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Social Done the Right WayPart 1: Turbocharge Customer ServiceBy Leveraging Social TechnologiesPart 2: How Baylor Health Ca...
Ninety percent of customer                       experience decision-makers tell                       Forrester that a go...
Few companies deliver an outstanding customer experience3   © 2012 Forrester Research, Inc. Reproduction Prohibited    Sou...
Good customer experiences are good for business4   © 2012 Forrester Research, Inc. Reproduction Prohibited    Source: Nort...
The customer service leader must balance customer needswith business needs                                                ...
The customer service leader must balance customer needswith business needs                                                ...
Consumers want quick answers to questions or will abandon    Source: January 23, 2012, “Understanding Customer Service Sat...
The reach of negative opinions about your brand is amplifiedwith social technologies8   © 2012 Forrester Research, Inc. Re...
The customer service leader must balance customer needswith business needs                                                ...
One solution is to move customer service to lessexpensive communication channels10   © 2012 Forrester Research, Inc. Repro...
Customers want to engage using a variety ofcommunication channels11   © 2012 Forrester Research, Inc. Reproduction Prohibi...
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, In...
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.ast...
Companies are not investing in shoring up the foundationsof good interactions16   © 2012 Forrester Research, Inc. Reproduc...
Agents don’t have access to the right information at theright time17   © 2012 Forrester Research, Inc. Reproduction Prohib...
Companies cannot tame the knowledge problem                    Email18   © 2012 Forrester Research, Inc. Reproduction Proh...
And the volume of social inquiries and commentsoverwhelm companies19   © 2012 Forrester Research, Inc. Reproduction Prohib...
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           ...
What does success look like?23   © 2012 Forrester Research, Inc. Reproduction Prohibited
What are your unique                            customer experience attributes?                                           ...
Who are your customers?                                                               What are their                      ...
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 P...
Then add social technologies in a way that theycomplement and extend your service28   © 2012 Forrester Research, Inc. Repr...
Improve by listening to what your customers are sayingabout you                            Post identified                ...
Thank youKate Leggett+1 (650) 269-8658Twitter: @kateleggettBlog:http://blogs.forrester.com/ kate_leggettkleggett@forrester...
Social Done the Right WayPart 1: Turbocharge Customer ServiceBy Leveraging Social TechnologiesPart 2: How Baylor Health Ca...
It’s not the strongest of thespecies that survive, nor themost intelligent, but the onemost responsive to change.     + Ch...
The situation +! Metroplex is among the     “We don’t just want one    most competitive markets    of the best websites in...
Getting from there to here1.! Website – Rethink family of public   facing sites from the ground up2.! Social Marketing – I...
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...
Getting from there to here1.! Website – Rethink family of public    facing sites from the ground up2.! Social Media – Iden...
An open door to humanity online“We follow our mission“statement and our values from“the top to the bottom. Social“media to...
Honing in on Baylor’s key audiencesWho do we want to engage?Patients, family members, job seekers, and the general Dallas-...
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 ...
The top 5 things we learned+! Ask your audience what they want+! Give your audience what they value+! Make it easy for you...
Thank you.Thomas MuellerGlobal Director, Customer ExperienceSiegel+Gale625 Avenue of the AmericasNew York, NY 10011tmuelle...
Social Done the Right Way
Social Done the Right Way
Social Done the Right Way
Social Done the Right Way
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 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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  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. Good customer experiences are good for business4 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)
  5. 5. The customer service leader must balance customer needswith business needs Cost Customer satisfaction and Compliance loyalty Revenue5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  6. 6. The customer service leader must balance customer needswith business needs Cost Customer satisfaction and Compliance loyalty Revenue6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. 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
  8. 8. The reach of negative opinions about your brand is amplifiedwith social technologies8 © 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. The customer service leader must balance customer needswith business needs Cost Customer satisfaction and Compliance loyalty Revenue9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  10. 10. 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
  11. 11. 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)
  12. 12. Realize that online channel usage has grown in thepast two years12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Take a step back and think about the journey thatcustomers expect to have with a company13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Most of the time this journey is fractured. Why?14 © 2012 Forrester Research, Inc. Reproduction Prohibited www..com
  15. 15. Most companies are a mess of disconnected technology15 © 2012 Forrester Research, Inc. Reproduction Prohibited www.astutesolutions.com
  16. 16. 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
  17. 17. Agents don’t have access to the right information at theright time17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Companies cannot tame the knowledge problem Email18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. And the volume of social inquiries and commentsoverwhelm companies19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Companies offer more customer touchpoints than ever before20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  21. 21. What can you do to make it better?21 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  22. 22. What is your value proposition for your customers? Costco Apple22 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Costco and Apple Web sites
  23. 23. What does success look like?23 © 2012 Forrester Research, Inc. Reproduction Prohibited
  24. 24. 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
  25. 25. 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
  26. 26. What is their journey?26 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Strativity
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. Thank youKate Leggett+1 (650) 269-8658Twitter: @kateleggettBlog:http://blogs.forrester.com/ kate_leggettkleggett@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
  31. 31. 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
  32. 32. It’s not the strongest of thespecies that survive, nor themost intelligent, but the onemost responsive to change. + Charles Darwin
  33. 33. 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
  34. 34. 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
  35. 35. Key insight 1Patients notcustomers!
  36. 36. Key insight 2Focus onthe 80%
  37. 37. Key insight 3Continuity +familiarity
  38. 38. Key insight 4Think big,plan in stages
  39. 39. Key insight 5Our brandis our brand nomatter where
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. Key insight 1Not allsocial mediais equal
  45. 45. Key insight 2Wherever yougo, be therewith purpose
  46. 46. Key insight 3It’s aboutengagement,not publishing
  47. 47. Key insight 4It’s a process,not a project
  48. 48. Key insight 5Alwaysconnectthe dots
  49. 49. What it’s all about Awesome image/graphicBringing itall together
  50. 50. Customers should have a familiar service experience.Everywhere. Every time. YouTube Mobile Facebook self-service Call Twitter center Hospital Web
  51. 51. 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
  52. 52. Thank you.Thomas MuellerGlobal Director, Customer ExperienceSiegel+Gale625 Avenue of the AmericasNew York, NY 10011tmueller@siegelgale.comTwitter: @tmuellernyc
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