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Customer Service 2.0 | Guy Stephens Presentation


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Customer Service 2.0 | Guy Stephens Presentation

  1. 1. Social customer care: Being open starts at home 6Consulting Guy Stephens 30.11.10
  2. 2. How things have changed © Foviance 2010
  3. 3. LinkedIn Twitter Facebook YouTube Brightkite FourSquare Where social media meets customer service Gowalla Friendfeed Posterous Delicious Digg Stumbleupon Listorious Gist Pownum TripAdvisor Vark Cofacio Focus SocialCRM Pioneeers Quora Squidoo Best My web shadow 2005 Global Online Marketing Manager Mars, Inc 19 th May 2008 @guy1067 started 26 th Dec 2008 Beingguy1067 blog started I am not a photographer Google profile: Corporate profile: LinkedIn profile: in/guy1067 06/02/09 Customer Knowledge Manager @GuyAtCarphone The Carphone Warehouse © Foviance 2010 Senior Consultant Foviance
  4. 4. The next 60 minutes <ul><li>The use of social within customer care </li></ul><ul><li>Changing paradigms </li></ul><ul><li>Questioning our preconceptions </li></ul><ul><li>Understanding your DNA: How open are you? </li></ul>© Foviance 2010
  5. 5. Common themes <ul><li>Everything is the same, but nothing will ever be the same again </li></ul><ul><li>It’s a cultural shift: mindset not toolset </li></ul><ul><li>Being on Twitter or Facebook, doesn’t mean you are open, authentic and empathetic </li></ul><ul><li>Understanding the gap between can be and are </li></ul><ul><li>Do you know how open you want to be? </li></ul><ul><li>You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel! </li></ul><ul><li>From the Cluetrain Manifesto, Thesis 73 </li></ul>© Foviance 2010
  6. 6. Shifting paradigms Touchpoint Value creation and differentiation happens here CUSTOMER <ul><li>Framework </li></ul><ul><li>Network etiquette </li></ul><ul><li>Social economy </li></ul><ul><li>Environmental </li></ul><ul><li>Fragmented </li></ul><ul><li>Open </li></ul><ul><li>Expectations </li></ul><ul><li>Immediate </li></ul><ul><li>Shared </li></ul><ul><li>Technology </li></ul><ul><li>Smartphones </li></ul><ul><li>Broadband </li></ul>COMPANY <ul><li>Framework </li></ul><ul><li>Social media policy </li></ul><ul><li>ROI </li></ul><ul><li>Environmental </li></ul><ul><li>Homogenous </li></ul><ul><li>Closed </li></ul><ul><li>Expectations </li></ul><ul><li>SLA </li></ul><ul><li>Hoarded </li></ul><ul><li>Technology </li></ul><ul><li>Legacy systems </li></ul><ul><li>Firewalls </li></ul>Creating ‘wow’ experiences becomes of paramount importance © Foviance 2010
  7. 7. Social is… <ul><li>24 hour billboard </li></ul><ul><li>It’s a place where people speak their mind </li></ul><ul><li>Conversations about you, with or without you </li></ul><ul><li>It takes time </li></ul><ul><li>It’s imperative to understand the medium </li></ul><ul><li>It will challenge existing processes and paradigms </li></ul><ul><li>It’s a social medium: What’s your personality? </li></ul><ul><li>ROI: Yes and no, but don’t obsess </li></ul><ul><li>It’s how your children are communicating and will communicate </li></ul><ul><li>It’s not about you anymore, it’s about us </li></ul><ul><li>and a whole lot more… </li></ul>© Foviance 2010
  8. 8. | Course Title | “ I resorted to social media because as a consumer I am tired of being placed on hold for interminable periods on the phone which historically has been a brand's mode of choice for engaging with customers - and I wind up building up my phone bill in the process. I was also tired of sending emails which, if they are acknowledged at all, get nothing more than an automated reply - something that is extremely impersonal and gives no indication of whether anything will be done at all.” Quote from a customer of The Carphone Warehouse about why they used social media to complain
