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The Seven Elements of Great Social Customer Service

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How to Win the Social Customer Service Challenge in the Contact Center …

How to Win the Social Customer Service Challenge in the Contact Center

As consumers turn in droves to social media to solve problems, share and search for information, customer service is becoming social. In this new environment, consumers increasingly value companies’ ability to engage, respond and provide good service on networks like Twitter and Facebook. Companies can meet this challenge in the contact center with unified multichannel customer service that includes social media and effectively applies contact center discipline, metrics and resources to this new reality.

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  • 1. The Seven Elements of Great Social Customer Service How to Win the Social Media Customer Service Challenge in The Contact Center As consumers turn in droves to social media to solve problems, share and search for information, customer service is becoming social. In this new environment, consumers increasingly value companies ability to engage, respond and provide good service on networks like Twitter and Facebook. Companies can meet this challenge in the contact center with unified multichannel customer service that includes social media and effectively applies contact center discipline, metrics and resources to this new reality. White Paper September 2012
  • 2. 2Table of Contents3 The Rise of Social Media4 Why Customer Service in Social Media?5 Why Social Media Customer Service in the Contact Center?5 The Seven Elements of Great Social Media Customer Service in the Contact Center 1 - Monitor the Social Media Channels 2 - Unify Service Across Your Channels 3 - Unify Your Customer History 4 - Unify Your Knowledge and Applications 5 - Deliver Multichannel Proactive Service 6 - Measure Your Business Performance 7 - Bring Social Media to Your Business Processes8 What Great Social Media Customer Service in the Contact Center Can Accomplish9 Case: Leading mobile operator reaches out to more customers through additional service channels10 About the Altitude uCI 8™ Unified Social Customer Service Solution The Seven Elements of Social Customer Service
  • 3. 3The Rise of Social MediaAt the end of 2011, social networking accounted for nearly 1 in every 5 minutesspent online worldwide, ranking as the most engaging online activity globally,according to ComScore (1). Social networking sites reached 82% of the worldsInternet population age 15 and older that accessed the Internet from a homeor work computer. 1,600 +88% 1,400 Total Internet 1,200 +174% 1,00 Social Networking 800 600 400 200 Worldwide Total Unique Visitors (MM) 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011The growth of social media is now set on a course to customers to engage with companies. It discovereddominate internet usage, with Facebook estimated that consumers are far more interested in obtainingto reach 1 billion monthly tangible value than in connectingactive users in the coming In their rush to be present in with brands. In exchange for theirmonths and Twitter surpassing social media, businesses need to time, endorsement and personal150 million active users with1 billion tweets every three stay focused on customer value. d a t a , c otangible.r s e x p e c t something nsumedays. In 2007, Internet users Obtaining tangible value seemsspent only 6% of their time to be the main reason most In their rush to be present in socialon social networking sites, media, businesses need to stayhowever, in just a few short consumers engage businesses focused on customer value.years, social networking has via social media. Obtaining tangible value seemsgained the attention (and time) to be the main reason mostof Internet users worldwide. consumers engage businesses via social media.In this new environment, defined by customer controland two-way conversations, what are customersexpectations for businesses? The IBM Institute forBusiness Value (2) recently surveyed more than 1,000consumers worldwide to understand what drives The Seven Elements of Social Customer Service
  • 4. 4Why Customer Service in Social Media?Social media is one of the most disruptive forces facing businesses today. This societal and technologicalevolution is giving birth to a new world of customer interactions and service, where people havemore alternatives, not only when they want to buy, but also when they need service. Social media makesit simple and tempting to comment and communicate with large audiences an opinion or an experience witha product or company, thus influencing customer relationships.This new reality brings new challenges and opportunities to companies aiming to build customerrelationships and manage customer interactions. This environment requires from businesses a socialmedia customer engagement strategy that can enable fast, relevant and appropriate responses toinquiries, complaints and other interactions in the social networks. Do You Have Spent More With a Company Because of a History of Good Customer Service Experiences? 100% 90% 85% 80% 75% 75% 74% 72% 68% 70% 63% 58% 57% 60% 50% 44% 40% 37% 30% 20% 10% 0% es da ico ce y s do ed lia an ly a nd an di Ita at an ra m na ng nit p ex In rla m Ja St st Fr Ca Ki U M er Au he d G te et ni N U Signifcabtly higher than 6 other markets at the 95% confidence level American Express 2012 Global Customer Service Barometer. This research was completed online among a random sample of consumers aged 18+ in: Australia, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, UK, and US.Current research shows that most companies still established customer interaction channel whereuse social media primarily as a marketing channel, companies engage customers. Engagingwith messages targeted for customers via social mediaproduct promotion and The return-on-social media will should also be perceived as adeals, with limited customer only become apparent when social key opportunity for improvedinteraction. Gartners auditof an engagement study (3) media matures into an established customer servicealso a public conversation it (as enablesin late 2011 found that more customer interaction channel where knowledge sharing and peerthan 80% of the Fortune companies engage customers. service); for sales and business500s 100 largest companies development; and to gain anhad a brand presence on Facebook, but only early warning of issues and opportunities.20% were currently engaged with customers ina customer service and support capacity.The return-on-social media will only becomeapparent when social media matures into an The Seven Elements of Social Customer Service
