Social: Session 7: Turbocharging Customer Service Through Social Technologies

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Social media - Twitter, Facebook, discussion forums, ideation communities, social listening platforms to name a few - can be used to help companies deliver a customer service experience that aligns …

Social media - Twitter, Facebook, discussion forums, ideation communities, social listening platforms to name a few - can be used to help companies deliver a customer service experience that aligns with customer expectations. This alignment ultimately results in a more loyal customer base and a quantifiably larger wallet share. However, the value of these social technologies can’t be realized by just bolting them onto a suboptimal contact center. This presentation describes the foundational elements that your contact center must get right before you consider adding social technologies, and how social technologies can be deployed in a manner that extends current capabilities, and reinforces the customer experience and company brand.

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  • Source:http://www.cs.umass.edu/~mccallum/house/house-may2003.jpg
  • This is Forrester’s social ladder -
  • Source: http://exposureforjquery.files.wordpress.com/2010/08/120598_new_house_foundation2.jpg
  • Source: RightNow Technologies (http://www.rightnow.com/)
  • So, how should you get started with Social?
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Transcript

  • 1. SocialTurbocharging Customer Service Through Social Technologies
  • 2. Kate LeggettSenior Analyst, Forrester Research @kateleggett kleggett@forrester.com//blogs.forrester.com/kate_leggett 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  • 3. Ninety percent of customer service decision-makers tell Forrester that agood customer experience is critical to . their company’s success. Sixty-three percent think the importance of the customer experience has risen.
  • 4. Few companies deliver an outstanding customer experience© 2011 Forrester Research, Inc. Reproduction Prohibited
  • 5. Customer experience is good for business
  • 6. Social technologies will help youdeliver excellent customer service.You need to get your foundations inorder before moving forward.
  • 7. Agenda The customer service leader’s challenge Getting traditional customer service right Extending customer service with social technologies Social customer service: what this means to you
  • 8. The customer service leader must balance the needs of his customers with the needs of his business Cost Customer Satisfaction and Compliance loyalty Revenue
  • 9. The customer service leader must balance the needs of his customers with the needs of his business Cost Customer Satisfaction and Compliance loyalty Revenue
  • 10. Consumers want quick answers to questions or will abandon Impatience increases with older demographics though younger consumers are more likely to prefer online service.
  • 11. Social media has a broad reach for both B2C and B2B companies
  • 12. The customer service leader must balance the needs of his customers with the needs of his business Cost Customer Satisfaction and Compliance loyalty Revenue
  • 13. One solution is to move customer service to less expensive communication channels
  • 14. But, understand what channels customers are using
  • 15. And realize that online channel usage has grown in the last two years
  • 16. AgendaThe customer service leader’s challengeGetting traditional customer service rightExtending customer service with social technologiesSocial customer service: what this means to you
  • 17. First, focus on the foundationalelements so that you can deliveran excellent customerexperience.
  • 18. Understand how your customers want to interact with you
  • 19. Provide your agents with a universal customer history
  • 20. Tame your knowledge problemEmail
  • 21. Extend lightweight business process management to customer service
  • 22. Agenda The customer service leader’s challenge Getting traditional customer service right Extending customer service with social technologies Social customer service: what this means to you
  • 23. Social - its not just about buying softwareSocial workplace Social software Public socialsoftware extending software customer service software
  • 24. Are you preserving the customer experience across the entire journey?
  • 25. Start by listening to what your customers are saying Post identified and classified Community management Escalate Direct to communication Leverage KB. 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.
  • 26. Discussion forums are the social media channel of choiceJuly 2011 ―2011 Social Technographics® For Business Technology Buyers‖
  • 27. Service via Facebook and Twitter must be incorporated into your other service offerings
  • 28. Use social processes to align your knowledge base with customer demand – 9,000 new articles added; 27,000 evolved in 2011 – 76% of support staff contribute to the knowledge base. – Decreased operational costs by $0.5 million
  • 29. Push customer service to where users spend their timeSource: VMware (http://www.vmware.com/)
  • 30. – 2008: 2.5 million users; 2010: 10 million users – $10 million savings in call deflection – 800 comments per monthSource: VMware (http://www.vmware.com/)
  • 31. What this means: Add social to your foundation . . .Social is another communicationchannel into your contact center.Your brand value and businessprocesses must be upheld over allchannels.Your universal customer history mustinclude all interactions — traditionaland social.Your corporate knowledge must beextended with community knowledge. . . . to ensure an excellent customer experience.
  • 32. Recommendations How to get started? Understand the demographics of your customer base. Pinpoint the methods that your customers want to interact with you Get your foundations in order Listen to your customers’ sentiments over social channels Create feedback loops within your organization to address expressed sentiment. How to succeed in the long term? Integrate social software with current customer service technologies one at a time Promote new capabilities Measure your success
  • 33. #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 33