The way we will complain (sourced now)

8,207 views
8,010 views

Published on

How customer service will evolve over the next 10 years, presentation given at #SBF12

Published in: Business, Education
5 Comments
7 Likes
Statistics
Notes
No Downloads
Views
Total views
8,207
On SlideShare
0
From Embeds
0
Number of Embeds
4,544
Actions
Shares
0
Downloads
81
Comments
5
Likes
7
Embeds 0
No embeds

No notes for slide

The way we will complain (sourced now)

  1. 1. the way we will complaincustomer service over the next 10 years esteban kolsky thinkJar @ekolsky esteban@estebanjkolsky.com
  2. 2. 90 percentof transactions forcustomer service happen offlinesource: face to face book: why real relationships rule in a digital marketplace
  3. 3. 80 percentof organizations thinktheir experiences are good (8% of customers agree)source: bain and company, closing the delivery gap report (fixed entry, it is 80, not 88)
  4. 4. 86 percent of organizations use twitter, facebook (or both) for customer servicesource: thinkjar and sword ciboodle study on customer service using social, 2012
  5. 5. 66 percent have no defined processesfor customer service over social channelssource: thinkjar and sword ciboodle study on customer service using social, 2012
  6. 6. 68 percent werenot able to calculateROI before deploying a channelsource: thinkjar and sword ciboodle study on customer service using social, 2012
  7. 7. 8 percent found the expected ROIsource: thinkjar and sword ciboodle study on customer service using social, 2012
  8. 8. none of them are sure if they are doing the right thingsource: thinkjar research, unpublished, collected 1998-2012
  9. 9. typical customer service scenario Competitive Customer Forces Demand Strategy Legal Channels,Environment Business Customer Partners and Model Service Suppliers 4.0 Governance Technology Social TechnologicalEnvironment Change
  10. 10. six trends, ten years in customer service• social CRM• cross channel, not multi channel• customer experience management• mashups• collaborative enterprise• of course, customer service using social – today!
  11. 11. communities community management “social” analytics engine social crm actionable layer unit system-of-record integration layer erp crm scm recordsystems of what social CRM looks like
  12. 12. cross-channel evolution 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
  13. 13. co-creating experiences end-to-end effectiveness and efficiency metrics design validate implement measure collaborationexisting involve create new correlateprocesses stakeholders experiences metricsinvolve customer deploy analyzecustomers segmentation pilots insightspaper virtual process summarizeexperiences designs prioritization changes
  14. 14. measuring experienceseffectiveness (right answer, time) efficiency (cheap, fast operations) performance loyalty training satisfaction readiness customer process agent end-to-end efficiency and effectiveness index
  15. 15. building customer service mashups agent tools knowledge repositories communities support self-service tools
  16. 16. collaboration with customers  collaborate to understand the customer job-to-be- E2.0 done  collaborate to co-create with the customer to meet her desired outcomes  collaborate to act on social customer insights CRM  collaborate to understand and provide the customer experience they expect from youthe collaborative enterprise
  17. 17. customer service with social 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 source: confidential thinkjar research, unpublished, collected 2010-2012 interviews and vetted by practitioners, consultants (n=48-66)(*) depending on staff participation, model varies wildly
  18. 18. service with social top issues• communities – tribal knowledge – reduced costs – branded• facebook – integration – API• twitter – limits – tools
  19. 19. discuss…
  20. 20. the way we will complaincustomer service over the next 10 years esteban kolsky thinkJar @ekolsky esteban@estebanjkolsky.com

×