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

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presentation given at the #SSBS12 event in London on using social customer service

presentation given at the #SSBS12 event in London on using social customer service

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  • 1. everything you wanted to know about customer service using social but had no one to ask… until now
  • 2. 90% percentof transactions forcustomer service happen offline
  • 3. 86% of organizationsuse twitter, facebook (or both) for customer service
  • 4. 66% have no defined processesfor customer service over social channels
  • 5. 68% were not able to calculateROI before deploying
  • 6. 8% foundthe expected ROI
  • 7. none of them are sure ifthey are doingthe 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 2010S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge
  • 11. how to do it? change the metricseffectiveness (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 collaborationexisting involve create new correlateprocesses stakeholders experiences metricsinvolve customer deploy analyzecustomers segmentation pilots insightspaper virtual process summarizeexperiences 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 customersales 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
  • 18. discuss….