Evolving Customer Experience Management through Social - Rob Howard

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Evolving Customer Experience Management through Social - Rob Howard (Telligent), Keynote Speaker @Social Business Forum 2013

Evolving Customer Experience Management through Social - Rob Howard (Telligent), Keynote Speaker @Social Business Forum 2013

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  • Not just about technology featuresDrive real value for your businessThree key areas we focused on53% consider increased use and deployment of collaboration technologies a high or critical software priority.EnablementSupportEmployeesCustomer Sat.Innovation
  • Today over 1 billion peopleFrom Facebook to LinkedInMarket size has grown from 0 to nearly 6.4B > 30+%25% of time onlineShift from IT buying features, to Biz buying solutionsDon’t take my word … look around roomInnovatorsLeadersBrands you knowSocial is no longer a fad, it is the new normal
  • Dell Tech Center example
  • But a Great Starting Place
  • Not just about technology featuresDrive real value for your businessThree key areas we focused on53% consider increased use and deployment of collaboration technologies a high or critical software priority.EnablementSupportEmployeesCustomer Sat.Innovation

Transcript

  • 1. The Customer ExperienceManagement Opportunity@robhoward
  • 2. 70%… of peopleexpect onlinecustomer service… of peopleresearch beforesale starts
  • 3. Support SalesMarketing[Social]AcquireEngageInformConnectRetainCustomer Experience Management
  • 4. “Engaging in honest, direct conversations withcustomers and stakeholders is a part of who we are,who we’ve always been. The social web amplifies ouropportunity to listen and learn and invest ourselves intwo-way dialogue, enabling us to become a bettercompany with more to offer the people who depend onus.”--- Michael Dell
  • 5. Social is the new normal
  • 6. Marketing RaDaRhttp://blogs.forrester.com/nate_elliott/13-01-24-introducing_the_marketing_radarSocialCommunitiesSocialNetworksSocial is not a destination
  • 7. Relationships Problem to SolveShared Interests RelationshipsWhy we goSocial Networks Social CommunitiesWhy we stayCopyright Telligent 2011How much do you me?
  • 8. 4% Post on Twitter11% Blogs19% Post a query on question site25% Video (YouTube or company website)33% Forums48% None of the aboveWhere do you start?
  • 9. DigitalMarketingSupportReputationNetworking3. Strategy2. Goals and ObjectivesCustomers to interact and shareexperience. Creatingauthenticity and trust.• Authenticity• AwarenessCustomers and prospects askand answer questions; typicallysupported by organization.Provide a location wherediscussions about your productand services can take place.Facilitate groups of like-mindedpeople to get together andshare common experiences.• Understanding• Participation• Connecting• Community• Information• Answers1. AudienceProspectsNew and existingcustomersCustomersSupport currentcustomersMarketPerceptions andcoverageCommunityFans, Followers, andFriendsCommunity Planning Framework
  • 10. 5. Results• Support• Customers• Perception• Coverage• Sales• Coverage• Sales• Customers4. Solutions• Engagement• Content• Moderation• Q&A• Defer Calls• Reuse• Sentiment• Influence• Moderation• Profiles• Engagement• IdentityAnalyticsWhere did theactivity takeplace?What wasdiscussed?Popular?How arepeoplecollaborating?Who are theusers andtypes?Why are theyusing thesystem?3. StrategyDigitalMarketingSupportReputationNetworkingPlatformForums, Blogs,Wikis, Email,Profiles, etc.Search, SingleSign-on, andintegrationModeration,filters, SPAMtoolsWorkflow, Rules& Policy,Security,PrivacyWidgets, APIs,Extensibility,3rd PartiesCommunity Planning Framework
  • 11. 1. Audience2. Goals & Objectives3. Strategy4. Solution5. ResultsIT Administrators and decision makersInform, answer questions and identify sales leadsSupport and sales enablementSingle sign-on, SM integration, forums,command center and analytics24% more revenue thannon-community membersExample: Dell TechCenter
  • 12. Five Ways to Measure1. Number of Questions answered by community2. Number of Questions answered by employees3. Views on Answered Questions4. Top community answerers5. Unanswered Questions to Answered RatioQuick Index for Support Community ValueAnswer Value = Support Ticket Cost * (N% * Views of Answer)
  • 13. @robhoward