The Growing Pains of Social Customer Service (Presentation by Martin Hill-Wilson at the Rise of Social Customer Service)

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UK Social Accounts The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Celebs Rule eDigitalResearch’s Social Media Benchmark July 2012 The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

UK Brand Interaction Source: Fishburn Hedges & Echo “The Social Media Customer” May 2012 Poll of 2,000 UK consumers The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

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1. The EvolutionIf you don’t get service right via yourtraditional channels The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Customers Are Learning Source: UK Consumer Advice Site The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

2. Service Follows Sales • 12 of the top 20 Facebook pages (UK Retailers) are actively selling to followers from the site • Either directly or by pushing users back to product pages on websites eDigitalResearch’s Social Media Benchmark July 2012 The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

3. They Breathe It The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

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Tweets 54,000 callsabout the areLondon deflectedriots from callreduced 999 centre eachwaiting month viatimes from social media41 secondsto 0seconds300,000customerswerereached The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Multi-Lingual Help The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Human Chemistry The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

NPS score The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

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Fragmented CX The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Integrated CX The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Resourcing Failures Sky Giff Gaff Eurostar Barclays Chelsea v8 Barca hr outage TrainOnline Banking 24.4.2012 16.3.2012 5.3.2012 30.3.2012 Source: EngagementIndex The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Resourcing Strategy 150 Trained & On Stand By For Emergencies 2,200 Trained & Mentored To Answer5,000 People Trained Questions Sent To2,000 People Certified TwelpforceBy Dell University The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Brand Corrosion The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

The Key Lesson“It is impossible for enterprises to create an exceptional social service experience if they provide a sub-par experience via traditional support channels.“ Paul Greenberg, Author and industry Social CRM expert The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

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Reputational Risk The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Reputational Risk Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people. The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Reputational Risk The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Even BAU Is Tough! Source: Brandwatch The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

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Customer Experience How do social channels need linking with existing channels to unify customer journeys? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Mobility How Does Mobility Change Social Customer Service Expectations ? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Resourcing How is a 24x7 global demand resourced if needed? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Culture Is the more informal style of social interaction at odds with traditional customer service? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Scalability Will our listening strategy cope with increased volume? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Visibility Social Media workflow has little legacy integration, 360º views or reporting. What’s the right infrastructure? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Customer Data Should we be collecting social graph data and social interactions? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Escalation How can we maintain service levels when managing complex cross functional issues? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Learning How do we turn the wealth of real time insight being offered into organisational momentum? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

Knowledge How do we effectively share across all channels? The Growing Pains Of Social Customer Service © Brainfood Consulting Ltd 2011

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The Growing Pains of Social Customer Service (Presentation by Martin Hill-Wilson at the Rise of Social Customer Service)

by Our Social Times on Sep 26, 2012

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