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Integrating Social Media into Your Contact Center

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    Notes on slide 1

    This slide answers the “what” question! What is it.. For the people, of the people - by the people. Blogging, Microblogging (twitter) - RSS - Widgets - Social Networking - Chat Rooms - Message Boards - Podcasts - Video Sharing

    This answers the question of how?

    This answers the why question?

    Social media outposts empower 24/7 customer service – The internet in general and social networks in particular have made it possible that anyone, anywhere, anytime can get answers that he/she seeks. Through the social media presence, it is entirely possible that the rate at which your customer’s problem can be solved in much less time. Not to forget – whenever he wants. It can at certain times be more effective than a 24/7 call center. Worldwide reach – Answered in the above note. A 24/7 presence combined with the nature of social media (publicly viewable) – means that anyone, from anywhere can reach you and vice versa – and the customer service rate is increased. Quick resolutions – Again, this is possible due to the rapid availability of information. The internet makes it very much possible that any new information becomes accessible from one point to another point within fractions of seconds.

    You have a team of agents to handle calls (contact center), you have some to handle emails, you have some to handle snail–mails. So the first step is to have a dedicated team of agents for your social media hub, so you can “tackle” each segment for your clients, using the social media hub on a dedicated basis. So you build a dedicated team that will take care of each and every segment of social media that is important for you and your clients company’s branding & presence.

    Having a team dedicated to social media is the first step in the right direction. But that doesn’t lead you anywhere. You need to develop a framework and have a strategy in place! You will need to know the “what” and the “how” of the social media networking…The very first step towards the next phase (implementation phase) is to “listen”

    The wise guys say that the efficient communication starts with listening. If you listen, then half the purpose of your social media networking strategy has been served. Listening, in the social media paradigm, happens albeit a little differently. There is a barrage of information, that you need to sweep and filter based on various aspects. The first step of listening is to monitor the customer conversations, then trace who is saying what and where? This in depth analysis will open a whole new world of information specific to your company, and depending upon how it is used (action) – can make or break your company’s branding!

    There are obvious benefits of listening. Listening is the first step. When you know what your customers need, what your customers are seeking, what they need help with, what they don’t like about your service or your latest product, it gives you information that no market research can give. (accurate, direct, and from the horse’s mouth). This way you can plan your further course of action in terms what new products to line up, what steps to take for tackling the unhappy customers, what plan of action to take for the current problem creating products, and so on and so forth!!! The value of this information is incomprehensible and the way you use it will determine the growth of your organization!

    This online shopping website reaches over 100,000 people on a daily basis, by way of social media. This shows the power of social media in more ways than one. The obvious one is the size of reach in numbers. The number of people they are able to reach over social media is Almost 15 times more than that of phone and 300 times that of live chat. This results in higher service rate (number) and increased turnaround rate (time factor). The number of people they miss by live chat or phone contact are directly or indirectly, handled with the use of social media. OK. All this number crunching sounds great. But how does it really convert? What exactlly does social media equip a company, your customer contact center, with that needs of 100,000 people are met?

    Let’s face it – social media’s major achievement (plus point) is the directness and the “genuine ness” factors that it offers. Why does someone twitter or go blogging? They want to share their piece of their mind with the world. What better than blogging or micro blogging. So when they are sharing, essentially any of the several human emotions are divulged. The information Combined with emotions gives you the perspective and direction that no other research method perhaps can!!! Bang on target.

    There are literally thousands of options once you enter the social media arena. Obviously it is not possible (even if you have a dedicated team) to be present on every other social media outlet on the web – and it perhaps is not even worth it either. The best thing to do is to be present on the networks that offer the most value. What works for me may not necessarily work for you – however there are a few networks that have the highest reach and offer you a higher probability of serving your purpose! So what are those big ones on the social media horizon? This is all a part of a strategic assessment, and benchmarking process that we’ve walked through and help our clients walk through as they look at the field of options to develop their service suite.

