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everything you wanted to know
        about customer service
                   using social




    but had no one to ask… until now
90% percent
of transactions for
customer service
  happen offline
86% of organizations
use twitter, facebook
     (or both) for
  customer service
66% have no
  defined processes
for customer service
 over social channels
68% were not able
    to calculate
ROI before deploying
8% found
the expected
     ROI
none of them
  are sure if
they are doing
the 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 to do it? cross-channel
              silo                    semi-integrated                  integrated
        single channel                 multi-channel                 cross-channel

                                                                             E
                                              E                         R          K
   D    D     D    D   D    D
   K    K     K    K   K    K           W     D                     W
                                                   P
   R    R     R    R   R    R                 K                             UC         P
                                                                    M
   S    W     E    C   P    M           M     R    C                               C
                                              S                         D    S



            1980                            1995                            2010

S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge
how to do it? change the metrics
effectiveness (right answer, time)     efficiency (cheap, fast operations)


                               performance
          loyalty                                        training

                     satisfaction            readiness



       customer                process                   agent
                end-to-end efficiency and effectiveness index
how to do it? process-driven


 design       validate           implement         measure

                        collaboration

existing      involve             create new       correlate
processes     stakeholders        experiences      metrics
involve       customer            deploy           analyze
customers     segmentation        pilots
                                                   insights
paper         virtual             process
                                                   summarize
experiences   designs             prioritization
                                                   changes
how to do it? experience-centric

              target



  retain                  acquire




             manage
how to do it? experience-centric
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




(*) depending on staff participation, model varies wildly
what does it look like?

   customer                products             operations             legacy


                customer
sales                                 billing            shipping               HR
                 service



               Centralized Process Execution Framework
                      (Customer Interaction Hub)


    customer                          partner                       employee
social top issues
• communities
  – tribal knowledge
  – reduced costs
  – branded
• facebook
  – integration
  – API
• twitter
  – limits
  – tools
discuss….

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everything you wanted to know about using social channels in customer service (but did not know who to ask)

  • 1. everything you wanted to know about customer service using social but had no one to ask… until now
  • 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
  • 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 to do it? cross-channel silo semi-integrated integrated single channel multi-channel cross-channel E E R K D D D D D D K K K K K K W D W P R R R R R R K UC P M S W E C P M M R C C S D S 1980 1995 2010 S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge
  • 11. how to do it? change the metrics effectiveness (right answer, time) efficiency (cheap, fast operations) performance loyalty training satisfaction readiness customer process agent end-to-end efficiency and effectiveness index
  • 12. how to do it? process-driven design validate implement measure collaboration existing involve create new correlate processes stakeholders experiences metrics involve customer deploy analyze customers segmentation pilots insights paper virtual process summarize experiences designs prioritization changes
  • 13. how to do it? experience-centric target retain acquire manage
  • 14. how to do it? experience-centric
  • 15. 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 (*) depending on staff participation, model varies wildly
  • 16. what does it look like? customer products operations legacy customer sales billing shipping HR service Centralized Process Execution Framework (Customer Interaction Hub) customer partner employee
  • 17. social top issues • communities – tribal knowledge – reduced costs – branded • facebook – integration – API • twitter – limits – tools