Social Media And Customer Experience Management


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Impact of Social Media on the Customer Experience and Contact Centers

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  • For example, a Facebook user might stumble upon an ad on another user’s page that allows them to click on the ad to launch a chat session or VoIP call with a live agent. Or, one user might direct another user to a company’s Facebook page, whereupon they will discover that they can place orders for items by way of email. The point is, contact centers have to be prepared to handle these new modes of contact as more people become comfortable using them. That means agents need to be trained to handle these new channels (after all, conversing by way of email or Web chat is much different, in terms of the “soft skills” that come into play, compared to the phone). It also means contact center managers need to ensure that they have the proper “mix” of agents with each appropriate skill set in order to meet service goals and deliver good customer service.
  • Social Media And Customer Experience Management

    1. 1. Social Media’s Impact on Customer Experience Management DFW Call Center Focus Group August 10, 2009 Julie Burroughs
    2. 2. Agenda <ul><li>Customer Experience 1.0 vs. 2.0 </li></ul><ul><li>What is this Social Media Stuff? </li></ul><ul><ul><li>It is not just Twitter, FaceBook and LinkedIn </li></ul></ul><ul><ul><li>Twitter, a brief explanation </li></ul></ul><ul><li>How are companies using Social Media Sites? </li></ul><ul><ul><li>Twitter Examples </li></ul></ul><ul><li>Ramifications for Contact Center </li></ul><ul><li>Technologies to support Twitter in the contact center </li></ul><ul><ul><li>Imified </li></ul></ul><ul><li>How to utilize Twitter and other social media in your job search </li></ul><ul><li>Sources and References </li></ul>
    3. 3. Customer Experience 1.0=Company Centric <ul><li>Company is the “go-to” point for information. </li></ul><ul><li>Company controls messaging about products and corporate branding </li></ul><ul><li>Companies make it easy to get information through Web sites, IVR, etc., but still a MONOLOGUE </li></ul><ul><li>Contact Center remains the hub of customer interactions and primary mode is telephone. </li></ul><ul><li>Metrics measured are ASA and Call duration </li></ul><ul><li>A bad experience—customer tells 10 friends </li></ul>Competition Vendors Prospects Press Employees Customers Analysts Company
    4. 4. Customer Experience 2.0-A Power Shift Company <ul><li>Customer Experience 2.0 means that the community has other sources of information about a company. </li></ul><ul><li>Power Shift –Company no longer has sole control over messaging. </li></ul><ul><li>People in the community can support, augment, distract or disrupt the company’s messaging and brand. (NYTimes reports that 50% of consumers use Blogs as buying guides) </li></ul><ul><li>Company must monitor, participate and manage (can’t control) messaging. </li></ul><ul><li>A bad customer experience and an individual can tell literally millions of people! </li></ul>CE 2.0 from Nortel Networks Competition Vendors Prospects Press Employees Friends/Others Analysts Customer
    5. 5. What is this Social Media Stuff? <ul><li>Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use . Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). </li></ul><ul><li>Source: Wikipedia </li></ul>
    6. 6. It’s Not Just Facebook and Twitter-Other Social Media Sites <ul><li>INTERNET MARKETING: </li></ul><ul><li>Gooruze PlugIM Sphinn </li></ul><ul><li>LINK/WEBSITE SHARING: </li></ul><ul><li>Ensiting Faves StumbleUpon TagTooga Trailfire </li></ul>GENERAL NETWORKING: AIM Pages Badoo Bebo CyWorld EarthFrisk ECpod Facebook Faves iBritz LiveJournal Lovento Multiply MySpace MyWebProfile NetFriendships Passado Plaxo Skyrock Tagged Tribe Trig MICROBLOGGING/ IM/MOBILE: BeeMood Feecle – Japanese FlickIM Frazr – German & French IMified Komoo – Chinese loopt mbuzzy Numpa – Dutch Radar Robisz – Polish Rummble Twitter Zannel
    7. 7. Quick Twitter Primer <ul><li>What is it? </li></ul><ul><ul><li>140 Character messages </li></ul></ul><ul><ul><li>Followers and Following </li></ul></ul><ul><li>How do you use it? </li></ul><ul><li>Why are corporations interested in it and such things as FaceBook? </li></ul>
    8. 8. Why are Corporations Interested? <ul><li>Voice of the Customer </li></ul><ul><li>Marketing Channel </li></ul><ul><li>Manage Messaging </li></ul><ul><li>“ Give to Get” vs “Get what you Give” </li></ul><ul><ul><li>Source: Louis Columbus-Cincom Systems </li></ul></ul>
    9. 9. What does this mean for the Contact Center? <ul><li>Short Term: Not Much… </li></ul><ul><ul><li>Many corporations have hired young college grads to create blogs and monitor social media sites. </li></ul></ul><ul><ul><li>Primarily handled out of Marketing Department as part of the E-Commerce Strategy </li></ul></ul><ul><ul><li>However, starting to see separate agents handling requests: </li></ul></ul><ul><ul><ul><li>Bank of America </li></ul></ul></ul><ul><ul><ul><li>JetBlue </li></ul></ul></ul>
    10. 10. Leg #1 – Boston to Denver I was taking JetBlue for the first time on a 2 day business trip to Denver. On the flight out I think someone accidentally hit the thermostat with their carry-on because I swear it was a minimum of 80 degrees on the plane. When I arrived, feeling even more filthy than I usually do when getting off of a 4.5 hour flight,  I decided to shoot this tweet to Jetblue and let them in on my discomfort.                                                                                                                                             In under 2 minutes, JetBlue responded with this tweet acknowledging my concern. It may seem like a small thing but think about it. Here is a huge organization listening to me complain about the temperature on their plane over a channel that is far from mainstream. Even more impressive is that it was not an automated response. There was a real person writing that little note . It may not sell more plane tickets but it definitely made me to tell this story. Customer Service and Twitter –Actual Customer Service Incident
