socialcustomerserviceCustomerCommunitiesin 7 Steps              © 2012 Telligent Systems, Inc. All rights reserved.
getting startedsocial customer servicepart i      Customer Service Overview                                          3part...
part servicecustomer         Ioverview                                                                 3           © 2012 ...
customer service overviewwhat’s the hubbub withcustomer service?                                    90%of customer service...
customer service overviewit’s tough to get it right.                                                                      ...
part IItraditionalchannels                                                                 6           © 2012 Telligent Sy...
traditional channelsRemember how you usedto get support?Even now, customers turn to familiar places to get helpor engage y...
part IIisocial customerservice in a nutshell                                                                 8           ©...
social customer service in a nutshellThe new channels emergingare social, interactiveand public.Consumers talk to you and ...
partsocialemerging         ivchannels                                                                 10           © 2012 ...
emerging social channelsEmerging social tools arequickly gaining traction.It’s the norm for customers to turn to their cel...
emerging social channels The good news? Multichannel support benefits your bottom line.          Increased                ...
emerging social channelsAccording to Gartner, the 5key objectives for a peer-to-peer community include:ideation           ...
part for yourstrategies           vonline community                                                               14      ...
strategies for your online communityThere are blogs,eBooks and websitesaplenty touting tips for engaging and supporting yo...
strategies for your online communityshare knowledgeCustomers can share advice and best practices in Q&Aforums, access file...
strategies for your online communitysocial salesDell offers feedback and product answers to prospectiveenterprise IT custo...
strategies for your online communitypeer supportCox Communications enables peer-to-peer support inonline Q&A forums with v...
part vikpi to watch  s                                                               19         © 2012 Telligent Systems, ...
kpis to watchlet’s talk metrics.Now that you’ve got a basic idea about how onlinecommunities are engaging customers for cu...
kpis to watchmember participation                      Engagement levels – from viewing to                      rating and...
kpis to watchideation                                                                                                     ...
part viisocial customerservice applied                                                                 23           © 2012...
social customer service appliedsuccess stories      Reduced support cases 40% within                                      ...
social customer service appliedsuccess stories            Increased site traffic 30% after                                ...
part viiinext steps                                                            26      © 2012 Telligent Systems, Inc. All ...
next stepsready to learn more?  Download this        check out this                                        Request a socia...
© 2012 Telligent Systems, Inc. All rights reserved. Unauthorized reproductionis prohibited by law. No part of this documen...
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Social customer-service-e book

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Social customer-service-e book

  1. 1. socialcustomerserviceCustomerCommunitiesin 7 Steps © 2012 Telligent Systems, Inc. All rights reserved.
  2. 2. getting startedsocial customer servicepart i Customer Service Overview 3part ii Traditional Channels 6part iii Social Customer Service in a Nutshell 8part iV Emerging Social Channels 10part V Strategies for Your Online Community 14part Vi KPIs to Watch 19part Vii Social Customer Service Applied 23part Viii Next Steps 26 2 © 2012 Telligent Systems, Inc. All rights reserved.
  3. 3. part servicecustomer Ioverview 3 © 2012 Telligent Systems, Inc. All rights reserved.
  4. 4. customer service overviewwhat’s the hubbub withcustomer service? 90%of customer servicedecision-makers tell ForresterResearch, Inc., that a goodservice experience is critical totheir company’s success. 1/3And yet, just over 1/3 ofcompanies deliver a positivecustomer experience. 490% stat from Forrester Research, Inc., ‘Best Practices Framework for Customer Service,’ © 2012 Telligent Systems, Inc. All rights reserved. 1/3 stat from Forrester Research, Inc., March 2012 blog post: ‘Forrester’s 10-StepMay 26, 2011 Program On Mastering The Service Experience: A Quick Recap’
  5. 5. customer service overviewit’s tough to get it right. On top of that, the channels for support are 68% multiplying, customers are looking for help from a growing number of devices and competitors are jockeying for market share. It’s time to pay close attention to your customers’“68% of US consumers report experience. If you can get it right, you can create thean unsatisfactory service foundation for a successful business. Per Forresterinteraction during the past Research, Inc.:12 months.” Good customer service experiences 70% Poor customer boost repurchase probability and service experiences long-term loyalty. lead to increased“70% of online consumers service costs.expect businesses to try Poor customerharder to provide superior service experiences lead to customeronline customer service.” defection and service loss. 5Statistics from The Forrester Wave: CRM Suite Customer Service Solutions, Q3 2012, Forrester © 2012 Telligent Systems, Inc. All rights reserved. Transform the Contact Center for Customer Service Excellence, Forrester Research, Inc.,Research, Inc., July 11 2012 September 5, 2012
  6. 6. part IItraditionalchannels 6 © 2012 Telligent Systems, Inc. All rights reserved.
