Social Done the Right Way
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Social Done the Right Way

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Social media can help companies deliver a customer service experience that aligns with customer expectations, resulting in a more loyal customer base and a larger wallet share. However, the value of ...

Social media can help companies deliver a customer service experience that aligns with customer expectations, resulting in a more loyal customer base and a larger wallet share. However, the value of these social technologies can’t be realized by just bolting them onto a suboptimal contact center. In this presentation, the presenters share tangible outcomes derived from cutting through the volume and complexity of information to understand what really matters in customer engagement.

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Social Done the Right Way Social Done the Right Way Presentation Transcript

  • Social Done the Right WayPart 1: Turbocharge Customer ServiceBy Leveraging Social TechnologiesPart 2: How Baylor Health Care SystemsEngages With Its Audience WhileManaging PerceptionsPresented to:Customer Service Experience
  • Ninety percent of customer experience decision-makers tell Forrester that a good customer experience is critical to their company’s success. Sixty-three percent think the importance of the customer experience has risen.2 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Few companies deliver an outstanding customer experience3 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report
  • Good customer experiences are good for business4 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)
  • The customer service leader must balance customer needswith business needs Cost Customer satisfaction and Compliance loyalty Revenue5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • The customer service leader must balance customer needswith business needs Cost Customer satisfaction and Compliance loyalty Revenue6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Consumers want quick answers to questions or will abandon Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy” Forrester report7 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • The reach of negative opinions about your brand is amplifiedwith social technologies8 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • The customer service leader must balance customer needswith business needs Cost Customer satisfaction and Compliance loyalty Revenue9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • One solution is to move customer service to lessexpensive communication channels10 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
  • Customers want to engage using a variety ofcommunication channels11 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)
  • Realize that online channel usage has grown in thepast two years12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Take a step back and think about the journey thatcustomers expect to have with a company13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Most of the time this journey is fractured. Why?14 © 2012 Forrester Research, Inc. Reproduction Prohibited www..com
  • Most companies are a mess of disconnected technology15 © 2012 Forrester Research, Inc. Reproduction Prohibited www.astutesolutions.com
  • Companies are not investing in shoring up the foundationsof good interactions16 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: “Contact Center Purchase Plans 2011” Forrester report
  • Agents don’t have access to the right information at theright time17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Companies cannot tame the knowledge problem Email18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • And the volume of social inquiries and commentsoverwhelm companies19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Companies offer more customer touchpoints than ever before20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • What can you do to make it better?21 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  • What is your value proposition for your customers? Costco Apple22 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Costco and Apple Web sites
  • What does success look like?23 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • What are your unique customer experience attributes? Self-transport High-traffic by customers store layout Explanatory Suburban catalogues, locations with More impulse informative ample parking buying displays and labels Limited Self-selection customer by customers service Ease of Limited sales Most items in transport and staffing inventory assembly Ample Self-assembly inventory on by customers site Increased “Knock-down” likelihood of Year-round kit packaging future stocking purchased Modular Low furniture manufacturing design cost Wide variety Ease of with ease of In-house design focused transport and manufacturing assembly on cost of manufact- uring24 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Brandon Schauer, Vice President of Creative Services, Adaptive Path
  • Who are your customers? What are their personas? What do they want from you? How do they want to interact with you?25 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Costco and Apple Web sites
  • What is their journey?26 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Strativity
  • Focus on foundational elements to deliver excellentcustomer experiences27 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report
  • Then add social technologies in a way that theycomplement and extend your service28 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report
  • Improve by listening to what your customers are sayingabout you Post identified and classified Community management Escalate Direct Leverage knowledge to communication base. service? to poster. Respond to poster. Escalate to Track activity. customer service. Create service record. Customer service management Leverage knowledge Resolve issue and base. Route to contact poster via customer Respond to poster. optimal channel service agent. (traditional or social). Track activity.29 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Thank youKate Leggett+1 (650) 269-8658Twitter: @kateleggettBlog:http://blogs.forrester.com/ kate_leggettkleggett@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
  • Social Done the Right WayPart 1: Turbocharge Customer ServiceBy Leveraging Social TechnologiesPart 2: How Baylor Health Care SystemsEngages With Its Audience WhileManaging PerceptionsPresented to:Customer Service Experience
  • It’s not the strongest of thespecies that survive, nor themost intelligent, but the onemost responsive to change. + Charles Darwin
  • The situation +! Metroplex is among the “We don’t just want one most competitive markets of the best websites in for healthcare the health care industry +! Tired website experience —we want one of the out of step with user best websites on the needs, business internet.” requirements and brand – Baylor Executive, 2007 +! Successful CRM, advertising and organizational shifts +! Leadership saw the writing on the wall
  • Getting from there to here1.! Website – Rethink family of public facing sites from the ground up2.! Social Marketing – Identify where to be and what to do
  • Key insight 1Patients notcustomers!
  • Key insight 2Focus onthe 80%
  • Key insight 3Continuity +familiarity
  • Key insight 4Think big,plan in stages
  • Key insight 5Our brandis our brand nomatter where
  • The impactSuccess is in the numbers.+! In August ’08, there were approximately 60,000 home page views. September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase+! Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase+! Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase
  • Getting from there to here1.! Website – Rethink family of public facing sites from the ground up2.! Social Media – Identify where to be and what to do
  • An open door to humanity online“We follow our mission“statement and our values from“the top to the bottom. Social“media tools would allow“Baylor to show this—to be“more personal with people in“the community and to“communicate our human“touch manner.”–Stakeholder Interview
  • Honing in on Baylor’s key audiencesWho do we want to engage?Patients, family members, job seekers, and the general Dallas-Fort Worth communityWhere will we find these people?Blogs, Facebook and YouTube Blogs Facebook YouTube Never Never Never 1-10 1-10 1-10 times times times 11-20 11-20 11-20 times times times 21+ 21+ 21+ times times times
  • Key insight 1Not allsocial mediais equal
  • Key insight 2Wherever yougo, be therewith purpose
  • Key insight 3It’s aboutengagement,not publishing
  • Key insight 4It’s a process,not a project
  • Key insight 5Alwaysconnectthe dots
  • What it’s all about Awesome image/graphicBringing itall together
  • Customers should have a familiar service experience.Everywhere. Every time. YouTube Mobile Facebook self-service Call Twitter center Hospital Web
  • The top 5 things we learned+! Ask your audience what they want+! Give your audience what they value+! Make it easy for your audience to engage with you+! Keep it fresh. Surprise them when you can+! Remain true to your brand strategy
  • Thank you.Thomas MuellerGlobal Director, Customer ExperienceSiegel+Gale625 Avenue of the AmericasNew York, NY 10011tmueller@siegelgale.comTwitter: @tmuellernyc