SNS Communication for delivering customer service


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Frost & Sullivan analysis of the SNS Commucication for dilivering customer service

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SNS Communication for delivering customer service

  1. 1. SNS communicationfor Delivering Customer Service 29th September 2011
  2. 2. Agenda1. Growing Importance of Social Media for the Enterprise2. Customer Experience 2.0 1. Rich Interactions 2. Collaborative Engagement 3. Service in the Cloud 4. Intelligent Service3. Conclusion 2
  3. 3. Is Social Media just another Fad? Time to reach an audience of 50 million Radio : 38 years TV : 13 years Internet : 4 years iPod : 3 years Facebook : 2 years 500 Million+ Facebook users More than 4 million of South (35 years+ fastest growing demographic) Korea population is on Facebook of whom nearly 25% are aged 2 Billion+ photos on Facebook per month 35+ 1 Billion+ tweets on Twitter 100 Million+ videos on Youtube Social networking is now the 200 Million+ blogs most popular online activity 13 Million+ Wikipedia articles Source: SocialBakers 3
  4. 4. Top 20 websites in South Korea Rank Website Type Rank Website Type 1 Search Engine 11 Search Engine 2 Search Engine 12 Social Media 3 Social Networking 13 Social Media – Blogs 4 Search Engine 14 Search Engine 5 Search Engine 15 Social Media – Blogs 6 Social Media 16 Social Networking 7 Search Engine 17 News 8 Search Engine 18 Social Networking 9 Search Engine 19 Social Networking 10 Search Engine 20 Search EngineSource: Alexa 4
  5. 5. Why Enterprises need to think of Social Media Social Media is making a shift in the way people are communicating & collaborating Customers are using this channel and are expecting to engage with their vendor/service provider on social media Employees are using this channel and are finding it easier to collaborate on social networks than enterprise intranets As consumerization of IT continues, we expect enterprises to begin using social media tools as a way to communicate externally and internally. 5
  6. 6. Why is Social Media Important for Customer Service? Customers are discussing your products/services US$ 3 million in sales byMore than 6 million views on using twitter YouTubeCustomers are sharing experiences onlineSocial Media gives you the ability to listen to customers, evenwhen they are not calling youSocial Media has the power to significantly impact your business,so ignoring this channel is no longer an option 6
  7. 7. Customer Experience 2.0 Improving Multiple Media for Infrastructure Single Interaction Rich Interactions Increasing Costs - Shift from Competition Capex to Opex Service Collaborative in the Engagement Gen Y – ChangingSocial Mediaboom Cloud expectations Need for Intelligent More with Less Personalization Service 7
  8. 8. #1 Rich Customer Service InteractionsContext Aware Interactions Media agnostic integration/mash-up of customer information, customer history, transaction historyNew ways to “access” service – Multimedia & Multimodal Leverage smart phones to deliver service on the go – Mobile apps become the new IVRVideo in the Contact Center Push video content as Advertising/Promotion, or for technical support 8
  9. 9. #2 Collaborative Customer Engagement• Strong interest from Enterprises to use social media for customer care or customer engagement• Telecom, Hospitality, Banks are already experimenting with social media• No real standard yet, 3-7 people teams that are using publically available monitoring tools• Need to integrate social media as one of the Friends Social Google/ Your Call channels in the contact center Network Blogs Website Center• Creating processes on how to screen and respond on social media is critical 9
  10. 10. #2 Collaborative Customer EngagementDefine Objective & Engage & Listen Prioritize ParticipateIdentify Channels Collaborate Focus on importantCreate Teams & conversationsDefine Policy Respond & Reach Out Identify pain points, Customer Collaboration, Plan & Learn Pro-active reach 10
  11. 11. #2 Collaborative Customer Engagement (Identifying Social Channel)Channel Key Objective Area of Impact • Public Relations & Marketing • Broadcast MessagesTwitter • Conversations with Customers & Partners •Customer Engagement & “In the moment” Customer Support • Build Brand Affinity • Customer/Partner CommunitiesFacebook (for the • Customer Collaboration & Sharing • Customer EngagementEnterprise) or • Promotions & Information Sharing • Marketing & BrandingYour own Social Network(e.g. Dell IdeaStorm) • Communications Portal •Customer Communities • Product Support Videos • Customer Care & SupportYoutube • Customer/Partner Training • Education & Training • Product Support • Tech Support & Customer SupportWikis & Corporate Blogs •Product & Service Education • Web Self-help 11
  12. 12. #3 Customer Service in the Cloud Contact Center in the Cloud•Close to 100,000 contact center seats on a hostedplatform in Asia Pacific•Contact Center in the Cloud is gaining stronginterest, and growing at a CAGR of over 20% in thenext 5 years•Flexibility, Scalability, Peak Demand, Cost andRemote Agents are key drivers for CC in the Cloud•More than 30 service provider offering hostedcontact center services in Asia Pacific 12
  13. 13. #4 Intelligent Service – Understanding Customer Behavior Changing Customer Revenue Pressure Behavior & Demands Margin Pressure Stiff Competition Customer Experience Cost Pressure Operational Excellence Critical to understand customer behavior to drive revenue growth, build experience & improve operations and margins Analytics plays a key role in enabling Enterprises to deliver differentiated experience, and create a winning strategy Strategic Contact Centers report on Customer-centric insights, not on operational metrics 13
  14. 14. #4 Intelligent Service – Leveraging AnalyticsSocial What are the top queries fromWeb customers? Multi-media Analytics Top reasons for customer churn?Email Identify patterns that determine churn & have service recovery? Data Analytics Competitive insights?Voice Effectiveness of Marketing campaigns? Speech Analytics Reasons for long calls or escalation?CRM Agent coaching & monitoringData 14
  15. 15. Summary1. Social media is growing fast, and is very popular across all demographics and in Asia2. Customers are using social media today to interact, share and participate, hence, building a social customer engagement strategy has become critical3. Enterprises can leverage social media to engage customers, improve collaboration and deliver improved customer experience4. Social media engenders innovation and can create differentiation. Failure to embrace it can place you at a competitive disadvantage 15
  16. 16. Conclusions1. Shift from customer service to customer engagement2. Mobile Apps become the new IVR3. Customer Collaboration to become a service differentiator4. Transform into a Strategic Center that drives customer engagement and provides customer insight5. On-demand contact center technology to drive cost optimization & increase access to larger labour pools 16
  17. 17. Follow Frost & Sullivan on Facebook, LinkedIn, SlideShare,and Twitter 17
  18. 18. Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The companys TEAM Research, Growth Consulting and Growth Team Membership empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 40 offices on six continents. For more information about Frost & Sullivan’s Growth Partnerships, visit Thank You www.frost.comMisun, Yoon Donna Jeremiah Miok, LeeResearch Analyst Corporate Communications Corporate CommunicationsICT Practice Frost & Sullivan Asia Pacific Frost & Sullivan Asia Pacific82 2 6710 2061 603 62045832 82 2 6710 18