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Service in the time of the Social Customer


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Dec 10 Webinar: Service in the Time of the Social Customer: Harnessing contact centers’ unique ability to monetize and make sense of social media insight

Dec 10 Webinar: Service in the Time of the Social Customer: Harnessing contact centers’ unique ability to monetize and make sense of social media insight

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  • The contact center is equipped with the infrastructure and technology to communicate with any bodynGenera CIM knows how to manage interactionsCustomer Interaction Management is now Social Interaction ManagementTake action on micro interactions or macro interactionsTurn Noise into Signals
  • Transcript

    • 1. Service in the Time of the Social Customer
      Thursday, December 10, 2:00PM Eastern
    • 2. Service in the Time of the Social Customer
      Ginger Conlon
    • 3. Service in the Time of the Social Customer
      Paul Greenberg
      The 56 Group
      Nikhil Govindaraj
      VP of Products
      ©2009 Peppers & Rogers Group. All rights reserved.
      1to1® is a registered trademark of Peppers & Rogers Group.
    • 4. Event logistics
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      Post-event survey preparation
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      Helpful tools
      Use the “enlarge slide” button to view a complex slide
      Use the help link for a list of FAQs just to the right of the “enlarge slide” link
    • 5. Today’s agenda
      Topics of Discussion
      Rethinking service
      Integrating channels
      Measuring success
      Service 2.0
      Questions and Answers
      Post-Event Survey
    • 6.
    • 7.
    • 8. The social customer
      This is a SOCIAL transformation that impacts all institutions – business among them – not exclusively
    • 9. The social customer
      See change in use of technology
      Gen Y first generation to spend more time on the ‘Net than watching TV
      96% on social network
      Will outnumber baby boomers by 2010
      Implications are staggering
      74% of all adults on the web are engaged with a social network/community
    • 10. The social customer
      • Using Social Networks
      • 11. Nielsen Online research “Global Faces on Networked Places” (March 2009):
      • 12. Fastest growing sector for Internet use is communities and blog sites (5.4% in a year)
      • 13. Member communities reach more Internet users (66.8%) than email (65.1%)
    • The social customer – who do they trust?
      Edelman Trust Barometer
      2003 – “A Person Like Me” – 22%
      2004 – “A Person Like Me” – 51%
      2005 – “A Person Like Me” – 56%
      2009 – “A Person Like Me” – 58%
      Most trusted source moved from non-connected (to corporation) experts to “a person like me.”
      Customers demand authenticity & transparency now
    • 14. The social customer – what do they trust?
      Traditional ads – trusted by 14% (Marketing to the Social Web, Larry Weber)
      Peers – trusted by 90% (Nielsen Global Online Consumer Survey, 2009)
    • 15. The social customer
      Conversation is controlled by the customer
      Review sites
      Social networks/communities
      Service complaint oriented – Planetfeedback
      Get Satisfaction
      Facebook pages
      Social Media Properties
      User generated content – video, audio, blogs etc.
      Blogs (200 million)
      34% post brands & product opinions
      Geek Brief TV
    • 16. The social customer
      Source: Brian Solis
    • 17. From CRM to Social CRM
      "CRM is no longer just a model for managing customers but one of customer engagement"
      The social customer
    • 18. “SocialCRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”
      Social CRM
      The social customer
    • 19. The New Customer Service Model
    • 20. The new customer service model
      The social customer is demanding a rich, engaging customer experience in multiple ways – still including human contact
      Contact centers and multi-channel interactions with the customer are where the experience with a business is typically most intense.
      Customer service is becoming perhaps the most important of the CRM pillars
      It surrounds and is interwoven with all facets of how a company functions.
    • 21. The new customer service model
      Just solving problems is no longer sufficient
      Customers can go elsewhere to get problem solved (threaded forums, community access)
      Customers have peer support
      Knowing how the customer is thinking & feeling is of paramount importance to insight
      How do you find this out when
      The customer communicates on multiple channels?
      There are thousands & even millions of customers?
    • 22. The new customer service model
      Don’t be fooled by myth of decreasing interest in using phone
      When dealing w/enterprise 77% still prefer phone (DMG Consulting)
    • 23. Bad customer service can go viral
    • 24. The new customer service model
      What do you do – Customer Service Models
      Agent based call centers
      Process based CRM
      Community driven customer service
      Customer experience focused call customer service
      Web self service
    • 25. It’s all built around the conversation...
    • 26. Look at social network & social graph
    • 27. And at the level of the individual phone call…
      Emotion Detection
    • 28. Quick Hit: The New Contact Center
    • 29. “Internally, customer service is a component of customer experience. Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so you don’t have to contact anyone. Then you save customer service for those truly unusual situations.” – Jeff Bezos, CEO Amazon
      The new contact center
    • 30. The new contact center
      The Problems….
      Forrester study in 2008
      Customers disliked talking to companies because
      Routing to wrong agent (57%)
      Knowledge management average to worse (62%)
      Poor customer data access (60%)
      Other reasons?
      Wrong metrics
      Lack of understanding of new channels
      Retention of old models
    • 31. Search gone wild
    • 32. The new contact center
      Lead to…
      Losses of $338.5 billion/yr due to poor service experience e.g. cart abandonment – sales loss (Datamonitor/Ovum survey, Nov. 2009)
      Fifty five percent of customers who no longer want to talk to customer service reps (Forrester Research, 2008)
      Cost of call resolution goes from $49 per incident same day, to $61 day 2, and $155 day 3. (ServiceXRG, 2008)
    • 33. The new contact center
      The Approach
      Keeping the ordinary, ordinary
      Effective results, not just efficient processes
      Solution + experience = success
      Measure for results, not cost savings
      Remember the human beings on both ends
    • 34. The new contact center
      What can be done?
      Service communities
      Cultural change at contact center
      Service outreach (Twitter, Facebook)
      Monitoring problems outside firewall
      Collaborate with customers
      Listen, learn, act
      Prevent problems, not just solve them.
      Strong self service tools
      Strong knowledge management & search
    • 35. The new contact center
      Text/sentiment analytics
      Speech analytics
      CCPM systems
      Social media monitoring
      Web Self-Service
      CRM Integration
    • 36. The new contact center
      Self Service Option
      Tools for sculpted personalized experience/activity
      Easy ability to reach someone through chat
      Accessible knowledgebase for your customers
      Advanced – community forums for discussions
    • 37. The new contact center
      Contact Center Performance Management
      Key customer-driven components
      First Contact Resolution – traditional is First Call Resolution
      Root Cause Analysis - not just what is causing problem but why problem is caused
      Next-Best Action – analysis across all touchpoints to evaluate & predict future customer needs.
      Customer Experience Analytics – look at the results of the outcome.
    • 38. THANK YOU
      Author: CRM at the Speed of Light (4th Edition, February 2009)
      President: The 56 Group, LLC
      Managing Partner/CCO: BPT Partners,
      EVP: National CRM Assn.
      Co-Chair: Rutgers CRM Research Center
      Named #1 CRM Influencer (Non Vendor) by InsideCRM 2007
      Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and InsideCRM&InsideCRM 2008
      CRM Magazine 2008 Top Influencer
      Cell phone: 703-551-2337
    • 39.
    • 40. Questions&Answers
      Paul Greenberg
      The 56 Group
      Nikhil Govindaraj
      VP of Products
      ©2009 Peppers & Rogers Group. All rights reserved.
      1to1® is a registered trademark of Peppers & Rogers Group.
    • 41. For additional information
      please contact
      Nikhil Govindaraj
      Ginger Conlon
      Paul Greenberg