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Evolving Customer Experience Management through Social

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OpenKnowledge Social Business 2013 Keynote

OpenKnowledge Social Business 2013 Keynote

Published in Technology
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  • Dell Tech Center example
  • But a Great Starting Place

Transcript

  • 1. Customer ExperienceManagementEvolvingthrough social
  • 2. @robhoward
  • 3. What is CustomerExperienceManagement?
  • 4. A business strategyto capitalize on your biggest asset:^Your Customers
  • 5. 70%research beforesale startsexpect betteronline customerservice70%
  • 6. Impact of Customer ExperienceLaggards LeadersWillingness tobuy more -7.7% +6.7%Reluctance toswitch -7.6% +8.2%Likelihood torecommend -8.2% +8.4%Customer Experience Boosts RevenuePercentages are relative to industry averages
  • 7. Support SalesMarketingSocialAcquireEngageInformConnectRetainWhere Does Social Fit?
  • 8. “Engaging in honest, direct conversations withcustomers and stakeholders is a part of who we are,who we’ve always been. The social web amplifies ouropportunity to listen and learn and invest ourselves intwo-way dialogue, enabling us to become a bettercompany with more to offer the people who depend onus.”--- Michael Dell
  • 9. Social is the new normal
  • 10. Marketing RaDaRhttp://blogs.forrester.com/nate_elliott/13-01-24-introducing_the_marketing_radarSocialCommunitiesSocialNetworksSocial is not a destination
  • 11. Relationships Problem to SolveShared Interests RelationshipsWhy we goSocial Networks Social CommunitiesWhy we stayCopyright Telligent 2011How much do you me?
  • 12. 4% Post on Twitter11% Blogs19% Post a query on question site25% Video (YouTube or company website)33% Forums48% None of the aboveWhere do you start?
  • 13. DigitalMarketingSupportReputationNetworking3. Strategy2. Goals and ObjectivesCustomers to interact and shareexperience. Creatingauthenticity and trust.• Authenticity• AwarenessCustomers and prospects askand answer questions; typicallysupported by organization.Provide a location wherediscussions about your productand services can take place.Facilitate groups of like-mindedpeople to get together andshare common experiences.• Understanding• Participation• Connecting• Community• Information• Answers1. AudienceProspectsNew and existingcustomersCustomersSupport currentcustomersMarketPerceptions andcoverageCommunityFans, Followers, andFriendsCommunity Planning Framework
  • 14. 5. Results• Support• Customers• Perception• Coverage• Sales• Coverage• Sales• Customers4. Solutions• Engagement• Content• Moderation• Q&A• Defer Calls• Reuse• Sentiment• Influence• Moderation• Profiles• Engagement• IdentityAnalyticsWhere did theactivity takeplace?What wasdiscussed?Popular?How arepeoplecollaborating?Who are theusers andtypes?Why are theyusing thesystem?3. StrategyDigitalMarketingSupportReputationNetworkingPlatformForums, Blogs,Wikis, Email,Profiles, etc.Search, SingleSign-on, andintegrationModeration,filters, SPAMtoolsWorkflow, Rules& Policy,Security,PrivacyWidgets, APIs,Extensibility,3rd PartiesCommunity Planning Framework
  • 15. Five Ways toMeasure
  • 16. Number of Questionsanswered by community#1
  • 17. Number of Questionsanswered by employees#2
  • 18. Views on answeredquestions#3
  • 19. Top communityanswerers#4
  • 20. Unanswered questionsto answered ratio#5
  • 21. Quick Index for Support Community ValueAnswer Value = Support Ticket Cost * (N% * Views of Answer)Bonus Metric
  • 22. @robhoward