Con Georgiou, Director of Product Practice Details • 200+ Salesforce Certified • 75+ Service Cloud Certified Customer Success› 10+ years as customer service consultant› Lead Social Change Agent at Velteo (now Bluewolf)› Worked with top brands— Vodafone, Staples, Eastmon, Brother, Panasonic, Fuji Film
Global Contact Centre User Study Rate the level to which you agree or disagree with the following statement: “Customer service centres always provide excellent customer service” Research Conducted by 5th Quadrant
Contact Centre Operational Costs $ 5% 10% 15% Research Conducted by Forrester Research
TransitionCost Centre – Eﬃciency Focused • How can we conserve our business? • Whats the minimum we can do to ensure we don’t loose customers? • KPI -‐ AHT • How can we make agents more eﬃcient? Proﬁt Centre – EﬀecKveness Focused • How can we grow our business? • How can we reduce customer ‘Eﬀort’ • KPI – NPS • How can technology improve customer and agent experiences
Global Contact Centre User Study Rate the level to which you agree or disagree with the following statement: “I prefer to use other methods of contact (web chat, email, social etc..) rather than contact a customer service centre over the phone” 62%$ 51%$ 49%$ 40%$ 39%$ 38%$ 37%$ 42%$ 32%$ 35%$ 31%$ 28%$ l$ $ y$ $ $ $ d$ $ il$ $ A$ $ da ce lia an re ico UK ba an az an US po an tra na p ex o Br rm Ja al Gl ga Fr Ca s M $Z e Au Ge Sin w Ne Research Conducted by 5th Quadrant
Global Contact Centre User Study“Which of the following methods have you used to contact a company’s customer service centre in the past 3 months?” 98% 64% 43% Phone Channels Online Channels Correspondence Channels 89% 57% 60% 47% 37% 17% 17% 9% 16% 6% 2% 8% Phone Automated Automated Online Web self- Web chat Social Video Email Text Fax Letter conversation phone & phone phone call service media / conversation online forum Research Conducted by 5th Quadrant
Social RevolutionForrester, ‘The Growth of Social Technology AdopKon’: “Three out of Four consumers use Social Technology.” Nielsen, ‘Global Faces and Networked Places’: “More time is now being spent on social networks than personal email…”5th Quadrant, ‘Global Contact Centre User Study’: “93% of Consumers believe a company should have a presence in social media. ”
Tweets Are… Research Conducted by Pear Analytics
Global Contact Centre User Study Rate the level to which you agree or disagree with the following statement: “I would be happy to interact with a customer service representaIve who I know is working at home” 69%# 57%# 62%# 60%# 55%# 56%# 55%# 56%# 51%# 49%# 50%# 39%# l# # # y# # # # # il# # d# A# da UK ce lia an re ico ba an az an US po an tra na p ex o Br rm Ja al Gl ga Fr Ca s M #Z e Au Ge Sin w Ne Research Conducted by 5th Quadrant
Salesforce.com Service Cloud Case Assignment and Escalation Knowledge Management Automatic workflow capabilities KM for agents and customers Self-Service Portals and Communities Contracts and Entitlements Personalized, scalable self-service Timed SLA & milestone tracking Communication and Collaboration Call-Scripts and Wizards Broadcast and share information Dynamic, step-by-step resolutions Service Analytics Powerful Integration Tools Intuitive reports and dashboards Link to other systems quickly Email-to-Case Management Live Chat Track inbound and outbound emails Zero install cloud-based chat Social Media Management Contact Centre Integration Meet customers where they are Web CTI
Scaling Social ServiceDerek Laney Director Product MarkeKng Management @derektweets in/derektweets
Uniﬁed Plaeorm for Social Turn insights to acKons and connecKons to customers for life.
Where to Learn More? hfp://bit.ly/measureupsocial
The Path to Becominga Social Service CentreCon Georgiou
Agenda› The end of Satisfaction› Service as the Differentiator› Building A Customer-Obsessed Organization
Ending SatisfactionCustomers have neverbeen more empowered.They don’t trust you.Attrition at all time highs. Your staff included
Ending SatisfactionSatisfaction is the lowestlevel of acceptable service.Loyalty is obtained via aprocess not a singleaction.
Loyalty is DyingSatisfied Customers willshop anywhere.Loyal customers willpromote you for free andfight before they switch.
Measuring the effects of customer loyalty onthe bottom line› # of customers =› Average customer transaction Calculated› Average # of transactions› % attrition value of› Average # of referrals customer› % referrals to customers loyalty› % net income as a % of revenue
Ending Satisfaction What does it take to or or even just spend more with you?
Service as the Differentiator› Service is the new Sales and Marketing› There is no lifetime value without service› Maximize every customer engagement› De-silo the enterprise to improve customer intimacy and service
Building a Customer Obsessed Organisation› Team of HERO’s –Highly Empowered Resourceful Operatives› Structural agility› Commitment to Knowledge - KCS› Leadership from all angles› It all starts with CARING – Zappos
Implementing “Customer-Obsession” in theContact Center is Complex!