  9. 9. Zappos <ul><li>Zappos </li></ul><ul><ul><li>Aligned entire organisation around one mission </li></ul></ul><ul><ul><li>Customer service company that sells shoes </li></ul></ul><ul><li>Family Core Value #1 </li></ul><ul><ul><li>WOW is such a short, simple word, but it really encompasses a lot of things. To WOW, you must differentiate yourself, which means doing something a little unconventional and innovative. You must do something that's above and beyond what's expected. And whatever you do must have an emotional impact on the receiver. We are not an average company, our service is not average, and we don't want our people to be average. We expect every employee to deliver WOW. </li></ul></ul><ul><ul><li>Our philosophy at Zappos is to WOW with service and experience, not with anything that relates directly to monetary compensation… </li></ul></ul>© Foviance 2010
  10. 10. Five steps to empathy? © Foviance 2010
  11. 11. We can be [social super-] heroes… <ul><li>be open </li></ul><ul><li>be authentic </li></ul><ul><li>be meaningful </li></ul><ul><li>be empathetic </li></ul><ul><li>be relevant </li></ul><ul><li>be interesting </li></ul><ul><li>be bold </li></ul><ul><li>be experimental </li></ul><ul><li>be courageous </li></ul><ul><li>be transparent </li></ul><ul><li>be real </li></ul>© Foviance 2010
  12. 12. Actually, we’re explorers <ul><li>be open </li></ul><ul><li>be authentic </li></ul><ul><li>be meaningful </li></ul><ul><li>be empathetic </li></ul><ul><li>be relevant </li></ul><ul><li>be interesting </li></ul><ul><li>be bold </li></ul><ul><li>be experimental </li></ul><ul><li>be courageous </li></ul><ul><li>be transparent </li></ul><ul><li>be real </li></ul>© Foviance 2010 What is your DNA? Your culture? Your mindset?
  13. 13. Jo(e) Bloggs has a voice <ul><li>Rise of people networks, emergence of self-branded ecosystems where information is exchanged, knowledge shared and help provided </li></ul><ul><li>Google, Twitter, Facebook, YouTube are first port of call </li></ul><ul><li>Increasing ubiquity of smartphones </li></ul><ul><li>Impulse behaviour becomes the norm </li></ul><ul><li>Complaining is a social act </li></ul><ul><li>Text supported by IRL activities </li></ul><ul><li>Anytime, anywhere, anyone </li></ul>© Foviance 2010
  14. 14. Companies no longer in charge: Fish where the fish are* <ul><li>Democratisation of the tools of self expression </li></ul><ul><li>Tension between past and future, carrying the weight of industrialisation, while looking at the possibility of the future </li></ul><ul><li>New ways of working: Connecting, sharing, participation, engaging, listening, enabling, interrupting, influencing, collaborating </li></ul><ul><li>Generational resistance to ‘traditional’ methods of communication </li></ul><ul><li>One-to-many & Many-to-many conversations </li></ul><ul><li>Customer engagement takes place in public spaces 24/7 </li></ul><ul><li>‘ Now’ touchpoints </li></ul><ul><li>PR/brand opportunities </li></ul><ul><li>Who and what do you trust? </li></ul><ul><li>*Jeremiah Owyang, Social Media Marketing Storyboard #1: Fish where the fish are </li></ul>© Foviance 2010
  15. 15. Impact on customer service <ul><li>Customer service is at the forefront of customer engagement </li></ul><ul><li>24/7 PR opportunity </li></ul><ul><li>Closed one-to-one to public one-to-anyone-who-is-willing-to-listen-or-participate </li></ul><ul><li>Underpinned by empathy and trust, transactional interaction to emotional and experiential engagement </li></ul><ul><li>Emergence of independent sites </li></ul><ul><li>Resolution to experience, where experience is the service </li></ul><ul><li>Technology and process with emotion and empathy wrapped around it </li></ul>© Foviance 2010
  16. 16. Impact on customer service continued <ul><li>Call centre moving from cost saving to customer engagement, tactical to strategic business unit </li></ul><ul><li>Customer service is decentralising, moving outwards into the hands of people </li></ul><ul><li>Multichannel/multiplatform world </li></ul><ul><li>Customer service ‘at source’ </li></ul><ul><li>Compete against/work with your own customers/people </li></ul><ul><li>Redefine what customer service is, what the call centre is </li></ul>© Foviance 2010
  17. 17. Roles are changing Creator Participant Prisoner Promoter Bystander Voyeur Passenger Listener Passerby Pundit © Foviance 2010
  18. 18. New help channels are emerging © Foviance 2010