    The primary purpose of your developing a social media presence is to establish the client brand presence as well as manage it proactively. You must have a fixed guideline and framework in place that your social media team can follow and adhere to at all times. As proactive service approach to your call center business your online team must be in monitoring and tending to the social media platform, the management must be proactive in updating the framework and procedures to follow, given the ever evolving nature of social media and internet. The word media means that you are acting, like a verb, always in motion, always changing, always evolving…

    With the ever increasing popularity of social media, and its reach – the number of tools that are available for enhancing efficiency of corporate social networking are are increasing by the day. Make use of such tools and integrate such tools into your contact center and day to day usage wherever possible. Let’s discuss some of the most interesting and useful tools available! there are companies that provide tools to help this as well. Not only a web based group that monitors and uses open source tools - but other companies that support the call center infrastructure today. Avaya, Automomy

    The video calls rely on another experimental technology from Avaya Labs called Aura Thin Call. Thin Call uses SIP and Avaya’s Aura architecture to control Flash (or any third-party media). When the caller chooses to connect to an agent, they’re placed in a queue and receive a customized hold video much like the hold messages heard today before being connected to an agent. Avaya has introduced a lot of technologies that connect a contact center with the web and social media. Within the call center, Avaya demoed a another technology that turns the incoming call into a super screen pop, called Phone Mash. Screen pops have been notoriously costly to implement and typically restricted to the most important databases and applications. Phone Mash uses generalized Internet search technologies to populate the screen pop from different databases. Phone Mash was demoed with connectors for Outlook and Gmail, but could in theory pull information from any source of structured or unstructured data available to the company’s search engine. (excerpt from news article)

    Like facephone there are others that are open source tools for better efficiency in connecting a contact center with the internet. When most of the web 2.0 and social media platforms are open source and free for all, the contact center industry must also encourage creation of open source tools that would benefit the industry as a whole on a larger scale.

    Here’s what are all the possibilities down the line.

    The effective and proactive social media presence of your company means that you have your customer covered for satisfaction from all angles possible – right from phone, email, website, mail and now the INTERNET! The internet and social medial on their own present a wide range of platforms for interaction and customer service.

    Now that Step 1 (developing your social media presence) is accomplished – the second phase will be to grow it. The growing phase invovles increasing your outpost by way of adding followers, friends and the like. Continue organically growing your outpost and passport communities – e.g. Facebook Fans, Twitter followers, blog subscribers, etc to transform them into a recognized extension of your brand - eventually relieving reliance on calls (let your customers help each other...) Incorporate social media into your CRM planning processes and applications by monitor overall sentiment and sharing key issues, opportunities and milestones Respond to comments, forum threads and reviews – When your customers comment on your posts, do take time out to place an appropriate and appreciative comments. This helps growing the community as well as increasing the customer’s trust on you as a company.

    These are the 2 major advantages for your organization and these must be your focus as well.

    It goes without saying that when the customer satisfaction increases, the business simultaneously increases. This happens for a lot of reasons. Social media empowers viral marketing Your customers do half the marketing for you many times Others take your customers word for it and buy into your services This directly means that your marketing costs come down Another impact is that your cost on other platforms like contact center and email etc are reduced – since a lot of your customer queries get resolved with your social media platform. This means it becomes a good ROI Higher brand presence and value - GOODWILL

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    Integrating Social Media into Your Contact Center - Presentation Transcript

