Multi-Channel Social Customer Service

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Mohamed Afifi explores the world of multi-channel social customer service, highlighting the pitfalls and opportunities for brands seeking to engage with their customers wherever the conversation is happening. Part of the Our Social Times #socialcs series of seminars and webinars.

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  • Genesys Mission and Vision
  • Mitigating DisloyaltySo the exercise really becomes mitigating disloyalty rather than increasing loyalty Lowering Effort can increase purchase behaviorThese studies suggest that effort is a critical factor to consider based on its correlation to disloyalty
  • By focusing on one channel – you are only extracting value from that percentage of customers.Leaving 74% + on the table.
  • 95% of FB Wall Posts are not answered by brands.Out of 1300 survey, 71% did not receive a response to their complaint Tweet86% would have loved hearing from company regarding their complaint tweet
  • As Bill Gates famously said, “most people overestimate what you can accomplish in a year, and underestimate what you can accomplish in a decade.” Simply installing social business products in your company is not going have a meaningful impact on the way you communicate unless it is accompanied with cultural change. And that cultural change is not going to happen overnight. But equally, it seems inconceivable that in 2020 we’ll all still be using email as our primary tool for internal and external business communication.
  • Abandoned web shopping carts represent an estimated $115 billion in lost revenue for US companies in 2013 – Forrester Research
  • Multi-Channel Social Customer Service

