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Socializing Customer Support  to Drive Business Value    Kate Leggett, Senior Analyst    Forrester Research    Timothy Kel...
Ninety percent of customer servicedecision-makers tell Forrester that agood customer experience is critical totheir compan...
A good customer experience is      good for business
But, few companies deliver anoutstanding customer experience
Customer service decision makers walk a fine balance between    the needs of customers and the needs of the business
Contact center managers look to reducing handle times and increasing satisfaction
Inaccurate and inaccessible corporateknowledge increases costs and decreases          customer satisfaction     Email
Collaborative knowledge technologies take off,  and help with delivering a good customer                 experience
Social collaboration software moves theneedle on all customer service metrics
McKesson Physician Practice Solutions     Tim Kelly, Executive Director of           Customer Support      Physician Pract...
Slide Breakout•   What We‟re Doing with Socialtext / Goals•   Visual – Sync Strategy Between Workspaces•   How We‟re Lever...
What We‟re Doing• Authoring all Contact Center Solution articles, process,  policy and Product Content to Socialtext• Usin...
Content Sync Strategy               13
How We‟re Leveraging the Social           Platform• All Support team members use tool as single source of  knowledge• Tagg...
What We‟re Measuring / Metrics• Contact Center Measurements  – Average Speed to Answer (ASA)  – Average Handle Time (AHT) ...
Results / Impacts from January to             March• ASA*  – Improved (Reduced) 66%  – From 33” to 11”• AHT*  – Improved (...
PPS Central and PPS VAR Central                    17
Results / Impacts from January to             March• Same Day Resolution*  – Improved 11.75%  – From 33% - 44.75%• Custome...
Ogilvy CRM Connections                     Socialtext     Evan C. Shumeyko, Consulting Director     evan.shumeyko@ogilvy.c...
The challenge: Howdo we bringcollaborative brandconversations to lifeinside the callcenter?
What Works | Best Practices                    Agent                 Engagement      Dialogue                       Team  ...
Risk | Inform Without Measuring                                         • How do know what‟s                              ...
Solution | SOCIALTEXTEnable knowledge-sharing, collaboration, conversation monitoring & relevance.                        ...
Results: Business & Brand BenefitsROI: Top performer on the pilot sales team was the  earliest adopter and user of Social...
Thank you• Q&A• For more information on Socialtext, please  visit www.Socialtext.com• Recording will be available on Socia...
About Socialtext• First Enterprise Social Software Company  founded in 2002• Communications & collaboration platform  that...
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Socializing Customer Support to Drive Business Value

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Learn how McKesson and Ogilvy have used social software to convert their Customer Support into social help centers with dramatic reductions in resolution time and increased alignment with sales initiatives.

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  • Wide and shallow rolloutRamped up quicklyOn-site training to kick-startMore control that a corporate intranet due to legal/compliance considerations Security questions answeredGoogle AnalyticsI can find the info I need as easily and I can find a place to go hang out after work. Finally!
  • Transcript of "Socializing Customer Support to Drive Business Value"

