The document discusses trends in customer service using social media channels, finding that while 90% of customer service transactions still occur offline, most organizations are now using Twitter and Facebook but few have defined processes for social customer service; it provides data on the most commonly used social and non-social channels and the primary benefits seen from and challenges with using social media for customer interactions.

1. customer service using social:
trends, analysis, guidelines
mitch lieberman- KANA
esteban kolsky - thinkJar

2. 90% percent
of transactions for
customer service
happen offline

3. 86% of organizations
use twitter, facebook
(or both) for
customer service

4. 66% have no
defined processes
for customer service
over social channels

5. 68% were not able
to calculate
ROI before deploying

6. 8% found
the expected
ROI

7. none of them
are sure if
they are doing
the right thing

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. 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. 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 years
81 ago
We are almost ready, but not
there yet
83 No Answer
43

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

12. social channels used
Twitter
29
62
Facebook
212
95
Branded Community, Closed
(company owned, log-in
required)
Branded Community, Open
85 (company owned, NO log-in)
SMS (Text Messaging)
216
149
None (No Social Channels
Supported)

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. 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 inquiries
272
Consultants and systems
integrators via consulting projects
Internal team decision
50
Other (please specify)
83

15. are social processes defined
77
92 Equally defined as
standard channels
15 Less defined than standard
channels
More defined than for
standard channels
No Answer
216

16. primary benefits social
Deflected phone calls
13 Increased customer
74 satisfaction
Increased loyalty
95
Increased revenue
20
Intangible benefit
Met customer expectations
31
71 Not using social channels
just yet
35 6 Reduced cost of customer
55 support
No Answer

17. secondary benefits social
Deflected phone calls
27
Increased customer satisfaction
91
55 Increased loyalty
Increased revenue
22 Intangible benefit
45
Met customer expectations
17 Not using social channels just yet
67
39 Reduced cost of customer support
37
No Answer

18. how to do it? channel stats
twitter facebook communities Phone email chat
number of 4 6 2 (*) 2 6 12
interactions
total work 1.5 6 0 (*) 6 12 8
time (AHT)
percent 95 98 34 (*) 12 6 6
escalated
number 8 4 0 (*) 1 6 2-3
concurrent
FCR percent 1 1 62 (*) 75 89 78
close time 48 h 72 h 12-24 h (*) 6m 24 h 8m
(*) depending on staff participation, model varies wildly

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

20. discuss….