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 brands are succeeding, or failing in managing customer queries on social media channels.

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Best Practices in Social Customer Service Excellence

  1. 1. ² ² ²
  2. 2. 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
  3. 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 THE CATALYST
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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?
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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’
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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?
  26. 26. 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?
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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.
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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?
  46. 46. 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
  47. 47. 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

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