How to integrate social media into contact centres? Vit Horky, CEO of Brand Embassy and Founder of Future Care Initiative, is sharing his thoughts on the why, when and how of integrating social media into contact centres to meet the demands of today's social generation.

1. SOCIAL PARTNERS
IN CUSTOMER CARE
Vit Horky twitter: @vithorky
How to integrate social media into contact centres

2. PHONE’S DEAD
@vithorky
I'm Vit, I'm 27 and I have a confession to make. And I haven't dialed a phone
to talk with a customer service hotline for years. Why? I hate calling...this
feeling you have when dialing the 0800 number…and what some robot picks
it up.. “Choose one of the nine options….” I HATE CALLING.

3. Facebook post
I use Facebook instead. Like two weeks ago when I had the most RIDICULOUS experience at a
restaurant in Bergamo, Italy. Or reaching out to a hotel management when I can’t access hotel
lobby wi-fi. Or two weeks ago when I reached out to 29 UK banks, mobile operators and
airlines to find out if they hold their promise of responding to customers on Google+
(Generally, they don’t – only 2 responded, find the full story on www.brandembassy.com). So
why am I keeping on trying? Because I found out I'm not the only one with a distaste for
calling. In fact, it is so many of us, they we are no longer the ones with a problem, THE
COMPANIES not responding to us on social media ARE.

4. About me
www.brandembassy.com
www.futurecareinitiative.com
“A global invite-only community for shaping the future of customer care.”
Vit Horky (@vithorky)
27 years
1 exit
1 bankruptcy
1 lovely wife
0 lovely children
2 home cities, 0 home

5. JUST POKING
HIS WIFE ON
FACEBOOK?
@vithorky
40 years ago, when a man picked up a phone you knew what he
was doing. He was making a call…

6. @vithorky
Skype - Phone or social messaging? Facebook - social network or
messaging? What's the matter?! Customers expect socially
integrated companies, they have higher expectations than
businesses provide. Like Bradley, who unwilling to call to
Vodafone UK hotline rather go to Twitter to complain. Probably
using the very same gadget for doing so. It’s that easy for
consumers. Are companies ready for Social Generation?

7. SOCIAL
IS EVERYWHERE
@vithorky
Be a little detectives when going home tonight from work. Look at the
displays of all the smart phones and tablets held by hundreds of people at a
train platform. Are these people doing the same thing? Making a call? NO.
They are interacting with friends as well as companies in so many different
ways. Omni-channel communication is here. The differences between
communication channels are gone, everything is connected. Social is
everywhere.

8. ANTI-SOCIAL
@vithorky
It wasn‘t so few years ago. Companies between 2006-2011 were mostly still anti-social.
People were reaching out to them on their Facebook pages and Twitter channels, but they
were not responding. Few of these dynosaurs have prevailed, but their anti-social behaviour
(or the companies themselves) will be soon gone.

9. MARKETING
GOES SOCIAL
@vithorky
By 2009-2010 in most companies marketing took over the social media
responsibility. Social media will be the new selling machine! So who’s going
to be in charge of our Facebook, people?

10. PAULIE
@vithorky

11. PAULIE
@vithorky
“Let’s give it to Paulie!” says someone in
marketing. “Who the hell is Paulie?!” somebody else
replies. “Paulie boy is the marketing’s manager son,
he will know what the Facebook thing is for!”

12. PAULIE
@vithorky
But here’s three reasons why Paulie is no longer in 2014 happy with managing social:
1. The social customer service posts are doubling every year. What took him 2 hours in
2012, will take him 16 hours next year.
2. Paulie wants to spend evenings and weekends with his girlfriend. But these are the
social customer care peak times…
3. Paulie is de-focused. He is marketing guy. He doesn’t want to be doing customer
service….

13. @vithorky
CLIENT: “Hey call center, from now on,
pick up to the SOCIAL PHONE also for us.
All right?”
WHAT HAPPENS NEXT:
CONTACT CENTRE: “Yeah sure, it’s
pretty much the same thing like always
anyway… (plus I get additional $...)”

14. @vithorky
SO MANY COMPANIES fell into the trap of not properly setting up processes between
contact centre and the company to manage social media. The results are usually terrible:
hundreds of angry social customers, consumer-led anti-campaigns and public humiliation with
disastrous brand reputation loss. You don’t want to go this way…
THE RESULT IS TERRIBLE….

15. @vithorky
WHAT IT TAKES is to create a partnership between the client and the contact centre when the
companies give freedom to the contact centre to act on their behalf on social media and the
contact centre sets up a proper recruitment, training and controlling procedures tailor-made to
social media customer care. (because social is not really like picking up a phone…

16. SOCIAL
PARTNERSHIP
http://www.boundless.org/
@vithorky
The solution for satisfying customers and building a truly profitable
relationships is to create Social partnerships with the contact centres and
integrating social media. Now, is it the right time to integrate social in
YOUR COMPANY?

17. Social partners in customer care
How to integrate social media into contact centres
Download the free whitepaper now
http://socialpartners.brandembassy.com
Brand Embassy, Future Care,
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Photo: Guy Stephens
Main chapters: TITLES
Download the free whitepaper now
http://socialpartners.
brandembassy.com
Guy Stephens
IBM
Learn the why, when and how of integrating
social media into contact centres to meet the
demands of today's social generation.

18. Download the free whitepaper now
http://socialpartners.brandembassy.com
@vithorky

19. Brand Embassy, Future Care,
Bluelink LOGOS
Photo: Guy Stephens
Main chapters: TITLES
Download the free whitepaper now
http://socialpartners.brandembassy.com

20. Download the free whitepaper now
http://socialpartners.brandembassy.com
These are the restaurant owners from Bergamo… If you will ever
see them, tell them they still owe me 5 EUR…

21. Download the free whitepaper now
http://socialpartners.brandembassy.com
@vithorky

22. THANK YOU.
@vithorky
Follow me on Twitter: https://twitter.com/vithorky
Connect with me on Linkedin: http://uk.linkedin.com/in/vithorky/
Get a free 14-day trial of Brand Embassy: www.brandembassy.com
Apply for membership in Future Care Initiative: www.futurecareinitiative.com