Social Media and Customer ServiceA discussionJuly 2012Paul Scott paul.scott@merchants.co.uk
Content     • What is Social Media?     • What are its applications?     • What’s relevant to our clients?     • A Social ...
Context: Social media is opening up new    and exciting customer contact channels The purpose being to:  • Understand how ...
One definition of social media…Monday, 26 November 2012               © Merchants           4
…here’s one view of what’s out there                    social brand engagement                                           ...
How can we use social media platforms?             Inform          Seek help                        Invite to      Celebra...
Ways of using Social Media                                                     Social is finding                          ...
Ways of using Social Media                                          Share                                  Social is findi...
Applications in Contact Centres                                                     We’re focused                         ...
Applications in Contact Centres                                          Share                                       infor...
Strategic intent                   A Maturity Model for Social Media                                                      ...
Business                                  TechnologyCustomer Employees Organisation
Social Media Maturity Model | 1 of 2               Basic                            Coordinated                           ...
Social Media Maturity Model | 2 of 2               Basic                              Coordinated                         ...
Customer management social media maturity             Basic                          Coordinated                       Int...
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Social Media and Customer Service

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A maturity model we developed to help describe how social media integrates with traditional customer service channels.

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Social Media and Customer Service

  1. 1. Social Media and Customer ServiceA discussionJuly 2012Paul Scott paul.scott@merchants.co.uk
  2. 2. Content • What is Social Media? • What are its applications? • What’s relevant to our clients? • A Social Media Maturity Model • MetricsMonday, 26 November 2012 © Merchants 2
  3. 3. Context: Social media is opening up new and exciting customer contact channels The purpose being to: • Understand how mature your organisation is in social media • What Merchants can be doing to ensure we are seen as part of the solution rather than part of the problemMonday, 26 November 2012 © Merchants 3
  4. 4. One definition of social media…Monday, 26 November 2012 © Merchants 4
  5. 5. …here’s one view of what’s out there social brand engagement search and browsing social databusiness software social networks commerce platforms social ad network social advertising platforms analytics social media platforms community platforms blogging platforms social advertising social referral social shopping applications streaming platforms social scoring mobile apps gaming content content sharing curatorurl shorteners social intelligence photo sharingMonday, 26 November 2012 © Merchants 5
  6. 6. How can we use social media platforms? Inform Seek help Invite to Celebrate or with insight in return for… participate in … acknowledge Push Interact Pull Research Alert Monitor for Gather content with insight with context intelligence for re-useMonday, 26 November 2012 © Merchants 6
  7. 7. Ways of using Social Media Social is finding new and innovative applications, daily Keeping pace with this ever-evolving media requires dedicated focus In the customer management domain, Social social media is being media applied to everything from peer-to-peer help to sales and even retention activity There is a plethora of tools available to help organisations harness the random and often confusing nature of this mediaMonday, 26 November 2012 © Merchants 7
  8. 8. Ways of using Social Media Share Social is finding information new and innovative Game Complain applications, daily Keeping pace with this ever-evolving media requires dedicated focus Blog Get help In the customer management domain, Social social media is being media applied to everything from peer-to-peer help Connect to Shop to sales and even communities retention activity There is a plethora of tools available Advertise Learn to help organisations harness the random Research and often confusing nature of this mediaMonday, 26 November 2012 © Merchants 8
  9. 9. Applications in Contact Centres We’re focused on a few of these areas initially Social which tend to be directly associated media with contact centres and customer managementMonday, 26 November 2012 © Merchants 9
  10. 10. Applications in Contact Centres Share information Game Complain We’re focused Blog Get help on a few of these areas initially Social which tend to be directly associated media with contact centres Connect to and customer Shop communities management Advertise Learn ResearchMonday, 26 November 2012 © Merchants 10