  • 5. 5Why Social Media Customer Servicein the Contact Center?When the Internet became dominant in our lives, it changed consumer habits and transformed the call centerinto a multimedia customer service and business support hub. In the years to come, we can expect the rise ofsocial media to continue to transform the role of the contact center. According to Gartner (5), by 2014, refusingto communicate with customers via social channels will be as harmful as ignoring emails or phone calls today.An increasing amount of evidence shows that the customer service department or contact center is the businessorganizations best-equipped entity for handling social media interactions. Customer service organizations,normally implemented within a contact center, have always been focused on achieving and developing a 360-degree view of the customer, and for providing a consistent experience across interaction channels - be it voice,web, chat or email. Social media, although it usually requires changes in technology, must be treated as anothercustomer interaction channel, and integrated into the existing business processes and service levels. When you use social media to complain about a customer service issue, how often do you feel you get an answer or your complaint is resolved by the company? Always Sometimes Rarely Never 100% 17% 10% 12% 11% 14% 11% 16% 18% 90% 24% 31% 80% 37% 70% 45% 60% 55% 49% 55% 60% 49% 50% 49% 50% 58% 45% 40% 50% 30% 31% 20% 26% 24% 21% 29% 26% 17% 30% 14% 17% 10% 12% 13% 9% 14% 0% 6% 9% 10% 12% 5% 7% 6% 2% es da ico ce y s do ed lia n ly a at nd an di pa Ita an ra m na ng nit St ex In rla m Ja st Fr Ca Ki U M d er Au he te G et ni N U Signifcabtly higher than 6 other markets at the 95% confidence level American Express 2012 Global Customer Service Barometer. This research was completed online among a random sample of consumers aged 18+ in: Australia, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, UK, and US.In fact, the contact center usually is the only structure in As in these other communication channels, the volumethe organization capable of handling and managing large of interactions in social media fluctuates, but they alwaysvolumes of interactions on a need to be handled in timely mannertimely basis. Social media In fact, the contact center usually to ensure a service level that guaranteesinteractions, althoughqualitatively different, share is the only structure in the a positiveis madeon thecomplicated task that impact more customer, aa g r e a t n u m b e r o f organization capable of handling as social media interactions issues cancharacteristics with interactions and managing large volumes of cover just about anything.in other communication As social media interactions can reachchannels such as voice and interactions on a timely basis. high volumes, they usually requireemail. dedicated teams, or at least trained staff that can be mobilized for this The Seven Elements of Social Customer Service
  • 6. 6The Seven Elements of Great Social MediaCustomer Service in the Contact CenterThe effective integration of social media within the contact center demands a systematic, intelligent and proactive approachto customer interactions. From a best practices perspective, this approach can be distilled into seven elements that needto be in place for an effective social media customer service in the contact center. 1 Monitor the The contact center needs to get access to conversations across social media networks and channels in a way that enables the organization to unify the customer interaction Social Media history and search across channels. The company should not only be able to discern Channels intent and sentiment, and sort through the noise, but must be able to identify and act on the relevant conversations and interactions. Businesses should also provide customers with a variety of options where they can easily ask for support: customers should be able to post and comment on the Facebook page, possibly with a selection of a service/response that they want to get. On Twitter, customers should be able to ask and tag questions for support and customer service purposes. The organizations need to offer a set of interaction options to which customers are accustomed, including self-service, crowd (peer-to-peer) service, and live customer service representatives. 2 Unify Service The contact center needs a unified, streamlined process for handling interactions in the social media channel together with interactions from other channels. Because social is Across Your another communication channel, your brand value and business processes must be upheld Channels over all channels. Additionally, interactions should be directed to qualified agents, matching the interaction to the person with the right skills and most available to provide a resolution in the most efficient manner. 3 Unify Your This unified approach means that customers should benefit from a single view of their interactions in the contact center and have consistent experiences, benefiting from Customer seamless transitions as they use different interaction channels. The universal customer History history must include all interactions - traditional and social. An agent that communicates with a customer needs to have the entire set of customer information and interaction history at their fingertips. The Seven Elements of Social Customer Service