  7. 7. traditional channelsRemember how you usedto get support?Even now, customers turn to familiar places to get helpor engage your brand: 68% 60% 54% 37% phone website email im (static faqs)Thing is, now there are new social and interactiveways to get help, share information or buy additionalproducts from brands. 7Statistics from Transform the Contact Center for Customer Service Excellence, Forrester Research, © 2012 Telligent Systems, Inc. All rights reserved.Inc., September 5, 2012
  8. 8. part IIisocial customerservice in a nutshell 8 © 2012 Telligent Systems, Inc. All rights reserved.
  9. 9. social customer service in a nutshellThe new channels emergingare social, interactiveand public.Consumers talk to you and see exactly how yourespond to people. This means they increasinglycare about how you engage them before, duringand after the sale. Customer service is more than just fixing a part, answering a question, sharing aSocial Customer Service connects customers new shortcut or completing anwith people and information to crowdsource upgrade. It’s about creating asupport, share knowledge, discuss new ideas and better customer experience.connect with peers via social channels in orderto create an exceptional customer experience. 9 © 2012 Telligent Systems, Inc. All rights reserved.
  10. 10. partsocialemerging ivchannels 10 © 2012 Telligent Systems, Inc. All rights reserved.
  11. 11. emerging social channelsEmerging social tools arequickly gaining traction.It’s the norm for customers to turn to their cellphones, tablets and computers to get help online. thismakes social engagement a logical next step. Hereare some of the top contenders based on customeradoption trends: 27% 20% 19% online forums text message twitter or communities 11Statistics from Transform the Contact Center for Customer Service Excellence, Forrester © 2012 Telligent Systems, Inc. All rights reserved.Research, Inc., September 5, 2012
  12. 12. emerging social channels The good news? Multichannel support benefits your bottom line. Increased Increased Decreased Increased Decreased call online sales customer operating costs profitability center volume satisfaction 48% 36% 28% 25% 25% And even better news? “You can leverage on-domain community Communities are top drivers for: investments to deliver greater returns than off-domain by brand customer lower costsrevealing important insight into advocacy loyalty and higher salesparticipant behavior, shape howcustomers navigate to content, and generate conversations that can be harvested for product development.” 12 Statistics from Welcome to the Era of Agile Commerce, Forrester Research, Inc., March 11, 2011 © 2012 Telligent Systems, Inc. All rights reserved. Benefits from Design Your B2B Community for Maximum Engagement, Quote from Your Community Upgrade: From Experiment to Strategic Approach, Forrester Research, Forrester Research, Inc., August 12, 2012 Inc., July 12, 2012
  13. 13. emerging social channelsAccording to Gartner, the 5key objectives for a peer-to-peer community include:ideation networking Expertise q&a exchange reviews 13Graphic created by Telligent based on Gartner research from page 3 in The 3x5 © 2012 Telligent Systems, Inc. All rights reserved.Approaches to Peer-to-Peer Communities for Social CRM, Jenny Sussin, 7 February 2012
  14. 14. part for yourstrategies vonline community 14 © 2012 Telligent Systems, Inc. All rights reserved.
  15. 15. strategies for your online communityThere are blogs,eBooks and websitesaplenty touting tips for engaging and supporting your customersvia social media networks like Facebook and Twitter.But the field of expertise is much narrower foron-domain communities where you own and managethe platform for engaging customers.Here are some real-world applications for using onlinecommunities for customer service:discover expertsMicrosoft equips its service agents with a communityso they can redirect customers for peer support andissue resolution through Q&A discussions, memberprofiles and comments. 15 © 2012 Telligent Systems, Inc. All rights reserved.
