Best Practices in Social Customer Service Excellence
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Best Practices in Social Customer Service Excellence

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In this fascinating exploration of the latest techniques in social customer service, Martin Hill-Wilson, author of Delivering Effective Social Customer Service (Wiley 2013), sets out exactly how major ...

In this fascinating exploration of the latest techniques in social customer service, Martin Hill-Wilson, author of Delivering Effective Social Customer Service (Wiley 2013), sets out exactly how major brands are succeeding, or failing in managing customer queries on social media channels.

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Best Practices in Social Customer Service Excellence Best Practices in Social Customer Service Excellence Presentation Transcript

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  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Social Customer Service
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 THE CATALYST
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 THE PROBLEM
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 THE REWARD
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 • Engagement & Trust catalyst • Accelerated learning • Small can look big. Big can look small • Globalises brands cheaply • Social + cloud = ubiquitous access • Exposes opaque behaviour • Viral carries both good & bad news • Stresses existing organisational norms • Puts brands who don’t get it onto a dangerous downward spiral
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 The State Of Social Customer Service
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Overview
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Responsiveness: Very Responsive 60% Responsive 20-59.9% Somewhat Responsive 5.01-19.9% Not Very Responsive 0.01-5% Unresponsive 0% Response speed: Very Fast Under 30 Minutes Fast Under 1 hour Average Under 4 hours Below Average Under 24 hours Slow Over 24 hours How Good Are The Best?
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Needs Strong Change Champions
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Source: Amex’s Global Customer Service Barometer 2012 Haven’t used social customer service Have used social customer service Social=Greater Consequences
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Stakes Are Now Raised
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Upside
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Downside Source:RichardHughes,ProductStrategyDirectorofBroadvision
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 A Need For ‘One Agenda’
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Cross Functional Integration Dr. Rebecca Harris leads the Social Media Center of Expertise at General Motors in Detroit Impact Fostering collaboration & greater brand impact Benefits Cross functional response time From 24 hrs to 1.5 hrs – Twitter/Facebook <3hrs enthusiast forums Social teams from • Marketing • Communications • Customer Care now co-located at HQ
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Mine Relevant Content 1. Customer Inspired Topics 2. Expectation Management 3. Service Triggered Stories
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Needs Actionable Listening
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 The New Challenge The key difference in Social Media is that, unlike other channels, customers can be talking about you on sites across the internet instead of talking with you directly via channels you have offered
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 personal blogs review sites TripAdvisor etc self help forums online communities branded expert sites LinkedIn Google+ Facebook Twitter YouTube Pinterest Tumblr Sina Weibo Social Ecosystem peer2peer support corporate blogs ecommerce reviews Social ListeningAbility To Influence STRONGWEAK
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Listening Strategies 1. Track specific brand- driven mentions 2. Reply to the most urgent customer service issues 1. Listen for ‘bigger picture’ themes to anticipate needs 2. Use social as early warning to brief mainstream Customer Service 3. Track conversations about product/service usage, not the brand 4. Listen for more than @xxx e.g. #xxx 5. Track issues and needs of your competitors’ customers 6. Listen for sales opportunities
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Beware Auto-Replies
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Needs A++ People
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 • Become the point of resolution • Convey personal support • Express competence • Use active rather than passive language Needs High Standards
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Same Or Different?
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Same Or Different?
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 “How To Build & Run Social Support Teams” Criteria
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Criteria
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 “How To Build & Run Social Support Teams” Criteria
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Management Style
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 Needs Cross Channel Infrastructure
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Mapping The Social Journeys
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Example Customer Journey
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 The Customer Engagement Mix Source: Data from a major telecom operator that provides customer care through Facebook, Twitter, and a dedicated customer community. The sample represents 140, 000 customer requests.
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 1st Principles Channels Multiply They Seldom Die
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E Multi-Channel Ecosystem
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 86% will be more satisfied if offered preferred channel
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Cross Channel #1 Peer to peer support is great but only answers 40% of questions on average Therefore 60% need escalating
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Cross Channel #2
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E Cross Channel #3
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 From Twitter To Chat Same Advisor
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 From Chat Back To Twitter Earn Word Of Mouth
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E ©Brainfood Consulting 2013 Cross Channel #4 From Twitter Self serve To Advisor via Click2Call #tweetserve
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Tech Ecosystem
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 What Matters?
  • P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 2014 Priorities Responsiveness Interaction Quality
  • D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e © Brainfood Consulting 2014 Thank You! @martinhw brainfoodextra.com