Transcript of "Raleigh user group social customer service deck (final)"
Lee Pisacano, Strategic Account Manager, Service Cloud Salesforce.com Robin Callender, Senior Solution Specialist, Service Cloud Salesforce.com Going Social in the Modern Contact Center
Blend social with traditional service channels Start with a social customer service strategy How do you deliver amazing customer service in the social world? The world’s gone social. What’s stopping your call center?
Old Contact Centers Cant Connect with Social Customers Your customers are here You invested here Contact Center Michael Maoz, Gartner, April 2011 “ By 2013, at least 50% of customer service centers will integrate some form of community/social capabilities as part of the CRM contact center solution”
Even the Best Can End Up In the Gallery of Social Media Casualties
Define Your Goals Raise CSAT Generate ROI Protect brand Reduce service costs Deflect calls Get new product ideas Strengthen customer relationships Join conversations Increase loyalty Empower a self-service community
Measure Success higher CSAT raised NPS # social referrals more use of public knowledge # deflected calls increase in positive sentiment deflections to social channels # new product ideas # twitter followers lower AHT increased FCR
<ul><li>Start by just listening </li></ul><ul><li>Define your plan and align across departments </li></ul><ul><li>Choose product-savvy, social savvy agents . Train them well </li></ul><ul><li>Respond early to social media issues </li></ul><ul><li>Be authentic and respectful – this is still customer service </li></ul><ul><li>Think: what would your mother say? Everything is public now </li></ul><ul><li>Add a social media policy to your employee handbook </li></ul><ul><li>Give social agents the right tools (case management, knowledge) </li></ul><ul><li>Record social interactions to build social customer profile </li></ul><ul><li>Measure volumes/topics by channel to optimize channel/agent mix </li></ul>Put Your Social Strategy to the Test
Blend social with traditional service channels
First, Recap Today’s Customer Service Process… (calls) (the queue) (volume, AHT, FCR) LISTEN HANDLE MEASURE
Provide An Amazing Service Experience On All Channels LISTEN HANDLE MEASURE (social conversations) (trending topics, influence, sentiment) (tweets, posts) Customer
The Social Customer Profile Provides Complete View of the Customer Social Profile Contact: Sarah Patel @sarahp # followers recent product tweets social influence recent “likes” blog comments account # service history recent cases products owned team insights Twitter Handle on Twitter sarahpatel @sarahp
One Platform Secure Performant Agile Live Agent Web Chat Customer Portal Knowledge Social Search Service Cloud Manager Call Center Visual Workflow Entitlements
Improving Key Service Metrics and Improving Brand First Call Resolution Reduce FCR from 7 days to 24 hours Build Loyalty Increased NPS by 45% Deflect Calls Handle 10x volume at World Cup 2010 Product Innovation Customers invent the Dell Linux Laptop Differentiated Customer Care Top 10 Twitter Company Community Engagement Crowd-source new ideas