  19. 19. It’s about ‘now-time’, don’t let real-time fool you <ul><li>“… I tweeted him [Guy Stephens] at 8pm; by 8.07pm, I had a reply, rendering me unconditionally blown away. Three months of periodic call centre torture had got me nowhere, but via social media I felt listened to within minutes and my problem solved within a few days. “ </li></ul><ul><li>From: </li></ul><ul><li>Understand the distinction between acknowledgement and resolution </li></ul><ul><li>Just because the software enables you to, doesn’t mean you can or should </li></ul>© Foviance 2010
  20. 20. But who owns social? <ul><li>“ For our clients, social media either sits in customer service, marketing, PR or technology. And where it is put simply depends on what the outcome is. If they are ultimately concerned with reputation issues, it is a PR concept. If it is a cost-related issue in that there are complaints about the product or a specific service and the customer is potentially leaving, it becomes a customer service thing. If they see social media as a new technology concept then it sits under IT. And if it is about brand and getting the name out there then it tends to be under marketing. But few organisations are enlightened enough to have true working across the organisation.” </li></ul><ul><li>Qaalfa Dibeehi, COO,Beyond Philosophy </li></ul>© Foviance 2010
  21. 21. ROI <ul><li>What are the metrics for/cost of not being there? </li></ul><ul><li>Everything is the same: grounded in reality, business in objectives, understand your customers, do you know what you want to do? </li></ul><ul><li>Everything is different: embryonic, hybrid, experimental </li></ul><ul><li>Do you understand your social channels? How they work, what they do, how they work together? </li></ul>© Foviance 2010
  22. 22. How do companies respond? © Foviance 2010 Passive Dablle Embrace Company focus: Product-centric Company focus: Customer centric Company focus: Experience-centric Characteristics: Rigid & corporate Centralised Traditional SLAs Knowledge hoarding Organisational silos Legacy systems Characteristics: Corporate & flexible Semi-autonomous Variable SLAs/Individual Some knowledge sharing Partial breakthrough Tentative experimenting Characteristics: Flexible & open Decentralised 24/7 Distributed knowledge Collaborative Integrated Customer outcome: Anger & frustration Customer outcome: Surprise & goodwill Customer outcome: Empathy & advocacy
  23. 23. The toolset © Foviance 2010 Traditional channels Social channels To watch Call centre IVR Email Web self-service In-store Kiosks Live Chat Twitter Facebook YouTube Blogs Google Forums & communities Ratings & feedback Help engines (Cofacio) Independent sites (ComplaintCommunity,) Company built (Twelpforce) ---------------- Monitoring/listening tools ---------------- Mobile devices Augmented reality Geolocation Yammer Posterous Apps ZenDesk Crowd-sourcing/service ---------------- Blended approaches Middleware (Legacy & social platforms)
  24. 24. Who’s doing what in the UK? © Foviance 2010 Twitter Blogs YouTube BTCare DellCares ASOS_HereToHelp NationalRailEnq HeathrowAirport CPWCares Carphone Warehouse Three TMobile PayPal UK Carphone Warehouse (EyeOpeners) TMobile (TMobileUKSupport) O2 (O2GuruTV) Forums/Community Facebook Yammer PayPal UK TalkTalk Members GiffGaff Thomas Cook O2 O2 Carphone Warehouse
  25. 25. The Carphone Warehouse ecosystem © Foviance 2010
  26. 26. ‘ Mundane signposts’ <ul><li>Complaints: Identify, acknowledge, resolve, escalate, close </li></ul><ul><li>Help tips </li></ul><ul><li>Product/service queries </li></ul><ul><li>Early warning system </li></ul><ul><li>Service alerts </li></ul><ul><li>Stock availability </li></ul><ul><li>Lead generation </li></ul><ul><li>Brand monitoring </li></ul>© Foviance 2010
  27. 27. Where’s your brick wall? <ul><li>What does openness mean for your company? </li></ul><ul><li>Do you know how open you want to be? </li></ul><ul><li>Do you know how open you can be? </li></ul><ul><li>Being open without giving away the store: The secret is a sandbox covenant, Charlene Li </li></ul>© Foviance 2010 Where’s your brick wall? Where’s your brick wall? Where’s your brick wall? Where’s your brick wall?