    1. 1. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 1 TO BUILD A BETTER WORLD BY UNLEASHING THE POWER OF GREAT CUSTOMER EXPERIENCE (CX)
    2. 2. The 21st Century Consumer $963 Billion Worldwide retail web sales in 2013 1.52 Billion Facebook Users in 2014 74% Use More Than 3 Channels 87% Of World Population are Mobile Subscribers 25.4% Engage in online shopping via mobile 1 Billion Smart Phones by 2016 19.4 % CAGR
    3. 3. Changing Customers’ Behaviour EXPERIENCE SOCIAL MEDIA LESS ADVICE COMPARISON EMPOWERED
    4. 4. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.5 Customers’ Behaviour Is Changing
    5. 5. Not Necessarily Customers Leave Completly
    6. 6. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7 Leakage Drivers Every Interaction is a Moment of Truth timeInteraction Sales Support Back Office Billing Onboarding Journey First BillProvisionWelcomeSign Up Interaction Interaction Interaction Moments of Truth 90% 90% 90%90% Interaction CSAT At every interaction customers form or change an impression about a company -- Product or Service, Website, Marketing, Support, Sales Interactions -- • Poor Self-service • Frustrating website • Multiple calls & emails • Transfers • Repeating Info • Transfers • Long holds • Repeat Calls • Transfers • Appointment setting difficult • Reschedules • Wrong info at handoff – context lost • Unexpected bill • Repeat calls • Repeat emails Loyalty Leakage 90% 90% 81% 73% 66% 100% 90% 90% 90% 66%Journey CSAT Interaction CSAT Scores
    7. 7. Customer Experience Matters… and so does Effort 88%Of customers with low effort increase spend < 50%Of customer satisfied when channel switching • Companies lost $83 billion last year due to bad customer experiences • Only 1 in 3 companies deliver a positive customer experience Loyalty leaders outgrow competition 2.6x •Of customers with low effort will repurchase 94%
    8. 8. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9 Turning Analytics in to Action © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9 74% of Consumers use at least 3 channels 25%of consumers use 1 or 2 channels 52%of consumers use 3 or 4 channels 22%of consumers use 5 or more channels 3 channels 4 channels 5 or more channels1 channel 2 channels Source: Ovum
    9. 9. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10 Omni-Channel Customer Experience Net Promoter Score Customer Satisfaction Customer Effort / FCR % of users using the channel IVR Loyalty Value Chain Deliver seamlessly consistent and personal experience across all channels and touch-points… “It only works when it all works!”
    10. 10. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11 The Digital Channels Journey: Review components and selling path strategy Extend Web Service Mobile App Email Web Assist Social Media Digital Customer Service Basic • Single Digital Channel Interface Enhance • Personalized cross channel communications through Conversation Management • Customer adds more channels as needed
    11. 11. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.12 Mobile IVR/Contact Center In Person Web Social Partial Web Form Fill Talk Chat Pickup Consult Group Tweet ID/Auth Visual IVR Question Talk Optimal Experience: Customer is offered a co- browsing session during the chat and customer’s problem is resolved immediately! Customer Tweets: “What a great experience I had with Brand X” LEVERAGING CUSTOMER’S CROSS CHANNEL INTERACTION HISTORY COULD HELP OPTIMIZE EXPERIENCE AND SAVE COST.
    12. 12. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.13 How the Customer feels Time Positive Feeling Negative Feeling Gratify Satisfy Neutral Bad Horrible 1 2 3 4 5 6 7 9 10 Unacceptable Level Search for App Search successful Functionality Starting transaction / inquiry Facing problem Emotion Curve 8 Implementation Changing communication channel required Wait time Starting all over again Resolved Customers‘ emotions throughout the service lifecycle significantly impact their loyalty
    13. 13. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14 Customer Experience ‘Memory’ Management? http://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory.html
    14. 14. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15 Customer Journey Discover Evaluate Buy Use Seek Other Options Marketing Sales Customer Service Information Help
    15. 15. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16 Customer Journey Information Help Self-Service Assisted Service • What? • Where? Information • Good stuff! • Amazing service! Praise • Doesn’t work! • Terrible service! Complaint
    16. 16. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.17 Customer Journey • Doesn’t work! • Terrible service! Complaint Information Help How would you know? What was the root cause? What can we learn?
    17. 17. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18 Customer Journey • Doesn’t work! • Terrible service! Complaint Information Help • Good stuff! • Amazing service! Praise Operationalize Problem Solving
    18. 18. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19 Customer Journey Information Help Self-Service Assisted Service • What? • Where? Information • Good stuff! • Amazing service! Praise • Doesn’t work! • Terrible service! Complaint
    19. 19. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20 Take Away 3 : Engagement
    20. 20. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21 Social Media Guard
    21. 21. Yas Island AbuDhabii 14 March 2013 22
    22. 22. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.23 Customer Engagement Management • Engagement will become a key differentiator for businesses in 2013 • By 2015, 90% of organizations will architect a customer engagement hub, yet only 5% will select the correct technologies to make it work. Source: Garter, Michael Maoz
    23. 23. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.24 Gain customer insight Decide when to jump in Meet Expectation Connect Multiple Channels Prioritize Empower your Staff Setup a listening program Select the right tools Select your Channels Social Engagement
    24. 24. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.25 Maturity Model • Integrate knowledge base with forums • Distribute intelligently unanswered forum posts • Establish social network integration • Capture user profile information as part of customer record • Monitor Social Media landscape through a service • Implement work flow to prioritize monitored conversations • Implement real-time view of Social Media interactions • Enable mobile social interactions with enterprise • Create enterprise widgets embeddable in any social environment • Proactively engage forum users • Create virtual assistants to interact with customers in forum and social sites • Establish presence on social sites • Monitor Social Media through search engines • Deploy Enterprise forums for support • Define Social Media strategy and ROI model Impact Time Establishment Phase Consolidating Phase Performing Phase Optimizing Phase
    25. 25. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.26 Social Engagement Process Capture Messages and Mentions Review Content and Associate Business Rules Distribute to the Right Resource Handle and Respond using any media type
    26. 26. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.27 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. “Journey Appropriate” Human touch 27 Right Channel Right Person Right Time
    27. 27. Summary • Customer Effort is Worth looking @ • Social is not only about Technology but Human Interactions • Engagement on Digital Channels is not only Improving CX but increasing Sales Revenue
    28. 28. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.30 Genesys Digital Channels All channels TRUE Multi-channel Proactive Business agility Insights, operational CX that differentiates your brand, raises loyalty, increases sales and reduces cost
    29. 29. Thank you
    30. 30. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.33 Neglecting online customers Millions are spent on web sites (and the advertising that directs customers to them) but customers arrive at an empty store that offers no assistance, and limited ability to buy
    31. 31. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.34 3 Statistics tell the story 58% of callers visit a company’s website prior to calling the contact center Corporate Executive Board Only 6% of companies believe that the offline parts of their business have visibility into how customers interact with their websites eConsultancy 4% Median conversion rate on websites MarketingSherpa 2012 Website Optimization Benchmark Report
    32. 32. In-house Research We shopped at 500 major online retailers websites… we went on a shopping spree
    33. 33. 36 We abandoned the cart on the last step of the purchase as a registered user
    34. 34. 99.6% (498 of 500 stores) did NOT offer a proactive chat after an item over $200 was removed from the cart of a registered user What we Discovered…
    35. 35. Only 7.19% (36 of 500 stores) followed up with an email recognizing that an item over $200 was not purchased after it was removed from the cart of a registered user What we Discovered…

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