Social Customer Service Lessons Learned
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Social Customer Service Lessons Learned

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Delivered at the Call Center World in Berlin in February 2012. This is a collection of experiences made by myself and colleagues during the last 18 months while working with clients attempting to ...

Delivered at the Call Center World in Berlin in February 2012. This is a collection of experiences made by myself and colleagues during the last 18 months while working with clients attempting to blend their social interactions with their customer service teams.

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Social Customer Service Lessons Learned Social Customer Service Lessons Learned Presentation Transcript

  • Lessons Learned in Integratinga Social Customer ServiceAndrew MaherStrategic Consulting@serviceplease20 #callcenterworld
  • Presenting Today – Andrew MaherAndrew Maher is a 20 year veteran of thecustomer experience arena. For over 17years he has been working with Avaya‟sclients across the globe.He is an award winning leader in the area ofnew media and its role within enterprises andtheir interactions with customers. Whenconsulting with clients Andrew describeshimself as B2B2C focused, his concern is ofhis customer‟s customers. As a certifiedsocial media strategist he is addressing theCxOs of Fortune 100s to develop with themthe needs of this up and coming interactionchannel.Andrew is based in Frankfurt, Germany.He can most easily be found on Twitter as@serviceplease20 where he talks about theEnterprise 2.0, Customer Service and what aSocial Business really is.© 2012 Avaya Inc. All rights reserved. 2
  • The „Social Call“ Integration in relation to… >100 years 25 years 9y© 2012 Avaya Inc. All rights reserved. 3
  • How is social media used? Marketing Support • Broadcasting • Customer Service • Research • X-functional support HR Sales • Recruiting • From cold calls • Talent Dev. • To relationship selling Product Management • Crowd Sourcing • Product Launches© 2012 Avaya Inc. All rights reserved. 4
  • HELLONEIGHBOR! LESSON # 1 Hello Neighbor!© 2012 Avaya Inc. All rights reserved. 5
  • Gartner recommends “an organized effort between the heads of IT, Customer Service & Marketing Marketing” Contact Center ITSource: Anna Drennan for Conversocial™ - 2012: The Year Social Marketing and Social Customer Service Get Cozy© 2012 Avaya Inc. All rights reserved. 6
  • Tasks appeared during project, surprised most© 2012 Avaya Inc. All rights reserved. 7
  • But confirmed Gartner„s statement© 2012 Avaya Inc. All rights reserved. 8
  • © 2012 Avaya Inc. All rights reserved. 9
  • HELLONEIGHBOR! LESSON # 2 What„s holding them back?© 2012 Avaya Inc. All rights reserved. 10
  • #1 Fear – answering thesocial call will causemore anger#2 Bandwidth – notenough people to putto the taskSource: Jay Baer on Convince and Convert - www.convinceandconvert.com© 2012 Avaya Inc. All rights reserved. 11
  • #1 Fear – less than 7% ofcomments are trulynegative*#2 Bandwidth – can besolved by applying theright toolsSource: * Social Media Academy, Palo Alto - study of 800 corporations© 2012 Avaya Inc. All rights reserved. 12
  • HELLONEIGHBOR! LESSON # 3 But are you ready?© 2012 Avaya Inc. All rights reserved. 13
  • Companies have no Social Customer Service Strategy defined© 2012 Avaya Inc. All rights reserved. 14
  • Steps towards Social Engagement Readiness Current Awareness Opportunity: Does State & engaging in Social Media 2 Customer 1 make sense for my Objectives company? Where are we going and how is Social Media going to help get us there? Listen Current Landscape: What is being said? Applicability, competition, Engage 3 industry, competitive Who is saying it? 4 Where is it being said? opportunity What does the information tell us and how can we achieve our objectives? Learn Plan to handle 5 scale with Integrate accuracy and 6 integrity Plug into Customer Care capabilities and insert “Social” with the rest of the Social Media interaction points Expand integrated with The operation is now customer ready for scale. Team is 7 Social Ready and capable engagement of expansion process© 2012 Avaya Inc. All rights reserved. 15
  • HELLONEIGHBOR! LESSON # 4 „We„ve got that already“© 2012 Avaya Inc. All rights reserved. 16
  • Understanding the difference Monitoring Tools Social Media Social Community Integration Mgt. Tools© 2012 Avaya Inc. All rights reserved. 17
  • Understanding the difference  Different tools for differing Monitoring purposes Tools – Marketing – Support – Servicing  Must cooporate Social  Some overlap will exist Media  Only one step on theCommunity Social Avaya social business map Integration Mgt. Integration Tools © 2012 Avaya Inc. All rights reserved. 18
  • HELLONEIGHBOR! LESSON # 5 So, what„s going to happen?© 2012 Avaya Inc. All rights reserved. 19
  • Situations we have seenMarketing not ready Executive decision:to “let some agents “We must get on loose on our Facebook” Facebook page” Call Center “not Marketing willing to accept “overwhelmed” just more work” with the social customer© 2012 Avaya Inc. All rights reserved. 20
  • Things to plan for Agent readiness: Reporting and KPIs: Will require new what needs to be skills, tools & measured & how empowerment Recovery plan, Include others recovery plan, LOBs in recovery plan improving your social service© 2012 Avaya Inc. All rights reserved. 21
