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When customer service goes social

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Here is my slidedeck from the Chinwag event I was speaking at last night. I was trying to share my thoughts around the context in which customer service now takes place within an increasingly social …

Here is my slidedeck from the Chinwag event I was speaking at last night. I was trying to share my thoughts around the context in which customer service now takes place within an increasingly social landscape. Customer service is decentralising into the hands of people, and this move is underpinned by both empathy and benevolence. It is a world in which, as Clay Shirky writes in Cognitive Surplus: We are increasingly becoming one another’s infrastructure.

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  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • 43% of people check social networking sites before going to bed, 1 in 5 check when they wake up 28% of people have uploaded a picture of a meal they were eating to a social site, this increases to 47% for 18 – 34 year olds 27% of respondents expected a response within three days when complaining via a company web site, 1 in 5 expected a response within an hour on Twitter or on Facebook 50% of people login to social networking sites regularly throughout the day On Facebook more than 30 billion pieces of content (web links, news stories, blog posts, notes, photo etc) shared each month © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • © 2010 Capgemini. All rights reserved.
  • Transcript

    • 1. Guy Stephens London, 5 th October 2011 Chinwag: When customer service goes social
    • 2. … global conversations...
      • "A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies ”
      © 2011 Capgemini. All rights reserved.
    • 3. A world of information © 2011 Capgemini. All rights reserved. 90% Government target for superfast broadband penetration by 2015 14.8m iPad’s sold in first 12 months (5x more than analyst predictions) 45% iPhone Smartphone users download at least one app per week 60,000+ Apps built for iphone, Android & BB The combination of broadband connectivity, the explosion of hardware devices, apps and social networking has enabled users to define how, when and where they interact with brands, content & services 140m Tweets per day $119 billion M-Commerce predicted to reach this by 2015 700m Facebook users worldwide 1 billion Google searches a day
    • 4. Life is real-time! © 2011 Capgemini. All rights reserved.
    • 5. New currencies are emerging © 2011 Capgemini. All rights reserved.
    • 6. Cognitive Surplus
      • “ We are increasingly becoming one another’s infrastructure”
      © 2011 Capgemini. All rights reserved.
    • 7. A story about my washing machine © 2011 Capgemini. All rights reserved.
    • 8. New customer service currencies are emerging
      • Transaction
      © 2011 Capgemini. All rights reserved. E =  h ἐμπάθεια Experience BENEVOLENCE
    • 9.
      • “ The goal of any adaptive business is to sense empathy along with the opportunities for real-time and right-time engagement”
      • Brian Solis
      © 2011 Capgemini. All rights reserved.
    • 10. A different type of customer service is emerging © 2011 Capgemini. All rights reserved.
    • 11. Different roles are emerging © 2011 Capgemini. All rights reserved. Creator Participant Prisoner Promoter Bystander Voyeur Passenger Listener Passerby Pundit Explorer
    • 12. The Carphone Warehouse service ecosystem © 2011 Capgemini. All rights reserved.
    • 13. The 'Complaint Prism' The Conversation Prism © 2011 Capgemini. All rights reserved.
    • 14. What will customer service look like? © 2011 Capgemini. All rights reserved.
    • 15. The social customer care landscape © 2011 Capgemini. All rights reserved.
      • Customer service is a 24/7 PR opportunity
      • The time between the touchpoint and the complaint has condensed
      • Closed one-to-one to public one-to-anyone-who-is-willing-to-listen-or-participate
      • Moving from a transactional interaction to an emotional and experiential engagement
      • Resolution to experience, where the experience is the service
      • Democratisation of the tools of self-expression
      • Generational resistance to ‘traditional’ methods of communication
      • Tension between past and present, different ways of working underpinned by empathy and benevolence: collaboration, sharing, participating, interrupting, listening, enabling, connecting, influencing
      • Customer service decentralising into the hands of customers, people and independent platforms
    • 16. Knowing where your brick wall is © 2011 Capgemini. All rights reserved. “ With an open strategy, decision shifts from if you should be open... To how open you need to be to accomplish your overall strategic goals” [Charlene Li, Being open without giving away the store: The secret is a sandbox covenant]
    • 17. The new web
      • “ The new Web is fundamentally different in both its architecture and applications. Instead of a digital newspaper, think of a shared canvas where every splash of paint contributed by one user provides a richer tapestry for the next user to modify or build on . Whether people are creating, sharing, or socializing, the new Web is principally about participating rather than about passively receiving information ”
      © 2011 Capgemini. All rights reserved.
    • 18. More information © 2011 Capgemini. All rights reserved. About Capgemini
    • 19. More information © 2011 Capgemini. All rights reserved.
      • Please contact:
      • Guy Stephens [email_address]
      • Twitter: @guy1067
      • Blog: http://beingguy1067.com
    • 20.