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Service in the time of the Social Customer


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


  • 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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  • 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