  • HELLONEIGHBOR! LESSON # 6 How to do it & Why would I?© 2012 Avaya Inc. All rights reserved. 22
  • Searching for the needle© 2012 Avaya Inc. All rights reserved. 23
  • ROI on Social Media Investments 68% of companies don‟t know or can‟t ? measure if they received ROI! Some or full ROI received, 17% No ROI so far or no ROI, 15% Dont know or unable to measure, 68% TSIA 2009 Social Media & Technology Services Survey© 2012 Avaya Inc. All rights reserved. 24
  • also Reduces Contact Center Costs Social media provides lower cost channels for customers to resolve their issues Customer Self-Help Peer Social Media Backbone issue Collaboration Support Support Cost $/Answer $$/Answer $$$/Answer $$$$/Answer Monitor and Moderate Actively Tier 1-3 gather interactions engage with one-on-one information as needed customers support© 2012 Avaya Inc. All rights reserved. 25
  • Our ApproachPublic Cloud Customer Environment Posts Comments Likes Keyword Language Actionable facebook.com/GreatBank Driven Sentiment Mentions #GB Contact Managed Center Agents Agent Routing Social Media Manager Reporting Metrics / KPIs tracking / SLAs © 2012 Avaya Inc. All rights reserved. 26
  • We learned a few things tooPublic Cloud Customer Environment Posts Comments Likes Keyword Language Actionable facebook.com/GreatBank Driven Sentiment Mentions #GB Contact Managed Sensitive Center Agents Subjects Agent Routing Social Media Manager Reporting Approval ? Metrics / KPIs tracking / SLAs © 2012 Avaya Inc. All rights reserved. 27
  • Contextual knowledge @CarXYZ how do I get these wiper blades off my VW Golf? Thank you @CustXYZ: Here is a link Customer to the process or call me @ Agent 18002221212 ~~3 weeks pass~~ @CarXYZ thanks for the help before, but do you know why the top speed on my wipers might not work? Thank you @CustXYZ: Might be many issues, we have some great offers. I can make you a deal. I hate my #CarXYZ© 2012 Avaya Inc. All rights reserved. 28
  • Results in Action: Contact Center Integration Global Retailer  European headquartered, global brick & mortar and online network Challenge Solution Results  Social traffic had grown to  Avaya Consulting  Identified 350 to 500 over >10.000 mentions Services engaged items per day needing daily  Extracted & segmented customer care  Manually handled by relevant items from  Reduced number of marketing department Facebook and Twitter items needing marketing  Needed quicker channels attention to less than response times to  Integrated with their 1% potential issues existing multi-channel  Technology deployed solution for consolidated  How to intelligently poised for future growth services include contact center and scale agents in the social response process© 2012 Avaya Inc. All rights reserved. 29
  • Results in Action: Outsourcer Enablement Motiva (MEX)  Outsourcer handling travel, retail, financial, healthcare and more Challenge Solution Results  Needed ability to offer an  Avaya Consulting  Assisting travellers integrated social engaged preparing their during transit receiving customer experience to sales teams when positive social comments their outsourcing clients discussing social media  Growing loyalty within  Initially for their airline  Designed solution their clients customer clients they wanted to gathering relevant items base avoid another “United from Twitter channels  Gathering immediate Breaks Guitars”  Integrated with their feedback on new  Establish policies for existing Avaya Aura multi- product introduction, managing any situation channel solution for services as well as (crisis, public image) consolidated services competitors© 2012 Avaya Inc. All rights reserved. 30
  • HELLONEIGHBOR! FUTURE What„s coming?© 2012 Avaya Inc. All rights reserved. 31
  • Real-time Interaction In-channel interaction, moving from public to a private conversation, chat, call or video to continue the process© 2012 Avaya Inc. All rights reserved. 32
  • Using Location Information© 2012 Avaya Inc. All rights reserved. 33
  • A ‚Social Interactive Response Unit„ ?Fully automated? Early trials in process Hey @FlyAir: When„s the next flight to London? Customer @CustXYZ: Where are you departing from? CustXYZ @FlyAir: I am in Berlin ‚Social IRU„ @CustXYZ: Your next flight with FlyAIR departs at 1430. The one after is at 1650. Click here for booking bit.ly/xvFro© 2012 Avaya Inc. All rights reserved. 34
  • Will there be a Social IRU?Semi-Automated Agent Assisted @BigTelco: My DSL line is down Thank you @CustXYZ: Send us a DM Customer with your line ID and we will contact Social IRU you immediately DM @BigTelco: 03019034599 DM @CustXYZ: We see your line has an interruption. An engineer is on the Live Agent way to fix the problem.© 2012 Avaya Inc. All rights reserved. 35
  • Reach out for more information Andrew Maher Strategic Consulting Managing Principal http://www.mindtouch.com/ @serviceplease20 amaher@avaya.com Find all my social presences at: http://xeeme.com/AndrewMaher http://socialmedia-academy.com/ Social Media im Kundenservice Smart Service im Social Web Juni 2011, u.a. A. Maher http://slidesha.re/SM-im-Kundenservice© 2012 Avaya Inc. All rights reserved. 36
  • Follow us at: • Avaya  @avaya • Avaya Deutschland  @avaya_UK • Avaya LatAm  @avaya_D • Avaya Brazil  @avaya_FR  @avayaAPAC  http://www.youtube.com/avaya  @avaya_Latam  @devconnect  http://www.linkedin.com/company/1494  Over 100 other Avaya groups and related© 2012 Avaya Inc. All rights reserved. 37