The way we will complain (sourced now)

the way we will complaincustomer service over the next 10 years esteban kolsky thinkJar @ekolsky esteban@estebanjkolsky.com

90 percentof transactions forcustomer service happen offlinesource: face to face book: why real relationships rule in a digital marketplace

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)

86 percent of organizations use twitter, facebook (or both) for customer servicesource: thinkjar and sword ciboodle study on customer service using social, 2012

66 percent have no defined processesfor customer service over social channelssource: thinkjar and sword ciboodle study on customer service using social, 2012

68 percent werenot able to calculateROI before deploying a channelsource: thinkjar and sword ciboodle study on customer service using social, 2012

8 percent found the expected ROIsource: thinkjar and sword ciboodle study on customer service using social, 2012

none of them are sure if they are doing the right thingsource: thinkjar research, unpublished, collected 1998-2012

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

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!

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

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

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

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

building customer service mashups agent tools knowledge repositories communities support self-service tools

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

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

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

discuss…

the way we will complaincustomer service over the next 10 years esteban kolsky thinkJar @ekolsky esteban@estebanjkolsky.com

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The way we will complain (sourced now)

by Esteban Kolsky

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