts your decision? Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/ 6
  • 7. The Impact of Social Media 7
  • 8. “Contact us”… the company’s way. 8
  • 9. “Contact us”… the customer’s way Some gems from a random day in May: 9
  • 10. A new urgency… Social media is now a real-time scoreboard for customer service. 10
  • 11. Commenting on companies… At least once a week, Twitter users will … share opinions about companies or products (33%) make recommendations (32%) ask for recommendations (30%)Source: April 2010 study by ROI Research 11
  • 12. OnHoldWith.com 12
  • 13. Social Customer Service Best Practices 13
  • 14. BP#1: Identify The Right Channels 14
  • 15. BP#1: Identify The Right Channels How Leading Companies Respond 15
  • 16. BP#2: Establish Social Media Metrics A. Service MeasuresSocial Team KPI DescriptionService Level Percent of incoming posts an agent answers in a defined amount of timeAverage Handle Time Average amount of time agents work on social media responsesAbandon Rate Percent of posts never responded to or looked at by social media team Source: http://www.telusinternational.com/social_care_metrics 16
  • 17. BP#2: Establish Social Media Metrics B. Quality MeasuresSocial Team KPI DescriptionFirst Post Resolution Percent of posts resolved in social media on first responseRedirect Rate Percent of responses that redirect customers to private conversation such as chat or voiceTransfer Rate Percent of responses that are transferred to another department Source: http://www.telusinternational.com/social_care_metrics 17
  • 18. BP#2: Establish Social Media Metrics C. Effectiveness MeasuresSocial Team KPI DescriptionReach Number of people who could possibly read the agent’s responseInfluence Number of people who are connected to the reach audienceAmplification Percent of responses that are transferred to another department Source: http://www.telusinternational.com/social_care_metrics 18
  • 19. BP#3: Build A Social Customer Profile Source: http://blog.nielsen.com/nielsenwire/social/ 19
  • 20. BP#3: Build A Social Customer Profile Source: http://blog.nielsen.com/nielsenwire/social/ 20
  • 21. BP#3: Build A Social Customer Profile Source: http://blog.nielsen.com/nielsenwire/social/ 21
  • 22. BP#4: Follow Social Media Etiquette• Be personable & conversational• Limit self-promotion• Keep your content short, concise, scannable• Implement social sharing buttons 22
  • 23. BP#5: Measure Feedback & Optimize• Establish a social analytics dashboard• Limit number of key performance indicators• Focus on actionable recommendations 23
  • 24. The Downside• Keeping up with the crowd is challenging (biggest influences are likely to be earliest adopters)• Responding to all the channels is hard and time consuming• It’s not going to get any easier 24
  • 25. The Upside• Most complaints focus on several issues: waiting on hold, frustrating phone menus, being transferred between agents, having to repeat information, rude agents, etc.• These issues are fixable! 25
  • 26. Summary of Best Practices1. Identify the right channels2. Establish social media metrics3. Build a social customer profile4. Follow social media etiquette5. Measure feedback and optimize 26
  • 27. 6 Steps to the Ultimate Social Contact Center Whitepaper Downloadfonolo.com/download/whitepaper/ultimate_social_contact_center_how_to_guide / 27
  • 28. How Fonolo Can Help 28
  • 29. Visual Navigation Fonolo takes the companys …and replaces it with anexisting phone-based process... intelligent visual interface… …presented on their web site or mobile application. 29
  • 30. Virtual Queuing• Everybody hates waiting on hold.• It’s a “lose-lose” approach to queuing. 30
  • 31. What Is Virtual Queuing?• Queuing is necessary… waiting on hold is not• An obvious but elusive idea: “Call me when an agent is available.” or “Take a number.” 31
  • 32. VQ – Fonolo’s Approach Works independently of the call center Cloud-based Visual interface 32
  • 33. Pre-Call Questions “Can I have your customer ID?” “Do you have a reference number?” “Please read out the tracking code…” 33
  • 34. The Current Approach Callers are forced to repeat information The “data pass-through” problem (“I already gave that info to your system!”) Agent’s time is wasted waiting for a caller to find information Use the queuing time constructively Agent’s time is wasted trying to communicate data “Was that 15 as in one-five or five-oh?” 34
  • 35. Fonolo’s Approach 35
  • 36. Making Social Media Work In Your Favor1) Fix common flaws people complain about (phone menus, waiting on hold, agent attitudes.)2) Make it easy for people to provide feedback (so they aren’t driven to “tweet rage”)3) Adopt new technologies that will impress customers (leading to positive posts). 36
  • 37. Fonolo Can Help …1) Fix common customer service flaws that lead to negative social media comments a) Visual navigation b) Virtual queuing c) Pre-call questions d) Post-call surveys2) Deliver ROI in the call center3) Integrate with your business … a) without changing call center equipment b) without major agent training c) regardless of multi-site/outsourcing arrangement 37
  • 38. Questions? 38
  • 39. How to Reach Us – Setup A Free Trial Shai Berger, CEO 416.366.2500 x shai@fonolo.com Chris McLean, Director of Sales 416.366.2500 x228 chris@fonolo.com @fonolo facebook.com/fonolo fonolo.com/blog linkedin.com/company/fonolo 39