  11. 11. Strategic intent A Maturity Model for Social Media Merchants uses Innovate Customer interaction evolving with a maturity model customer demand in real time to determine where an organisation is from a capability SM part of multi-channel perspective Drive strategy with ROI and integral to We have adapted Customer Experience Management Creating new customer our own CCDM management for this purpose, Contribute platforms as this models Planned engagement, resourced without customer management monitored and managed Part of organisational in the contact centre multi-channel boundaries domain contact centre Resources drawn from This helps organisations Engage Traffic captured, platform Understand and which includes combined internal benchmark themselves, put into context prioritised and responded to external and external identifies quick wins and Constrain corporate in contact centre delivery sources delivery teams areas for improvement and individual engagement Listening Reporting Our maturity model helps Contain and building in place client on their journey Ad-hoc SM maps to combine digital response and voice channels Reactive Basic Coordinated Integrated Optimised to deliver an exceptional customer experience Operational capabilityMonday, 26 November 2012 © Merchants 11
  12. 12. Business TechnologyCustomer Employees Organisation
  13. 13. Social Media Maturity Model | 1 of 2 Basic Coordinated Integrated Optimised Listening, some presence but no Participating monitoring and Sharing across channels and Delivering measurable coordinated response responding with governance in platforms, selling serving and economic value and recognised place innovating as socially significantEmployeeSocial media Have a Facebook page for Community based engagement, Part of a corporate specialist team, Strategic role to drive customerCompetence personal use. Not encouraged to where themes and special called on to proactively engage on loyalty or CLV use Social media in a work context interests drive engagement topicsContent Push content only on a wide Marketing or CS managing Pull activity to support outbound Push and Pull activity integrated toManagement variety of topics centrally activity multiple sources internally and externallyCultural A few early adopters and Centralised specialist team Integrated to other customer Enterprise-wide all employeesintegration evangelists management teams empowered to contributeOrganisationCommunity No formal management, left to Proactive and explicit by a central Integrated across the Enterprise, Forms part of the Customer andmanagement individuals to self manage or local resource delivering Social Customer Care Staff Engagement Strategy managing Peer to PeerPolicies and No formal policies in place Documented but not enforced- Fully documented and adopted to Policies enable development andProcedures restrictive facilitate social media usage adoption of social mediaMetrics and Not measured, but statistics Ad-hoc project based Centralised measures using web Enterprise-wide measures andMeasures produced ad hoc measurement tools metrics which form part of daily Customer Interaction Management reportsMonday, 26 November 2012 © Merchants 13
  14. 14. Social Media Maturity Model | 2 of 2 Basic Coordinated Integrated Optimised Listening, some presence but no Participating monitoring and Sharing across channels and Delivering measurable coordinated response responding with governance in platforms, selling serving and economic value and recognised place innovating as socially significantTechnologyArchitecture Open source, not using corporate Enterprise tools in isolated areas Enterprise platform integrated to Strategic, on demand, customer standards cloud services centric, Cloud or SaaS-basedTools Self service, internet, outside Standard, IT approved list of best Apps and Services relevant to Inside the firewall, Enterprise firewall in class products evolving needs developedConnected- Standalone Low-level ad hoc Multi-channel connectivity Internal and external channels fullyness integratedBusinessVision & None, low awareness and not Departmental or central team Business Unit or division Social media seen as a strategicStrategy seen as a strategic imperative define CS or marketing objectives incorporate social media into imperative, delivering tangible business strategy returnsLeadership Bottom-up a few enthusiasts Functionally-led with proactive CMO or CSD lead and visibly lead CEO seen as social media leaderand development social media strategy in your industryCommitmentGovernance No formal governance, but Marketing or CS publish guidelines Part of overall customer Self governing as whole Enterprise employees operate under but not rigorously enforced management and communications understands the value, do’s and corporate communications rules governance process don’tsMonday, 26 November 2012 © Merchants 14
  15. 15. Customer management social media maturity Basic Coordinated Integrated Optimised Listening, some presence but no Participating monitoring and Sharing across channels and Delivering measurable coordinated response responding with governance in platforms, selling serving and economic value and recognised place innovating as socially significantMetrics # followers and friends # links visited # registrations/referrals # converted leads # posts and tweets # enquiries/responses # leads/prospects # customers retained # policy violations # downloads % reach (share of voices) £ of customers won # issues/problems £ costs saved # mentions/re-tweets # commentsMonday, 26 November 2012 © Merchants 15
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