    11. 11. Source: Blog posting( @daveraffaele ) Leg #2
    12. 12. Cornbread, Twitter and the Gaylord <ul><li>The point of the story is how Gaylord monitored a Twitter sent in their hotel about the author’s desire for some cornbread, responded with a Twitter of where they could find cornbread, and then later, when the author stayed at a second Gaylord property, they were surprised by a nice selection of cornbreads and welcome by the Gaylord Hotels. </li></ul><ul><li>This is an example of the promise of great relationship management.  First, the ability to capture a real-time issue or need (in this example through social media), and second, to track that information over time and link it to other events (in this example a later visit to another property known by a good CRM tool).   </li></ul><ul><li>This is very impressive, especially for the size, scope, and multiple locations of the Gaylord properties.  Further, it highlights the value of social media and its interaction with great constituent management tools and how one without the other isn’t as effective. </li></ul><ul><li>Source: Excerpt from CRM Outsiders Blog </li></ul>
    13. 13. January 2009--According to a blog post on the company’s Web site , the bank opened up shop on Twitter last week. “We are now listening AND responding to customers on Twitter,” it said. “We are entering a new territory. A place that is not familiar to many in financial services — but a place with tremendous opportunity Bank of America Twitter Site
    14. 14. Impact on Contact Centers <ul><li>Long-Term: Unknown </li></ul><ul><ul><li>Usage continues to grow at current rates – </li></ul></ul><ul><ul><li>Scalability of having marketing or college grads handle volume of tweets </li></ul></ul><ul><ul><li>FaceBook Example </li></ul></ul><ul><li>Predictions: </li></ul><ul><ul><li>Volume will continue to grow and will drive more growth to internet driven channels </li></ul></ul><ul><ul><li>Contact centers must prepare </li></ul></ul><ul><ul><li>Forces companies to “up the ante” even further in terms of quality of customer care. Bad experience will reverberate through the community faster and further than before---and so will the good experience </li></ul></ul><ul><ul><li>Successful companies will “mine” the customer data. </li></ul></ul>
    15. 15. Public Service of New Hampshire takes advantage of Twitter When an ice storm hit New Hampshire and the power went down for thousands of homes, the Public Service of New Hampshire turned to Twitter to inform it's customers to keep them updated on what was being done to get power back.  Below are recent Tweets about a Summer Thunderstorm (Read from Bottom to Top) .             Public Service of New Hampshire Strong storm has caused power outages RT @ WMUR9 : Video of the storm as it hit Merrimack Street in Manchester: 7:58 PM Jul 27th from TweetDeck       @ chiptester @ aaron416 Crews are working on it. Be sure to call 800.662.7764 to report your specific outage! 7:49 PM Jul 27th from TweetDeck in reply to chiptester       @ markphip I will pass along your msg from Spofford. Be sure to call 800.662.7764 at least once to report/remind! 7:48 PM Jul 27th from TweetDeck in reply to markphip       Strong line of TStorms w/lighting and hi wind gusts passing thru. Scattered outages reported fm CT River valley to Seacoast 4:26 PM Jul 27th from TweetDeck       @ markphip we have reports of several scattered outages in Spofford/Westmoreland area. Likely T-Storm/wx-related 3:45 PM Jul 27th from TweetDeck in reply to markphip 2,280 Followers 773 Tweets 47 Following
    16. 16. Contact Center Technologies which support Social Media <ul><li>Imified-Acquired by Voxeo, a Hosted IVR company </li></ul><ul><li>Supports the development and hosting of IM Bots </li></ul>IM Application Examples Information retrieval Emergency notifications Order status Package tracking Virtual agents Auto attendants Instant CRM Surveys Data entry Interactive games Identity verification Definition- An IM bot is a chatterbot program that uses instant messaging ( IM ) as an application interface. IM users can add the name of the IM bot to their buddy list the same way they add co-workers, family, and friends. Because the bot uses artificial intelligence ( AI ), the end user has the feeling he is talking to a real person and is apt to forget that he is really just querying a database . Enterprise-class instant messaging systems are incorporating IM bots to provide a convenient way for employees to look up information. Some IM bots are able to connect to outside databases and provide the user with news, weather reports, driving directions, movie times, stock quotes, and just about any other information you can think of that can be found in a database. IM bots are also called interactive agents.
    17. 17. Using Social Media in your Job Search <ul><li>Twitter job sites </li></ul><ul><li>Personal Branding </li></ul><ul><ul><li>Develop yourself as an expert in your field </li></ul></ul><ul><ul><li>Most HR people will Google you before they call you. Make sure there is nothing bad out there! Try to ensure there is something out there! </li></ul></ul><ul><ul><li>LinkedIn; Twitter; FaceBook; Personal Website; Blogs. Intertwine to increase your search engine ranking. </li></ul></ul>
    18. 18. References and Sources for more Info <ul><li>Customer Experience 2.0 Materials are attributed to Nortel Networks </li></ul><ul><li>Robert Moseley-On LinkedIN-A Great Twitter Primer-Listing of Job Sites on Twitter: </li></ul><ul><li>Dan Schawbel Personal Branding Expert Author of Me 2.0 http:// </li></ul>