Social Media New Frontier

Exploring the "New Frontier" for Global Contact Centers:
Keith Fiveson
kfiveson@itesa.com
1-212-463-0043 | itesa.com

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Agenda
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…

Social media is a new opportunity
It’s like a democracy:
for the people,
of the people
and by the people

be aware
consider
buy
use
talk
form opinion
Social Media: The Big Picture
word-of-mouth
marketer-generated
(Think “funnel”)
consumer-generated
(Think “megaphone”)

It complements existing contact center platforms and strategy..
Contact Center
Phone-Website -Email -Chat-

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.

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

How do you prepare a call center to Engage On the New Frontier?

1. Build a team of social media agents

So you have a dedicated social media team.
What next?

2. Develop your listening station

The benefits of listening in!

Case Study :
Every day:
6000 people by phone
300+ people by live chat
100,000 people through social media interactions

It’s all about human emotions!

3. Be active and present on the major networks

4. Brand management
What people are saying
What needs to be said
What needs to controlled
What must be avoided

5. Use various tools for maximum efficiency!

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…

Open source is the way to go.

Social media and the new age apps
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

-------- 360 View --------
Contact center
Email
Website
Live chat
Mail
Social media

STEP 1 ACCOMPLISHED
WHAT NEXT?

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

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

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

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

Impact on Business & Revenues

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

Parting thoughts
As your contact center develops these units & you gain experience – you can develop Social Media As a Service (SMAS) to offer to your clients

Second Life for Social Media?

Thank you!
Any Questions?

“Power through knowledge”
Global Contact Center University
http://www.globalcontactcenteruniversity.com
Classroom & Online Certificate Programs
Agent | Supervisor | Management

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Social Media New Frontier

by IT Enabled Services Alliance, Inc. (ITESA) and Social Gogo on May 20, 2010

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Social Media New Frontier — Presentation Transcript