  16. 16. strategies for your online communityshare knowledgeCustomers can share advice and best practices in Q&Aforums, access files, view videos and track topics with#hashtags, likes and @mentions. crowdsource new ideas HealthStream invites new product ideas from customers, resulting in many implemented product enhancements.mobile communityEmerson equips customers and employees tocrowdsource support and product ideas on the go witha community that’s accessible via mobile. 16 © 2012 Telligent Systems, Inc. All rights reserved.
  17. 17. strategies for your online communitysocial salesDell offers feedback and product answers to prospectiveenterprise IT customers researching solutions before,during and after the sale. make social portable Organizations track customer interactions via salesforce.com and customers get speedier help in return.manage reputationPromethean planet recognizes top participatingcustomers and employees with badges and recognitionto keep engagement high. 17 © 2012 Telligent Systems, Inc. All rights reserved.
  18. 18. strategies for your online communitypeer supportCox Communications enables peer-to-peer support inonline Q&A forums with verified answers. track metrics Kaseya measures customer sentiment, support questions fielded without the help of Kaseya employees and percentage of customers engaging the company to understand its customers’ experience. 18 © 2012 Telligent Systems, Inc. All rights reserved.
  19. 19. part vikpi to watch s 19 © 2012 Telligent Systems, Inc. All rights reserved.
  20. 20. kpis to watchlet’s talk metrics.Now that you’ve got a basic idea about how onlinecommunities are engaging customers for customerservice, it’s time to measure the impact.support responsiveness Average time-to- Quality of Top contributors resolution and responses by by quality and question volume evaluating quantity of in Q&A forums suggested and responses verified answers Number Customer Percentage of answers sentiment of customer provided by participation customers versus employees 20 © 2012 Telligent Systems, Inc. All rights reserved.
  21. 21. kpis to watchmember participation Engagement levels – from viewing to rating and contributing content Content origins and monthly contributions popular engagement timescommunity/group vitality Group membershiplevel of activity and engagement of registered members Types of content created 21 © 2012 Telligent Systems, Inc. All rights reserved.
  22. 22. kpis to watchideation Number of products/services/ advancementsNumber of qualified createdleads generatedfrom communityPercent decrease in Revenue generationtime to market from new products/ services/advancementsnetworking Average time to qualify a leadRevenueattributed $$to lead Number of leadsgeneration generated fromprogram community 1 2 3 4 5 22Graphic created by Telligent based on Gartner research from page 4 in the Gartner Toolkit: © 2012 Telligent Systems, Inc. All rights reserved.How to Measure the ROI of Customer Communities for Social CRM, Jenny Sussin, et al.,5 April 2012
  23. 23. part viisocial customerservice applied 23 © 2012 Telligent Systems, Inc. All rights reserved.
  24. 24. social customer service appliedsuccess stories Reduced support cases 40% within Reduced inbound support cases 6 months, 60% in 12 months and overall support costs Support turnaround decreased Increased new product feedback 50%, now averaging 15 minutes and ideas Increased customer base 5x with Created ongoing communication only one additional support tech platform with customers 80% of customers use the community for training, support or talking to employees 24 © 2012 Telligent Systems, Inc. All rights reserved.
  25. 25. social customer service appliedsuccess stories Increased site traffic 30% after Increased customer participation integrating community with Dell.com by 300% year over year Increased sales and customer 85% of sentiment by power engagement users is positive Improved product R&D processes 14x increase in questions asked by incorporating customer feedback and answered without Kaseya employees 25 © 2012 Telligent Systems, Inc. All rights reserved.
  26. 26. part viiinext steps 26 © 2012 Telligent Systems, Inc. All rights reserved.
  27. 27. next stepsready to learn more? Download this check out this Request a social complimentary customer service community demoForrester Research, toolkit Inc. report 27 © 2012 Telligent Systems, Inc. All rights reserved.
  28. 28. © 2012 Telligent Systems, Inc. All rights reserved. Unauthorized reproductionis prohibited by law. No part of this document may be disclosed, distributed, reproduced, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the express written permission of Telligent Systems, Inc. The Telligent logo is a registered trademark of Telligent Systems, Inc. Othernames and logos used herein may be trademarks of their respective owners. 28 © 2012 Telligent Systems, Inc. All rights reserved.

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