customer service using social:               trends, analysis, guidelinesmitch lieberman- KANAesteban kolsky - thinkJar
90% percentof transactions forcustomer service  happen offline
86% of organizationsuse twitter, facebook     (or both) for  customer service
66% have no  defined processesfor customer service over social channels
68% were not able    to calculateROI before deploying
8% foundthe expected     ROI
none of them  are sure ifthey are doingthe right thing
what is customer service using social?• customer service over social channels   – social media = channels   – service = se...
why do you have to worry?• social customer has power, a voice, and  demands• potential savings that talk to your real need...
how long doing CS over social                              Deployed 0-6 months ago               46     75                ...
non social channels used                               Phone           165                       335     IVR      61      ...
social channels used                              Twitter                29           62                              Face...
how decision is made for new channel           27               Consultants advice                126                     ...
how new channels are selected      12                        End-users via co-creation projects            67             ...
are social processes defined     77                92    Equally defined as                      standard channels15      ...
primary benefits social                                     Deflected phone calls                13                   Incr...
secondary benefits social                                     Deflected phone calls                27                     ...
how to do it? channel stats               twitter    facebook     communities       Phone    email     chatnumber of      ...
social top issues• communities  – tribal knowledge  – reduced costs  – branded• facebook  – integration  – API• twitter  –...
discuss….
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Customer service using social - CRM Evolution 2012

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Presentation on how to do customer service using social with Mitch Lieberman for CRM Evolution 2012

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  • @ekolsky great metric. what kind of stuff participation does impact metrics for communities channels?
    do you remember some studies that reveal performance (like indirect call deflection etc) of highly and low structured/formalized communities (i.e. zendesk FAQ based community as highly str vs lithium/jive forums as low structured)?
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  • If anyone wants to download the original report from the Sword Ciboodle (KANA) site, it is here http://www.sword-ciboodle.com/en-us/socialcustomerservice/.
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  • number of concurrent sessions that an agent can do at the same time without degradation of Quality of Service and without undue stress on the agent. it changes based on complexity of requests, resources available to the agent, HR policies, number of agents available, SLAs, and other variables.

    The data on slide 18 is my research, separate from the KANA (Sword Ciboodle) report, done over the course of the past six months talking to several different companies doing those channels.
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  • Great data, Esteban! Can you explain term 'number concurrent' on 18 slide?
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Customer service using social - CRM Evolution 2012

  1. 1. customer service using social: trends, analysis, guidelinesmitch lieberman- KANAesteban kolsky - thinkJar
  2. 2. 90% percentof transactions forcustomer service happen offline
  3. 3. 86% of organizationsuse twitter, facebook (or both) for customer service
  4. 4. 66% have no defined processesfor customer service over social channels
  5. 5. 68% were not able to calculateROI before deploying
  6. 6. 8% foundthe expected ROI
  7. 7. none of them are sure ifthey are doingthe right thing
  8. 8. what is customer service using social?• customer service over social channels – social media = channels – service = service – customers = customers• in reality, it is a knee-jerk, tactical reaction to customers enjoying the power of social channels to complain, done badly (for the most part…)
  9. 9. why do you have to worry?• social customer has power, a voice, and demands• potential savings that talk to your real need – save money in servicing the customer• new channels must be served, the experience continued• it’s the future, there is no turning back
  10. 10. how long doing CS over social Deployed 0-6 months ago 46 75 Deployed 6-12 months ago 72 Deployed 1-2 years ago Deployed more than 2 years81 ago We are almost ready, but not there yet 83 No Answer 43
  11. 11. non social channels used Phone 165 335 IVR 61 Email269 Web self-service 205 Kiosk Face-to-face 331 (Branch/Store)
  12. 12. social channels used Twitter 29 62 Facebook 212 95 Branded Community, Closed (company owned, log-in required) Branded Community, Open85 (company owned, NO log-in) SMS (Text Messaging) 216 149 None (No Social Channels Supported)
  13. 13. how decision is made for new channel 27 Consultants advice 126 Competitors do it 192 Companies we do business with do it 194 Customer request Research / Analyst reports 223 124 None of the above
  14. 14. how new channels are selected 12 End-users via co-creation projects 67 End-users via surveys and market research projects 120 Analysts and pundits via inquiries272 Consultants and systems integrators via consulting projects Internal team decision 50 Other (please specify) 83
  15. 15. are social processes defined 77 92 Equally defined as standard channels15 Less defined than standard channels More defined than for standard channels No Answer 216
  16. 16. primary benefits social Deflected phone calls 13 Increased customer 74 satisfaction Increased loyalty 95 Increased revenue20 Intangible benefit Met customer expectations 31 71 Not using social channels just yet 35 6 Reduced cost of customer 55 support No Answer
  17. 17. secondary benefits social Deflected phone calls 27 Increased customer satisfaction 91 55 Increased loyalty Increased revenue22 Intangible benefit 45 Met customer expectations 17 Not using social channels just yet 67 39 Reduced cost of customer support 37 No Answer
  18. 18. how to do it? channel stats twitter facebook communities Phone email chatnumber of 4 6 2 (*) 2 6 12interactionstotal work 1.5 6 0 (*) 6 12 8time (AHT)percent 95 98 34 (*) 12 6 6escalatednumber 8 4 0 (*) 1 6 2-3concurrentFCR percent 1 1 62 (*) 75 89 78close time 48 h 72 h 12-24 h (*) 6m 24 h 8m (*) depending on staff participation, model varies wildly
  19. 19. social top issues• communities – tribal knowledge – reduced costs – branded• facebook – integration – API• twitter – limits – tools
  20. 20. discuss….
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