  28. 28. Understand your brick wall <ul><li>What does ‘openness’ mean for your company? </li></ul><ul><li>Do you know how open you want to be? </li></ul><ul><li>Do you know how open you can be? Should be? Could be? </li></ul><ul><li>Do you know what your brick walls are? </li></ul><ul><li>Do you know where they are? </li></ul><ul><li>Where do you put them? </li></ul><ul><li>Are your brick walls real, perceived or convenient? </li></ul>© Foviance 2010
  29. 29. How do companies deal with their brick walls? Buffer Sandbox Policies © Foviance 2010
  30. 30. | Course Title | “ With an open strategy, decision shifts from if you should be open ... To how open you need to be to accomplish your overall strategic goals.” Quote from Charlene Li (Altimeter Group), Being open without giving away the store: The secret is a sandbox covenant
  31. 31. Complaining goes social: One-to-anyone-who-will-listen © Foviance 2010 I hate this company! No one ever listens
  32. 32. Where’s your brick wall? <ul><li>‘ I’m sorry, we’ve got it wrong, how can I help?’ </li></ul><ul><ul><li>Relationship between PR and customer service </li></ul></ul><ul><ul><li>Channel integration </li></ul></ul><ul><ul><li>Role of mobile </li></ul></ul><ul><ul><li>Decision-making and ownership </li></ul></ul><ul><ul><li>What departments are involved </li></ul></ul><ul><ul><li>Metrics </li></ul></ul><ul><ul><li>HR implications </li></ul></ul><ul><ul><li>Resourcing & skillset </li></ul></ul><ul><ul><li>Definition of a complaint </li></ul></ul><ul><ul><li>Where customer service is now provided and who provides it </li></ul></ul><ul><ul><li>Definition of customer service </li></ul></ul><ul><ul><li>Definition of the contact centre </li></ul></ul>© Foviance 2010
  33. 33. Closing remarks <ul><li>Social media is changing the way customers and companies engage with each other </li></ul><ul><li>The use of social media to deliver customer service is at the forefront of this change, but it doesn’t mean creating a social customer care silo and don’t confuse the toolset for the experience </li></ul><ul><li>Be clear about your objectives </li></ul><ul><li>Don’t be afraid to get things wrong, don’t be apologetic, don’t be defensive </li></ul><ul><li>Do create your ‘freedom within a framework’ </li></ul><ul><li>It’s a cultural shift: Mindset, not toolset: What’s your mindset? How open are you? </li></ul>© Foviance 2010
  34. 34. | Course Title | &quot;A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” Quote from The Cluetrain Manifesto (1999)
  35. 35. Q&A with Bian Salins <ul><li>Head of Social Media Innovation, BTCare ... </li></ul>© Foviance 2010
  36. 36. Thank you for your time today Guy Stephens Twitter: @guy1067 Mobile: 07795 387 366 Email: © Foviance 2010