Customer service using social - CRM Evolution 2012

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 = 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…)

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

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

non social channels used Phone 165 335 IVR 61 Email269 Web self-service 205 Kiosk Face-to-face 331 (Branch/Store)

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)

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

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

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

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

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

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

social top issues• communities – tribal knowledge – reduced costs – branded• facebook – integration – API• twitter – limits – tools

discuss….

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Customer service using social - CRM Evolution 2012

by Esteban Kolsky on Aug 21, 2012

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