Embracing customer service 4.0

Embracing Customer Service 4.0
Esteban Kolsky
thinkJar
#CRMe10 #CustServ #EKolskyRocks
Please, keep talking. I always yawn when I am interested

Strategy
Competitive Forces
Customer Demand
Business
Model
Customer
Service
4.0
Channels,
Partners and Suppliers
Legal Environment
Governance
Technology
Technological Change
Social Environment
A Customer Service Strategy

service
requests
emerge
customer
uses
phone
new channels emerge
strategic
channel
usage
Customer Service Evolution
pain point
customer
service
call center
contact
center
UC
technology solution
1960
1995
2005

Five Trends for Customer Service
Social CRM
Cross Channel, not Multi Channel
Customer Experience Management
Mashups
Collaborative Enterprise

paradigm or generational shift
paradigm shift – societal shift, companies must react
generational shift – business model shift, companies can plan
service
economy
workplace
computers
commercial
internet
social
evolution
corporate
america
1960s
1970s
1980s
1990s
2000s
generational
generational
generational
paradigm
paradigm
baby boomers
generation y
generation x

traditional 1:1 relationship
socially augmented
1:m:1 relationships
social
biz
biz
shifting interaction models

enterprise
applications
accounting
shipping
ERP
experience
experience
feedback
feedback
CRM
sales
customer
support
marketing
experience
feedback
experience
feedback
experience
feedback
Traditional Feedback Model

legacy
systems
data
warehouse
erp
cloud
sales
marketing
customer service
feedback
social business rules
channels
m – community
c – customer
p – partner
e – employee
c
p
e
m
Social CRM Feedback Model

crm
community management
“social” analytics engine
actionable layer unit
system-of-record
integration layer
erp
scm
social crm
communities
systems of
record
Social CRM Stack

Creating a scrm strategy
start here
scrm strategy
Business Function
sales
marketing
service
end-end process
Business Rules
guidelines
rules
metrics
EFM
analytics
blog
wiki
forum
physical
Channel
collaboration
wiki
microblog
object-centric
structured
goal-oriented
Community
ad-hoc
impromptu
twitter

Channel Management Evolution
silo
single channel
semi-integrated
multi-channel
integrated
cross-channel
E
R
K
E
W
D
D
D
D
D
D
UC
D
W
P
K
K
K
K
K
K
P
K
M
R
R
R
R
R
R
R
S
W
E
C
P
M
C
M
C
D
S
S
1980
1995
2010
S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

validate
CEM methodology
accountability
end-to-end effectiveness and efficiency index
implement
measure
design
collaboration
existing
processes
involve
customers
paper
experiences
involve
stakeholders
customer
segmentation
virtual
designs
create new
experiences
deploy
pilots
process
prioritization
correlate
metrics
analyze
insights
summarize
changes

efficiency (cheap, fast operations)
effectiveness (right answer, time)
customer
agent
process
performance
training
loyalty
satisfaction
readiness
end-to-end efficiency and effectiveness index
Measuring Experiences

Building Customer Service Mashups
social business
enterprise applications
scrm
service
agent
tools
knowledge
repositories
communities
support
tools
self-service
sales
marketing
feedback

Collaboration With Customers
Collaborate to understand the Customer Job-to-be-Done
Collaborate to co-create with the customer to meet her desired outcomes
Collaborate to act on Customer Insights
Collaborate to understand and provide the Customer Experience they expect from you
E2.0
Social
CRM
The Collaborative Enterprise

Channels
Communities
The
Collaborative
Enterprise
Customers
Partners &
Suppliers
Social
Networks
Employees
Collaborative Framework

Take Home Thoughts
Social is Just Another Evolution
Cross Channel Demands Measurement
Experience is More Than a Single Interaction
Mash It Up, Baby!
Space is Not the Final Frontier, Collaboration is

bottom line – feed on yourexperience

@ekolsky
http://www.thinkjar.net
esteban@thinkjar.net

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Embracing customer service 4.0

by Esteban Kolsky on Aug 04, 2010

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