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How Social Media Is Starting To Change We Organise And Deliver Customer Service

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Presentation I made at the 5th Call Centre Congress in Warsaw Oct 2010

Presentation I made at the 5th Call Centre Congress in Warsaw Oct 2010

Published in: Business, Education

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Transcript

  • 1. 1
    Co- Designing
    Sky’s
    E-Service
  • 2. 2
  • 3. 3
  • 4. 4
    Understanding the new politics between socially empowered customers and brands
  • 5. Connectivity Causes A Shift In Power
    5
  • 6. In How We Relate
    6
  • 7. In How Well We Relate
    7
  • 8. You Say Nothing Is More Important, But…
    Do I
    Matter?
    8
  • 9. Is This How You Experience My Customer Journey?
    9
  • 10. I Am A New Type Of Customer
    10
  • 11. Snapshot Of The ‘Social’ World
    11
  • 12. Broadcast v Listen
    62%
    Felt that ‘companies are only interested in selling products and services to me, not necessarily the product or service that is right for me’
    12
  • 13. Transparency & Trust
    7%
    Trusted companies to ‘always act in their best interest’
    13
  • 14. Self Generated Fantasy
    9%
    Trusted what the company says about itself
    14
  • 15. Importance As Stakeholder
    10%
    Thought companies took note of what they said
    15
  • 16. Trusted Advice
    95%
    Used some form of internet comparison site
    formal and informal locations
    friends, families, professional reviews
    people they believe are similar to themselves
    16
  • 17. Open To Dialogue
    69%
    Believed there would be a positive impact from companies taking more time to find out about their needs and interests
    17
  • 18. Open To Participation
    82%
    Were interested in participating in product development
    Believed it would make them more likely to tell others about the company
    18
  • 19. 19
    Why FAQs and Web Chat areno longer adequate online responses
  • 20. How We Spend Our Time Online In UK
    20
  • 21. 21
    Mobiles Drive Social Networking Growth
  • 22. Your Impact Is Now Very Public
  • 23. Traditional v New Assumptions
    23
    Emerging Version
    multi-channel & social platforms
    Traditional Version
    tactically integrated channels
  • 24. CRM Goes Social
    24
  • 25. 25
    Exporting your customer services into customer's online environments
  • 26. Facebook & Twitter
    26
    Source: The Social Customer Engagement Index – 118 organisations June 2010
  • 27. Majority Started Within Last 12 Months
    27
    Source: The Social Customer Engagement Index – 118 organisations June 2010
  • 28. Volumes Still Small
    28
    Source: The Social Customer Engagement Index – 118 organisations June 2010
  • 29. 29
    Going Where The Customers Are
  • 30. Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket
    The customer service representative can push an update by responding directly on the wall
    Capabilities include
    Self service via a searchable FAQ
    Live chat
    Real time monitoring of posts and comments
    30
    Going Where The Customers Are
  • 31. Going Where The Customers Are
    Create clear channel guidelines
    Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals
    31
  • 32. 32
    Customer Service Via Customer Communities
  • 33. 33
    Customer Service Via Customer Communities
  • 34. Customer Service Via Customer Communities
    34
    The knowledge Base is managed and maintained by an organisation’s customer base
    It feeds and is fed by a number of social support functions
    Blogs, Ideation, product/service specific user forums
  • 35. One Clear Reason For Communities
    35
  • 36. Where Communities Fit
    36
  • 37. 37
    Examples of how this is working
  • 38. 38
    Real Time Support
    ‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than hide behind a logo, they use real human voices and names, increasing trust
  • 39. ‘Cloud’ Based Community Support
    39
  • 40. 40
    Example Of Current Best Practicemass employee participation
  • 41. 41
    Example Of Current Best Practicetwitter logon
  • 42. 42
    Example Of Current Best Practicedesign layout
  • 43. 43
    Example Of Current Best Practice‘multi-modal’ access to knowledge
  • 44. Example Of Current Best Practicedepth of video catalogue
    44
  • 45. 45
    Example Of Current Best PracticeLithium’s approach to recognition
  • 46. Example Of Current Best Practicesocial media policy to empower employee participation
    RESULTS
    In 2009 2.5m customers posted 79,000 messages and read over 81m messages
    95% of community conversations are peer-to-peer support
    The Community provides about a $5m benefit to the organisation
    46
  • 47. New Style Social Media Centres
    Keep Separate Or Integrate Into Call Centre?
    View online debate @
    http://www.web-strategist.com/blog/2010/10/14/social-media-mission-control-the-contact-center-must-evolve-socialsupport/
    47
  • 48. d
    48
    Implication for your 2011 strategy and plan
  • 49. Find out if your customers use social media and visit social networks
    ‘Listen’ and find out if and where you need to intervene
    Work out how the customer journey will now work
    Understand what implications this has on workflow, systems and resourcing
    Decide where it sits and internal ownership
    Within call centre
    Separately
    Consider the use of customer communities
    Stay up to date with best practice as it emerges
    49