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The Future of Customer Service
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The Future of Customer Service

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The adoption of social customer service is taking place in a wider context. Companies are increasingly differentiating on the experience they provide their customers, and service is a critical part of …

The adoption of social customer service is taking place in a wider context. Companies are increasingly differentiating on the experience they provide their customers, and service is a critical part of that experience. Even Gartner, one of the most established technology analysts, renamed their Magic Quadrant for CRM Customer Service Contact Centers to the Magic Quadrant for the CRM Customer Engagement Center – incorporating social media for the first time as a key part of delivering multi-channel customer service and engaging customers for a better customer experience

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  • Our software and expertise helps companies to manage social media as a high performance customer service channel
  • 3rd year we’ve sponsored this summit
  • - Our mission (and my talks): to educate.
    - One of the most important things we did was to help educate the market on why social customer service was so important
    - why it was essential for real customer service agents responding over social media
  • Or McKinsey stat?
    - That argument has now been won, for the most part (core, of real customer service in social)
    - Even if a lot of companies are still responding but deflecting real issues back to traditional
    - Or delivering response times bar below what customers expect
  • The blend of social media engagement with CRM software is evolving the contact center into the customer engagement center. Gartner's 2013 CRM customer engagement center Magic Quadrant looks at vendors that respond to the challenge of "any channel" customer service engagement.
    By 2015, organizations that have not embraced the concept of the customer engagement center will lose customers to competitors that have.
  • Instead want to look to the future. As social becomes a fully integrated part of the contact center, what does this mean? What will change?
  • social media is symptom of a broader change in how people are communicating
  • customer service no longer only affects just the customer you’re speaking to
  • How people communicate is changing -
    Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)
  • real time instant feedback from customers wherever they are
    gives businesses amazing, real time insights into their customers that can be fed back down to business units
  • real time instant feedback from customers wherever they are
    gives businesses amazing, real time insights into their customers that can be fed back down to business units
    Social Customer Care is fully connected into Control, where high-level decisions are made on running and servicing trains. In fact, the team operates out of the very same room, to facilitate easy access to important information.Using Conversocial, the team can stay on top of the real-time stream of customer enquiries when issues affect service, and they’re positioned perfectly to access the information those customers demand.Not only does Greater Anglia now proactively share service updates customers’ Twitter feeds with Conversocial’s publishing tools, but the team also engages one-on-one with customers about their journeys in less than 15 minutes, thanks to a fast and efficient tools built for customer service.
    The social team was originally positioned in the Control room to connect them with train information at source, so this could be better communicated out to customers. But once representatives joined the conversation on Twitter, they soon discovered that this is often the fastest route for information from the ground. If there is a problem, customers will regularly tweet just a few minutes of departure. Now the relationship between Control and social media is tighter than ever – creating a complete feedback loop between passengers and controllers.Greater Anglia’s social team works with customers to address issues more effectively than has ever been possible through traditional complaints channels. Control has been able to understand disruptions faster (when two trains have stopped at the same location, this can’t be an individual train fault), and the team has been able to coordinate replacement bus services to meet demand, by asking regular passengers to up people on the train and feed numbers back via Twitter. Through engaging with customers, the social team is also able to provide more detailed information for the engineering maintenance schedule. Building a good rapport with regular customers, they can ask them for details such as the carriage numberwhen reporting problems (and have even encouraged some to provide this automatically). The team strives discover and fix customers’ problems by the same evening. Coming back to the customer with a resolution over Twitter has been extremely positive for customer relations. Social media is transforming the role of Greater Anglia’s customers in the service process.
    `Established social presence specifically to improve level of information for customers during disruptionThat's why the team sits in the Control room, so that they have easy access to up to date information that can be fed to customersSocial presented a new opportunity to talk to customers and fix their issues - extending the force of staff on the ground70% traffic on Twitter is about train running - asking about immediate service needs - customer service is what GA customers want from socialPeople want to know what's happening very quickly - get in touch with just a few minutes of departure and sometimes this alerts the Control room to the fact there's a problemThere's a two-way dialogue between people making decisions and customers for the first time - e.g. 'how full is the train?' to organise replacement bus services during disruption. Greater Anglia's business case for social engagement comes from the value that can be fed back into the business - daily web watch report summarising everything that's happened the day before on social goes to over 150 different managers. Can tell Control team what customers think about how specific disruptions were handled, and are able to extract an ever-growing range of issues that are important to customers, from cycle facilities to retailing.Customers are happy with their work - in a recent survey 92% were happy with the quality of tweets, and 48% think that improvements are being made thanks to Twitter.
  • opportunities to influence customers at point of sales, and make real increased revenue
    wearable computing will push further?
  • But your Facebook ID will be exactly the samewrapped up in a huge amount of social data
  • on your computeron your phoneon your ipadyour social identity travels with you
    expect companies to be using social sign on to sell online?
  • through your phone, it could even be picked up automatically when you walked into a store
  • instantly know who a customer is, and their full history, and social information about them - however they get in contact
    As people become more and more comfortable with companies using social data to provide a personalized service
  • and makes the data from customer service even more valuable tie real-time feedback from social with the affect of those conversations into real sales and customer behaviour
  • customer service is becoming a way of Connecting with customers in real-timeWherever they arecomplete awareness and driving brand value and brand advocacyincreasing revenue both through driving sales and decreasing customer attritionreal time insight directly into business unitspersonalization
  • Transcript

    • 1. Taking Your Social Customer Experience to the Next Level Joshua March Founder & CEO @joshuamarch
    • 2. Leading software platform designed for social customer service Expertise and services in training, implementation and social customer service process
    • 3. 150+ global customers
    • 4. Back in 2011... Social customer service wasn’t even a term
    • 5. 53% of US businesses claim to offer social media as a customer service channel (ContactBabel)
    • 6. Magic Quadrant for the CRM Customer Engagement Center
    • 7. Private Desktop Anonymous Public Mobile Social identity
    • 8. Private Public
    • 9. Deliver real customer service in public social channels ‣ Resolve issues – don’t redirect ‣ Requires social agents in the contact center ‣ New training, processes and tools needed
    • 10. 14% of customer service Tweets to retailers are in-store
    • 11. Desktop Mobile
    • 12. Tweets at point-of-purchase
    • 13. Anonymous Social (real) Identity The trouble with a single view of the customer ‣Multiple email addresses ‣Multiple delivery addresses ‣Multiple phone numbers ‣Loyalty cards...
    • 14. Always logged on
    • 15. Always logged on
    • 16. People will expect instant personalized service – whatever the channel ?
    • 17. Ties customer service data back to the business $
    • 18. Where is your organization? Deliver service over public social channels Engage at point-of-sale to drive revenue Integrate social identity across your business
    • 19. Thank you Learn how we can help: www.conversocial.com