    1. Presentation by: Keith Fiveson 10-05-09
    2. Social Media And Contact Centers 360 degrees of Customer Care
      • The world is Changing - Shifting
      • Social media impacts your contact center strategy
      • How to implement a social media "hub" in your business
      • How social media can impact customer service
      • How social media can reduce costs
      • Second Life Meets Social Media… if we have time…
      Agenda
    4. The world is shifting..we need to change too. 5 Min VIDEO IS HERE:
    5. Social media is a new opportunity
      • It’s like a democracy:
      • for the people,
      • of the people
      • and by the people
    6. Contact Center Phone-Website -Email -Chat- It complements existing contact center platforms and strategy..
    7. Social Networking it’s another Channel
      • Establish & manage yours, and your customers brand presence online.
      • Makes your customers, and your unique voice heard…leverages VOC
      • Let’s you stay abreast with consumers opinions on service/brands.
      • Extension to your existing customer support points.
      • Provides a 360 view for your customers and their consumers.
      • Bridge distances between you and your clients, friends and family.
      • Knowledge or reports on trends and current events in near real time .
    8. Impact of social media on customer service
      • Social media outposts empower 24/7 customer service
      • Worldwide reach – Serves your customers from your local hub that is global, local and intimate (one2one)
      • Quick resolutions & solutions
      • Damage control – Stop that chatter before it destroys your brand
    9. How do you prepare a call center to engage in the social web?
    10. 1. Build a team of social media agents
      • So you have a dedicated social media team.
      • What next?
    12. 2. Develop your listening station
    13. The benefits of listening in!
    14. Case Study :
      • Every day:
        • 6000 people by phone
        • 300+ people by live chat
        • 100,000 people through social media interactions
    15. It’s all about human emotions!
    16. 3. Be active and present on the major networks
    17. 4. Brand management
      • What people are saying
      • What needs to be said
      • What needs to controlled
      • What must be avoided
    18. 5. Use various tools for maximum efficiency!
    19. Some companies offering social media management “engagement” tools
      • Autonomy Interwoven – Social Media Analysis: An extensive set of intelligent connectors into social networks, enabling a single point of search for all user generated content.
      • Avaya – Facephone : This Facebook application lets consumers communicate with a contact center by initiating a phone, IM or video session directly from within Facebook.
      • Interactive Intelligence(i3), Skype , Broadsoft and IntelePeer , etc..etc…
    20. Open source is the way to go.
    21. Social media and the new age apps – The future
      • Customer can reach the contact center from website
      • The client registers a complaint on website/social media and the contact center takes immediate action (by way of call)
      • Real time assessment of customer satisfaction with micro blogging platforms like twitter. (Dell makes $3 million in sales from their twitter account alone.)
      • Real time feedback and product reviews can guide your company’s further course of action
    22. -------- 360 View --------
      • Contact center
      • Email
      • Website
      • Live chat
      • Mail
      • Social media
      • STEP 1 ACCOMPLISHED
      WHAT NEXT?
    24. Orchestrate, Activate & Grow
      • Determine which sites will be outposts and passport sites
      • Integrate your outposts and passport sites with your company’s main website, or home-base
      • Respond to comments, forum threads and reviews
      • Incorporate social media into your CRM planning processes
      • Continue organically growing your outpost and passport communities
      • Brainstorm ideas for delivering extra value
    25. The major benefits
      • Communicate on a one-to-one level with your consumer base and build your brand value
      • Transparent, ongoing theme for getting the "word out" and supporting your brand
    26. Impact of Social media presence on customer service
      • Increased customer satisfaction
      • Increased customer loyalty
      • Customer complaints reduction
      • Handling of customer queries becomes faster with the addition of another platform (360 view)
      • Reach your customers quickly for feedback, reviews and testing new products etc.
      • Increase in brand value
    27. Impact on Costs
      • Reduction of marketing costs
      • Reduction of contact center costs
      • Reduction of time on emails
      • Increased efficiency thus reducing further costs
      • Reduction in expenditure on marketing
    28. Impact on Business & Revenues
    29. Social Networking Is Event based
      • Creates events, news, information
      • Addresses events - consumer opinion, news and – gossip bad buying experiences
      • Supports and provides thought leadership to the brand with current & insightful perspectives
    30. As your contact center develops these units & you gain experience – you can develop Social Media As a Service (SMAS) to offer to your clients Parting thoughts
    31. Second Life for Social Media? Video on Social Media Avatars
      • Any Questions?
      Thank you!

    + Keith FivesonKeith Fiveson, 1 month ago

    custom

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