  • 7. 7 4 Unify Your The contact center should leverage business and customer knowledge at the agent desktop, and support workflow, escalation, reporting and analytics that include socialKnowledge and media. With a "socially enabled" contact center, social interactions are seamlessly tied Applications through the agent applications, empowering agents with knowledge management tools. 5 Deliver The contact center should provide agents with the tools to engage with relevant knowledge and guidance at their fingertips. Agents also need the ability to seamlesslyMultichannel change the channel, because in some situations traditional channels such as the phone Proactive or chat might be the more appropriate for following up or addressing issues. Businesses should also extend a traditional customer service offering with online communities, Service tracking activity while solving issues. 6Measure Your As with phone and other channels, it is important to monitor and measure social media key performance indicators (KPIs) to improve quality and performance. Business This can be as basic as tracking the interaction or as sophisticated as using monitoring Performance systems and establishing customer experience metrics that include social media- specific KPIs. 7 Bring Social Social media is transforming customer service as we know it. Organizations need to leverage social channels for the delivery of customer care, and customer careMedia to Your extends beyond the contact center. As customer service is a crucial part of your Business brand, companies need to strive to have one voice, one brand, and one experience. When contact centers have the information to focus on business performance, a Processes business can reap tangible benefits as a result of the ability to improve speed and quality of service; create reusable knowledge; turn a good service experience into brand- building; and uncover more up-sell and cross-sell opportunities, etc. The Seven Elements of Social Customer Service
  • 8. 8What Great Social Customer Service inthe Contact Center Can AccomplishWhen businesses have these seven elements in place in the contact center, they become able to leverage social mediaas an interaction channel that contributes to brand value and delivers measurable benefits within existing customer service,sales, and knowledge management processes.The contact center unified customer interaction solution seamlessly manages interactions across all channels, includingsocial channels. It is able to intelligently route social media interactions to the appropriate resource in the organization.Social media is infused within existing business and knowledge management processes, and viewed and managed asan engagement channel not unlike other traditional channels.As consumers increasingly turn to social media to seek information and advice and to express opinions, there is no questionthat organizations must engage with those channels to deliver appropriate customer care and to ensure positive experiences.References(1) Its a Social World: Top 10 Need-to-Knows About Social Networking and Where Its Headed; ComScore; December 2011.(2) From social media to Social CRM; IBM Institute for Business Value Executive Report; 2011.(3) An Audit of Engagement: Fortune 500s 100 Largest Companies and Social CRM for Customer Service and Support; Jenny Sussin; Gartner;2 November 2011(4) 2012 Global Customer Service Barometer; American Express; June 2012(5) Predicts 2012: The Rising Force of Social Networking and Collaboration Services; Matthew W. Cain, Jeffrey Mann, Michael A. Silver,Monica Basso, Andrew Walls, Carol Rozwell; Gartner; 28 November 2011 The Seven Elements of Social Customer Service
  • 9. 9 Leading mobile operator reaches out to more customers through additional service channels.As consumers turn in droves to social media to solve of day. The new customer touch points for the operatorproblems, and share and search for information, customer - its official social networking accounts on Facebookservice is becoming social. In this new environment, and Twitter, and the support e-mail account, are nowconsumers increasingly value a companys ability to active on top of the existing channels available suchengage, respond and provide good service in social media as customer telephone hotlines. Customers can postsuch as Twitter or Facebook. and comment on the Facebook page or they can fill out a form that goes directly to the support team.This challenge has been successfully addressed by a On Twitter customers can ask and tag questions forleading mobile operator in Asia with 30 million support and customer service purposes. Responsescustomers, obtaining two-digit growth from 2010 can be public and/or placed through Direct Message.due to strong brand loyalty. The next two years willbe a critical period for the operator as it executes The Altitude uCI 8™ Social Service solution connectsnetwork modernization programs, and improves to the Facebook and Twitter accounts and it routesbusiness support systems and processes, aiming to interactions to skilled agents. These agents have accessmake customer experience a key differentiator. to the unified customer history including all multichannel interactions. Using the Altitude multimedia agentRecently, the company launched a project aimed at desktop and scripts with knowledge-base sharing andproviding its customers with a better experience spell check, agents can proactively notify and post inthrough additional customer service channels. With Facebook and Twitter. Supervisors