Companies Are Turning to Salesforceas the Tool
Aligning Technology to a Customer-ObsessedCulture—Transforming Key Areas of Customer Care For Customers For Agents For Partners/ For Management ChannelsSuperior service through any Streamlined productivity Removing barriers and Optimizing organizationalchannel of choice through a single system of delivering seamless training & performance through truth sales and service cycles improved visibilityKnowledge & Answers IVR/VRU Integration Contact & Case Management Linked to SalesChannel of Choice Real-time Collaboration Partner Portal Training & CalibrationsSelf-Service Knowledgebase Communication Reporting & DashboardsLive Agent Chat Community Sharing & Innovation Knowledgebase Workforce ManagementSocial Media Universal Contact & Case Mgmt Communications Social Media Workflow & Approvals
Building a Customer-Obsessed Organization—3 “Next Steps” for your Organization› Step 1: Maximize every customer moment.› Step 2: Know what your customers want before they do.› Step 3: Focus on people over platforms.
Building a Customer-Obsessed OrganizationStep 1:Maximize everycustomer moment.
Deliver an “Obsessed” Customer Experience Customer Needs Public Knowledge Renewal Website FAQs Forms Upgrade / Sources Of Renew Product Info Community Suggestions Case Management Product Product Community Answers Assistance Delivery Email Customer Shipping Contracts & Product Product Entitlements Usage Paymen Product t $ Setup Dashboard Billing s & Reports Self-Service Setup FAQs How-Tos Field Service (by ServiceMax)
Vodafone goes eCareCustomer Service COMPANY PROFILE LOCATION Sydney, AUSOVERVIEW COMPANY SIZE 6000Vodafone Hutchison Australia Ltd is a leading Telecommunications INDUSTRY Telcocompany leading the drive for better customer engagement through COMPETITOR Siebel, RightNowSocial Business. VHA was faced with major disruption in theirindustry due to changing consumer sentiments and the growth of SOLUTION(S) Service Cloud, Radian6social as a channel for service and branding. Self Service, Knowledgeand Social Engagement was required to turn the experience around. FIRST ACTIVE: 15/12/2011CHALLENGE SOLUTION VALUE • Need for better customer • Custom webservice to pull ‘accepted’ • Empowered Agents & Knowledge Managers experience and self service solutions from lithium into Service • Big Bang Go Live – Director Initiative • Lithium integration Cloud as draft KI’s • 76% growth in customer interactions since launch • Omniture implementation • Increased traffic to Vodafone support site due to • Operationalized a KCS driven • Parallel rollout of FATWIRE CMS improved SEO of KI pages and URL’s knowledge team to monitor website • Poor internal knowledge • Single platform view of all case requests for all digital and knowledge metrics to author management processes channels when Social hub is fully deployed. relevant articles • Wanted to move away from the • 25% reduction in email volumes to customers auto-response knowledge article • Implemented GSA along with Headloc • 78% increase in consumption of help and support model for better integrated web search. content – organic promotion. • Poor SEO of current • Created custom editor for design team knowledgebase, poor web search to be OK authoring mechanism of current Knowledge Items • Unable to own domain or mailbox • Migrated a team of 30 case managers custhelp.vodafone. to SFDC case management from a • Better customer engagement previously robust RN solution • Aggressive deadline • Launched Self-Service oriented PKB support.vodafone.com.au on site.com Salesforce.com
More Detailed Info› Bluewolf seen as agile and innovative with strong Service Cloud background› Social, Mobile, Integration and Development experience led to an innovative outcome› Deployed over a 10 week period hitting the deadline of the 15th of December 2011› Change managed with Executive engagement› Integration of Technology and Methodology with KCS› Integrated with Lithium for Community crowdsourcing solution› Social Hub implementation phase 1 completed with phase 2 in progress for single view of all customer care channels› Integrated with Fatwire for static resources and styling› Integration with World Manuals for access to Manual pages via support site› Google Search Appliance for better Article Searches› Holistic self service, knowledge and social platform = eCare› The solution broadens our already deep Service Cloud Centre of Excellence
Building a Customer-Obsessed OrganizationStep 2:Know what yourcustomers want beforethey do.
Knowledge is the Nucleus Knowledge Management Case Management Collaboration Innovation Integration Customer Relationship Management
Building a Customer-Obsessed OrganizationStep 3:Focus on people overplatforms.
#goingsocial› Bring social into your core strategy › Engage with customers, employees, and prospects › Flatten company hierarchy › Promote internal networking › Spread news, information, and resources › Marketing effectiveness
Building a Customer-Obsessed Organization Enable People: With: › Collaboration › Chatter › Just in time Knowledge › Integrated KCS Engagement › Gamification › Social Awareness › #GoingSocial Communities › Integration › Service Skills › Training and Education
Our Philosophy Aligned Vision / Communication Strategy Effective use of Technology Continuous aligned with Innovation Business Process Adoption! Relevant Leadership Instructional Coaching / Approach to Systems of Drive User Accountability Capability
Where is Your Organization?Identify need tobecome a socialenterprise Do you have a Social enterprise Social Media objectives & challenges identified plan? Objectives & challenges identified, Is it working? no plan developed Plan developed, not deployed Plan being deployed Objectives & challenges met with formal plan
Engage with us today…› Contact Center – Complete Blueprint› Health Check – Service Maturity Assessment› State of Salesforce - Annual Review› Connect with me: › Twitter - @congo_ › LinkedIn – Con Georgiou › Email – email@example.com › Blog – www.con.georgiou.com