    1. 1. Socializing Customer Support to Drive Business Value Kate Leggett, Senior Analyst Forrester Research Timothy Kelly, Executive Director of Support McKesson Physician Practice Solutions Evan Shumeyko, Director@Ogilvy Ogilvyone Worldwide
    2. 2. Ninety percent of customer servicedecision-makers tell Forrester that agood customer experience is critical totheir company‟s success. Sixty-threepercent think the importance of thecustomer experience has risen.
    3. 3. A good customer experience is good for business
    4. 4. But, few companies deliver anoutstanding customer experience
    5. 5. Customer service decision makers walk a fine balance between the needs of customers and the needs of the business
    6. 6. Contact center managers look to reducing handle times and increasing satisfaction
    7. 7. Inaccurate and inaccessible corporateknowledge increases costs and decreases customer satisfaction Email
    8. 8. Collaborative knowledge technologies take off, and help with delivering a good customer experience
    9. 9. Social collaboration software moves theneedle on all customer service metrics
    10. 10. McKesson Physician Practice Solutions Tim Kelly, Executive Director of Customer Support Physician Practice Solutions March 28, 2012
    11. 11. Slide Breakout• What We‟re Doing with Socialtext / Goals• Visual – Sync Strategy Between Workspaces• How We‟re Leveraging the Social Platform• What We‟re Measuring / Metrics• Results / Impacts• Visual – Our Space 11 !
    12. 12. What We‟re Doing• Authoring all Contact Center Solution articles, process, policy and Product Content to Socialtext• Using the primary workspace create a 1-4 click strategy for teams to access content quickly – Activities / Signals stream – Searching• Secondary Strategy aimed at standard Product „Table of Contents‟ approach• Creating Segmented and Synchronized Workspaces for Value Added Reseller Community and Customers to leverage content authored in PPS Workspace 12
    13. 13. Content Sync Strategy 13
    14. 14. How We‟re Leveraging the Social Platform• All Support team members use tool as single source of knowledge• Tagging Content for automatic publishing to VAR and Customer Workspace• Using Groups to collaborate with public and private access privileges – Example: Tier 2/3 team Private Group shares content Tier 1 should not access – Example: Training Academy has Public group for all to comment/dialogue on Training content and direction• Social validation of solutions content with „Read Only‟ Product and Policy content• Self Paced Training through Video Available Via Dashboard 14
    15. 15. What We‟re Measuring / Metrics• Contact Center Measurements – Average Speed to Answer (ASA) – Average Handle Time (AHT) – Grade of Service (GOS)• Agent Level Metrics – Same Day Resolution of Cases (SDR) – Customer Satisfaction (CSAT) 15
    16. 16. Results / Impacts from January to March• ASA* – Improved (Reduced) 66% – From 33” to 11”• AHT* – Improved (Reduced) 11% – From 22” to 20”• GOS* – Improved 25.75% – From 53.5% to 79.25% * Averaged Across Product Teams 16
    17. 17. PPS Central and PPS VAR Central 17
    18. 18. Results / Impacts from January to March• Same Day Resolution* – Improved 11.75% – From 33% - 44.75%• Customer Satisfaction* – Improved .67% – From 51% to 51.67% * Averaged Across Product Teams 18
    19. 19. Ogilvy CRM Connections Socialtext Evan C. Shumeyko, Consulting Director evan.shumeyko@ogilvy.com19
    20. 20. The challenge: Howdo we bringcollaborative brandconversations to lifeinside the callcenter?
    21. 21. What Works | Best Practices Agent Engagement Dialogue Team Optimization Collaboration Ogilvy Consulting | CRM Connections
    22. 22. Risk | Inform Without Measuring • How do know what‟s working? • Can we adjust our approach quickly, cost effectively? • How do we give the agents just what‟s needed. • Can we easily measure agent satisfaction? • We are pushing knowledge but are also we pulling? Ogilvy Consulting | CRM Connections
    23. 23. Solution | SOCIALTEXTEnable knowledge-sharing, collaboration, conversation monitoring & relevance. Socialize Branding & Campaign Industry Assets Knowledge at Agents Fingertips Measure Knowledge- Training Share and Content Collaboration Usage Monitor Listening Post Activity
    24. 24. Results: Business & Brand BenefitsROI: Top performer on the pilot sales team was the earliest adopter and user of Socialtext Hearts: Ramped up from 1 pilot team to 5 client call True Engagement center teams in approximately 1 year ~500 agents total as of 4/12 10% increase in conversion rate within key market segments Minds: UnderstandingImproved Customer Experience: Evolving dialogue strategy Drives deeper understanding Wallets: Fosters social business principles safely Consultative DialogueHelps clients “socialize the enterprise” from the ground up Call Center Agent Actualization
    25. 25. Thank you• Q&A• For more information on Socialtext, please visit www.Socialtext.com• Recording will be available on Socialtext• How to reach us us: – Kate Leggett - @kateleggett kleggett@forrester.com http://blogs.forrester.com/ – Timothy Kelly - @mckesson tim.kelly@mckesson.com – Evan Shumeyko - @ogilvydigital evan.shumeyko@ogilvy.com – Sandra Ponce de Leon - @socialtext sandra.poncedeleon@socialtext.com
    26. 26. About Socialtext• First Enterprise Social Software Company founded in 2002• Communications & collaboration platform that helps your employees “In the Flow of Work”• Social Layer is our vision• Flexible Deployment options: Secure on-site or hosted appliance• Widely recognized as Visionary & Leader among key analysts
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