and managementthis goal in mind, the operator and its BPO partner, can have access to tools that measure and monitora leading global systems integrator and business service levels, as well as business processes.transformation consulting organization, choseAltitudes uCI 8™ solution to provide customer support "As part of our commitment to superior customerthrough phone, email and web forms, and to extend experience, we aim to get closer to customers usingcustomer service to Facebook and Twitter. new service technologies that spell convenience,The BPO partner is a major provider of networking accessibility, and faster response," said the Directortechnology solutions and business process outsourcing for Customer Experience. "This gives our customers(BPO) services to the global telecommunicationsindustry (with revenue of over $1 billion in 2011). It an opportunity to use their preferred channel tohas set up BPO operations in the local market, communicate with us, letting them enjoy talkingbecoming one of the preferred BPO partners for to us their way with the widest range of channels."strategic outsourcing for this telecommunicationscompany. It now provides contact center support for The Altitude uCI 8™ social media customer servicesales and back office, customer care and technical features create value for companies in the marketplace.support for wireless postpaid, landline and broadband Customers feel that the brand is proactive and followscustomers - at both retail as well as the high-end. up on their needs wherever they express them. Customer service and marketing decision makers use"The growth of social media represents an opportunity the contact center operations discipline to ensureand a challenge, especially to business process and CRM service levels and acquire visibility on interactions andoutsourcers as a new channel to provide support services," productivity. Companies can meet the social mediastated the BPO Operations Manager. "The newest version challenge in the contact center with unifiedof Altitude uCI suite allowed us to offer unified cost multichannel customer service that includes the neweffective solutions, always with our customer goals in channels and effectively applies contact centermind," he added. discipline, metrics and resources to this new reality.This telco operator is a pioneer in providing newonline channels aiming to provide subscribers with avariety of options where they can easily ask for after-sales support wherever they are and at whatever time The Seven Elements of Social Customer Service
  • 10. 10About Altitude uCI 8™Unified Social ServiceAltitude uCI 8™ Unified Social Service enables companies to use social media, suchas Facebook and Twitter, as unified new customer service channels to reach out tomore customers and prospects. Contact centers can use unified, intelligent multimediarouting, unified customer history, skilled agents and consistent business processesto monitor, engage and respond, while applying customer service discipline, metricsand resources to ensure service levels and raise productivity.Altitude uCI 8™ is the latest release of the proven Altitude Software delivers a worldwide robust, modularcontact center solution suite, now in use in 1,100 solution that handles all customer interactions andcontact centers worldwide. It includes hundreds of unifies all touch points throughout the organizationnew features focused on increasing the contact in an open, platform-independent solution, based oncenters ability to perform profitably, and delivers standards. With 17 offices in four continents and asignificant innovation in key contact center business strong partner network, Altitude Software leveragesareas, such as: real time information and insights, existing technology investments, adding value withoutmultimedia workflow, intelligent campaigns, and disruption across a wide range of situations with lowunified social media interactions. total cost of ownership.Altitude uCI 8™ new Social Service features allow contactcenters to monitor, engage and respond to customersand prospects in Facebook and Twitter, using: • Unified, intelligent multimedia interactions routing to skilled agents; • Truly unified customer history, including all multichannel interactions; • Multimedia agent desktop with knowledge base and spell check; • Proactive notification and posting in social media, integrated chat, messaging and email; • Tools that measure and monitor service levels, business and operational KPIs; • Business workflow processes for quality control and approved actions; • Interoperability with social aggregators and social monitoring engines. The Seven Elements of Social Customer Service
  • 11. Altitude Software is the leader of unified customer interaction solutions,managing dynamic contact centers independently of platforms since 1993.With about 1100 customers in 80 countries, Altitude strives for customersatisfaction and is ISO 9001 certified for its worldwide support.Altitude Software has won 50+ industry awards. "Altitude uCI" (unifiedcustomer interaction) is a software suite that manages in real time enterprisefunctions like Customer Service, Help Desk, Collections, Telesales, Surveys,etc. It is unique in accelerating the creation of services and campaigns, thanksto the unified design studio, routing, dialler, voice portal, desktop front-end,monitoring and analytics.Altitude Software can be reached at info@altitude.com Twitter www.twitter.com/Altitudesoft LinkedIn www.linkedin.com/companies/altitude-software Facebook www.facebook.com/altitudesoftwareCopyright and caution noticeThis document is intended for information purposes only. The informationon this document is subject to change without notice and does notrepresent a commitment of Altitude Software in the future.© 1993-2012 by Altitude Software SA. All rights reserved.

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