Get Serious About Social Customer Care
 

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Get Serious About Social Customer Care

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Learn about social customer care told by Kate Leggett Principal Analyst at Forrester Research, Inc and Katy Keim Chief Marketing Officer at Lithium Tech

Learn about social customer care told by Kate Leggett Principal Analyst at Forrester Research, Inc and Katy Keim Chief Marketing Officer at Lithium Tech

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Get Serious About Social Customer Care Presentation Transcript

  • 1. Companiesview customerexperience asone of their topprioritiesUse customerexperiences asa competitivedifferentiatorSource: The State Of Customer Experience, Management, 2013
  • 2. Companies are focusing on online, cross channel,mobile and social customer experiences
  • 3. © 2012 Forrester Research, Inc. Reproduction ProhibitedFew companies deliver an outstanding customerexperienceSource: January 15, 2013, “The State Of Customer Experience, 2013” Forrester report
  • 4. Good customer experiences are good for business
  • 5. Customer service managers agree that customerexperience is important
  • 6. © 2012 Forrester Research, Inc. Reproduction ProhibitedAnd many companies have good alignment betweentheir customer service and customer experiencestrategy8What is the relationship between your customer service strategy, and your customer experiencestrategy?Customer serviceand customerexperiencestrategic goalsare well aligned.Our customerservice strategy isa cornerston84%We are in theprocess ofaligning ourcustomer servicestrategy to ourcustomerexperiencestrategy.14%We dont have acustomerexperiencestrategy.2%Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013Base: 50 US Enterprise customer experience or customer service managers
  • 7. © 2012 Forrester Research, Inc. Reproduction ProhibitedForrester-Lithium study background9In March 2013, Forrester Consulting completed a commissionedsurvey on behalf of Lithium to explore the rise in demand forsocial customer service, the maturity of these communicationchannels and realized benefits for responding to changingcustomer needs around social channels.We surveyed 50 US managers of customer experience orcustomer service at enterprises that offered social customerservice.
  • 8. Customers want support when they wantit, where they want it, and how they wantit. Otherwise it will be hard to keep them.
  • 9. Consumers want quick answers to questions or willabandon
  • 10. Realize that communication channel usage has changedin the last three years
  • 11. © 2012 Forrester Research, Inc. Reproduction ProhibitedCompanies believe it is important provide customerservice over a range of channelsSource: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013How important is it to your company to provide customer service via the following communication channels?28%30%42%38%38%30%32%26%22%60%56%30%26%24%22%10%8%8%PhoneWeb self-serviceEmailOnline customer communityOnline FAQsPublic social networksIVR (automated voice response on phone)ChatSMS4 Most important 5Base: 50 US Enterprise customer experience or customer service managers
  • 12. But, realize that not all channels have similarsatisfaction ratings
  • 13. © 2012 Forrester Research, Inc. Reproduction ProhibitedOur study also shows that maturity is still lacking innascent customer service channels, such as social15How mature do you believe your operational processes are to support customers across the following channels?12%32%32%42%22%32%40%24%22%82%50%44%20%30%18%4%18%8%PhoneEmailWeb self-serviceOnline FAQsIVR (automated voice response on phone)Online customer communityChatPublic social networksSMSRank 4 Most mature 5Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013Base: 50 US Enterprise customer experience or customer service managers
  • 14. On a scale of 1 (Poor) to 5 (Excellent), how proficient do you feel your organization is currentlywhen it comes to providing the following customer service capabilities?16%22%26%28%34%4%8%12%12%10%6%8%8%8%16%Empowering our social customer service agents with customerand product information that they need to answer customerquestionsSuccessfully nurturing and growing our online communityforumAllowing our customers to start a conversation on our forum,and escalate to a customer service agent if it is unresolvedAllowing our customers to receive the same level of servicefrom our social channels compared to what is offered on thedigital channels (email, chat)Allowing customer service agents to handle social inquiries viaPersonal Social Media Networks and MicroblogsRank 3 Rank 2 Poor - 1There is room for improvement in deliveringcustomer service via social channelsSource: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013Base: 50 US Enterprise customer experience or customer service managers
  • 15. © 2012 Forrester Research, Inc. Reproduction ProhibitedWhat can you do to make your social customer servicebetter?Service ManagerCustomers“I know how I want to deliver goodsocial customer but I don’t knowwhere to start.”
  • 16. Start by understanding who your customers are and howthey want to interact with youSource: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013
  • 17. Understand the journey that customers expect tohave with your company
  • 18. Empower your agents with the right information tomake social interactions successful20
  • 19. 6%16%28%49%Does not apply - our contact center only has onemode of communication (e.g., voice)Most or all of our agents are specialists and supportonly a single channelAll of our agents support multiple channels (e.g.,voice, chat, email)Most of our agents support multiple channels, butsome are specialists (e.g., social media)In general, what is your contact centers approach to having agentsserve customers through multiple channels?Base: 272 North American Enterprise Network andTelecommunications decision makersSource: Forrester Forrsights Networks and Telecommunications Survey, Q1 2013And dedicate agents to the social channels
  • 20. © 2012 Forrester Research, Inc. Reproduction ProhibitedInvesting social customer service is good forbusiness22What business benefit are you achieving by offering social customer service to yourcustomers? (Rank the top 3)4%6%4%4%8%8%16%26%24%6%4%2%8%4%10%10%6%10%10%14%16%4%2%6%4%4%12%16%14%8%14%16%Boost SEOIncreased average order sizeIncreased share of wallet per customersIncrease awareness through word-of-mouth marketingIncrease number of cross-sells and upsells to current customersReduce customer churnBring new customer ideas to marketIncreased rate of new customer acquisitionImprove agent efficiencyReduce support costs/incoming support callsImprove customer loyaltyIncrease customer satisfaction as measured by NPS or CSATTop benefit 2nd benefit 3rd benefitSource: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013Base: 50 US Enterprise customer experience or customer service managers
  • 21. What are the perceived risks of not adopting social technologies in yourcustomer service organization?26%40%46%48%56%56%Internal operational inefficienciesCustomer defectionInconsistent customer service deliveryPoor overall experienceCompetitive disadvantage (e.g. lose marketshare, lose ground to competitors)Fear of being left behind from a technologyperspectiveAnd not investing in social technologies carries risksto your companySource: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013Base: 50 US Enterprise customer experience or customer service managers
  • 22. Thank youKate Leggettkleggett@forrester.com
  • 23. Matching
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  • 26. Globe receives an average of34,000 tweets a month with afeedback turn-around timetarget of 5 minutes, whichpromises to soon be thefastest turn-around time inthe world. This volume andreply speed requirement isdelivered with the support ofa world class tool LithiumSocial Web.““
  • 27. “ “